The origin of guerrilla marketing

The concept of "guerrilla marketing" was put forward by Jay levinson, a senior American marketing expert. It was originally a way to teach small and medium-sized enterprises how to attract consumers' attention with a meager marketing budget. Many large enterprises have also got rid of the traditional marketing methods and started to adopt guerrilla marketing. After nearly 20 years of theoretical development and practice, guerrilla marketing has become synonymous with "non-traditional and anti-traditional marketing", and a series of anti-traditional marketing strategies have been derived, which are comparable to traditional marketing methods. Traditional marketing mainly uses TV, newspapers, large outdoor advertisements and other large media to build brand awareness, while guerrilla marketing attaches importance to the interaction between brands and consumers and is good at creating unique communication modes.

The credo of guerrilla marketing is that the goal of traditional marketing (sales volume and profit growth) can still be achieved through non-traditional marketing methods (investing more energy in marketing, not just investing more money). In levinson's view, the "sunflower collection" of guerrilla marketing is nothing more than: it is not enough to write down the concept, but more importantly, to implement the plan. Many people engaged in marketing spend a lot of time waiting for good opportunities in the future, but they don't know that action is the most important thing. As long as you put in energy, enthusiasm and enthusiasm, it will be enough to make up for your lack of marketing knowledge.

The origin of guerrilla marketing, the originator of guerrilla marketing put forward this concept. The original intention is to put forward a method against multinational companies for the majority of small and medium-sized enterprises that lack marketing funds, and teach them how to achieve the marketing purpose of attracting consumers' attention with little money. As consumers are increasingly alienated from mass advertising, guerrilla marketing has become the hottest marketing term.