It’s a jungle out there. Have you tried Guerilla marketing

Reprinted from ARA Advantage September 2010 issue:

When it comes to marketing your business, perhaps it is time to think outside of the box —try guerrilla marketing.  What is guerrilla marketing?  According to Wikipedia, it was invented as “an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. The objective of guerrilla marketing is to create a unique, engaging and thought provoking concept to generate buzz and, consequently, turn viral.”

The father of this type of marketing is Jay Conrad Levinson, who defined the term in his 1984 book, Guerrilla Marketing.” In essence, it is marketing that relies on unconventional methods — your imagination and not on money — to get your business noticed. Whether it is through publicity, social networking sites or some other method, it is a strategy that many have used to get their businesses noticed.

Steve Kohn, owner of Miller’s Rentals & Sales in Edison, N.J., has successfully used social networking, one such aspect of guerrilla marketing. Why has he jumped on the bandwagon? “Businesses like ours have figured out that this is the way to promote and grow our businesses,” he says. “In the early ’90s, I watched as businesses developed websites. The growth was amazing. Today, it’s hard to find a growing company that doesn’t have a Web presence. Much like websites replacing Yellow Pages as the pre-eminent advertising platform, we might be watching the evolution of social marketing merging with or replacing website marketing.”

For Kohn, guerrilla marketing and social networking are a perfect fit. “There are so many unique things you can do,” he says. “Each day, I see more exciting concepts that companies are coming up with. If your passion is marketing, then this is going to be the moment you have been waiting for. Social marketing is more powerful than a website because it’s 100 percent interactive. The idea behind social marketing is to get your current and future customers involved in the conversation. The trick is how to do this successfully.” Kohn realizes that social networking offers customers “instant gratification,” he says. “Try to imagine having a virtual interaction with a client and being able to instantly discuss a product, show them a photo or even display a video without ever having to speak to them. If that’s not instant gratification, then I don’t know what is. The consumer today wants information instantly; social marketing is perfect for this.”

To see how Kohn has used social networking to market his business, go to:


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