Week 8- MBA6101- Guerrilla Marketing

 200 Weapons of Guerrilla Marketing

In the book Guerrilla Marketing by Jay Conrad Levinson, the author identifies 200 weapons of guerilla marketing. The overarching categories for these weapons are minimedia, maximedia, e-media, info-media, human media, nonmedia, company attributes and company attitudes. These are all specific ways that a company could adapt a guerrilla marketing mindset. Often times, some of these weapons are overlooked due to the nature of them, such as being patient, bartering, elevator pitches, or even yourself. Everything needs to be considered when marketing a company and these weapons, when best utilized, can grow market share and revenue. 

One of the most successful examples of guerrilla marketing is Hyundai's Message to Space campaign where they used their vehicles to write out a message in sand from a daughter to her father in the international space station. Not only was it a sentimental message and tugged on consumers heart strings, but it was also out of the box and was unique in nature. This was not only popular in the US but globally and the ad was seen 72 million times on Youtube according to Meltwater. It would be impossible for a company to utilize all of the weapons at once so a good starting point would be to analyze the business, the message being portrayed and select a few of the weapons that would bring attention to the brand.