Traditional Marketing Vs Guerrilla Marketing

Dec. 21, 2004
2 min read

Jay Conrad Levinson, author of Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business (1998, Houghton Mifflin Co.), distinguishes between traditional and guerrilla marketing in the following ways: Traditional

  • Requires money
  • Geared to large businesses with big budgets
  • Measured by sales
  • Based on experience and guesswork
  • Increases production and diversity
  • Grows by adding customers
  • Obliterates the competition
  • Uses single marketing weapons
  • Counts your sales
  • "Me" marketing; looks at "my" company
  • Enshrouded in mystique
  • Effective marketing is costly
  • Geared to one sale at a time
  • Doesn't allow for technology
  • Aims messages at large groups
  • Unintentional
  • Uses marketing to make sales
  • About taking from customer Guerrilla
  • Requires energy and imagination
  • Geared to small businesses with big dreams
  • Measured by profit
  • Based on psychology and human behavior
  • Creates excellence through focus
  • Grows through existing customers and referrals
  • Cooperates with other businesses
  • Marketing combinations are most effective
  • Counts your relationships
  • "You" marketing; how we can help "you"
  • Removes the mystique and puts you in control
  • Much good marketing is free
  • Geared toward fervent follow-up
  • Must be techno-cozy
  • Aims messages at individuals and small groups
  • Very intentional; all details are considered
  • Uses marketing to gain customer consent
  • About giving to customer

    • About the Author

    None

    Sign up for IndustryWeek Newsletters
    Get the latest news and updates.

    Related

    Tech-Forward Manufacturers Make Sustainable Packaging a Priority
    AI and ROI: Translating Time Saved to Business Gains
    The Fundamentals of MIG Welding for Mild Steel
    Sponsored
    Choosing the Right Gas for Your DIY MIG Welding Projects
    Sponsored

    Voice Your Opinion!

    To join the conversation, and become an exclusive member of IndustryWeek, create an account today!