什么是游击营销？

Guerrilla marketing is a marketing strategy that applies unconventional low-cost strategies to promote products, services and ideas.  These advertising strategies may involve sticker bombing, flash mobs, and extensively promoting a brand in order to reach the target market. The namesake of guerrilla marketing can be traced back to guerrilla warfare in which unusual tactics were used to accomplish goals and objectives.  This advertising strategy may be successful because it is easily understood, easily implemented, and inexpensive.

为什么要使用游击营销？

Guerrilla marketing relies on time, frequency, energy, and imagination.  Oftentimes, heavy budgets may not be part of guerrilla marketing campaigns.  It involves gathering customers’ attention in unusual ways in highly competitive environments. These types of campaigns are usually very interactive in nature and target their customers in unexpected styles.

怎么运行的

A major objective of guerrilla marketing is to create a “buzz” in the market through unique, eye-catching, thought-provoking and engaging advertisements.  These initiatives may transform into viral, or frequent, cycles of marketing campaigns. Guerrilla marketing may involve public relations (PR) stunts, street giveaways, dropping off pamphlets, and mock stalls.  The adoption of emerging technologies may affect guerrilla marketing as well.  Digital technologies may be employed extensively to reach target consumers.  Text messages spaced at regular intervals can catch customers’ attention.  Frequent Facebook posts and Twitter tweets may also reach consumers.

Guerrilla marketing focuses more on the use of cost-effective and creative strategies of marketing rather than the utilization of burgeoning budgets.  Its basic requisite is “creativity on time” rather than “creativity on money.”  Profits on sales may provide a good measure of the success of a marketing campaign.  Repeat customers may assist companies by extolling their products to their families and friends, a form of word-of-mouth marketing.

游击营销的影响

Guerrilla marketing strategies may be referred to as “guerrilla marketing weapons.” Guerrilla marketing may encourage companies to “be creative” and may motivate them to “be unconventional” in their products promotion strategies.  Guerrilla marketers employ public relations stunts extensively.  Marketers may also analyze the promotional strategies of other companies in order to improve their own.

Small businesses or SMEs (small- and medium-sized entrepreneurs) may benefit from guerrilla marketing.  Small size may be an advantage for them, as their proximity to their end-user customers may allow them to capture their consumers’ needs and demands.

游击营销基于以下原则：

•     专为中小企业量身定制
•     关注人类心理，而不是判断和猜测
•     通过产品专业化创造竞争优势
•     更加注重与其他公司的业务合作而不是竞争
•     采用和使用新技术来执行战略
•     针对目标消费群体定制市场活动
•     了解客户的需求，而不是试图说服他们购买
•     频繁开展活动以吸引更多客户