Download GUERILLA MARKETING STRATEGY REALIZATION

6th International Scientific Conference
May 13–14, 2010, Vilnius, Lithuania
BUSINESS AND MANAGEMENT 2010
Selected papers. Vilnius, 2010
ISSN 2029-XXXX print / ISSN 2029-428X CD
doi:10.3846/bm.2010.052
http://www.vgtu.lt/en/editions/proceedings
© Vilnius Gediminas Technical University, 2010
GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
Margarita Išoraitė
Mykolas Romeris University, Ateities str. 20, LT-08303 Vilnius, Lithuania
E-mail: [email protected]
Abstract. Market competition becomes much larger role in anticipating long-term development of the organization, with a basis of strategic management, business process efficiency and organizational capital.
The company operated in a modern market economy, in order to better results must constantly analyze the
internal and the external environment and competitors' actions, investigating consumer needs and consumer trends and taking into account the following factors for continuous improvement of marketing strategies. These factors are variable and dynamically changing, so the company must constantly scrutinize their
work not only today, but the future point of view, to provide events and opportunities to benefit and protect themselves from everything that prevents its success and what is necessary in order to not only survive
but also to achieve its stated objectives and maintain competitive advantage. Guerrilla marketing is considered to be of utmost importance for the success of small companies. This article present important research findings in guerrilla marketing strategy realization. The purpose of this article – to assess assumptions of guerilla marketing realization. The following tasks have been selected to achieve objectives: to
analyze the concept of guerilla marketing strategy, to assess guerilla marketing strategy formulation
process, to evaluate assumptions guerilla marketing strategy realization.
Keywords: marketing, strategy, guerrilla marketing, guerrilla marketing strategy, guerrilla marketing
strategy formulation.
marketing. This is extensively covered in the
Guerrilla Marketing resources but the main differences are that instead of basing your marketing
approach on spending a large budget using conventional advertising media. Guerrilla Marketing
replaces cash with time, energy and imagination.
It is designed for small businesses and uses a
wide range of Guerrilla Marketing weapons,
many of which are free. Guerrilla Marketing focuses on profit while traditional marketing judges
its impact on less direct measures like brand
awareness, brand preference and market share.
Guerrilla Marketing recognize that success is
achieved through strong relationships both with
customers and where appropriate with suppliers,
competitors and alliance partners. The Guerrilla
Marketing Plan is a short, precise marketing plan
for your business, your products and for individual campaigns. For using guerrilla marketing
strategy in Lithuanian company’s it is important
to ask to this questions: what outcome do you
want from your marketing, what are the main
benefits of your product or service, who is your
target market, what is your market positioning,
which Guerrilla Marketing weapons will you use,
what is your identity and how will you explain it,
what is your budget.
Guerrilla marketing is considered to be of utmost importance for the success of small companies. Therefore, research on small companies guerrilla marketing has increased considerably since
1. Introduction
Marketing is a waste of money and time if you’re
not attuned to the real world. Reality is not necessarily what you want it to be or what it used to
be. Instead, reality is what really is. Too many
marketers, that’s a major problem, but to guerrilla, it’s an inviting chance to stand apart from the
competition. Reality to guerrillas is the realization that their prospects are constantly being
bombarded with marketing, with enticing offers,
with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know
that they’re not marketing in a vacuum, but in a
world where many factors, other than their own
hopes and dreams, influence the way their prospects will act. Guerrillas are aware of the reality
of the immense role of technology in attracting
and serving customers. They know that if they’re
not keeping up, they’re probably falling behind.
If they’re not embracing current technology that
allows them to render superlative service, their
competitors may be using it to woo away their
customers. The basic concepts of marketing are
customers’ needs, wants and values; products,
exchange, communications and relationships.
Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization to obtain a competitive advantage. Guerrilla Marketing takes a
fundamentally different approach to traditional
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GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
the late 1980s. Its findings are varied and a comprehensive theory of guerrilla marketing strategy
realization in Lithuanian companies is still lacking.
This article presents important research findings in
guerrilla marketing strategy realization. The paper
provides directions for future research, showing
that many key questions of this field (e.g., various
strategies and tactics of low-cost marketing) must
be explored more thoroughly. Developing a guirrella marketing strategy is important, but it's a difficult work. The key to creating a usable marketing
strategy is to follow a clear, structured, wellthoughtout process. Doing so helps keep the management focused, ensures the consistent use of
information, and streamlines decision-making. A
more structured process also involves some frontend preparation, but this process ultimately saves
time and money.
The purpose of this article – to assess guerrilla marketing strategy realization assumptions.
To achieve the objective of choice following
tasks:
1. to analyze guerrilla marketing concept;
2. to evaluate guerrilla marketing strategy;
3. to evaluate opinion about guerilla marketing strategy realization.
Object of study – guerrilla marketing strategy realization assumptions.
effect on how the process is carried out. Historically, the business environment was different in
different regions; this had a crucial impact on the
formation of strategic planning paradigm. Scholars of marketing management stand for one of the
paradigm that represents the view of contingency
in the business and its strategic planning. Some
early scholars from the countries of less complex
business environment still argue that strategic
marketing planning could start from strategic intent.
The American Marketing Association today
unveiled the new definition of marketing, which
will be used as the official definition in books, by
marketing professionals and taught in university
lecture halls nationwide. The new definition includes the role marketing plays within society at
large, and defines marketing as a science, educational process and a philosophy – not just a management system. The new definition reads:
“Marketing is the activity, set of institutions,
and processes for creating, communicating,delivering, and exchanging offerings that
have value for customers, clients, partners, and
society at large.”
The American Marketing Association revisits
the definition for marketing every five years in a
disciplined effort to reflect on the state of the marketing field, that try to draw parallels between
business and warfare, and then apply the principles
of military strategy to business situations. Guerrilla marketing warfare strategies – attack, retreat,
hide, and then do it again, and again, until the
competitor moves on to other markets.
Offensive marketing warfare strategies – attack the target competitor with an objective such
as liberating some of its market share. Defensive
marketing warfare strategies – strategies intended
to maintain your market share, profitability, sales
revenue, or some other objective. Different marketing definition is shown in Table 1.
Flanking marketing warfare strategies – operate in areas of little importance to the competitor. Deterrence Strategies – deterrence is a battle
won in the minds of the enemy. According to the
business literature of the period, offensive strategies were more important than defensive ones.
Defensive strategies were used when needed, but
an offensive strategy was requisite.
Only by offensive strategies, were market
gains made. Innovation strategies deal with the
company's rate of the new product development
and business model innovation. It asks whether the
company is on the cutting edge of technology and
business innovation.
2. Definition of guerrilla marketing
Marketing books define marketing as the total
process engaged in order to achieve customer
satisfaction (Kotler, Armstrong (1987). It is argued that that goal of achieving customer satisfaction is met by a series of management decisions
made by sellers, based on their knowledge of customer wants and needs, competition and other
market environmental factors. For example, Aaker, Kumer and Day (1998) layout the broad parameters of market research as being the way-bywhich informed decisions can be made by marketers. Successful marketing- achieving customer
satisfaction- is successful because of insight into
the consumer and the marketing context. According to Hiebling and Cooper (1996) marketing is
the insight developed through a deep understanding of the target market, the business environment and the competition.
According Oreský (2008) marketing strategy
is a customer strategy, at its core. Firms seek to
attract and retain customers who will purchase
goods and services from them at a rate that enables the firm to grow profitably over the long
term. The environment, in which the strategic
market-ing planning takes place, has an important
383
M. Išoraitė
Table 1. Definition of marketing concept
Author
The American
Marketing Association (1935)
The American
Marketing Association (1985)
The American
Marketing Association (2004)
The American
Marketing Association (2007)
Levinson, J. C.
(1984)
Stanton, J.;
Etzel, M. J.;
Walker, B. J (1991)
Kotler, P. (2003)
Pranulis, V. (1999)
Kineer, T. C.; Bernhardt, K. L (1990)
http://www.marketi
ngterms.com/dictio
nary/guerilla_mark
eting/
http://www.ideadist
ilery.com/pdfs_mas
h/What_Is_Guerrill
a_Marketing.pdf
Definition of marketing
Marketing is the performance of business activities that direct the flow of goods and services
from producers to consumers.
Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
Marketing is an organizational function and a set of processes for creating, communicating,
and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Guerrilla marketing is specifically geared for the small enterprises, it should be based on
human psychology instead of experience, judgment, and guesswork, the primary investments
of marketing should be time, energy, and imagination, the primary statistic to measure your
business is the amount of profits, not sales, the marketer should also concentrate on how
many new relationships are made each month, create a standard of excellence with an acute
focus instead of trying to diversify by offering too many diverse products and services,
instead of concentrating on getting new customers, aim for more referrals, more transactions
with existing customers, and larger transactions, to forget about the competition and
concentrate more on cooperating with other businesses, guerrilla marketers should never use
a combination of marketing methods for a campaign, use current technology as a tool to
destroy your business.
Marketing is a business operating system, which includes product design, pricing, promotion
and distribution of target markets in order to achieve organizational goals.
Marketing is a social and governance process through which individuals and groups, creating
and carrying out the exchange of goods and values, acquire what is necessary for their wants
and needs.
Marketing is goods, services, ideas and conception, pricing, promotion and distribution, planning process in order to create exchange and satisfy individual and organization objectives.
Marketing is defined as the business activities to steer the flow of goods and services to the
consumer or user.
Guerilla marketing - unconventional marketing intended to get maximum results from minimal resources.
Guerrilla Marketing is any alternative form of marketing using non-conventional means,
methods or medias; usually involving a revolutionary, different, or rarely seen application of
information.
The term “Guerilla Marketing” is a registered
trademark of author Levinson who popularized it
through his several “Guerilla” books (BNET Business Dictionary). Levinson (1998) describes key
ways that small business people can conduct essential business steps on a “shoestring” budget in his
acclaimed Guerrilla Marketing. Basic to market
research is “ask the customer”. It can be done by
anyone and is essential for business success. Guerrilla marketing describes unconventional marketing
strategies with which to achieve significant effects –
with a fraction of the budget of “traditional” marketing campaigns. Guerrilla marketing is a variety
of low-cost, high-impact marketing techniques that
allow small companies and/or individuals to act like
big companies. Guerrilla marketing are tactics
available to every small firm to compete with bigger firms by carving out narrow but profitable niches. These tactics include (1) extreme specialization,
(2) aiming every effort at favorably impressing the
customers, (3) providing service that goes beyond
the customers' expectations, (4) fast response time,
(5) quick turnaround of jobs, and (6) working hours
that match the customer's requirements. The definition guerrilla marketing was invented as an
unconventional system of promotions relies on
time, energy and imagination rather than a big
marketing budget. Guerrilla marketing campaigns
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GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
are unexpected and unconventional; potentially
interactive and consumers are targeted in
unexpected places (Levinson (1984). The objective
of guerrilla marketing is to create a unique,
engaging and thought-provoking concept to
generate buzz, and consequently turn viral.
Guerrilla marketing involves unusual approaches
such as intercept encounters in public places, street
giveaways of products, stunts, any unconventional
marketing intended to get maximum results from
minimal resources. Levinson’s books include
hundreds of “guerrilla marketing tools”, but they
also encourage guerrilla marketing specialist to be
creative and devise their own unconventional
methods of promotion. A guerrilla marketing
specialist uses all of his or her contacts, both
professional and personal, and examines his
company and its products, looking for sources of
publicity (Levinson 1999). Many forms of publicity
can be very inexpensive, others are free. Levinson
says that when implementing guerrilla marketing
tactics, small size is actually an advantage instead
of a disadvantage. Small organizations are able to
obtain publicity more easily than large companies
as they are closer to their customers and
considerably more agile. The main difference between guerilla marketing from the usual Levinson
believes the opportunities of creative thinking
coupled with some very simple methods of promoting goods or services, instead of spending a lot of
money on advertising. Guerilla marketing - means a
non-standard, non-traditional, non-elementary
truths and increased flexibility, good results with
limited capabilities. Guerilla marketing - is the use
of a powerful enemy against precision strikes and
sabotage, relatively inexpensive, but very effective.
It is in fact a partisan need less money, and most of
all brains. Elements of surprise is arguably guerrilla
marketing’s greatest asset. It caches consumers
off – guard and has high impact and recall. Comparison guerrilla marketing versus Traditional marketing is shown on Table 2.
It is possible, opening each new point in the
new area, with free meals to feed the local hairdressers in the hope that they will regale customers
with stories about the wonderful new institution.
Today guerilla marketing tools are using big companies- IBM, Microsoft, Volvo, Adobe, American
Express, Procter & Gamble, Nissan. Jay Conrad
Levinson is the commander-in-chief of guerrilla
marketing. Levinson worked for the advertising
agency that created Marlboro Country and
the Marlboro Man, branding that successfully
extended the market for Marlboro cigarettes. While
many are not fond of the product Levinson helped
push, the ad campaign was indisputably successful.
Table 2. Comparison Guerrilla marketing versus Traditional marketing
Traditional marketing
Requires that you invest money in the marketing process.
Guerrilla marketing
Primary investment should be time, energy an imagination.
Geared to business owners with big dream, but a small
bank account.
Primary measuring stick is profit.
Based upon perceived rules of human behaviour.
Geared to big business with large budget.
Measure of success is sales.
Based upon experience and judgement.
Suggests that you make your business larger and diversify.
Focuses on creating excellence instead of diversifying.
Encourages you to grow your business linearly by adding new customers.
Ask that you look around for opportunities to obliterate
the competition.
Suggest that advertising, direct mail or website works by
itself.
Counts the sales receipts.
Doesn‘t rely upon technology as it is perceiving as having limited potential.
Indentifies a handful of ways, all at a costs, to promote
the business.
Centred on talking.
Aim at large groups.
Often unintentional and formalized and typically embraces mass media.
Encourages you to grow your business geometrically.
Aims for more transactions with existing members, larger transactions and referrals.
Asks that you scout opportunities to cooperate with
other businesses, supporting each other in a mutual quest
for profits.
Suggesting that marketing combination work best, complementing each others.
Concentrates on how many new relationships are created.
Embraces technology for simplicity and limitless potential.
Identifies numerous ways, many of them free, to boost
profits.
Centred on giving: free gifts, information, consultations
and samples.
Aimed at individuals.
Always intentional; details such as answering the phone
are as important as an advertisements.
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GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
One of the earliest and most well-known examples
of effective guerilla marketing is the Marlboro
Man. Regardless of your opinion on tobacco, the
evidence of Marlboro’s success can’t be ignored.
Guerilla Levinson claims that small entrepreneurial firms are very different than large firms. He
quotes a Harvard Business Review article by
Welsh and White in which it says that small business is not a little version of big business. There is
much more to it than just a question of scale. The
biggest difference is the relative “resource poverty” of small businesses. Because of this lack of
resources, small business must use an altogether
different set of marketing strategies and tactics
than big business. A typical entrepreneur should
use such guerrilla tactics as: word of mouth campaign, personal canvassing, telemarketing by all
members of the firm, personal letters, advertisements in the Yellow pages, personal meetings, circulars and brochures distributed at parking lots,
homes, offices, malls, etc., classified ads, ads in
local community newspapers, billboards, truck and
automotive signs, direct mail campaigns, seminars,
lectures, and demonstrations, searchlights, flags
and banners, t-shirts, matches, pens, and calendars.
It is up to the guerrilla marketer to be creative and
devise unconventional methods of promotion. One
must use all their personal contacts, both professional and friends/family. One must examine their
company and its products looking for sources of
publicity. Some forms of publicity can be very
inexpensive. It is argued that if you use these guerrilla tactics, you will find your small size is an advantage. You will be able to obtain publicity easier
than a large company. You will be closer to your
customer and more agile. Although guerrilla marketing was originally crafted for small business, it
can be applied to large businesses also.
creativity. Find different methods to get the message about your merchandise or service to reach
possible clients. Consider your product as your
customer would see it. Who are the potential clients? What are their thought processes? In dealing
with teenagers, for example, your campaign
should be energetic, to catch and keep their attention and interest. As state Bivainis, Drejeris (2008)
the conditions of service business development on
the one hand are closely related to the possibility
of improved satisfaction of customer needs (for
example, in relation to price and quality) and, on
the other hand, to customers’ readiness to pay for
the ser-vice a certain amount that is also appropriate for the company. The satisfaction of customers
and effective use of the company expenditures are
understood as the main business development
conditions. A campaign won't likely be attractive
for austere professionals or senior citizens (Fig. 1).
Marketing is a waste of money and time if you’re
not attuned to the real world.
Flexible
Low cost
Targeted
Simple
3. Guerrilla marketing strategy
Guerilla Marketing for an online site or blog is not
a “fixed” group of strategies. No strict regulations
apply as such (however, see the guidelines, below)
Guerilla marketing gets its power from originality
and innovation. It does not entail expensive conventional avenues like TV or radio campaigns.
These are tried and true methods that conventional
companies have used for years: hand-outs, pens,
T-shirts, or decals. Guerilla Marketing campaigns
also use techniques that are more out of the ordinary, such as contests, PR stunts, and whatever
type of innovative marketing strategy you can
imagine. Podcasts are growing in their popularity.
Be original with your ideas. To begin your work as
a guerilla marketer, you first need to exercise your
BENEFITS
Presence (Promote yourself in
chat rooms, forums, discussion
boards and emails)
Energy
(seek
opportunities
and continually
market)
Network (make
contact and develop networks)
Smart
(tailor
your offerings to
suit the needs of
your members)
Technological
Use of internet
Sms messaging,
Web logs and
blogs.
Direct
Free consultations,
demonstrations,
and
peer marketing.
Unconventional
Stickers/badges,
spray paint logos and graffiti
ads.
Word of mouth
Stealth marketing, undercover
marketing, live
commercials.
PRINCIPLES
TACTICS
Fig. 1. A good guerrilla campaign is centred around
these components
Reality is not necessarily what you want it to be or
what it used to be. Instead, reality is what really is.
Too many marketers, that’s a major problem, but
to guerrilla, it’s an inviting chance to stand apart
from the competition. Reality to guerrillas is the
realization that their prospects are constantly being
bombarded with marketing, with enticing offers,
with cut-rate and cut-throat pricing, and with innovative products and services. The real world to
guerrillas takes ten important factors into account:
1. The state of the economy must always be con386
GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
sidered. 2. The competitive scene is part of reality
because competitors have more information than
ever before, and they use it to fuel to their marketing. 3. The latest technology is reality because it
enables guerrillas to produce more marketing
tools, to expose their message to more people, and
to reduce their marketing costs as they become
increasingly involved with desktop publishing, the
Internet, speedy communications and affordable
new media. The marketer’s reputation, the brand’s
image, and specific warranty strategies are also
effective risk relievers for the potential Internet
shoppers (Tan, 1999). 4. The news of the day has a
major impact on reality. 5. Reality also includes
your marketing budget because you must live with
it and make it stretch to its fullest extent. Now,
more than ever, that budget enables guerrillas to
market actively but not expensively. 6. Reality is
the inevitable clutter of other marketing, the blizzard of direct mail each day, the increasing sophistication of marketing techniques. 7. Reality is
knowing that your prospects have things on their
mind other than your marketing and why they
should buy what you’re selling. 8. Reality is
knowing the difference between a motivating marketing message and a clever marketing message. 9.
Alas, reality is also a ho-hum attitude on the public’s mind when it comes to marketing.. 10. Finally, reality is knowing the value of commitment
to a plan, patience with a program and restraint in
making changes. Guerrillas strive to live in the
same world as their prospects and customers.
Guerrilla Marketing is a more loosely defined
term, and is more of a general description, for an
entire category of many differing types of nontraditional marketing methods. These various alternative marketing concepts include; Viral or
Blog marketing through social networks, Ambient,
Presence and Grassroots marketing, Buzz or word
of mouth, Undercover or stealth marketing, as well
as Experiential marketing through live interaction
with products. Although, as some of these methods
such as Social Media become more widely excepted, should they still qualify as “Guerrilla”?
The Internet presents a fundamentally different
environment for international marketing and new
paradigms will have to be developed to take account of internationalization processes in an electronic age. This will require the launch of a major
new research initiative to improve our understanding of Internet-enabled international marketing,
especially the extent to which the “Net” provides a
low cost “gateway” to global markets for small
and medium-sized enterprises (Hamill, 1997).
Modern Guerilla Marketing can infiltrate any
high-traffic areas; from internet sites and shopping
malls, to nightclubs, parks, beaches and special
events to engage consumers with a brand. Guerilla
Marketing should extend the branding effort and
its message to the end user, on the streets or wherever they are, generating an indelible brand experience and word-of-mouth among the target
demographic. Guerilla marketing initiatives should
always be based on brand objectives and corporate
culture. It is up to the guerrilla marketer to be creative and devise new unconventional methods of
promotion; using emerging technologies as possible tools. It should be based more on human psychology than former experiences or guess-work.
The primary investment for guerrilla marketing
should be in imagination and energy, not simply
time and money.
4. Research data analysis
The primary research in form of questionnaire is
designed in order reveal personal opinions and
information directly from the professionals, which
study and working in private and public company
in Lithuania and study in International School of
Law and Business in Vilnius. The questionnaire is
designed according to criteria and objectives set.
Following content shows the specific answers to
the given questions, below the every question an
expla nation is provided. 27 % of the respondents
admit that marketing activities and advertising is
highly valued in their company. It can be assumed
that those companies answering either „crucial“,
„important“ or „average“ may be potentially
interested in such marketing campaigns which can
considerably increase the marketing efficiency.
The broad use of Internet as a marketing tool for
presentation of the business and its services and
products shows that 64 % of respondents are
aware of importance of internet marketing and
web site marketing. However, the answers cannot
proof that the marketing managers and business
owners of the companies value the Internet
marketing as an important source of new business
opportunities. 36 % of the respondents filled in
that public relations and 25 % respondents sales
promotion, 31 % outdoor advertising, 46 %
transport adverstising is applied in their marketing
plans. More than 74 % of the respondents state
that the marketing activities and promotion of their
companies is usual. 26 % of the respondents who
describes their marketing activities like shocking
and unexpected may be potentially interested in
guerrilla marketing which may significantly
increase the attractiveness of their promotion.As a
part of the question a link to the concrete
definition of the guerrilla Marketing was provided.
387
M. Išoraitė
However, seven people out of every ten persons
know the term Guerrilla Marketing. The general
knowledge of the term is important because further
explanation and examples of possible use of
guerrilla marketing principles within the
businesses may be built on it. 63 % of the
respondents state that they know definition of the
guerrilla marketing and 37 % of respondents do
not know. 27 % of the respondents state that company ever used guerrilla marketing to support objectives, 36 % of respondents state no and 37 %
state that they do not know. 63 % of respondents
state, that they do not know, that company is going
to used guerilla marketing in the future, 25 % of
respondents say yes. 83 % respondents answer
„yes“ to question The answers to question „Do
You want to take such measures that could be interesting for Your new website visitors to come to
Your company website just to find out what is
going on there?“ can be explained that 98 % of the
respondents is interested in creative or even
unexpected way that enables the company to
clearly differentiate from the competition and
attract immediate attention of the target group.
This answer strengthens the potential usefulness of
guerrilla marketing online adoption to Lithuanian
companies where the research was conducted. The
answers to the questions reveal that when the
guerrilla marketing campaigns should be admitted
by the bosses a further process of informing about
the potential benefits and realistic plan should be
effectively communicated in order to assure that
the responsible decision makers will be
appropriately informed and that they will be able
to make decisions based on objective information.
The question „whether you are connected to any
social site?“ was designed in order to find out how
the respondents are active in communication via
nternet by using modern communication channels
for social networking. As the answers shows, 29 %
of the respondents admitted that they are Facebook
users. Facebook, the social network website used
mostly for sharing personal news, photos and
communication with friends, proofed to be the
most used social network. However, around third
of the respondents also admitted that they have
their profiles on YouTube, the video-sharing
website by Google; Microsoft Europe, Myspace,
netlog, one.lt reveal that significant number of
current business community of marketing
managers business owners are active in
communication within their community on
internet. Respondents answer to question „do you
have an online newspaper?“ was distributed as
following: 15 % of respondents say „yes“, 75 %
of respondents say „no“, 10 % of respondents say
„I do not know“ . Respondents were asked about
their company logo. 25 % of respondents say that
company logo have attractive attributes, 46 % –
good quality products (services), nice service
company, logo attraction. Respondents answer to
question „do you think that the application of
guerrilla marketing methods to warrant its customers?“ were distributed following: 27 % of respondents say guerrilla marketing methods to warrant its customers high performance of marketing
actions, 8 % – controlled by the opinion of the audience, 54 % – increasing recognition, 63 % –
sales promotion. Respondents answer to question
„what guerrilla marketing actions You will apply
in Your company?“ were distributed following:
61 % of respondents say, that allow clients to discuss the service or goods to express an opinion on
them, 44 % – ask the opinion of others, 20 % –
write blogs, commented followed by other ads,
19 % create viral type of information, or even to
disseminate negative information to the audience
reaction.
5. Conclusions
Guerrilla marketing is a variety of low-cost, highimpact marketing techniques that allow small
companies and/or individuals to act like big companies. Guerrilla marketing tactics include extreme
specialization, aiming every effort at favorably
impressing the customers, providing service that
goes beyond the customers' expectations, fast response time, turnaround of jobs, and working
hours that match the customer's requirements. 2.
Guerilla marketing gets its power from originality
and innovation. It does not entail expensive conventional avenues like TV or radio campaigns.
Guerilla Marketing campaigns also use techniques
that are more out of the ordinary, such as contests,
PR stunts, and whatever type of innovative marketing strategy you can imagine. 3. The
questionnaire responses gathered by the researcher
from 59 carefully chosen managers Lithuanian
reveals how marketing, internet usage and
creativity is important in the organisations. The
primary research is designed in order to identify
potential problems and potentials of using
adopting guerrilla marketing online campaigns
into the marketing activities of the business
organisations. It can be assumed that those
companies answering either „crucial“, „important“
or „average“ may be potentially interested in such
marketing campaigns which can considerably
increase the marketing efficiency. Internet, a
website presence in particular, was identified by
the respondents as the most common channel of
communication in the promotion activities. The
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GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS
respondents may be interested in creative and
innovate marketing communication can be made.
The respondents answered that guerrilla marketing
would be interesting for their businesses in spite of
the fact that the decision makers are probably
sceptical about the positives outcomes of such
marketing. Respondents clearly stated that the
Internet marketing activities of their companies
need to be clearly differentiated from their
competitors.The research shows that professional
community understands that the need of creative
and innovate marketing activities and that internet
is one of the most appropriate medium for that. 4.
Guerrilla Marketers understand that words alone
are not enough to ensure marketing success. The
presentation of the words has to be as finely
executed as the words themselves. Guerrillas understand that design is not a mystery, nor is it a
cure-all. Design is a fundamental business competency that can be mastered when the right resources are chosen and properly utilized.
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