The how-to for a startup’s advertisement.

“INNOVATIVE, UNCONVENTIONAL, AND LOW-COST MARKETING TECHNIQUES AIMED AT OBTAINING MAXIMUM EXPOSURE FOR A PRODUCT.” — GUERRILLA MARKETING

Yes, that is the exact definition. What’s better than a low-cost, unconventional and innovative advertisement which would probably attract more public than a $20,000 image on Javier Prado?(Av. in Peru) That answer has one word and seven letters: nothing. It was not long ago, when Jay Conrad Levinson, in 1983 published the book titled Guerrilla Advertising that first brought this term up to light, and to the dinner plate of so many CMO’s. “Guerrilla Marketing is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf.” — Guerrilla Marketing. There’s always an advertisement that attracts more people than expected, and personally, I have confidence in the idea that this is the beauty of guerrilla. This type of advertisement does not assure you Ice Bucket Challenge success, nor will any advertisement, but that’s the reason why it is so cost affective. There are three key components in guerrilla. It begins with memory, making the consumer/customer remember that advertisement. Right next to memory, comes low-cost marketing. As mentioned previously, what better than spending as little as $200 on a life-changing advertisement? Speaking as a young-entrepreneur, this sounds like a great deal to me. Lastly, but not less important is the experience for the customer. You know exactly if your advertisement has failed or succeeded (as popularity) if you hear people speaking out it, or not.

HEY, DO YOU REMEMBER WHEN…?

It’s evident that going viral in the 21st century has a greater impact than in the 19th century. This is because of the amazing and none-stop developing technology we build everyday. Today, if you make a strong video on YouTube, people in Facebook may share it, on Twitter possibly, on TV as well, and most importantly, on their phones. We have the technology on our hands; you can have access to see pictures of your friends in Madagascar with simple a blink of an eye. It’s simply evolution at it’s best. However, there is no guarantee that your video will be viral — that’s the tricky part.

On the contrary, making something viral at this century is especially hard because of your barriers to entry. Your Kick-starter video about opening up a small business might be competing against families in Somalia that are starving to death. (It’s just an example) But then, why should I ever try? We all now that not trying is always worse than trying and failing. A way to closer guarantee success for an advertisement is to begin understanding your customers, their culture and what they’re attracted to the most. By this, you’re simply creating an advertisement that best attracts you, not your customer.

KEEP MORE MONEY IN YOUR POCKET — YOU’LL NEED IT.

In short, guerrilla is inexpensive. 1 Rather than spending thousands of dollars on billboards and videos, creating a show in the middle of Time Square will most probably feed your family better food at night. Not even, simply creating eye-attracting images or graffiti will also be extremely affective and cost efficient.

MOM, CAN WE PLEASE GO AND SEE THAT ADVERTISEMENT AGAIN, PLEASE?

When the sun finally comes down, you’ll realize that guerrilla marketing is fun. Not only for your customers but also for the designer. It’s especially hard to complete a campaign that satisfies both the consumer and the designer, but that extra effort will always make it better for both, especially in guerrilla marketing. Especially for small businesses, it feels awkward being the new blood. You see all your competitors looking at you with laughter on their faces knowing that you won’t succeed because you don’t have money to pay for advertisement. But inside you, you know that guerrilla is your solution to that problem. You know that guerrilla will give life-long experience to your customer and that bump to success that every startup wishes.

YOU NOW KNOW HOW TO ADVERTISE WITH GUERRILLA, NOW MAKE IT HAPPEN.

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