If you are a publisher or an author, you have probably heard the term “guerrilla marketing.”
Coined by Jay Conrad Levinson, guerrilla marketing is a technique that uses unconventional means to achieve conventional goals. The intent is to get maximum results from minimal resources (dollars spent).
Typically, guerrilla marketing campaigns are generated using time, energy, imagination, and information. They utilize unexpected and unique techniques to generate buzz about the product or service.
Don’t confuse guerrilla marketing techniques with simply using guerrillas as this company did.