The
JAGWire
Integrated Market Strategies
JAGWire
Integrated Market Strategies
Learning from Guerrilla Marketing Tactics
Interview with the “Father of Guerrilla Marketing:” Jay Conrad Levinson
Interview with the “Father of Guerrilla Marketing:” Jay Conrad Levinson
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In an interview with The JAGWire, Jay Conrad Levinson
discussed several ways that big business can learn from the
low-budget guerrilla marketing tactics employed by small
businesses.
“The greatest weakness in corporate marketing departments
is a lack of understanding about the importance of personal
contact or the real definition of service,” says Levinson.
Service is “anything the customer wants it to be.” He notes
that guerrilla marketing pays attention to all avenues of a
business; even the way the phone is answered. He believes
strongly in the power of the personal letter, and he
recommends individual phone calls, rather than
telemarketing.
discussed several ways that big business can learn from the
low-budget guerrilla marketing tactics employed by small
businesses.
“The greatest weakness in corporate marketing departments
is a lack of understanding about the importance of personal
contact or the real definition of service,” says Levinson.
Service is “anything the customer wants it to be.” He notes
that guerrilla marketing pays attention to all avenues of a
business; even the way the phone is answered. He believes
strongly in the power of the personal letter, and he
recommends individual phone calls, rather than
telemarketing.
Even 800 lb gorillas can learn from
guerrilla marketing
guerrilla marketing
Levinson says that traditional marketing does not make an allowance for technology, while guerrilla
marketing requires that you be “techno-cozy.” Guerrillas have embraced technology because it is
inexpensive, powerful and easy to use.
“I have never seen a committee or big department create great marketing, only kill it,” states Levinson.
“Too many cooks spoil the marketing broth.” He also notes that big companies miss opportunities
when they overlook speaking forums at community events.
Guerrillas champion co-opetition. “The reality is you have to cooperate in the new business
environment.” Companies who have the same prospects and standards can spread the marketing
word while spreading costs. A sign that big business is taking note, he says, is the more frequent
incidences of fusion marketing, where companies such as McDonald's, Coca-Cola and Disney
collaborate on joint commercials.
Guerrilla marketing says that you need a “meme,” coined by Richard Dawkin in his book “The Selfish
Gene,” (Oxford Press, 1990) meaning words and images that transmit an idea or are instantly
understandable. Examples: The Marlboro Man (Levinson was one of its creators), the Jolly Green Giant
and international traffic symbols.
Levinson’s 30th book, “Guerrilla Marketing for Free,” (Houghton Mifflin, 2003) is out. He has no plans for
another book, but enjoys publishing monthly on www.guerrillamarketingassociation.com. Members get
coaching, a newsletter and weekly phone discussions with Levinson.
Levinson advises Fortune 500 companies such as Volvo, Mercedes, H&R Block, AT&T, HP, Sony and
Apple. He believes corporate interest was spurred by the dynamic growth of small businesses, many of
whom owe their success to guerrilla marketing techniques.
See also Guerrillas versus Traditionalists: Jay Conrad Levinson lists 20 ways that guerrilla marketing
differs from traditional marketing
Fall Issue 2003
marketing requires that you be “techno-cozy.” Guerrillas have embraced technology because it is
inexpensive, powerful and easy to use.
“I have never seen a committee or big department create great marketing, only kill it,” states Levinson.
“Too many cooks spoil the marketing broth.” He also notes that big companies miss opportunities
when they overlook speaking forums at community events.
Guerrillas champion co-opetition. “The reality is you have to cooperate in the new business
environment.” Companies who have the same prospects and standards can spread the marketing
word while spreading costs. A sign that big business is taking note, he says, is the more frequent
incidences of fusion marketing, where companies such as McDonald's, Coca-Cola and Disney
collaborate on joint commercials.
Guerrilla marketing says that you need a “meme,” coined by Richard Dawkin in his book “The Selfish
Gene,” (Oxford Press, 1990) meaning words and images that transmit an idea or are instantly
understandable. Examples: The Marlboro Man (Levinson was one of its creators), the Jolly Green Giant
and international traffic symbols.
Levinson’s 30th book, “Guerrilla Marketing for Free,” (Houghton Mifflin, 2003) is out. He has no plans for
another book, but enjoys publishing monthly on www.guerrillamarketingassociation.com. Members get
coaching, a newsletter and weekly phone discussions with Levinson.
Levinson advises Fortune 500 companies such as Volvo, Mercedes, H&R Block, AT&T, HP, Sony and
Apple. He believes corporate interest was spurred by the dynamic growth of small businesses, many of
whom owe their success to guerrilla marketing techniques.
See also Guerrillas versus Traditionalists: Jay Conrad Levinson lists 20 ways that guerrilla marketing
differs from traditional marketing
Fall Issue 2003
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