guerrilla marketing

Unconventional marketing programs designed to get maximum results out of minimal resources. Guerilla marketing by definition means making an investment in marketing with your time, energy, and imagination rather than merely your money. Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Popular with the SOHO market, online tactics include newsletters, making use of e-mail lists, making appropriate newsgroup postings, sending out multiple press release announcements, establishing a dynamic Web site, submitting to the search engines, posting content such as product reviews, getting your business listed in all the appropriate places, and so on (as opposed to buying superbowl ads or investing in ad banners).