Guerrilla Marketing Radio

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget and expense. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz and consequently turn viral. The term guerrilla marketing was coined and defined by author Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla marketing in radio involves unusual approaches such as intercept encounters in public places, street giveaways of products and promotional items also known as swag, public relations stunts and any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience like the ability to send out SMS or Short Messaging Service Text Messages to listeners enabling them to claim online retail coupons, vote in polls and learn more about a sponsored product on a popular radio program.