Principles of guerrilla marketing campaign      

Levinson identifies the following principles as the foundation of guerrilla marketing:

* Guerrilla Marketing is specifically geared for the small business and entrepreneur.
* It should be based on human psychology rather than experience, judgement, and guesswork.
* Instead of money, the primary investments of marketing should be time, energy, and imagination.
* The primary statistic to measure your business is the amount of profits, not sales.
* The marketer should also concentrate on how many new relationships are made each month.
* Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
* Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
* Forget about the competition and concentrate more on cooperating with other businesses.
* Guerrilla marketers should use a combination of marketing methods for a campaign.
* Use current technology as a tool to build your business.
* Messages are aimed at individuals or small groups, the smaller the better.
* Focuses on gaining the consent of the individual to send them more information rather than trying to make the sale.
* Commit to your campaign. Use Effective frequency instead of creating a new message theme for each campaign.

“In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.” – http://www.amazon.com/Guerrilla-Marketing-Handbook-Levinson-President/dp/0395700132

Guerrilla marketing {similarly to Socia Media}  is about building relationships, not focusing on sales.

Related:

http://en.wikipedia.org/wiki/Viral_marketing

http://en.wikipedia.org/wiki/Buzz_marketing