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

Guerilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing techniques intended to get maximum results from minimal resources.  More innovative approaches to guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.  

As organization's marketing efforts continue to change though, the secrets of guerilla marketing do not.  There are 18 guerilla marketing secrets, and they virtually guarantee you will exceed your most optimistic projections.

Commitment - You should know that a mediocre marketing program, accompanied by a genuine commitment, will always yield more profitable results than a brilliant campaign with no commitment.  Commitment makes it happen.

Investment - Marketing is not an expense.  It is an investment.  The best investment available in business, if you do it right.  

Consistent - It takes awhile for prospects to trust you.  If you change your marketing, media, and identity, you are hard to trust.  Restraint, consistency, and repetition (which in turn, breeds retention), are the greatest allies of the guerilla.

Confident - In a nationwide test to determine why people buy, price came in fifth.  Selection was fourth, service third, quality second, and, in first place, people said they patronize a business in which they have an overall confidence in.

Patient - Unless the person responsible for marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident.  Patience is a guerilla virtue.

Assortment - Guerillas know that individual marketing weapons rarely work on their own, but marketing combinations do.  A wide assortment of tools, and a well-rounded, diverse team, is required to win clients.

Convenient - People know that time is not money....it's far more valuable than money.  Respect this by being easy to do business with and running your company for the convenience of your clients, not you.  Handle objections thoroughly and efficiently.  And most of all, if you make a mistake, fix it.  Fix it fast, and fix it right. 

Subsequent - The real profits come after you've made the sale, in the form of repeat business and referrals.  Non-guerillas think marketing ends when they make a sale.  Guerillas know that's when marketing begins.

Amazement - There are elements of your business that you take for granted.  But prospects would be amazed by these details.  Be sure marketing seeks to amaze.

Measurement - You can potentially double your profits by measuring the results of your marketing.  Some weapons hit the bulls-eye.  Others don't.  Unless you measure, you won't know one from the other.

Involvement - This describes the relationship between you and your client...and it is a relationship.  You prove your involvement by following up.  They prove theirs by continuing to do business with you.

Dependent - The guerilla's job is not to compete, but to cooperate with other businesses.  Market them in return for them marketing you.  Set up tie-ins with others.  Become dependent to market more and invest less.

Armament - Armament is defined as 'the equipment necessary to wage and win battles'.  The armament of guerillas is technology; computers, software, custom development applications, website design, smart phones, etc.  If you're technophobic, see a techno-shrink, before you die.  And regarding armament, many complain they don't have what they need to succeed.  Real, successful marketers rise to the top not by complaining about what they don't have, but working towards success with the soldiers and horses they do have.  If you complain, and do nothing about it, you're just complaining. 

Consent - In an era of non-stop interruption marketing, the key to success is first to gain consent for your marketing materials and market only to those who have given you that consent.

Augment - To succeed online, augment your website with offline and online promotions along with constant maintenance of your site.

Content - Don't believe that old adage, 'sell the sizzle, not the steak'.  Sophisticated clients these days know the sizzle from the steak, and prefer the steak every time.  Your susbtance, not your style, will carry you through.

Implement - It's not enough for you to know these secrets.  The key is to take action on them.  All of them.

Congruent - Be certain that all of your marketing efforts are saying the same thing and pulling in the same direction.  Don't undermine what you do with marketing efforts that are marching to the beat of a different drummer.

I dare you.