Guerrilla Marketing is Dead: Get Over It!

24 replies
It really sounds great to be able to say, Guerrilla Marketing is alive and kicking, but that just isn't the case. Why? Well, it has nothing to do with this concept's respectable age. The Guerrilla Marketing's father is no longer with us. Yet, Jay Conrad Levinson lived long enough to fight guerrilla marketing wars in the completely new cyber environment. Was he thrilled or disappointed about the brave-new-Internet-world? We will never know for sure. Here's a simple question. Can a thirty-year-old marketing concept survive in the modern and mobile world of Internet marketing?

Why So Seriously Emotional?

If you didn't want to be a Guerrilla Marketer at least once in your life, then it's very likely that you'll never launch a heart touching campaign of your own. Yet, on the other hand, if you still believe that there could be a room for the Guerrilla Internet Marketing, then you definitely need to grow up. Is this a heartless and disrespectful thing to say?

Let's face it. The most appealing part of any Guerrilla Marketing campaign are actually two magic words: inexpensive and effective. When you put it this way, you're already in the Internet Marketing zone, aren't you? Then, we're talking about the same thing, but with the quite different exposure potential. Here's a word of advice for the hardcore Guerrilla Marketing fans. Feel free to check the top 10, 20 or even 100 most successful Guerrilla Marketing campaigns and examples. You're in for a huge surprise.

Guerrilla Outdoor - Better Than Before?

Well, here's a catch. The overwhelming majority of all most memorable and successful Guerrilla Marketing campaigns strongly depend on the outdoor elements and impacts. Just Google it and see for yourself. Now, if you make a video of a breathtaking Guerrilla Marketing add and put it on YouTube to increase its effectiveness, what is that supposed to mean? Guerrilla Marketers may say, this is great. You've just confirmed that the Guerrilla principles work perfectly in any environment. Well, this isn't entirely and necessarily true. Why?

Without the Internet Marketing favorite "toys," such as the Internet, Social Media, blogs, and similar, a Guerrilla Marketer is like a child building castles in the sand. Right? Only a handful of people will be able to see and admire it. You're angry and frustrated. But, the idea is all that matters. OK, it makes sense. Then, if this is true, we don't have to call and recognize it as the Guerrilla Marketing. You don't have the right to label some original and effective idea with the Guerrilla label. Internet Marketing takes all the credit. Internet Marketing makes it all work.

Guerrilla Marketers Give Me A Break - The Marketing World Isn't Yours To Take!

Internet Marketing can give you all you could possibly ask from Guerrilla Marketing. However, Guerrilla Marketing can never become the Internet Marketing. Or, in plain English, a Guerrilla Marketer would always make an excellent Internet Marketer. Yet, there are no guarantees that a role reversal, which goes in the opposite direction, would give positive results. Guerrilla Marketing has become nothing more than a sentimental term we tend to associate with the glory days of traditional marketing. Nothing more than this.

Wait, but I'm a Guerrilla Internet Marketer. Are you? I can prove that it works today. Can you? What you're doing and using right now both feels and looks like the Guerrilla Marketing, but you can rest assured it isn't. If you still believe in the power of Guerrilla Marketing, then try this simple time travel test. Apply your brilliant idea, but don't share it on Facebook and Twitter. Forget about YouTube and pretend as if you've never run a website or blog. You want to be a Guerrilla Marketer in the 21st century. Go ahead, knock yourself out and prove us all wrong.

A Caveman with a Smartphone

It's simple. All you have to do is to accept the new marketing reality. Stop saying I'm a Guerrilla Marketer and admit it to yourself - you're an Internet Marketer. The more you're trying to ignore this obvious truth, the easier it would be to prove you wrong with simple real-marketing-life examples. The Internet Marketing is the last man standing, whether you like it or not. In addition, it isn't an exaggeration to say that we shouldn't use the space between these two words: Internet and marketing. Why? Well, if you remove The Internet from the "Internet Marketing," then you kill the marketing too. This is a new reality and a new term "InternetMarketing" with no space to put the word "Guerrilla" in-between.

Helpless Guerrilla Marketing cases are strongly encouraged to go back in caves and express their creative ideas as drawings on the cave walls. Just because you accept that something or someone is no longer active, needed or alive, it doesn't mean that you have less love or respect to show. There's a way to come up with a compromising solution here. Are you ready to embrace it with an open Guerrilla heart?

Do You Believe In Marketing Reincarnation?

Let's settle for a scenario where Guerrilla Marketing reincarnates as the Internet Marketing. Is this acceptable for you? They simply can't coexist side-by-side. It isn't natural and it isn't true. Guerrilla Marketing is dead and it's about time for you to get over it for good.

Otherwise, feel free to prove that this post is all wrong. Yet, you should play it fair all the time. Don't talk about Guerrilla Marketing while you're actually Internet Marketing from head to toe. Try it first-hand and share your findings with the whole Marketing world. Is Guerrilla Marketing still alive? If so, where is the proof? Just because you want to believe it so desperately and stubbornly, it doesn't make it true. Draw a border between Guerrilla and Internet marketing. If it's easy and if it's possible in the first place. We'll be here waiting. Hope it's not going to take too long. We're all mortal being after all, aren't we? Including the Guerrilla Marketing.

R.I.P. Guerrilla Marketing.
#guerrilla #guerrilla marketing #internet marketing #internet marketing 101 #internet marketing 2016 #jay conrad levinson #marketing
  • Profile picture of the author webmarke
    That was a great article, but (no offense intended) who cares what who calls what what?
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    • Profile picture of the author neshaword
      Originally Posted by webmarke View Post

      That was a great article, but (no offense intended) who cares what who calls what what?
      My hat off for the excellent point. It doesn't matter how it's called, but what does it do. Keep reading, because more is coming.
      {{ DiscussionBoard.errors[10701092].message }}
    • Profile picture of the author Reddevil007
      Originally Posted by webmarke View Post

      That was a great article, but (no offense intended) who cares what who calls what what?
      I am confused but what did you meant by that statement?
      {{ DiscussionBoard.errors[10701432].message }}
  • Profile picture of the author Ron Lafuddy
    Hey, that was a great piece. Thanks!

    Now, if you'll excuse me, I'm off to the print shop
    to pick up some flyers. They'll be hand delivered to
    local businesses.

    The guy delivering them, rides a bike and has no internet
    service. He doesn't even own a cell phone.

    Unimaginable!

    And yet...

    He is able to "connect" with local business owners and sell
    a service to them. For every 100 flyers he passes out, he is
    getting 15 to 20 sales, for his service.

    The phone calls from his customers, come in on a landline, at a
    local church. It's hooked to a 25 year old answering machine, that
    works as well as the day I bought it.

    Modern technology sure is Amazing!

    Hey, keep up the great work and keep on posting, OK!!

    Ron

    Originally Posted by neshaword View Post

    It really sounds great to be able to say, Guerrilla Marketing is alive and kicking, but that just isn’t the case. Why? Well, it has nothing to do with this concept’s respectable age. The Guerrilla Marketing’s father is no longer with us. Yet, Jay Conrad Levinson lived long enough to fight guerrilla marketing wars in the completely new cyber environment. Was he thrilled or disappointed about the brave-new-Internet-world? We will never know for sure. Here’s a simple question. Can a thirty-year-old marketing concept survive in the modern and mobile world of Internet marketing?

    Why So Seriously Emotional?

    If you didn’t want to be a Guerrilla Marketer at least once in your life, then it’s very likely that you’ll never launch a heart touching campaign of your own. Yet, on the other hand, if you still believe that there could be a room for the Guerrilla Internet Marketing, then you definitely need to grow up. Is this a heartless and disrespectful thing to say?

    Let’s face it. The most appealing part of any Guerrilla Marketing campaign are actually two magic words: inexpensive and effective. When you put it this way, you’re already in the Internet Marketing zone, aren’t you? Then, we’re talking about the same thing, but with the quite different exposure potential. Here’s a word of advice for the hardcore Guerrilla Marketing fans. Feel free to check the top 10, 20 or even 100 most successful Guerrilla Marketing campaigns and examples. You’re in for a huge surprise.

    Guerrilla Outdoor – Better Than Before?

    Well, here’s a catch. The overwhelming majority of all most memorable and successful Guerrilla Marketing campaigns strongly depend on the outdoor elements and impacts. Just Google it and see for yourself. Now, if you make a video of a breathtaking Guerrilla Marketing add and put it on YouTube to increase its effectiveness, what is that supposed to mean? Guerrilla Marketers may say, this is great. You’ve just confirmed that the Guerrilla principles work perfectly in any environment. Well, this isn’t entirely and necessarily true. Why?

    Without the Internet Marketing favorite “toys,” such as the Internet, Social Media, blogs, and similar, a Guerrilla Marketer is like a child building castles in the sand. Right? Only a handful of people will be able to see and admire it. You’re angry and frustrated. But, the idea is all that matters. OK, it makes sense. Then, if this is true, we don’t have to call and recognize it as the Guerrilla Marketing. You don’t have the right to label some original and effective idea with the Guerrilla label. Internet Marketing takes all the credit. Internet Marketing makes it all work.

    Guerrilla Marketers Give Me A Break – The Marketing World Isn’t Yours To Take!

    Internet Marketing can give you all you could possibly ask from Guerrilla Marketing. However, Guerrilla Marketing can never become the Internet Marketing. Or, in plain English, a Guerrilla Marketer would always make an excellent Internet Marketer. Yet, there are no guarantees that a role reversal, which goes in the opposite direction, would give positive results. Guerrilla Marketing has become nothing more than a sentimental term we tend to associate with the glory days of traditional marketing. Nothing more than this.

    Wait, but I’m a Guerrilla Internet Marketer. Are you? I can prove that it works today. Can you? What you’re doing and using right now both feels and looks like the Guerrilla Marketing, but you can rest assured it isn’t. If you still believe in the power of Guerrilla Marketing, then try this simple time travel test. Apply your brilliant idea, but don’t share it on Facebook and Twitter. Forget about YouTube and pretend as if you’ve never run a website or blog. You want to be a Guerrilla Marketer in the 21st century. Go ahead, knock yourself out and prove us all wrong.

    A Caveman with a Smartphone

    It’s simple. All you have to do is to accept the new marketing reality. Stop saying I’m a Guerrilla Marketer and admit it to yourself – you’re an Internet Marketer. The more you’re trying to ignore this obvious truth, the easier it would be to prove you wrong with simple real-marketing-life examples. The Internet Marketing is the last man standing, whether you like it or not. In addition, it isn’t an exaggeration to say that we shouldn’t use the space between these two words: Internet and marketing. Why? Well, if you remove The Internet from the “Internet Marketing,” then you kill the marketing too. This is a new reality and a new term “InternetMarketing” with no space to put the word “Guerrilla” in-between.

    Helpless Guerrilla Marketing cases are strongly encouraged to go back in caves and express their creative ideas as drawings on the cave walls. Just because you accept that something or someone is no longer active, needed or alive, it doesn’t mean that you have less love or respect to show. There’s a way to come up with a compromising solution here. Are you ready to embrace it with an open Guerrilla heart?

    Do You Believe In Marketing Reincarnation?

    Let’s settle for a scenario where Guerrilla Marketing reincarnates as the Internet Marketing. Is this acceptable for you? They simply can’t coexist side-by-side. It isn’t natural and it isn’t true. Guerrilla Marketing is dead and it’s about time for you to get over it for good.

    Otherwise, feel free to prove that this post is all wrong. Yet, you should play it fair all the time. Don’t talk about Guerrilla Marketing while you’re actually Internet Marketing from head to toe. Try it first-hand and share your findings with the whole Marketing world. Is Guerrilla Marketing still alive? If so, where is the proof? Just because you want to believe it so desperately and stubbornly, it doesn’t make it true. Draw a border between Guerrilla and Internet marketing. If it’s easy and if it’s possible in the first place. We’ll be here waiting. Hope it’s not going to take too long. We’re all mortal being after all, aren’t we? Including the Guerrilla Marketing.

    R.I.P. Guerrilla Marketing.
    {{ DiscussionBoard.errors[10700744].message }}
    • Profile picture of the author neshaword
      Ron,
      Your bike-samurai deserves an article, lol.
      Great example, love it.
      More to come.
      Cheers,
      Nesha
      {{ DiscussionBoard.errors[10701093].message }}
  • Profile picture of the author marciayudkin
    Without the Internet Marketing favorite "toys," such as the Internet, Social Media, blogs, and similar, a Guerrilla Marketer is like a child building castles in the sand. Right? Only a handful of people will be able to see and admire it.
    Sorry, your argument is completely without merit.

    I am old enough to have used guerrilla marketing tactics prior to the Internet. Most of these tactics still work perfectly fine, and they get your message out to way more than a handful of people.

    For example:
    * Phone pitches to the media that result in massive news coverage
    * Getting influencers to spread the word for you (in my case, Jay Levinson himself plugged one of my books in 1994 to his followers, and this would have the same effect today if he were still alive)
    * Sending postcards featuring a special offer to a targeted audience
    * Speaking to a large audience of perfect prospects at a conference
    * Teaching at an adult education center (which I did for 12 years, bringing me hundreds of clients apart from the classes themselves; I would get clients simply from being listed in the catalog as well as from the classes)
    * Print ads (one of Jay Levinson's books is on Guerrilla Advertising, and it's still completely valid today)

    I could go on but that would be a waste of energy.

    Marcia Yudkin
    Marketer since 1990
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    • Profile picture of the author neshaword
      Marcia,

      I feel the Force of the "old school." You see and feel Guerrilla Marketing, but this is no longer Guerrilla you used to know.

      I am one of the millennials, but it doesn't mean I don't respect the old school. The idea, the basic principle is all the same, just the tools we use have changed.

      Have to quote myself:

      Do you believe in marketing reincarnation?

      Would like to hear from you tomorrow, when I share some new observations. Your unique and uncompromising angle is strongly appreciated.

      Cheers!
      Nesha
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    • Profile picture of the author MrFume
      Very interesting concept this teaching at adult education center-which subject do you teach to acquire these clients, web building, English, marketing, business?
      Signature

      The whole basis of what we do as human beings is based on Communication, nothing would be possible otherwise. I work with communication, publishing on the Web, digital media.
      Digital Media for a Noisy World

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  • Profile picture of the author marciayudkin
    You see and feel Guerrilla Marketing, but this is no longer Guerrilla you used to know.
    Where is the evidence for your sweeping generalization? Simply making a controversial statement to rile up discussion does not make it true.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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    • Profile picture of the author Reddevil007
      Originally Posted by marciayudkin View Post

      Where is the evidence for your sweeping generalization? Simply making a controversial statement to rile up discussion does not make it true.

      Marcia Yudkin
      Same here Marcia, how does the OP know it doesn't work anymore?
      {{ DiscussionBoard.errors[10701416].message }}
  • Profile picture of the author Aktion
    I understand what the OP is saying, in that internet marketing has become more valuable than guerrilla marketing.

    But there's way too many variables to make a silly claim like that.

    What's the point of starting a discussion like this anyways just to stir the pot? You could have a thread challenging us to come up with some creative guerrilla marketing ideas that would challenge your perception. But you wanted to argue semantics instead. Lame.
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  • Profile picture of the author umc
    Neshaword, what is your background in marketing? If you're going to put a first post out there with such strong opinions, as a marketer you should know that you need to build some credibility first in order to be taken seriously.
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    • Profile picture of the author neshaword
      I'm a marketer enthusiast. Don't have a PhD in Marketing. I read a lot. Without proper "qualifications" I shouldn't have written a single word about Internet Marketing.

      Yet, is there a better way to learn than through mistakes and a series of strong statements with weak arguments?

      What can I say - guilty as charged.
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  • Profile picture of the author umc
    Wow, pretty sensitive for someone with such big opinions.
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    Simple "pay what you want" life coaching services online.
    Get out of your own way in business. It's personal. Click Here

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  • Profile picture of the author marciayudkin
    Yet, is there a better way to learn than through mistakes and a series of strong statements with weak arguments?
    I can't think of anything beneficial to you from making strong statements with weak arguments - except for learning once and for all that it is a lousy strategy for making a big splash in a forum.

    This is not a strategy I would recommend for any blogger, writer or forum participant.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author DABK
    I'm all confused. I've spent a great part of my life thinking that guerrilla marketing is marketing using innovative, unconventional and/or low-cost techniques.

    And, then, I come across this:

    "Internet Marketing can give you all you could possibly ask from Guerrilla Marketing. However, Guerrilla Marketing can never become the Internet Marketing. Or, in plain English, a Guerrilla Marketer would always make an excellent Internet Marketer. Yet, there are no guarantees that a role reversal, which goes in the opposite direction, would give positive results. Guerrilla Marketing has become nothing more than a sentimental term we tend to associate with the glory days of traditional marketing. Nothing more than this."

    I'm going to find a lonely corner and cry now.

    Changed my mind. How am I nothing but a sentimental term if I come up with an innovative, low-cost marketing technique that gets me sales?

    I had a Romanian baker fly red, yellow and blue balloons (one of each) - the Romanian flag color - from the door handle of his establishment. Nice, big balloons. He must have spent a whopping 0.30 dollars on them. Got him a few new-to-him Romanians to drop in and buy cakes. And, he gave them this little yellow squares with writing on them that said, buy 2, get 1 free on your next visit.

    And a few of them visited again. And he gave them these little yellow pieces of paper with writing on them - something like Get 16.67% off on your next order.

    And do you know what, a few of them came back yet again. And now, 2 years later, they still stop by now and again to give my baker $10-$150 bucks for a silly cake or 3.

    And I had him put an ad in the local paper and give anyone who mentioned the paper ad a discount, and a yellow 2suqare inch paper with an offer to be redeem on next order. And some came back, some are still coming. But it cost more than 3 balloons. A whopping $30 to run the ad one week... He ran if for 3.

    I wonder how much he'd have made if he'd tied the 3 balloons to the internet.
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    • Profile picture of the author Robscom
      Originally Posted by DABK View Post

      I wonder how much he'd have made if he'd tied the 3 balloons to the internet.
      I had a MySpace theme that had floating balloons on it once.

      Maybe that's what he should do?
      Signature
      "Do. Or do not. There is no 'try.'" -- Yoda
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  • Profile picture of the author sdentrepreneur
    Much of marketing has turned online....but I am still big into Networking and Business Mixers. I get about 50% of my Offline Clients from attending these weekly here in San Diego.
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    Learn Digital, Internet and Social Media Marketing For Your Business
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  • Profile picture of the author MikeFriedman
    Pretty sure neshaworld is just a Freelancer shill posting these articles all over the place. Take a look at his posting history. Pretty much the same type of articles that Dan is posting all over the place right now.

    Also, neshaworld previously had a avatar of someone (assuming him) wearing a Freelancer t-shirt.
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  • Profile picture of the author ewenmack
    neshaword, are you being paid by Freelancer to post on this forum?

    Best,
    Ewen
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    • Profile picture of the author neshaword
      Originally Posted by ewenmack View Post

      neshaword, are you being paid by Freelancer to post on this forum?

      Best,
      Ewen
      I'm actually a double agent, but please don't tell anyone.

      Both Freelancer and Upwork are paying me to write. I'm submitting this reply from my yacht.

      The whole controversy about Freelancer T-shirt has a surprisingly simple explanation. That was my Freelancer.com profile picture.

      I'm a copywriter, and guess what I just got an offer to write for one of my "haters" here, lol.

      Only top rated freelancers on Freelancer get these T-shirts. I've been looking for a way to order an official Warrior's T-shirt. This would be a "soul food" for the hardcore conspiracy fans here, lol.

      With nothing to hide, I will include both Freelancer and LinkedIn links to my profile here. Yet, I would be an honor to write for Freelancer.

      I hope that WF will show me the best way to launch/promote my first eBook. You can't make a living out of Freelancer and Upwork payments, lol.

      I've made a list of top conspiracy theories associated with my name.

      Can I use my shirtless profile picture? I'm overweight, but hey, everything and anything for the love of my readers.
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      • Profile picture of the author angiecolee
        Originally Posted by neshaword View Post


        I'm a copywriter, and guess what I just got an offer to write for one of my "haters" here, lol.
        You have LITERALLY claimed in other posts that you are NOT a copywriter.

        I'm kind of fascinated by all the claims.
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        • Profile picture of the author DABK
          I half-expect Nesha to pop here and say, That was my evil twin brother. Slipped me a mickey, then ran all over the forum, posting things that are not true. He just can't stand it that I'm a successful 'forumer.' Waaaa!

          Originally Posted by angiecolee View Post

          You have LITERALLY claimed in other posts that you are NOT a copywriter.

          I'm kind of fascinated by all the claims.
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