“You have good ideas but you don’t have money? And so Apple began like this” – with these words Levinstan, the father of Guerilla marketing, shows the essence of this kind of marketing namely the possibility of small firms to compete with large companies in the market using fewer resources and unconventional ways to reach the minds of potential users. He said that most of the companies do not know how to make small everyday things in a winning advertisement “Companies do not know how to save money and to use traditional media effectively, still less does the Internet” he said. Guerilla marketing focuses not on consumers as a whole but to individual clients. If you want to save money you have to send your message only to those users with whom you need to talk and have what to say to them. The popularity of this marketing strategy is largely due to its simplicity, low budget, innovation and provocation – turned otherwise ordinary actions profitable advertising techniques. The strength of the Guerilla marketing is the use of psychological techniques that have an unconscious on consumer behavior of people. The creative ideas for advertising are easily accessible and do not cause the usual boredom and neglect. Stimulating people’s curiosity, they are intrigued and want to learn more without being subject to “imposed” from outside. Therefore the main objective of the Guerilla is to provoke.
In Guerrilla Marketing is essential "to stay focused on your goals, with a fast and accurate stroke to achieve maximum desired effect and then campaign to stop immediately or to proceed to another geographic region. No matter how good is one campaign, if it doesn’t stop in time it can cause the opposite effect. Each successful Guerrilla campaign relies on the element of surprise and provocation. It is repeated again and again, but each time is different and use different ideas and resources. Unlike traditional marketing where stereotypes for used techniques, distribution channels and concept, coexist the "Guerilla marketing" takes advantage of everything in our rapidly evolving world
