In the early 19th century, guerrillas, soldiers who used unconventional marketing tactics to combat their enemies, were instrumental in defeating the French dictator Napoléon. Today the term has attached itself to marketing — unusual, fresh, [Read More]

Say what? Controlled messaging has been replaced by talk? That’s a fact, asserts Lois Kelly, author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. Instead of carefully crafting brand voices or stirring up buzz, [Read More]

Buzz is long on getting attention and short on product information. Word of mouth is all about credibility — and that’s the secret of its power. Balter, founder and president of BzzAgent, a [Read More]

In minor league stadiums across the United States, advertising banners decorate the outfields, marketing campaigns tap into game night crowds through consumer polls and the distribution of product samples, and many companies commission special ads [Read More]

In their book, The Complete Idiot’s Guide to Guerilla Marketing, Colleen Wells and Susan Drake document numerous guerilla marketing ideas gone wrong. Stunt marketing, in particular, can do real damage to a company’s customer retention [Read More]

Breaking through to a public that has become increasingly skeptical of advertising is foremost on marketers’ minds these days. The beauty of a guerilla marketing plan is that it doesn’t require a huge ad buy [Read More]