Hello, English winners. Today, we're going
to talk about another 'good to know'
business concept called 'guerilla
marketing'. Now guerilla marketing is a
term used for anything you do to reach
customers - that is new or creative - that
you use when you don't have a whole lot
of money for things like traditional
advertising. And so, guerrilla marketing
is very similar to viral marketing, where
an idea can be spread either online or
through word-of-mouth when people talk
about it. So, guerrilla marketing is
different from traditional marketing... and
'traditional marketing' means print ads,
television commercials, radio
advertisements... things like that. These
terms - traditional marketing and
guerrilla marketing - they come from the
military, where guerrilla marketing is
where you use traps, surprise attacks, and
hiding in the woods and sneaking around
in order to win a battle against an
enemy more powerful than you... and then
traditional marketing is like
traditional warfare, where you have one
side on a field with a bunch of swords
and guns and another side lined up on a
field with a bunch of swords and guns,
and they charge at each other... and
whoever had the most forces or the best
weapons won. Guerilla marketing was first
coined in the 80s by Jay Conrad Levinson.
He also wrote a book called 'Guerilla
Marketing', where he showed many examples
of unusual things you can do to let
other people know about the thing you
have to sell, whether it's your business,
or a product, or even an idea. So here's
one example of a guerilla marketing
thing that I've done in the past: I am an
author, and at one point I was working
can really hard to sell a lot of books.
Now, I was doing book signings... I was
doing meet-and-greets... I was buying
advertisements online... and doing a lot of
things that authors usually do... But also,
I went to this CrossFit gym. Now a
CrossFit gym is where you exercise, and
the idea is to do as much as you can (AMRAP) of
different exercises... most of the time. And
so I set up a deal with the gym leader,
and I said: 'For every person who buys my
book, I will do more and more of a
certain exercise.' I called it: "Buy the book,
punish the author." And so I was able to
sell 10 books in an hour of free time
and also get a very good, but tiring work
out out of it. Another very famous
example of guerrilla marketing is where
Nikon - the camera manufacturer - they wanted
to sell a lot of cameras. And so what
they did, was they put in advertisements -
like a screen or a holograph on the wall
of subways and... I think they did it with
airports too - and as people walked by the
advertisement, there would be different
flashes; flashes of light... As if somebody
is taking camera photos of them. These
are 'paparazzi'. Now paparazzi is just a
fancy word for saying the journalists
who take pictures of famous people. And
so someone's walking by in the airport
or in the subway, and then they are
ambushed by the paparazzi, like they are
a famous celebrity, or a famous singer or
performer. And it feels very good to be
treated like a celebrity. A lot of people
wonder what it must be like to be
treated like a celebrity at least once
in their life... and they get that feeling
just for one small moment. And then as
they walk by, they often do so on red
carpet. So Nikon rolled out a red
carpet on the ground in
front of their ad, so it was a very
simple idea that thousands of people saw
every single day. It put Nikon's brand in
people's minds, so the next time they
were going to spend a lot of money on a
digital camera, they would likely go to
nikon. Nikon had a brilliant idea in
their guerrilla marketing advertisement.
So that wraps up our guerrilla marketing
overview. If you like this concept, please
SUBSCRIBE down below. If you have any
other business ideas you want me to
explain, let me know in the comments. Is
this video helpful? Tell me. In the
meantime, I'll have a link to a
pronunciation playlist and the first
video in my 'good to know' series on 'red
and blue oceans'. Until then, keep on
winning, English winners! I'll see you
later.