According to Jay Conrad Levinson, guerrilla marketing is, "an unconventional system of promotions, running on a very low budget, by relying on time, energy and imagination instead of big marketing budgets." Levinson wrote the book
Guerrilla Marketing in 1994. There is nothing like targeting a consumer when they are not expecting it. This can make the idea that's being marketed memorable, generate buzz, and even spread virally.
The Progressive Coffee House, which is holding its Grand Opening Saturday, November 15 on W. High Street in Glassboro, is working some guerrilla marketing magic. Students on the PRaction account will be handing out Progressive Coffee House cards which have a FREE small coffee on them all week. Just a little unexpected present while walking to your next class.
Levinson believes that when implementing guerrilla marketing tactics, small size is actually an advantage instead of a disadvantage. "Small businesses and entrepreneurs are able to obtain publicity more easily than large companies; they are closer to their customers and considerably more agile," Levinson stated.
So what I am trying to say is, "Progressive has a chance!" There is nothing like relaxing at a warm, comforting, coffee house, sipping on a FREE coffee! Just remember though, the Guerrilla Marketeer must "deliver the goods." In order to sell a product or a service, "A company must establish a relationship with the customer. It must build trust and support. It must understand the customer's needs, and it must provide a product that delivers the promised benefits," Levinson claimed.
I believe the owners at Progressive have all this and more! So keep your eyes open for a FREE Progressive Coffee House card and don't miss their Grand Opening Saturday November 15th.
Comment on the Coffee House.
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