Guerrilla marketing uses unconventional means to achieve conventional goals

Guerrilla marketing is not about reinventing the goals of business. The ultimate objectives are still the same as traditional marketing: profits, growth, and success. What's different is the approach to achieving them.

Instead of relying on large budgets and brute force, guerrilla marketing employs unconventional methods that leverage:

• Time: Investing time in building relationships and executing creative campaigns.
• Energy: Putting in the effort to go the extra mile and stand out from the competition.
• Imagination: Using creativity and ingenuity to come up with unique and memorable marketing ideas.
• Information: Using knowledge of the customer and the market to make smarter decisions.

This approach allows small businesses and entrepreneurs to compete with larger companies without needing a massive marketing budget. It's about being resourceful, clever, and using your imagination as your primary weapon. The story of the small bookstore owner who put up a "Main Entrance" sign between two competitors having massive sales is a perfect example of this principle in action.