The term “guerrilla marketing” was introduced by American marketing expert Levinson, the author of the book, which is called “Guerrilla Marketing”. It is noticeable that Levinson had used this phrase, first of all, as a good title for his work, but not like a definition. Nevertheless, modern marketing experts and advertising specialists from all over the world use this heading as a professionalterm.
When guerrilla marketing is actual:
- Under conditions of falling market, when companies can’t afford large marketing and advertising budgets, and have to turn to guerrilla marketing for costs reasons;
- During presentation of new goods or services on the market. In this case guerrilla marketing minimizes risks, connected with probable “failure” of the new goods;
- Companies with extensive regional network often use guerrilla marketing as advertising in national media that usually serve as unjustified investment.
“Ukrainian Sociological Standard” is a company with great experience in conducting of guerrilla marketing campaigns in Ukraine. Portfolio of our company includes more than 150 regional research and marketing projects. The biggest part of them are research or marketing activities within one city (Kiev, Kharkov, Odessa, Donetsk, Lugansk, Dnepropetrovsk, Zaporozhye, etc.).
We were able to implement projects, which were held in such cities as Brovary, Krasnodon, Kramatorsk. We are not afraid to work in the most distant and specific cities of Ukraine, trying to find in each of them some unique features that allows effectively promote goods and services of our clients.
