Lucy Rosen quoted in LIBN’s “Guerrilla marketing in a modern age”

by Gregory Zeller
Published: July 11, 2012

Guerrilla marketing isn’t what it used to be.

Well, part of it is. The primary mission of this “little war” marketing strategy – guerilla’s Spanish origin – hasn’t changed since the sandwich board. It’s still “doing things that are smart,” according to Lucy Rosen, president of Smart Marketing Communications in Bethpage, “and putting your product or service directly into the hands of those you want to buy it.”

But the definition of “smart” is always evolving, while “directly into the hands” has become a literal goal. “Eat at Joe’s” has quantum-leapt from that sandwich board to your pocket, and for all its mass-market potential, guerrilla marketing’s tactics are even more focused.

“It’s very targeted marketing now,” Rosen said. “Not so much throwing stuff on the wall to see what sticks, but knowing exactly who you want to market to and how to go after them.”

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