What is guerrilla marketing and why use it?

We all accept the fact that no two people are exactly alike.  The same holds true for any two business owners.  We recognize this at Pro/Vision Coaching by helping the uniqueness of each owner  flow through to their business.  We take all the fundamental business functions – marketing, sales, human resources, customer service, systematization, profit management, financial controls, leadership – and integrate them into a business model that maximizes profitability.  While coaching within each function, we use industry best practices, along with our own, to help each owner create their own “unique way of doing business”.
Many of our clients start their journey to success with marketing.  They simply need more customers/clients to feed the revenue side of the business model.  We recognize that the small business owner needs to compete in a marketplace dominated by much larger competitors.  These companies have what seems like unlimited budgets to throw against marketing.  Our experience, which can be collaborated by every client the past 3 years that has taken this marketing journey, confirms that the Guerrilla Marketing process is the answer.  Our head coaches are Guerrilla Marketing certified.
The uniqueness starts with the message.  Every business must have a message that goes to a specific target with a unique difference that calls its people to a certain action. The principles found in Guerrilla Marketing are designed for the small business owner, though many large companies have used it to great success as well. Some of my favorite principles are listed below, but I (Phil) encourage you to check out the book yourself (follow link) and see how it can help you. It is one that I personally have used in creating marketing plans in the past, and continually see it provide incredible value for those that use it now.
Listed below are some of my favorites from Mr. Levinson – if you know of some that you love, please add them in the comment section. We would love to hear your thoughts!

1. Instead of investing money in the marketing process, you invest time, energy, and imagination.
2. Instead of using guesswork in your marketing, you use the science of psychology, actual laws of human behavior.
3. Instead of being unintentional by identifying only mass marketing, guerilla marketing is always intentional, embracing even such details as how the telephone is answered.
4. Instead of being “me marketing” and talking about a business, guerrilla marketing is “you marketing” and talks about the prospect.

Source: http://www.provisioncoaching.com/blog/?p=56