Guerrilla Marketing Guerilla marketing is where the program can make a large impact. Word-of-mouth marketing is about getting people talking about the company and program, and about generating buzz. Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking, defines it as: “giving people a reason to talk about your stuff, and making it easier for that conversation to take place."[1] These conversations can spread across areas like social media, face-to-face discussion, and more common forms of communication such as email, newsletters, and more. This keeps readers in a regular cycle of communication and connected to the program, which they can also share and spread the word beyond themselves. 1. Sernovitz, A. (2012). Word of mouth marketing: How smart companies get people talking. (Introduction). Austin, TX: Greenleaf Book Group Press. Retrieved from http://www. wordofmouthbook.com
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