To keep up with changing times, companies are looking at other unconventional methods to promote their products and services. Unlike traditional marketing approaches, guerrilla marketing makes use of marketing ‘weapons’ which are suited for companies on a shoestring budget.

At an STJobs workshop held on Tuesday, 14 February 2012, Mr Thum Cheng Cheong, a certified guerrilla marketing trainer, revealed what some of those marketing weapons are.

“When I first met Jay Conrad Levinson (who coined the term ‘guerrilla marketing’), a few years ago, I was told that there were 200 weapons used in guerrilla marketing, such as business cards or the identity of a product or company. Now, with the rise of technology, the number of weapons has grown.”

When asked about his views on the demands of unconventional forms of marketing, Mr Lawrence Wong, the workshop organiser said: “Although SPH is a media conglomerate mainly focusing on print media, it is already beginning to integrate guerrilla marketing into its marketing efforts by reaching out to a tech-savvy audience via online media. One example is STJobs’s Jobs fan page on Facebook.”

Mr Jason Yeo, a workshop participant from Engenius Networks Singapore Pte Ltd, found the workshop very rewarding and insightful, and could not wait to return to the office to share what he had learnt with his colleagues. His only complaint? That the workshop was held for just one day.

“A two-day workshop would have allowed us to better absorb what was being taught and provided more time for us to ask questions,” quipped Mr Yeo’s colleague, Ms Nancy Bang.

If you are interested to find out how you can pick up effective communication skills or enhance your work productivity, visit and enjoy attractive early bird offers on our seminars and workshops.