VIEWS: 180 PAGES: 18 POSTED ON: 11/7/2009
Guerrilla Marketing Guerrilla Marketing • Described by Jay Conrad Levinson in his popular 1984 book Guerrilla Marketing • It is an unconventional way of performing promotional activities on a very low budget. • Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). Foundations Of Guerilla Marketing Levinson identifies the following principles as the foundation of guerrilla marketing: • Guerrilla Marketing is specifically geared for the small business. • It should be based on human psychology instead of experience, judgment, and guesswork. • Instead of money, the primary investments of marketing should be time, energy, and imagination. • The primary statistic to measure your business is the amount of profits, not sales. • The marketer should also concentrate on how many new relationships are made each month. Contd… • Create a standard of excellence with an acute focus instead of trying to diversify by offering allied products and services. • Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions. • Forget about the competition and concentrate more on cooperating with other businesses. • Guerrilla Marketers should always use a combination of marketing methods for a campaign. • Use current technology as a tool to empower your marketing. Implementing Guerilla Marketing • Guerrilla marketer must be creative and devise unconventional methods of promotion. • The marketer must use all of his or her contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. • Many forms of publicity can be very inexpensive, others are free. • In Implementing guerrilla marketing tactics, small size is an advantage. • Small businesses are able to obtain publicity more easily than large companies, as they are closer to their customers and considerably more agile. In The Business Arena, It Involves: • • • • • • Targeted legal attacks on the competition Product comparison advertising Executive raiding Short-term alliances Selective price cuts Deliberate sabotage of the competitions test markets, marketing research, advertising campaigns, or sales promotions • Orchestrating negative publicity for a competitor What does it involve? • Guerrilla marketing: Getting the word out about a business without investing in traditional or Yellow Pages advertising. – to get the point across without having the point be obviously made. – Also known as undercover market. – be creative and think of the most unconventional way to do so. – primarily designed for small businesses and independent professionals. – great for small business because it's flexible and agile to react to marketplace environments and influences-- without layers of bureaucracy to go through. Contd… • Guerrilla marketing is based on human psychology • The way people think and react Vs judgment and guesswork. • Guerrilla marketing employs a focus on markets and target audiences Vs trying to be all things in mass markets. • emphasis on profits, not just sales. • Good measure of guerrilla marketing is the number of relationships you build over a particular period of time. • 3 specific ways: – new referrals, – more transactions from existing customers and – larger transactions from existing customers. Fusion Marketing • Guerrilla marketing supports cooperation with other businesses. – Step 1: Define your power partners – Step 2: Figure out with your power partner what your offer will be – Step 3: Write up a general letter of agreement – Step 4: Package it up. – Step 5: Combine mailing lists and communicate to both sets. – Step 6: Be responsive to any responses. – Step 7: Follow up Contd… • Guerrilla marketing is made up of many elements all working together and supporting each component of the program. • Technology-Use it. Leverage it. Profit from it. • Principles and Practices appear to be simply common sense. However, in reality, they're not common practice. • Wear-down the enemy by a long series of minor attacks. Strengths The main strengths of guerrilla strategies are: • Never attacking the enemy’s main force preserves resources. • It is very flexible and can be adapted to any situation, offensive or defensive. • It is very difficult to counter with conventional methods. How To Build Among Employees • • • • Brainstorm marketing ideas with co-workers and suppliers. Try a few. Repeat what works. Fix what doesn’t. FUTURE TRENDS • Gaining the maximum exposure for a company, event, product, service or person with the minimum amount of cash. • Instead of a big budget, marketers rely on time, energy, information and knowledge to draw a crowd. GM in retail business!!! • Many retail entrepreneurs are in a great position to use holidays for promoting their businesses. • Every month has a holiday??!! • And if you don't find one that fits, make one up: National Haircut Day, Treat-a-Dog Day or Buy Roses for No Reason Day, for instance. • These types of themed days can even get you extra media coverage, so be sure to let the media know about your made-up holiday and promotion. • Feeding the news community with this information positions your business not only as a resource for information related to holidays, but also as the place to shop for holiday-related gifts. Contd… • Contests can be simple, such as guessing the number of roses in a car for a florist or predicting the day a certain milestone will be reached--the thousandth guest or millionth sale, for instance. These suggestions may sound corny, but hopefully they'll get our creativity going. This pool of prospects will prove more valuable than any mass advertising. When contact information is got, a database is to be prepared with the permission from the prospects before e-mailing. Blue jacking • Sending of unsolicited messages over bluetooth to bluetooth-enabled devices such as mobile phones, PDA’s or laptop computers • 'Blue jacking' was first committed by an Esato user 'Ajack' who used his phone to advertise Sony Ericsson • Blue jacking has been used in guerrilla marketing campaigns Contd… • Bluejacking is usually technically harmless, but because bluejacked people don't know what is happening, they think their phone is malfunctioning • A Bluejacker will only send a text message, but with modern phones it's possible to send images or sounds as well THANK You!
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