Key Messages
Revive Your Marketing Efforts With The Revolutionary Power Of Guerrilla Marketing
Do you want to get the most bang out of your marketing buck? If so, then you need to pick up a copy of Jay Conrad Levinson’s classic book, Guerrilla Marketing.
In this revised edition, you’ll learn about the latest and most innovative marketing techniques that can be used to maximize your results.
You’ll get the bottom line on why giving away products or services can sometimes result in more profits than if you sell them; how even successful marketing campaigns can still lose money; and finally, why it is beneficial for businesses to develop relationships with journalists.
Guerrilla Marketing will teach you how to leverage today’s new innovations and marketing techniques and make sure that each dollar spent on advertising brings maximum results.
No other book on marketing has been as successful and powerful as this one – it’s your single best source for understanding the fundamentals of guerilla marketing!
Marketing Is An Ongoing Process Of Trying To Attract And Keep Customers
Marketing is an ongoing process, where all aspects of how you present yourself as a company come into play.
It’s not simply a one-off event where you plan and launch a campaign; it’s also a continuous effort to engage with customers over time, enticing them to remain loyal to your brand.
When you think about marketing, consider every detail that people may see or perceive about your company—from your logo and packaging to the layout of newsletters and any promotional material you create.
The goal of marketing is to make sure these details are carefully adjusted so that people see your product as either exclusive or offering exceptional value for money.
In addition, you must reinvest any money earned by campaigns back into more marketing—this keeps potential customers interested in what you have to offer and keeps existing customers fully engaged with your company.
Through this ongoing cycle, even if they’re already satisfied with your product, they will still be reminded of the value that it brings.
Now that you understand the notion of marketing being an indefinite process encompassing all aspects of how a company presents itself in the world, you can utilize this knowledge to become an effective guerilla marketer.
The Difference Between Guerrilla And Traditional Marketing: A Dialogue Vs
When it comes to marketing your business, you need something innovative and comparatively inexpensive – and that’s exactly what guerrilla marketing offers.
Guerrilla marketing is a creative method of reaching customers outside of traditional channels, like online or in the streets.
It’s especially useful for smaller businesses that don’t have the money to pour into big marketing campaigns.
Guerrilla marketing stands apart from traditional marketing in that it’s solely focused on the bottom line.
Your success with a campaign is measured by the profit you generate, not just impressions or website visits.
This makes it much smarter for small businesses because traditional methods can be expensive but won’t always guarantee positive results when all is said and done.
The dialogue between customer and business also sets guerrilla marketing apart from traditional methods.
With traditional advertising, like TV commercials, brands only deliver one message to their customers and there often isn’t any space for feedback from customers.
But with guerrilla tactics, you can have conversations with those who interact with your content by responding personally to customer responses or comments on contests or giveaways that create a dialogue between everyone involved.
That’s why guerrilla marketing is perfect for small businesses: it offers an innovative approach that’s comparatively inexpensive – plus it opens up an avenue of communication between business owners and their customers.
Position Your Marketing Strategy Right To Reach The Growing Elderly Demographic
Before you plan out the specifics of any marketing campaign, you need to start by properly positioning it.
That is, define the problem you want to solve and decide who your ideal target group with that problem is.
Figure out how your product solves that problem too.
All of this should be determined before moving forward on any other part of your strategy.
Positioning is really important when it comes to marketing – as legendary advertising figure David Ogilvy said, it’s even more important than specific design or wording.
JetBlue offers a great example here: In order for them to succeed even after the difficult 9/11 attacks, they had to position themselves as a reasonably priced premium airline, with features like individual seatback movie screens and comfortable leather seating helping push their product forward.
Another factor in successful positioning is choosing an appropriate target group.
Right now, elderly people make for a great target group since the population is aging rapidly and research from University of Michigan has shown that the elderly are heavily influenced by mass-media marketing when deciding which products to buy.
To effectively address them though, remember emphasize both mobility and independence as well as making sure all writing uses large enough font so that those with fading eyesight can read everything clearly as well!
7 Rules For Crafting A Guerrilla Marketing Campaign
Every guerrilla marketing campaign needs to tackle seven key decisions in order for it to be successful.
These seven issues cover everything from what specific action you want your audience to take, to defining a target market and choosing the right tools, all the way through to deciding what the budget should be.
Let’s use a bookstore specializing in freelancing guides as an example.
The desired action they would want their target customers to take would probably be purchasing books from their store.
Knowing you competitive advantage is essential too; in this case, it’s the valuable content of their books that will make people willing to pay for them.
Also, having know-how about your customer segment and which marketing tools are most appropriate also play into your strategies.
That’s why when running any type of guerrilla marketing campaign it is important that these seven considerations are taken into account if you want to have a chance of achieving success.
Understanding The Pros And Cons Of Different Advertising Media For Your Marketing Strategy
To be successful in marketing, it is essential to choose the right medium.
While there are many options – from print magazines to TV advertisements and online postcards – each medium has its own distinct advantages and drawbacks.
Print magazines are ideal for drawing customers in as they tend to spend a lot of time on each page due to the fact readers are interested in the topics covered.
You should also strive to make your advertisement fit with the general style of the magazine so that it feels natural for readers.
TV advertisement is also another effective way of reaching people as it combines both visual and aural stimuli, thereby allowing you to demonstrate your product more clearly and reach potentially millions at once if you place an ad in prime time or during the Super Bowl.
However, this is often too costly for most guerrilla marketers.
Finally, there’s online marketing utilizing e-mails, chat rooms, blogs etc., which enables one to interact with customers over a longer period of time.
A great way of doing this would be by filling your company’s website with high-quality content that entices customers back repeatedly.
It cannot be stressed enough: to market successfully, choosing the right media is key!
The Power Of Internet Marketing: How Allocating Your Budget Correctly Can Lead To Profits
E-media marketing is proving to be an effective weapon for all types of companies.
Though it may appear that it only serves those in the digital products industry, studies have shown US consumers spend over $632 billion on offline purchases based on internet research and every business should invest in it for success.
For those who want to use internet marketing but don’t know where to start, the rule of thirds comes into play– spend one-third of the budget on developing a user-friendly website with engaging content, another third of your budget on promoting the site, and finally use the last third to maintain and improve your website.
Additionally, e-mail marketing is another major way to connect with customers by using their e-mail addresses obtained through satisfied customers– they will receive personalized messages that can further build relationships.
In conclusion, e-media marketing is an effective weapon for all types of companies as it allows them to reach out and connect with potential customers, resulting in higher profits overall.
Leverage Info-Media Marketing And Free Parties To Boost Your Customer Base
It’s no secret that people love free stuff, so why not use this to your advantage when it comes to marketing your product? Offering free information is a great way to build customer trust and attract more customers.
This type of marketing is called info-media marketing, and there are many creative ways in which you can utilize it.
One effective method is to hold free seminars.
Not only will they provide potential customers with valuable knowledge, but they will get to know you and your business better, creating a sense of trust and familiarity.
It also gives you the chance to show off your expertise in a particular field.
As an example from one of the authors’ clients; he ran a business teaching people how to use computers and was struggling for new customers until he offered a free seminar for absolute beginners – it ended up attracting 500 people!
Even if the seminar is free, if people feel like what was shared would have been worth paying for, the transition from audience member to customer can be smoothly accomplished.
Allotting 15 minutes or so to make a sales pitch or setting up stands at the exit where attendees can buy products or subscribe services will help bridge that gap as well.
Another easy way to market your product while providing some value is organizing (or teaming up with others) free parties where you provide food, drinks and music as well as bringing some enthusiasm into describing how amazing your product can be by giving away some samples!
People generally tend to be very receptive in pleasant environments such as parties – combine this with good music and delicious food and suddenly everyone seems eager about buying your products!
To further capitalize on this mania, invite those same participants host their own similar events and share profits with them – win-win!
The Power Of Non-Media Marketing: How Community Involvement And Getting To Know Journalists Can Help Your Business Grow
Non-media marketing methods may cost less than paid media, but they can be just as effective.
Guerrilla marketers should familiarize themselves with non-media forms of marketing when developing their strategies.
One type of non-media marketing often used is public relations, which covers all the relationships you have with other people.
A great benefit of PR is that it’s usually free.
Plus, having a newspaper article published about your company will help build connections with readers and is far more credible than paid advertising.
For newspapers and magazines to publish articles about your company, they need to be given something newsworthy — an effective way to do this is to become familiar with journalists.
Sending a press kit in the mail might have some success, but most likely won’t — in fact most mailed press kits are thrown away unopened!
Another form of non-media marketing involves community involvement.
Making your business appear like an old friend will get people interested in doing business with you.
Sponsoring charity events or offering free services or products at community events gives credibility towards your business and shows that you care about your community more than the marketing benefits it brings.
Non-media methods like these cost less but can still be highly effective guerrilla marketing tactics.
Wrap Up
The conclusion of the Guerrilla Marketing Book is that it pays to think outside of the box and utilize creative tactics when it comes to marketing your business.
Companies of all sizes should consider guerrilla marketing channels when developing an effective marketing strategy.
This could be anything from online campaigning, to public relations work or giving something away for free.
By researching what other small companies are doing, it could inspire you to come up with something unique and save on your marketing budget.
