Commitment
You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen
Investment
Marketing is not an expense, but an investment--the best investment available in business if you do it right. With the secrets of guerrilla marketing to guide you, you'll be doing it right.
Consistent
It takes awhile for prospects to trust you. If you change your marketing, media and identity, you're hard to trust. Restraint and repetition are two great allies of the guerrilla.
Confident
In a nationwide test to determine why people buy, price came in fifth, selection fourth, service third, quality second, and, in first place, people said they patronize businesses in which they have confidence.
Patient
Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident. Patience is a guerrilla virtue.
Assortment
Guerrillas know that individual marketing weapons rarely
work on their own, but marketing combinations do work. A wide assortment of marketing tools is required to woo and win customers.
Convenient
People know that time is not money--it's far more valuable than money. Respect this by being easy to do business with and running your company for the convenience of your customers, not yourself.
Subsequent
The real profits come after you've made the sale, in the form of repeat and referral business. Non-guerrillas think marketing ends when they've made the sale. Guerrillas know that's when marketing begins.
Involvement
This describes the relationship between you and your customers--and it is a relationship. You prove your involvement by following up; they prove theirs by patronizing and recommending you.
Dependent
The guerrilla's job is not to compete but to cooperate with other businesses. Market them in return for them marketing you. Set up tie-ins with others. Become dependent to market more and invest less.
Armament
Armament is defined as "the equipment necessary to wage and win battles." The armament of guerrillas is technology: computers, current software, cell phones, pagers,
fax machines. If you're technophobic, see a techno-shrink.
Consent
In an era of non-stop interruption marketing, the key to success is first to gain consent for your marketing materials and market only to those who have given you that consent.
Augment
To succeed online, augment your
website with offline and online promotion along with constant maintenance of your site.
Content
Don’t believe that old adage, "Sell the sizzle, not the steak." Sophisticated consumers these days know the sizzle from the steak and prefer the steak every time. Your substance, not your style, will carry the day for you.
Implement
It’s not enough for you to know these 18 secrets. The key is to take action on them, all of them.
Congruent
Be certain that all your marketing is saying the same thing and pulling in the same direction. Don’t undermine what you do with marketing that marches to the beat of a different strategist.
essentials of guerrilla marketing
Originally Posted by cirext
Reply With Quote
Posting Permissions
