1) WHAT IS GUERRILLA MARKETING
2) WHY DOES GUERRILA MARKETING
3) KEYS TO THE MARKETING FUNCTION
1) WHAT IS GUERRILLA MARKETING?
In 1982 Jay Conrad Levinson, who is considered "father of Guerrilla Marketing defined what was a very simple way:
"The Guerrilla Marketing is marketing activities (primarily promotion) of anunconventional way and with a low budget.
That is, to compensate for not having enough budget to do things differently than usual. The Guerrilla Marketing compensates for lack of a big budget with imagination, working time and knowledge.
A small and medium enterprises in 99% of the cases do not have a huge marketing budget. The Guerrilla Marketing bet to replace the lack of imagination and budgetare different so it is suitable for small and medium enterprises.
But there is a much better reason for the topic that interests us is that guerrilla marketing works.
2) WHY DOES THE GUERRILLA MARKETING
If we look around we can see easily how the promotion works today less than ever and the attention span of potential customers is also lower than ever. There are so many choices, thereis so much saturation advertising that these effects are rising every passing day.
Nobody ignores the Marketing, on the contrary, we avoid all we can. Even entrepreneurs do when they patronize touches something.
Seeing it is easy to conclude that either we do something differently, or not achieve absolutely nothing, because continuing with "business as usual" and barely functioning.Marketing typical typical typical call or letter will not serve for much longer, we are "vaccinated" against any potential Marketing.
That is where the Guerrilla Marketing.
Even large companies are realizing that in the current environment and with today's customer profile, Marketing opting for the creative and different often be more successful and have more impact than the typical actionswith deep pockets and budgets.
One example was the campaign Bmw from Bruce Lee. Who has not heard about "Be water my friend"? As one of the least expensive campaigns for Bmw the company said its sales rose 73% ...
When one carefully examines effective marketing that some companies are developing can see there are a number of common patterns, basic keys all share and work.
3)KEYS TO THEMARKETING FUNCTION
There are these key principles. It is important to take into account, because otherwise we use in practice no matter what is done, the results will be limited and unstable as we will be trying to do things without having fulfilled the most basic requirements to operate. It will be like trying to run before learning to walk.
The first key to a Marketing that works is:
1.- Be aware of the stark truth about marketing and customer
The truth is this:
Much of Guerrilla Marketing (or otherwise) that we put in place, however much noise they make or how many ads we hire, we will not get any sales if we do not provide something that customers want to buy. That really need or want.
Want to buy something that is very different from something they like or they "dograce" may please us thousands of things but not willing to pay for them.
We must offer customers something truly compelling and remarkable, something that makes saying "Wow, I really want that."
When the first announcements of the Nintendo Wii console appeared before the eyes of potential customers who are running a huge part of it was almost instantly that the above reaction and the Wiibecame a success.
Although it is an extreme example of successful product reality is that if we get results we must have in hand something that causes at least a small part of that backlash, something that people want to buy.
If not, we will have enormous difficulties and we are always working very hard for little result.
Another key to guerrilla marketing works is to have a mentality of...