Week 4 - Guerrilla Marketing

 In chapter 4 entitled Developing a Guerilla Marketing Plan, the author talks about the need for a core story to show current and potential customers how your product solves a real life problem.  He then goes onto list 2 important guerrilla marketing keys to success which are start with a plan and commit to the plan.  Throughout the entire chapter there is an emphasis on commitment to the plan.  

When planning a guerrilla marketing campaign it is important to consider positioning otherwise known as the companies niche, what the company stands for, and how it is perceived by the customer.  During the planning phase it is also important to know what your competitors are doing, current and projected economic trends, and the needs of the companies target market.  

Lastly, the author presents us with the 7 sentence guerrilla marketing strategy which is as follows:
1. Purpose of the marketing?  Is this a purchase, a website visit, or a call?

2. How to achieve the purpose?  Is it achieved through competitive advantage or benefits?

3. Target market(s)?  Children, women, certain income ranges, minorities?

4. What marketing weapons to use? Social media, print (local / national), TV?

5. Niche / Position / What does the company stand for?  This could be biodegradable drinking glasses produced in a leed certified facility.

6. Identity of the business?  Similar to #5.

7. Marketing budget expressed as a percentage of gross revenues.