Guerrilla Marketing Chapter 5

 Chapter 5 in the Guerrilla Marketing book talked about developing truly creative marketing.  The book defines creative marketing to those of a guerrilla mindset as marketing that that generates profit.  For example, if there is a large profit from the marketing campaign, it is very creative.  If a campaign generates no profits, it is not creative.  The first step to generating creative marketing is to write a creative strategy.  This can be accomplished by using three sentences.  The first sentence should address the purpose of the strategy.  The second should explain the benefits to completing the purpose.  The third should communicate the personality of the brand.

The second major takeaway from chapter 5 is that there is a 7 step program to successful marketing.

1. Find inherent drama in your product offering
2. Translate this inherent drama into a meaningful benefit for the potential consumer
3. State the benefits as believable as possible
4. Get peoples attention
5. Motivate audience to get involved
6. Clearly communicate
7. Measure finalized advertisement

This represents a circular approach that I think would serve people well even outside of marketing.  Develop a plan, implement the plan, measure the plan, and then adjust the plan and repeat.