Week 6 Guerrilla Marketing

 In chapter 6 of Guerrilla Marketing, we learned about selecting the most lethal marketing methods and ways to go wrong.  One of the most common ways to market poorly is to run the right advertisement in the wrong media.  Radio, phone, and internet are the most intimate forms of media.  Newspapers are used to disseminate news.  Magazines lend the most credibility to a product because readers spend a very long time interacting with the publication and it is very focused.  Lastly, TV is the most convincing because it allows the company to demo the product for potential consumers.  A layered approach to marketing is a key approach in the guerrilla's arsenal.  This allows the guerrilla to spread awareness through billboards, trigger impulse buying through in store signs, and interact directly with consumers with trade shows.  This layered approach allows the product and company to be embedded in the consumers everyday life.  Eventually their subconscious will think about the product and company.  Contrary to the old saying any publicity is good publicity, guerrillas stray from bad publicity because it is tough to recover from the reputational damage.

In their advertisements, guerrillas must choose the correct medium to market to their target audience.  For example, teens don't read the newspaper and adult males don't read romance magazines.  When choosing the remaining medium remember to only choose those in which you can do well.  There isn't a need to market on a platform if it will be ineffective and half baked.  It is better to spend the dollars on an effective and well thought out scheme.

An additional techniques guerrillas use to set themselves apart from the competition is they take credit cards and take all of them.  This allows a potential consumer to make a purchase how they want and when they want.