Easy & Inexpensive Strategies for making BIG Profits from your small Business
a Book Review by Business Coaching.com 11/07 enhanced by Peter/CXO Wiz4biz 3/14
Back To The Basics of GM
Guerilla Marketing has been around for nearly 25 years & the Author had many years marketing & advertising experience before he wrote the books. Fundamental to understanding GM is the viewpoint that “marketing is every bit of contact your company has with anyone in the outside world.” Now that really puts marketing at the very center of your business. Everything you do is marketing because it leaves an impression (good or bad) on other people. So are you a giver or a taker in any relationship? Guerrillas know that by giving first, they will get much more back from most people. OK perhaps not from everyone but from enough people to make it the right policy to follow.
What Is Guerrilla Marketing really?
In Chapter 1, the Author contrasts GM with traditional marketing in 20 points. The most important and # 1 on the list is that traditional marketing requires you to spend money to build & maintain your brand. In GM, you can replace that money by investing time, energy, imagination and/or information.
the Secrets Of Guerrilla Marketing
In Chapter 3, the Author explains the 16 monumental secrets of GM, the very foundation stones that GM is based on. One of those words is Commitment and the Author tells the story of the Marlboro Man advertising campaign started when Marlboro was a low selling brand seen as feminine in market research. The Marlboro Man campaign ran for a year (linking the cigarettes to cowboys, the American heritage and countryside). When they did the market research, they discovered that the brand was in just the same market share position and was still seen as a feminine brand. But the chairman of Philip Morris believed in the campaign & brand image, gave it his full commitment and it paid off. Now 1 in 5 of every cigarette sold in the world is a Marlboro. I realise that a massive worldwide advertising campaign isn’t in the territory of a Guerrilla Marketer but it does underline how important commitment to what you believe in, can be.
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