Guerrilla Marketing Research:

Guerrilla Marketing:

The 2 most important aspects of guerrilla marketing!!

1. HAVE A PLAN

2. COMMIT TO THAT PLAN

It’s the difference between success and failure!

References:

Mike Lavin. Thane Croston. Alexis Makar. Wally Bregman. Taylor Middleton. Charles Kessler. Norm Goldring. Elaine Petrocelli. Mark Steisel. David Garfinkel. Bill Quateman. Steve Savage. Les McGhee. Tom Pollgreen. Chet Holmes. David Hancock. Mark S.A.Smith. Grant Hicks. George Reskin. Don Cooper. Jason Crain. Dan Solomon. Mike Stemnock…….all guerrillas

David Ogilvy

Guerrilla Facts:

The more markets you cover, the more you profit.

The Four top marketing audiences: Older people, woman, ethnic groups and small businesses.

Developing a plan:

1. You need a story, a core real-life story about a problem involving the people to whom the story is told too. Offering them a solution to better there situation.

2. Review our offering with regard to our objectives, the strengths and the weaknesses, our perceived competition, our target market, the needs of that market and the trends apparent to the economy.
What is our business? What is our goal? What benefits do we offer? What are my competitive advantages? What do I fear?

3. Identify your target markets.

4. Measure your position against 4 criteria. 1 Does it offer a benefit that my target audience really wants? 2 Is it an honest-to-goodness benefit? 3 Does it truly separate me from my competition? 4 Is it unique and/or difficult to copy? An accurate position requires clear and constructive goals.

5.

The seven sentence Guerrilla marketing stratergy:

1. The purpose of the marketing – the physical action you want your prospect to take, such as clicking a website, visiting your store, clipping a coupon

2. How you’ll achieve this purpose – your competitive advantage and benefits.

3. Your target market - or markets.

4. The marketing weapons you’ll use.

5. Your niche and your position and what you stand for.

6. The identity of your business.

7. Your budget, which should be expressed as a percentage of your projected gross revenues.

5 points in a marketing plan:

The marketing plan

The creative plan

The media plan

The financial plan

The management plan

Creative Marketing:

1. Find the inherent drama within your offering

2. Translate that inherent drama into a meaningful benefit

3. State your benefit in as believable a way as possible

4. Get people’s attention

5. Motivate your audience to get involved

6. Be sure you are communicating clearly

7. Measure your finished advertisement against your creative strategy