How Guerrilla Marketing is Different from Traditional Marketing
excerpted from The
Guerrilla Marketing Toolkit
by Jay
Conrad Levinson
Guerrilla Marketing is a phrase thrown around quite frequently, but what does it
really mean? What puts the 'Guerrilla' in Marketing?
Here is the answer to that question.
1.
Instead of investing money in the marketplace, you must invest time, energy
and imagination.
2. Instead of using guesswork in your marketing, you use the science of psychology; actual laws of human behavior
3.
Instead of concentrating on traffic, responses or gross sales, profits are
the only yardstick by which you measure your marketing.
4. Instead of
being oriented to companies with limitless bank accounts, Guerrilla
Marketing is geared to small business.
5. Instead of ignoring customers
once they've purchased, you have a fervent devotion to customer follow-up.
6. Instead of intimidating small business owners, Guerrilla Marketing removes the mystique from the entire marketing process and clarifies it.
7. Instead of competing with other businesses, Guerrilla Marketing
preaches the gospel of cooperation, urging you to help others and let them
help you.
8. Instead of trying to make sales, Guerrilla Marketers are dedicated to making relationships, for long-term relationships are paramount
in the new millennium.
9. Instead of believing that single
marketing weapons such as advertising or a website work, Guerrillas know
that only marketing combinations work.
10. Instead of encouraging you to
advertise, Guerrilla Marketing provides you with 100 different marketing
weapons; advertising is only one of them.
11. Instead of growing large
and diversifying, Guerrillas grow profitably and then maintain their focus,
not an easy thing to do.
12. Instead of aiming messages at large groups,
Guerrilla Marketing is aimed at individuals and small groups.
13.
Instead of being unintentional by identifying only mass marketing, Guerrilla
Marketing is always intentional, embracing even such details as how your
telephone is answered.
14. Instead of growing linearly by adding new
customers, Guerrillas grow geometrically by enlarging the size of each
transaction, generating more repeat sales, leaning upon the enormous
referral power of customers and adding new customers.
15. Instead of
thinking of what a business can take, Guerrilla Marketing asks that you
think of what a business can give in the way of free information to help
customers and prospects.
16. Instead of ignoring technology in
marketing, Guerrilla Marketing encourages you to be techno-cozy and if
you're techno-phobic, advises you to see a techno-shrink because
techno-phobia is fatal these days.
17. Instead of being me-marketing and
talking about a business, Guerrilla Marketing is you-marketing and talks
about the prospect.
18. Instead of attempting to make a sale with
marketing, Guerrilla Marketing attempts to gain consent with marketing, then
uses that consent to market only to interested people.
