Marketing Plan Success, Version 5.0
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100% Customizable, 36-page Marketing Plan Template to Focus Your Marketing Spend Where It Counts
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Guerrilla Marketing Services
Guerrilla marketing, made famous by Jay Conrad Levinson’s book Guerrilla Marketing, is closely related to viral marketing. It consists of implementing unconventional marketing tactics on a small budget – hopefully in subtle, undercover manner.
These are the principals that Levinson identified as being the foundation of guerrilla marketing:
- Guerrilla marketing is specifically geared for the small business.
- It should be based on human psychology – not experience, judgment and guesswork.
- The primary investment should be energy, time, and imagination (not money).
- The basis for measuring success is profits, not sales.
- The marketer should also concentrate on how many new relationships are made each month.
- Create a standard of excellence with an acute focus instead of trying to diversify by offering allied products and services.
- Aim for generating more referrals, more transactions with existing customers, and larger transactions.
- Concentrate more on cooperating instead of competing with other businesses.
- Use a combination of marketing methods for a campaign.
- Use current technology, such as the Internet, as a tool to empower your marketing.
Guerrilla Marketing is a unique form of promotion focused on creativity, shock value, or even "weirdness" to promote a product. Often those engaged in Guerrilla Marketing will not put a lot of money towards a marketing project, but instead use their imagination to promote their product in a way that is sure to be noticed. It is often more effective for small companies who are closer to their customers and better understand their niche.
Guerrilla marketing may be a great way to create a "buzz" about your company. It may be just what your marketing plan needs to see some real success.
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