Guerrilla Marketing and How It Can Work for You
When most people think of marketing, they think of advertising. But marketing is much broader than that. Marketing is everything it takes to get your product or service into hands of buyers—from product development to product delivery.
Think of marketing as a continuous process, not a single event. It typically begins with creating an identity for your business … a name, logo, tagline, etc. It extends to product/service creation, manufacturing, packaging, advertising, promotions, sales, customer service, shipping and delivery. It can involve any number of tools brochures, direct mail, websites, postcards, press releases and print, radio and TV advertising.
Now that you understand these fundamentals of marketing, you’re ready to engage in guerilla marketing warfare.
Guerrilla marketing is marketing that is unorthodox and often revolutionary. Unlike traditional marketers, guerrilla marketers throw out rule book and apply creative, flexible strategies to achieve results — rather than money. In a nut shell, guerrilla marketing can help you work smarter, not harder. And it can save you time and money.
Here’s a good example of guerrilla marketing: A new home security business wanted to gain clients as quickly and cost-effectively as possible in a market dominated by a well-established competitor. The rivaling company offered basic service, but had built a reputation for outstanding customer service.