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The 15 Secrets of Guerrilla Marketing
These concepts are probably the reason that many start-up
guerrillas now run highly successful companies. They are the
cornerstone of guerrilla marketing, now the most popular
marketing series in history, published in 37 languages, and
required reading in many MBA programs worldwide. Just 15 words,
but each one nuclear-powered and capable of propelling you into
the land of your dreams.
1. COMMITMENT: You should know that a mediocre marketing program
with commitment will always prove more profitable than a
brilliant marketing program without commitment. Commitment makes
it happen.
2. INVESTMENT: Marketing is not an expense, but an investment --
the best investment available in America today -- if you do it
right. With the 15 secrets of guerrilla marketing to guide you,
you'll be doing it right.
3. CONSISTENT: It takes a while for prospects to trust you and
if you change your marketing, media, and identity, you're hard
to trust. Restraint is a great ally of the guerrilla. Repetition
is another.
4. CONFIDENT: In a nationwide test to determine why people buy,
price came in fifth, selection fourth, service third, quality
second, and, in first place -- people said they patronize
businesses in which they are confident.
5. PATIENT: Unless the person running your marketing is patient,
it will be difficult to practice commitment, view marketing as
an investment, be consistent, and make prospects confident.
Patience is a guerrilla virtue.
6. ASSORTMENT: Guerrillas know that individual marketing weapons
rarely work on their own. But marketing combinations do work. A
wide assortment of marketing tools is required to woo and win
customers.
7. CONVENIENT: People now know that time is not money, but is
far more valuable than money. Respect this by being easy to do
business with and running your company for the convenience of
your customers, not yourself.
8. SUBSEQUENT: The real profits come after you've made the sale,
in the form of repeat and referral business. Non-guerrillas
think marketing ends when they've made the sale. Guerrillas know
that's when marketing begins.
9. AMAZEMENT: There are elements of your business that you take
for granted, but prospects would be amazed if they knew the
details. Be sure all of your marketing always reflects that
amazement. It's always there.
10. MEASUREMENT: You can actually double your profits by
measuring the results of your marketing. Some weapons hit bulls-
eyes. Others miss the target. Unless you measure, you won't know
which is which.
11. INVOLVEMENT: This describes the relationship between you and
your customers -- and it is a relationship. You prove your
involvement by following up; they prove theirs by patronizing
and recommending you.
12. DEPENDENT: The guerrilla's job is not to compete but to
cooperate with other businesses. Market them in return for them
marketing you. Set up tie-ins with others. Become dependent to
market more and invest less.
13. ARMAMENT: Armament is defined as "the equipment necessary to
wage and win battles." The armament of guerrillas is technology:
computers, current software, cellphones, pagers, fax machines.
If you're technophobic, see a techno-shrink.
14. CONSENT: In an era of non-stop interruption marketing, the
key to success is to first gain consent to receive your
marketing materials, then market only to those who have given
you that consent. Don't waste money on people who don't give it
to you.
15. AUGMENT: To succeed online, augment your website with offline promotion, constant maintenance of your site,
participation in newsgroups and forums, email, chatroom
attendance, posting articles, hosting conferences and rapid
follow-up.
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We should be taught not to wait for inspiration to start a thing. Action always generates inspiration. Inspiration seldom generates action.
Frank Tibolt
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