Week 1 - MKTG 6101 - Guerrilla Marketing Chapter 1

As the world changes and people evolve, so do effective market strategies. The first chapter of Guerrilla Marketing by Jay Conrad Levinson compares 20 ways in which guerrilla marketing is different from traditional marketing. “Marketing becomes a circle when you have the blessed patronage of repeat and referral customers” (Levinson, 2007, p. 4). Small businesses must focus on not only gaining customers but also maintaining them. The marketing circle allows customers to invest less in marketing while profits continue to grow. 

The 10th difference Levinson details the need to have a logo to represent your company. Rather than a logo, guerrilla marketing suggests “… a meme that represents their company - a visual or verbal symbol that communicates an entire idea…” (Levinson, 2007, p. 6). In today’s world, memes are always circulating and a great way to get the word out about a small business. Guerrilla marketing is targeted to a specific audience. Levinson also writes “Guerrilla marketing is always intentional. It pays close attention to all the details of the contract with the outside world, ignoring nothing and realizing the stunning importance of those tiny but supercharged details” (2007, p. 8). Rather than producing a large marketing project that is aimed to the broader population, guerrilla marketing puts a focus on the individual and smaller groups that would benefit most from their product or service. 

References:

iStockphoto.com. (n.d.). Targeted Audience Graphic. [Graphic]. https://www.istockphoto.com/photos/targeted-advertising

Levinson, J. (2007). Guerrilla Marketing, 4th Edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness