Week 3 -MKTG 6101 - Guerrilla Marketing Chapter 3

Chapter 3 of the book Guerrilla Marketing details the sixteen guerrilla marketing secretes that will lead a company to marketing success. The sixteen secrets include: commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement, involvement, dependent, armament, consent, content, and augment. For these sixteen secrets to be effective, all must be implemented into a companies marketing strategy. If even one is missing, it could cause the others to be unsuccessful. 

It is important to note that a company won’t see instant results from implementation of these secrets, success will happen overtime which is where the secrets , consistent and commitment, come into play. When discussing consistency, Levinson writes “Marketing will contribute to slow but steady increases for you” and “Don’t expect marketing to suddenly double your sales” (YR, p. 28). I think about growing on social media, although there are some people who “go viral” overnight, most people have to work hard to gain their followers. This is done through consistent posting so their audience can count on their content as well as a consistent style of content. People follow other people on social media because they enjoy what the individual is posting, if someone changes the style of their content, they may lose (or gain) followers because of it. As Levinson mentioned, a company can change their offers, headlines, and prices but they should keep their graphic format and messages consistent. 

Patience and assortment are easily achievable secrets. As mentioned above, success likely won’t happen overnight so remaining patience and trusting the process is so important for guerrilla marketing to be successful. Assortment can be achieved through reaching consumers and customers through different means whether that is emails, billboards, television or radio advertisements, word of mouth. Bringing these ideas back to the social media example, reaching followers through TikTok is great but also providing content on Instagram or YouTube could be a great way to further your reach. 

References

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