Week 4 - MKTG 6101 - Guerrilla Marketing Chapter 4

Chapter 4 of Guerrilla Marketing details the importance of developing a plan for a marketing campaign and being prepared to commit to it. Properly positioning your product can be the deciding factor between succeeding or failing. You must fully understand the goal of your business , how your product contributes to your goal, and who your target market(s) consists of. Targeting multiple markets is a great idea to spread the reach of your product; however, you will need to determine a different aim for each market.  

Having a clear picture of your position will allow you to determine the most effective marketing plan. Ask yourself these four questions: 

- Does it offer a benefit that my target audience really wants?

- Is it an honest-to-goodness benefit?

- Does it truly separate me from my competition? 

- Is it unique and/or difficult to copy? 

Once you are able to clearly answer these questions and are satisfied with your responses. You are ready to write out your marketing plan. This is how you plan on reaching your target market. The guerrilla marketing way includes a positioning statement. Levinson (2007, p. 42) states that a businesses marketing strategy should include:

- The purpose of the marketing

- How you’ll achieve this purpose

- Your target market

- The marketing weapons you’ll use

- Your niche and what you stand for

- Your business identity 

- Your budget

References

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