Week 5 - MKTG 6101 - Guerrilla Marketing Chapter 5

Chapter 5 of Guerrilla Marketing focuses on a guerrilla marketers need to be creative. Creative marketing is more about the profits a company earns rather than awards received. In order to take full advantage of creativity in guerrilla marketing, a creative strategy must be determined. A companies creative strategy is focused on the content t produced instead of the marketing materials as is the focus of a marketing strategy. A creative strategy is encompasses three purposes: purpose of the creative message, benefits from the purpose and the personality of the brand. There are seven steps to devising the perfect creative strategy: find the inherent drama, translate the inherent drama into a meaningful benefit, state your benefits in as believable of a way as possible, get peoples attention, motivate your audience to get involved, communicate clearly, and measure your final product against your creative strategy. If you’re able to nail all of these steps, you will likely produce effective marketing. 

References

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