Week 2 - The Need for Guerilla Marketing

    Marketing comes in all shapes and forms. From websites to signs to ads on t-shirts, marketing is everywhere and anything. An entrepreneur needs to learn all the guerilla marketing techniques. This is especially true if the entrepreneur is in a start-up or small company. While large companies usually take the tactic of throwing money at the problem, small companies cannot afford this. Coca-Cola can easily pay for a Super Bowl ad when a start-up must rely on clever marketing tricks to achieve the same percent growth in sales.

    To see if an entrepreneur is effectively utilizing guerilla marketing, they must ask themselves several questions. Are sales mostly driven by price? If this is true, then people are buying your product because it is cheap, not because it is better. These sales can only increase by further decreasing the price. Do you have a database of customers? This question goes back to my first blog of guerilla marketing about continuing the relationship with the customer. If you do not have a list of customers' contact information and their preferences, then you won't be able to inform them about new product or sales that will increase purchases. Do customers know all the features about your product? If they don't, then the customer will probably not be able to tell your product apart from the competitors or know all what the product offers. If an entrepreneur cannot satisfyingly answer these questions, then they need to rethink their marketing strategies.

References

Levinson, Jay Conrad. (2007). Guerilla marketing: Easy and inexpensive strategies for making big profits from your small business. Fourth edition. Houghton Mifflin Company.