Guerilla marketing is an extremely useful tool, especially for small businesses. The start-ups of the world that do not have the cash to spend on a Super Bowl ad need to use ingenuity and energy to have an effective marketing strategy. However, small businesses will need more than that to be effective at guerilla marketing. Levinson (2007) gives numerous secrets to guerilla marketing including confidence, content, and involvement. Levinson says the most important word in marketing is commitment (2015).
Consider a small business for a second. They do not have the funds to burn with experimenting with different marketing tactics to see what sticks. These types of businesses need a marketing plan and stay with it. Commitment can be difficult for owners who fear for losing their business and losing unnecessary money. A marketing plan can take weeks or months to start seeing a return. Patience is key here because if you switch up your marketing strategy too soon, you will not see the increases in revenue. However, this is not to say you should never change your original marketing strategy. It is wise to adapt and evolve your marketing plan over time. Stay with the basic structure of your plan and build upon it once you see what tactics are best for reaching your client base.
References
Levinson, Jay Conrad. (2007). Guerilla marketing: Easy and inexpensive strategies for making big profits from your small business. Fourth edition. Houghton Mifflin Company.
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