Week 8 - Guerilla Marketing

    I've discussed various methods and techniques on how to have an effective guerilla marketing campaign. But how do you know which method or technique to actually use? Knowing the difference can save you a lot of money in preventing needless mistake. Research is incredibly important in understanding your customer base and what they want. Even if that research costs money from a research company, that research can be leveraged to prevent marketing mistakes and gain even more sales. Think of paid research as an investment.

 

   There are four common methods to conducting research. if you want to know more about your customer, the best person to ask is your customer. That is why having a spreadsheet of customer contact information is so important. Once you have an established customer base, send them a questionnaire to fill out with questions pertinent to your market and product. You can also send out a similar questionnaire to prospective customer by offering them discounts if they complete the survey. The most obvious method is the Internet, with its almost infinite knowledge. Be familiar with how to fully utilize search engines, and you can gain valuable information on your market and its customer base. Just be sure to look at the quality and source of the information.