Guerrilla Marketing summary

You’ve probably heard the term guerrilla marketing get thrown around time and again. But what does it actually mean and how is it different from traditional marketing?

The majority of traditional marketers believe that success comes from making large investments in marketing campaigns, such as expensive TV commercials and full-page ads in Time magazine.

Though marketing campaigns can take many shapes and forms, they all aim to communicate a key message to customers: namely, the company’s positioning. Positioning involves defining the problem you want to solve, who the target group with that problem is and how your product solves the problem.

This positioning is the heart of your marketing strategy, which will be the basis for all the individual campaigns you launch.

As mentioned before, one of the keys to successful guerrilla marketing is creative ideas. Despite this, there are some rules you need to follow when crafting your marketing campaign.

More specifically, you must address seven issues regarding your campaign. Let’s examine them by looking at a scenario where you run a bookstore specializing in freelancing guides.

These days, marketers have all different kinds of media at their disposal: from website banners to roadside billboards, they can reach their customers in a variety of ways.

But, to be successful, each advertisement has to go through the right medium, and every medium has its own distinct advantages and drawbacks. Let’s examine some of the more prominent media options.

In the last blink we touched upon the topic of internet marketing, which is part of a broader marketing category known as e-media marketing. These days, however, internet marketing is its most important form.

You might think that this doesn’t concern you if your company doesn’t revolve around digital products. But that would be a mistake. Today every company has to invest in internet marketing.

Ever wonder why so many companies like to send you free samples of their products? It’s because they know that people love free stuff.

This even applies to information. One way to attract more customers is to offer free information about your business. This is called info-media marketing. Potential customers get to know you and your products so they feel safer buying from you.

We’ve now examined both internet marketing and info-media marketing. But there’s still a third alternative all guerrilla marketers need to master: non-media marketing, meaning all marketing methods outside of paid media. All this kind of marketing costs you is time and creativity.

One prominent type of non-media marketing is public relations (PR), or the sum of the relationships you have with other people. Having a newspaper article published about your company is a part of PR since it will help build a relationship between you and the readers. It can also be far more effective than an ad.