Originally published in 1984, Guerrilla Marketing is a classic must-read for marketers. It explains how small firms with limited marketing budgets can still compete with bigger competitors by getting creative.
What comes to mind when you think of the word “marketing”?
TV commercials? Newspaper ads? Billboards by the roadside?
All these are good examples. But have you ever stopped to think about what the term “marketing” really means?
In layman’s terms, marketing consists of every detail that consumers perceive about your company: your logo, your product packaging, the layout of your newsletter, etc.
The goal of marketing is to steer the way people think about your company or organization by adjusting these details. Marketing can determine whether people see your products as more exclusive or a better value for money.
Another trait of marketing is that it is an ongoing process, not a discrete event.
What does this mean?
Well, first you plan and launch a marketing campaign. This could mean handing out flyers on the street, sending prospective customers e-mails or launching a traditional advertising campaign on TV.
But when the campaign is over, you can’t rest on your laurels. Instead, you take the money you earned from the sales generated by this campaign and reinvest it into more marketing, starting the cycle again.
Because the world is changing all the time and new competitors are always on the horizon, so you need to constantly try to attract the attention of potential customers.
Another reason why marketing can be defined as a process is that it’s not only directed at gaining new customers but also at keeping existing ones. No matter how satisfied they are, customers still need to be stimulated with marketing to remind them of your existence.
So, as you can see, you’re never really “done” with marketing, you just start the cycle over again and again.
Now that you understand the nature of marketing, you have a solid basis for your journey to become a successful guerilla marketer.