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By
definition, Guerrilla Marketing is unconventional and many times
radical marketing tactics intended to get maximum results from
minimal resources (READ: Little to no budget). Because
it can be executed on a shoestring budget, guerrilla marketing
and viral marketing concepts are becoming more and more popular.
The term was coined some years ago by Jay Conrad Levinson.
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Guerrilla Marketing is specifically geared for the small
business and entrepreneurs.
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It
should be based on the human psyche instead of experience,
judgment, and guesswork (as is the case with traditional
marketing).
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Instead of money, the primary investments of marketing are
time, energy, and imagination.
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The
primary statistic to measure your business is the amount of
attention a company gets which in turn leads to profit NOT
just sales.
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The
marketer should also concentrate on how many new
relationships are made each month. Marketing IS a science;
it is NOT all press releases and parties.
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Create
a standard of excellence with an acute focus instead of
trying to diversify by offering too many diverse products
and services. Know what you are marketing. Focus on that
one thing!
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Instead of concentrating on getting new customers, aim for
more referrals, more transactions with existing customers,
and larger transactions.
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Forget
about the competition and concentrate more on cooperating
and/or partnering with other businesses.
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Guerrilla Marketers should always use a combination of
marketing methods for a campaign.
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Use
current technology -- all kind of media (traditional to the
very cutting edge new platforms) as a tool to empower your
business.
The final
piece that needs mentioning is that guerrilla marketing is often
coined as using "unorthodox methods" to drive awareness. BUT,
unorthodox doesn't,
in this context, mean unethical. Abide by the rules of
common sense, solid ethics and integrity. Be an
approachable member of your community and your reputation will
spread; more people will pay an interest in what you have to
say, they will become more likely to visit your website, and
they will be more inclined to purchase your product or services.
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