COLUMN - Business Development
Implementing guerilla marketing helps new entrepreneurs and small companies achieve widespread recognition without having to invest thousands of dollars.
Small companies also have the advantage of enjoying more personal contact with their customers, giving them more options to choose from when adopting the guerrilla marketing concept.
However, Jay always maintained that the most important factor in implementing the guerrilla marketing theory is that the company must “deliver the goods”.
Guerrilla Marketing Principles
The following principles form the foundation of the guerrilla marketing theory:
1. This theory is specially designed keeping in view the needs and resources of entrepreneurs and small businesses.
2. Instead of focusing on judgment and experience as in traditional marketing methods, this theory focuses more on human psychology.
3. Unlike traditional marketing methods which mainly focus on how much money is invested in the marketing campaign, this theory focuses on imagination, energy and time.
4. This theory is based on the profit that a company makes by adopting the guerrilla marketing instead of the number of sales.
5. Marketers adopting this theory need to focus on the number of new relationships they are able to make each month.
6. The companies adopting the guerrilla marketing concept are mainly those who have a very specified and focused set of products or services that they try to excel in, rather than offering a wide range of diversified products and services.
7. The main focus of companies adopting this concept is to secure larger transactions with their current customers, while increasing those
transactions instead of trying to find new customers.
Referrals are the main method through which they increase their customer base.
8. Companies adopting this approach do not bother about competition, trying instead to co-operate more with other companies in the same industry.
9. A great piece of advice from Jay was that companies should not only rely upon guerrilla marketing, but should adopt other strategies as well.
10. Jay also advised companies to use cutting-edge technology to build their business.
11. Finally, the last piece of advice by Jay was to avoid trying to push a sale on your customer, rather always try to get his/her consent before you send any further information.
Sohail Khan is the World's Top Joint Venture Business Expert and Head of Business Development for Training Magazine Middle East.
He is also author of 'Guerrilla Marketing and Joint Ventures' with the late Jay Conrad Levinson.
http://www.MillionDollarPartneringBook.com