Week 3 Guerrilla Marketing

 In Guerrilla Marketing, the 16 secrets to guerrilla marketing end in 'ent': 

        • Commitment
        • Investment
        • Consistent
        • Confident
        • Patient
        • Assortment
        • Subsequent
        • Convenient
        • Amazement
        • Measurement
        • Involvement
        • Dependent
        • Armament
        • Consent
        • Content
        • Augment
Commitment and patience stuck out to me the most. In particular, the Marlboro Man example of how it did not provide instant results for over a year. Yet, they remained committed to the marketing plan and eventually succeeded and it is considered one of the best examples of marketing -- moving from 31st ranking to number 1 brand of cigarettes for both men and women. It takes patience to wait for the impact of marketing. However, that also means as a small business start-up it is important to consider how large of a budget is sufficient to spend on marketing. Without quick results, the business could possibly close up shop before the impact of marketing occurs. In order to quantify the impact of marketing, there must be measurements and determination of which advertisements were most effective and which were not producing the results intended. 


In addition, it is important to remember the current clients that are involved with your success. Providing consistent messaging with advertisements as well as consistent service(s) and product(s) will help bring return customers. It is easier and cheaper to maintain return customers than to earn new customers. Also, return customers can also act as word-of-mouth advertisement unbeknown to you by bringing in more customers in person to the store or recommending your company to others. Having multiple sources of advertisements and marketing schemes within the plan will help reach out to more people. As someone who dislikes shopping, and works odd hours, I will always go where it is convenient and within my price range. Usually, that means sticking to similar stores or restaurants and occasionally rotating stores depending on convenience at the time. Being available and convenient for customers will ensure more business, especially with so many people on-the-go nowadays. 

On the flip side, more people were staying in during the pandemic. During the heavier lockdowns, many small business owners changed their strategies to adapt to the times. Some examples I saw first-hand in the city: 

  • A Michelin-star restaurant was unable to be open to indoor dining due to mandates, so they created an entire take-out menu, with high-quality food at reasonable prices, and offered drive-up pick-up or walk-up. 
  • Another local restaurant bar opened up a take-out service as well. They opened up the garage window and allowed customers to order at the window and wait or place orders on the website.
  • Others set up outdoor dining options with tents, tables spread out, individual huts, and many restaurants worked with their local neighbors to ask to use their parking lot space when the neighbor was not open for business. 
  •  Shared patio spaces: One restaurant served only dinner, while their neighbor serves breakfast and lunch. They shared patio space in the summer and expanded their ability to host customers outside.
  • Others simply shortened hours and were closed more days -- Many of those restaurants are still struggling because customers are not sure of their current hours of availability. Some of them who closed temporarily advertised locally when they reopened and offered some specials to bring people back. 

 

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