Week 4 Guerrilla Marketing

According to Guerrilla Marketing, start and commit with a plan and a real-life personalized story that is captivating to your customers. This story will lead people to be more invested and intrigued with your company's purpose, mission, and solution to the problem at hand. I recently saw an ad on social media that told a short story about two dads who both encountered the same problem -- they wanted to create a safer bonfire. They worked together to create a new product for a mini, reusable bonfire that has now spread nationally. In their promotional video they explain how the idea came about, how they created it, and why they created their product in a short clip. They tell their story and personalize it in a sense of creating a safer environment while having fun with their children outdoors. This is one of many small business guerrilla marketing strategies involving a story. 


The more markets you target, the more profits will be earned. There are four newer markets that have more recently emerged: older people, women, ethnic groups, and small businesses. Older people rank priorities in order of health, financial security, and closer relationship with God, and connect more with family and friends. Interestingly, they also rely on mass media more than family and friend recommendations. Women are starting up more than half the new businesses and have a higher success rate than men. You can reach ethnic groups by posting online forums, placing ads in newspapers, sponsoring events, direct mail, and more. Small businesses are a fast-growing market making up 90% of all businesses.


Before going into business, use the seven-sentence marketing strategy. It should include the purpose of marketing, how to achieve this purpose, the target market(s), marketing weapons, the niche and position on what you stand for, identity of the business, and the budget. Even if things are tough or you are getting cold feet, try to push through. Reasons to continue with the marketing strategy: the market is always changing, people forget quickly, competition will not quit, marketing builds your identity and is essential to survival and growth, it allows you to keep customers, maintains morale, keeps the business going, and gives you an advantage over competition who left the market. Lastly, if you leave the market too early you will most likely lose out on money, time, and effort. 



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