Week 6 Guerrilla Marketing

Select the most effective and lethal marketing methods by focusing on their strengths, according to Guerrilla Marketing. Radio is more intimate with one-on-one sessions with the audience. In comparison, newspaper is more effective at promoting general news, while magazines build credibility with the readers. TV utilizes demonstration, visuals, words, and live contact with the audience. Lastly, direct mail targets your audience in a more personalized manner with precision. Online marketing provides interaction, connectivity, community, and more details can be provided easily. When using online marketing there are 8 elements: planning, content, design, involvement, production, follow-up, promotion, and maintenance. Online allows guerrillas easier and broader access to additional and current customers.


When presenting campaigns, it should focus on purchase-minded people and those who are invested in the product or service. Being involved in the community and boost powerful contacts and connections. It shows you work for the community willingly and must work twice as hard at your business. With even more options than already presented, there must be a simplified way of knowing what methods to choose. The process of guerrilla marking includes 3 steps: be aware of marketing techniques available, launch multiple options while keeping track of which ones are working and failing, and eliminate those that do not work while doubling those that are successful. 


Creating a calendar with a budget is extremely helpful in determining the methods and cost of the advertising campaigns. It also provides a sense of direction with a plan in place. The calendar can also minimize lags or lapses of missed advertising opportunities, prevents using unnecessary marketing methods, and includes the cost of the overall budget. When selecting the marketing methods, use the ones that are read, seen, and heard by the target audience. Frequency and reach are important in regard to media. Reach is the number of people who are exposed to the marketing method, while frequency is the number of times each person is exposed to the same marketing method. Of the two, frequency is best because familiarity creates confidence which can lead to sales. Combining the right type of marketing message with media can yield great results. 



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