Week 7 Guerrilla Marketing

 Marketing can quickly become expensive, but according to Guerrilla Marketing, it is important to save marketing money by not wasting money. Minimize changes to the marketing campaign originally designed. Changing all the time costs more money. The best way to save money is to maintain the same marketing program. In addition, bartering may be especially useful when working with radio stations, newspapers, or TV stations. Provide something that the other needs in exchange for paying full price for their ad space. More than half of media is obtained through bartering. Cooperative advertising funds may also be helpful to reduce marketing costs. Larger advertisers may pay cash to smaller advertisers who will mention their name or include their logo on their ads. For the smaller company, it also shows credibility for themselves by naming a nationally recognized company in their ad. Lastly, as a guerrilla, set up per inquiry or per order arrangements with the advertising medium – share part of the profits with the company in exchange for free advertising.

To determine the most successful advertising markets and mediums, track your responses to advertising. This can include key codes, unique URL or numbers, or tracking online responses. Be patient to learn and research which methods are most beneficial. The easiest ways to save money are quality, economy, and speed, but for a guerrilla, the first two are the best options. For TV commercials, shorten the message to 30 seconds instead of 60 seconds, and make offers you can afford. TV airtime would be wasted forever if it is not sold. When determining the message and design, pay a higher cost initially for your original marketing plan. Then, employee lower cost designers for follow up changes if needed. When writing materials, use verbiage that will remain true regardless of time or people currently employed. Simple marketing materials can be created online with better software not available for everyone. Canva and Wombo are two websites that can create artwork. Canva involves more user input, whereas Wombo uses artificial intelligence to create designs based off of phrases typed in by the user. There are many other platform options, and as a guerrilla marketer with a limited budget, use one of the free or cheaper options to help you design your campaign.