Week 8 Guerrilla Marketing

Research is key to understanding your customers according to Guerrilla Marketing. It can either be free or paid, but the payoff is usually much bigger than the initial investment. There should not be a substitute for inspiration, but research can help spark breakthrough thinking from listening to customers. Ignorance is more expensive than paid research -- without knowledge of your customers, it can lead to a small business failure. To market something successfully, there must be tests and surveys done prior to launching. Use search engines, the library, and customer information to learn more about the market, the competition, and the customers. 


The number of questions on a given survey may impact the number of responses turned back in. Questionnaires with five to six questions, had a less than 50% return rate. However, a fifteen-question survey had a return rate of 78%. If the person can remain anonymous, they will more likely fill out the survey. Trends can be spotted within the survey answers to learn specifics on prospects, best ways to contact them, appeal to the community, and help focus advertising to the right people. To help boost return rates, include a stamped envelope, offer a discount, or a free gift. It also helps to explain to them why you created the survey. Lastly, keep in mind that the information should be both high-quality and from a reliable source. 





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