Week 5 - MBA 6101 - Guerilla Marketing

 

Hello,

Levinson writes that the only definition of creativity in the realm of marketing is that of something that makes money (Levinson, 2007). Let us not forget that the purpose of a business is to make money. It is eerie how similar both concepts are, but they must be similar as the guerilla conducting marketing is conducting business. The life force of a business is money. If a business has no money, the business is drained of its life force, and will die. That is why it is important for the guerilla marketer, on the mission to sell a product or service, not forget that the best advertisement is useless if it does not generate any money.

To have a successful marketing campaign to sell the product or service in order to generate money, the guerilla must be concise in their advertising message. To be concise, Levinson give seven guidelines. Find the product’s drama, equate the drama to benefit, be believable in the explanation of benefits, get the audience’s attention, motivate the audience to action, clearly communicate, and gauge the success (Levinson, 2007). This provides a structured approach for the guerilla to utilize in the development of their marketing message. Looking at these steps, the first is finding the interest that will capture the audience’s attention for the product. The product is not just there for entertainment. That interest needs to translate to a benefit for the customer.

These benefits need to be conveyed in a method that is sincere and does not exaggerate the capabilities of the product. Trust needs to be built with the customer. All of these first steps are needed to build the message and grab the audience’s attention. To grab the audience’s attention is one thing, but an action must come out of this. Think of the phrase facta non verba. There must be a call to action for the customer. This call to action must be clear and to the point. To lose a customer simply due to a jumbled message is lost money. Finally, you need to measure your success. To measure is to gauge the success of this message and is the weathervane of whether or not to continue on course.

 

Citations:

Levinson, J. (2007). Guerilla Marketing, Easy and Inexpensive Strategies from Making Big Profits       from your Small Business. Houghton Mifflin Company