Week 7 - MBA 6101 - Guerilla Marketing

 

Hello,

A successful guerilla must know preciously where to strike. As resources are limited, any waste carries a heavy weight. This is why Levinson writes in his book, Guerilla Marketing, “it is not acceptable to say the right things to the wrong people” (Levinson, 2007). A wasted opportunity, or wasted resources all move the guerilla further from their goal of generating money. How best to strike? What tool best to use? Rumsfeld advises that “the mission must determine the coalition. The coalition ought not determine the mission” (Rumsfeld, 2013).

The audience the guerilla is trying to reach will define what tools are utilized. The frequency of use is up to the guerilla’s resources. Vast amounts of resources allow for frequent touch points on multiple mediums. This is a double edge sword. Vast resources allow the marketer to carry out any campaign they want, but makes them sluggish to adapt to change, as well as hampers the needed creativity a guerilla relies on. The creativity of stringing multiple tools such as print media, and radio commercials together to yield the desired result of greater traffic on a website.

The combination is key. Select the needed tool, commit the needed resources, backed by a trusted plan, and the guerilla will succeed where others see roadblocks. The guerilla will follow a saying shared among Marines, that of improvise, adapt, and overcome (Marine Corps Purpose, 2022). This, an understanding that the easiest route will not always be viable, guides the guerilla in their approach. The right tools for the job will open any door, for the guerilla knows that behind that door is a pile of cash waiting for them.

 

Citations:

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