Week 8 - MBA 6101 - Guerilla Marketing


 

Hello,

"There are known knowns: the things you know you know. There are the known unknowns: the things you know you don't know. But there are also unknown unknowns: the things you don't know you don't know" (Rumsfeld, 2013). A guerilla only knowns what they know about their target market. With the risk of the unknown unknowns lurking around every corner for a guerilla, taking the time, and committing the funds to reconnoiter the market, can pay great dividends. Identifying the known unknowns can prevent the guerilla from falling into pit falls. Research, like reconnaissance, is never wasted.

To pay or not to pay? The guerilla should conduct as much research on their own as is possible. Yet, it is the information derived from this research, that is key. Without such, the company is blind. Lost without direction and doomed to make mistake after mistake.

With such risk, Levinson's words of wisdom are "Ignorance is more expensive than paid research" (Levinson, 2007). Sometime pride must take a back seat to reality. A professional will be able to answer more questions, more effectively, than a lone guerilla trying to save some money. Ultimately it is up to the guerilla to take the professional's information and turn it into profit for the company. Necessary when the risk of misinterpreting a market can be fatal for a company.


Citations:

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

Rumsfeld, D. (2013). Rumsfeld's Rules, Leadership Lessons in Business, Politics, War, and Life.                 HarperCollins Publishing

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