How Is Guerrilla Marketing Different?
| Category: Marketing Strategy | Date: 2002-08-16 |
After finishing last week's "Introduction To Guerrilla Marketing" and thinking about this week's article, I decided that a bit more general background was necessary before we talk about guerrilla psychology. So, this week and next week I'll provide a bit more background on what doing guerrilla marketing is all about.
This week's article looks at the major differences between guerrilla marketing and traditional marketing, which is what most of the "gurus" teach.
Here are the fifteen differences between traditional marketing and guerrilla marketing.
1. Traditional marketing is oriented to companies with limitless bank accounts.Guerrilla marketing is geared to small business with limited budgets.
2. Traditional marketing is intimidating for small business owners because of its perceived complexity. Guerrilla marketing removes the mystique from the entire marketing process and makes marketing easy and simple. A guerrilla marketing plan is only seven sentences.
3. Traditional marketers invest money to implement marketing strategies Guerrilla marketers invest their time, energy and creativity.
4. Traditional marketing use figures like traffic, responses, or gross sales to measure success.
Guerrilla marketing uses profits as the ONLY yardstick to measure marketing.
5. Traditional marketing uses guesswork (trial and error).Guerrilla marketing uses the science of psychology - the "laws" of human behavior - to eliminate the need for guesswork. Guesswork costs money and therefore is unprofitable.
6. Traditional marketing is geared only to making a sale. Guerrilla marketing use marketing to first gain consent, then uses that consent to market only to interested people. This is most especially important and effective marketing online.
7. Traditional marketing focuses on the immediate sale, ignoring customers once they've purchased.
Guerrilla marketing is passionate about customer follow-up and long-term relationships. guerrillas do everything possible to insure customer loyalty.
8. Traditional marketing uses only single marketing weapons such as advertising or a web site. Guerrillas know that only marketing combinations work. Design an integrated marketing strategy that employs as many weapons as possible.
9. Traditional marketing is very advertising oriented, aiming its messages at large groups of prospects.Guerrilla marketing has 100 different marketing weapons; advertising is only one of them. Guerrilla marketing focuses its messages on individuals and small groups.
10. Traditional marketing tries to destroy the competition. Guerrilla marketing preaches cooperation, through joint ventures and fusion marketing.
11. Traditional marketing encourages linear growth by adding new customers. Guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, encouraging customer referrals to add new customers. Selling to an already existing customer or to a customer referral is always more cost-effective, and therefore more profitable, than acquiring a new customer.
12. Traditional marketing encourages growth through diversification, Guerrillas grow profitably by maintaining their focus..
13.Traditional marketing often has unintentional results because of its reliance only on mass marketing. There is no coherent and integrated approach to marketing that permeates the company at all levels. Guerrilla marketing is always intentional, realizing that every contact is marketing, even how your telephone is answered.
14. Traditional marketing is interested only in what a business can take from a prospect. Guerrilla marketing is interested in giving added value to help customers and prospects.
15. Traditional marketing ignores technology in marketing, Guerrilla marketing embrace that technology .and uses it to its fullest potential.
Nest week we will look at the characteristics of a guerrilla marketer.
This article is copyrighted by 3R Marketing. All rights reserved. It may not be reprinted without the express consent of the author. Used with permission of the author.
About the Author
John Botscharow is the owner of 3R Marketing.REAL HELP FROM REAL MARKETERS Unconventional Tactics For Conventional Profits! We PREACH, TEACH and PRACTICE Guerrilla Marketing. http://www.3r-marketing.com
Would you like to receive John's syndicated guerrilla marketing articles for use in your newsletter or on your web site? Then sign up for the 3R Marketing Publisher's list syndication@3r-marketing.com
info@3r-marketing.com
http://www.3r-marketing.com
This week's article looks at the major differences between guerrilla marketing and traditional marketing, which is what most of the "gurus" teach.
Here are the fifteen differences between traditional marketing and guerrilla marketing.
1. Traditional marketing is oriented to companies with limitless bank accounts.Guerrilla marketing is geared to small business with limited budgets.
2. Traditional marketing is intimidating for small business owners because of its perceived complexity. Guerrilla marketing removes the mystique from the entire marketing process and makes marketing easy and simple. A guerrilla marketing plan is only seven sentences.
3. Traditional marketers invest money to implement marketing strategies Guerrilla marketers invest their time, energy and creativity.
4. Traditional marketing use figures like traffic, responses, or gross sales to measure success.
Guerrilla marketing uses profits as the ONLY yardstick to measure marketing.
5. Traditional marketing uses guesswork (trial and error).Guerrilla marketing uses the science of psychology - the "laws" of human behavior - to eliminate the need for guesswork. Guesswork costs money and therefore is unprofitable.
6. Traditional marketing is geared only to making a sale. Guerrilla marketing use marketing to first gain consent, then uses that consent to market only to interested people. This is most especially important and effective marketing online.
7. Traditional marketing focuses on the immediate sale, ignoring customers once they've purchased.
Guerrilla marketing is passionate about customer follow-up and long-term relationships. guerrillas do everything possible to insure customer loyalty.
8. Traditional marketing uses only single marketing weapons such as advertising or a web site. Guerrillas know that only marketing combinations work. Design an integrated marketing strategy that employs as many weapons as possible.
9. Traditional marketing is very advertising oriented, aiming its messages at large groups of prospects.Guerrilla marketing has 100 different marketing weapons; advertising is only one of them. Guerrilla marketing focuses its messages on individuals and small groups.
10. Traditional marketing tries to destroy the competition. Guerrilla marketing preaches cooperation, through joint ventures and fusion marketing.
11. Traditional marketing encourages linear growth by adding new customers. Guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, encouraging customer referrals to add new customers. Selling to an already existing customer or to a customer referral is always more cost-effective, and therefore more profitable, than acquiring a new customer.
12. Traditional marketing encourages growth through diversification, Guerrillas grow profitably by maintaining their focus..
13.Traditional marketing often has unintentional results because of its reliance only on mass marketing. There is no coherent and integrated approach to marketing that permeates the company at all levels. Guerrilla marketing is always intentional, realizing that every contact is marketing, even how your telephone is answered.
14. Traditional marketing is interested only in what a business can take from a prospect. Guerrilla marketing is interested in giving added value to help customers and prospects.
15. Traditional marketing ignores technology in marketing, Guerrilla marketing embrace that technology .and uses it to its fullest potential.
Nest week we will look at the characteristics of a guerrilla marketer.
This article is copyrighted by 3R Marketing. All rights reserved. It may not be reprinted without the express consent of the author. Used with permission of the author.
About the Author
John Botscharow is the owner of 3R Marketing.REAL HELP FROM REAL MARKETERS Unconventional Tactics For Conventional Profits! We PREACH, TEACH and PRACTICE Guerrilla Marketing. http://www.3r-marketing.com
Would you like to receive John's syndicated guerrilla marketing articles for use in your newsletter or on your web site? Then sign up for the 3R Marketing Publisher's list syndication@3r-marketing.com
info@3r-marketing.com
http://www.3r-marketing.com
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