Before we finish up with our piece on Guerrilla Marketing, I want to make a couple of very special announcemnts.
1 – We have installed new software that as of Thursday 5/1/08, allows all Upgraded Listings in The Hand Made Product Directory to have access to their Click Through (Traffic) report.
2 - We have radically redesigned and simplified the Listing Submission process for The Hand Made Product Directory. If our previous form was causing you difficulties and you choose not to list because of this, please re-visit the directory and get listed.
Now let’s pick up where we left off yesterday. We were talking about some necessary concepts of Guerrilla Marketing.
You Have To Measure The Effects Of Your Efforts
It is not uncommon for you to potentially be able to double your profits by measuring the results of your marketing. Some of your techniques will hit the old bull's-eyes. Others will miss the target. Unless you measure, you won't know which is which.
This describes the relationship between you and your customers--and it is a relationship. You prove your involvement by following up; they prove theirs by patronizing and recommending you.
You Really Are Dependent
Believe it or not. you job is not to compete but to cooperate with other businesses. Marketing them in return for them marketing you will bring in the results you want. Use tie-ins with others. You goal here is to really become dependent - to market more and invest less.
Build Your Armament
Armament is defined as "the equipment necessary to wage and win battles." The armament of Guerrilla Marketers are technology: computers, current software, cell phones, pagers, fax machines, ect.. If you're technophobic, see a techno-shrink.
In this era of non-stop interruption marketing, the real key to success is first to gain consent for your marketing materials. Then market only to those who have given you that consent.
You Will Need To Augment Your On Line Efforts
To succeed online, you will need to augment your on line marketing efforts with offline promotion. Just don’t forget to keep up constant maintenance of your site.
You Marketing Efforts Must Have Content
There is an old advertising adage that says, "Sell the sizzle, not the steak." Today’s sophisticated consumers know that the sizzle from the steak is nice but they really prefer to eat the steak every time. Your substance, not your style, will be what makes the difference.
You Must Implement What You Have Learned
It’s not enough for you to know these concepts. The key is to take action on them, each and every one of them.
Your Efforts Must Have Compatibility
If you have two horses pulling in opposite directions, their efforts are wasted. Be certain that all your marketing is saying the same thing and pulling in the same direction. Don’t undermine what you do with marketing that marches to the beat of a different strategist.
If you examine successful companies, you will find that all these concepts are actively being used. They are the cornerstone of guerrilla marketing
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