Recap: The Sixteen Monumental Secrets of Guerilla Marketing

J. C. Levinson (2007) lists the sixteen monumental secrets of guerrilla marketing in his book. The author promises putting all sixteen secrets to work for your small company will produce successful results. We will look at the list below.

The Sixteen Secrets of Guerrilla Marketing:

1. You must have commitment to your marketing program.
2. Think go that program as an investment.
3. See to it that your program is consistent.
4. Make your prospects confident in your firm.
5. You must be patient in order to keep a commitment.
6. You must see that marketing is an assortment of weapons.
7. You must know that profits come subsequent to the sale.
8. You must aim to run your firm in a way that makes it convenient for your customers.
9. Put an element of amazement in your marketing.
10. Use measurement to judge the effectiveness of your weapons.
11. Prove your involvement with customers and prospects by your regular follow-up with them.
12. Learn to become dependent in other businesses and hey on you.
13. You must be skilled with the armament of guerrillas, which means technology.
14. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale.
15. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle.
16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels.

The words to remember are commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement, involvement, dependent, armament, consent, content, and augment.

Analyzing the Guerrilla Secrets

I see the items on the list from 1 to 5 can be summed up to main main theme: success doesn't happen over night. It requires work, consistency, patience, and an optimistic outlook. This is also true in every-day life. If you want to change your habits and become more fit, you will not see any results after the first time you step into the gym.

A point that is easy to forget is number 8: "You must aim to run your firm in a way that makes it convenient for your customers." As a marketer, I am guilty of not always following this rule. And when I don't, the repercussions are noticeable. We forget sometimes that our target customers are different than us. It is our jobs to make everything easy for them so that they spend less time struggling and more time learning to trust us and buy into what we're offering.

What I am most excited to learn is how to accomplish number 9: "Put an element of amazement in your marketing." J.C. Levinson explains that amazement is what will draw people to you and your business. The secret sauce of how to create amazement is something I will keep an eye out for as we continue directing this book.

As an analytical person myself, I love taking measure of my efforts. It is something we also need to have as marketers. Metrics are important. Numbers are important. But what's more important is knowing what metrics to use and what numbers to pay attention to when measuring the success of your marketing efforts.

The last point on the list resonates with what we already established earlier this trimester: marketing is ever-changing and ever-evolving. Content is the downfall of all marketing efforts because people, your customers, will continue to change and adapt to new stressors and new realities. We must change and adapt with them to keep our marketing efforts relevant and successful.

References:

• Levinson, J. C., Levinson, J., & Levinson, A. (2007). Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business. Boston, MA: Houghton Mifflin.