The Tempest!!!
Business Development Manager
Arnab
Travel Consultant

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Hi All, Guerilla Warfare, Guerilla Tactics or Guerilla Marketing is a strategy which is lesser known in the Marketing scenario, though well known in battles of yore. Or would I be politically correct if I said that it is uncommonly common to few/most of us?? To the uninitiated.... this lesser-used technique or strategy..... is one of the most potent tools that could be used in Branding, Sales, Advertising, Internet Marketing, Direct Mailers et al, or rather simply put, 'Marketing' ....

I had very recently made a beginning in this regard with one of the members by sending a few articles/thoughts et al.... I look forward to soliciting your opinions/views on this formidable but blasphemous (as put by the traditionalists of Marketing) Marketing Strategy......Hope you all like it:

Article 1:

What Is Guerrilla Marketing?

In the words of the Father of Guerrilla Marketing, Jay Conrad Levinson, this describes guerrilla marketing:

"I'm referring to the soul and essence of guerrilla marketing which remain as always -- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.

The need for guerrilla marketing can be seen in the light of three facts:

Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.

Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing.

Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive.

Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world."

Guerrilla Competitive Advantages

Everybody offers benefits in their marketing, but guerrillas stress those benefits that only they offer. That's where to hang your marketing hat.

Many of today's products and services are so similar to each other that the only difference is in their marketing. They try to woo new customers with jingles, special effects, gimmicks, freebies, sales and fancy production.

These marketing devices are the final refuge of people with limited imaginations. Although there is little question that they can help, a serious guerrilla knows there are other marketing weapons with far more potency.

The most important of these people are competitive advantages. If your widget doubles a company's profits, grows hair on bald heads, or attracts life-long partners, you don't have to stoop to using gimmicks. Jingles will just get in the way of clarity. Just the truth will do very nicely, thank you.

Perhaps you have a plethora of competitive advantages. The only ones that can be translated into instant profits for your company are the marketable ones. A new kind of fabricating material, unless it is a dramatic advancement with dazzling benefits, will probably only bore your prospects.

The idea is to identify your marketable competitive advantages, then concentrate heavily upon those. If you don't have any marketable competitive advantages, realize that a savvy guerrilla discovers them or creates them.

The area most fertile for creating a new competitive advantage is service. There are gobs of automobile detailers in my area. All of them charge about the same price, do about the same job. But why did I pick P? Class Details to detail my car? Because they make house calls.

I didn't have to waste one second of my precious time attending to the details of detailing. Instead, I made a phone call and P? took over from there. I was impressed by their competitive advantage -- though they didn't even mention that advantage when they started in business. Reason: they didn't offer it then. But they surveyed the competitive scene, then invented it and advertised it. That's exactly what I'm recommending to you.

See what your competitors are offering. Patronize them if you can. Keep an eagle eye for areas in which you can surpass them, especially in service. Perhaps you can offer faster delivery, on-site service, gift wrapping, more frequent follow-up, maintenance for a period of time, installation, a longer guarantee, training, shipping, the possibilities are virtually endless.

A customer questionnaire will turn up many nifty areas upon which you may concentrate. Ask why people patronize the businesses they do. Ask what the ideal business would offer. Ask what they like best about your company. Pay close attention to the answers because some might be pointing directly at the competitive advantages you might want to offer.

Does it cost much to offer a competitive advantage? Nope. It takes brainpower, time, energy and imagination, but it is not a matter of money. And is precisely why guerrillas score so many bullseyes -- using the brute force of a brilliant competitive edge to negate the need for a huge budget.

It may be that you already have a competitive advantage that is not yet marketed as such. Back in the thirties, a copywriter went for a tour of the Lucky Strike cigarette factory. When he came across a large warm room filled with tobacco, he asked the person giving the tour what that was all about. "Oh, that's our toasting room," said the tour leader. "Do all cigarette companies have toasting rooms?" asked the canny copywriter. "Sure, they all do," was the answer.

But nobody else was marketing them. The writer suggested that Luckies say "It's toasted!" right on the front of the package. The marketing director complied and soon, the brand became America's number one seller -- emphasizing a competitive advantage not recognized as such by their competition.

Such stories are legion. The important thing for you to do is to identify or create your own, then let it propel you to victory.

To begin to find your competitive advantage, make a list of the benefits you offer. Of those benefits, many are being offered by your competition as well. But which do you offer and they do not offer? Those are your edges. Which of those are most important to your prospects? Once you have identified those competitive advantages, you've got a ticket to ride -- all the way to the bank.

From India , Mumbai
Dear Navin, :)
This concept of Guerilla Warfare is realy a very intresting and also very thought rendering one. In todays world when there is a major cut throat competition you have to be more creative and get a nish over the rest of the people in the same industry. It is all about how fast you can get a nish over others and how you use it to your major advantage.
It is a honest aproach to the clients, to catch them with surprise and fully loaded with the knowledge of competitor so that they can be convinced with ease.The best part is that your investment is realy less and customer retention becomes realy high.
Regards
Arnab :wink:


Hi Arnab,
Nice of you to respond.
You are bang on target!!! That is the crux of the Guerilla way!!
For ex. Microsoft stuck plastic butterflies (of their MSN Messenger logo) on the pavement, phone poles, dust bins, subways, sidewalks et al. to promote MSN.... a sample of the Guerilla Way!!! (It's a different issue they got a notice from the public serivces dept of US for damaging public property.... :roll: )
Do pitch in if you come across any examples of Guerilla tactics!!!
Cheers
Naveen 8)

From India , Mumbai
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