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- Building an effective Guerrilla Marketing Strategy
Building an effective Guerrilla Marketing Strategy
Posted in: Bootstrapping News, Guerrilla Marketing
Guerrillas create a strategy in seven simple sentences. No more need for a comprehensive marketing plan that lists projected goals in great detail for the next five years and other nonsense. Today, the guerrillas and bootstrappers out there know what it takes to win with their marketing and win in a very high margin. These seven sentences can make or break your marketing strategy, so never leave home without them.
- The purpose of the marketing - The physical action you want your prospect to take.
- How you’ll achieve this purpose - your competitive advantage and benefits.
- Your target market - who are you aiming to benefit?
- The marketing weapon you’ll use - online, offline, magazine print, ect.
- The niche and your position and what you stand for.
- The identity of your business - Not who owns it, but what you stand for.
- Your budget - This should be expressed as a percentage of your projected revenue.
I’m going to cover each of these seven sentences and give an example of my own personal blog design company marketing plan for each step and then show you how it comes together at the end.
The purpose of your marketing
This is the introduction sentence to your paragraph and should outline what you’re looking to gain from the marketing you’re putting into action. Is your marketings sole purpose to create awareness of global warming or is your marketings purpose to generate traffic to your business website in order to gain visitors and potential sales?
The purpose of Blog Theme Machine’s marketing is to generate sales for my blog design services.
How you’ll achieve this purpose
This is going to give a quick outline of the way you intend to achieve this purpose. How will you accomplish your targeted goals? What makes your product or service needed compared to others? In our previous article about People buying benefits not features, we talked about this a little bit. This sentence should explain what your product or service does that sets it apart from the others and makes it a benefit to your client/customer.
In order to achieve the purpose of my marketing I will position my blog designs as being a benefit to their branding as well as potential profit increases.
Your target market
This should be self explanatory but some people forget to think about this part of their marketing. A generalization isn’t going to get you the benefits that the pinpoint accuracy of your target market. Throwing a fishing rod into an ocean without any research on the area could get you a few bites, but knowing a specific area with fish that love the bait you’re using could get you hundreds of bites.
The target market that I am after is bloggers from around the world.
The marketing weapon you’ll use
This will be whatever marketing tools you’ll use. General ideas are good, but again, targeted ideas are great. If you’re an author of a book or blog on a specific subject, why not put a fish bowl at the library and give the winner a free copy of your book, or a free downloadable copy of your e-book? Remember that you’re always thinking about what can and will work the best for your business.
This will be accomplished by emailing 100 bloggers from 5 different niches along with purchasing advertisement space on high traffic blogs.
Your niche, your position and what you stand for
The niche is pretty close to your target market but slightly different. If you’re a plumber, your target market my be the elderly who are too weak to fix the problems themselves while your niche is the plumbing industry. The position you talk about is geared towards explaining why your product or service is needed and what your company stands for.
The niche that my blog design company inhabits is the blogging industry. My position is that of a high quality blog design that increases the clients profits and adds to their branding across the internet.
The identity of your business
What your company stands for could be many things, but remember that an identity and your image are two completely different things. The image of your company is a false impression that you give your clients; one of exceedingly high worth and expectations you normally cannot live up to. Your identity is what you’re known for and what you want people to remember about you.
Our identity will be that of quality, great customer service reliability and friendly conversations geared towards creating a high comfort level & one-on-one business arrangement.
Your budget
Your goal is to budget only a specific amount of money in the initial stages and then fund your marketing efforts off the profits that it brings in. Generally, most small businesses will allocate a specific percentage to their budget and will hold true to it. Your budget can be anywhere from 5% to 50% depending on how much money you want to put into it and how great your ROI (return of investment) is.
25% of sales will be allotted to my guerrilla marketing campaign.
Overview
So now you’ve seen what each sentence is used for and why they are important to your guerrilla marketing strategy, but what does it look like all put together? Below is my 7 sentence guerrilla marketing strategy I put together for the purpose of this article, and for future marketing. If you have any questions, don’t hesitate to leave a comment or contact me.
The purpose of Blog Theme Machine’s marketing is to generate sales for my blog design services. In order to achieve the purpose of my marketing I will position my blog designs as being a benefit to their branding as well as potential profit increases. The target market that I am after is bloggers from around the world. This will be accomplished by emailing 100 bloggers from 5 different niches along with purchasing advertisement space on high traffic blogs. The niche that my blog design company inhabits is the blogging industry. My position is that of a high quality blog design that increases the clients profits and adds to their branding across the internet. Our identity will be that of quality, great customer service reliability and friendly conversations geared towards creating a high comfort level & one-on-one business arrangement. 25% of sales will be allotted to my guerrilla marketing campaign.
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May 20th, 2008 at 1:58 amHey Mike, great article as usual. I especially like the point about Your Target Market.
Mike Smith
May 20th, 2008 at 2:11 pmHey Derek. Thanks for the comment. I try my best to provide my readers with quality writing. I hope others feel the same way you do.
irawan
May 26th, 2008 at 4:11 amhei mike! this is a great article.thank you so much!