Guerrilla Marketing in a
Conrad Levinson Copyright © 2004
"In a dog-eat-dog economy, the Doberman is boss," said Edward Abbey, the
author and naturalist. In this regard, the Doberman and the guerrilla have
a lot in common.
Guerrillas know that they must seek profits from their current customers.
They worship at the shrine of customer follow-up. They are world-class experts
at getting their customers to expand the size of their purchase. In tough
times, guerrilla marketers turn their gaze from strangers to friends. This
reduces the cost of marketing while it reinforces the customer
In any recession, the telephone is a remarkably effective follow-up weapon
for guerrillas. You certainly don't have to use the phone to follow up all
of your mailings to customers, but research proves that it always will boost
your sales and profits. Sure, telephone follow-up is a tough task. But it
Email ranks up there with the phone. It's inexpensive. It's fast. It lets
you prove you care. It helps strengthen your relationship. And in your subject
line, you can mention the recession if your offering is in any way related
to it. Lean upon your website as well. Instead of telling your whole story
with other marketing, use that other marketing to direct people to your site.
Then, use the site to give information and advance the sale to consummation.
Guerrillas are able to think of additional products and services that can
establish new sources of profits to them. In a recession or out, they are
on the alert for strategic alliances -- fusion marketing efforts with others.
If you sell high-priced items, use the recession as a selling tool. Explain
to people that during a recession, it is crucial not to waste money. They
should protect their money by spending it wisely and not making a mistake,
which can be a financial disaster during a recession. Makes sense, doesn't
Price becomes secondary during hard times; people are searching for value.
If you offer customers great values -- in the form of more durable products,
more encompassing services, or long-term economy, you'll earn higher profits
than if you target your marketing solely to skinflints.
The guerrilla attacks when the competition retreats, and the attack is
concentrated where the guerrilla offers specific product or service advantages.
Retreating companies leave voids in the market, ideal niches for
About the Author:
Levinson is the author of the "Guerrilla Marketing" series of books, the
most popular marketing series in history with 14 million sold, now in 39
languages. At his new
youll find a new source of profit- producing ideas plus a list of 100
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