Week 3 - MBA 6101 - Guerrilla Marketing

In Chapter 3 of Guerrilla Marketing, Levinson shares sixteen key words that guide his advices on succeeding in guerrilla marketing (2007). The key words include commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement involvement, dependent, armament, consent, content, and augment. Although it is quite a long list, it provides a comprehensive look on what to consider when you want to successfully implement guerrilla marketing practices.

A few of the suggestions stood out during the reading such as subsequent, dependent, and consent. As someone who has never worked specifically in the field of marketing, I've never engaged in the practice of subsequent marketing and followup with clients. However, in my nonprofit organizational experience, similar practices is a large part of maintaining existing members and future support. Safe to say, this practice and concept is applicable in marketing for most sectors. 

The second "secret" Levinson mentions is dependent, which in the example he shares, his client views herself as quite dependent on her manufacturing business, suppliers, showrooms, and her other partners (2007). In these past few years, I have seen many "independent" small business owners market themselves as such - independent. It's even a selling point because of the social drive to support small businesses. However, often times, these small business owners utilize supplies and equipment acquired from different companies. Increasing the message of dependency may actually support expansion of small businesses, assuming that's one of the business's main goals. 

The third concept is consent, which I've never thought of the marketing process in this perspective. By attempting to gain your audience's consent to be marketed to, you can then expand the consent to secure a sale. You may even be more efficient and effective with your marketing tools, which is a great practice to implement. 

References

Levinson, J. C., Levinson, J., & Levinson, A. (2007). Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business (Updated,Expanded). Houghton Mifflin.