Week 5 - MBA 6101 - Guerrilla Marketing

In this week's chapter of Guerrilla Marketing - Developing Truly Creative Marketing, Levinson described various approaches to forming a successful and creative marketing strategy. To begin, it is beneficial to develop the purpose of your creative strategy that acts as a foundation for your marketing program (Levinson et al., 2007). As practice, I wrote a draft of such a passage for my personal digital marketing and design agency. 

"The purpose of E.A.L Marketing and Design Agency advertising will be to convince our target audience - primarily small business owners eighteen to forty-five - that E.A.L provides personalized one-on-one marketing strategies and designs best fit for growing their business. This will be accomplished by showcasing the many organizations and businesses I've worked for and their outcomes. The mood and tone of the advertising will be informative, motivating, and honest."

To tie this practice to my final presentation, I wrote a similar passage for the AI company I chose to present on - Alphabet Inc., also known as the parent company of Google. Since their most notable company is indeed Google, my presentation and creative strategy description will focus on Google. The specific product will be the Pixel 7 phones, which most recently, had a commercial slot during the 2023 SuperBowl. 

"The purpose of the Google Pixel 7 advertisement will be to convince our target audience - smartphone users of all ages - that the Google Pixel 7 provides built-in photo editing features that can remove unwanted elements and unblur photos, even old photos taken from previous phones. This will be accomplished by showcasing how these new and unique features work while having celebrity cameos to boost engagement. The mood and tone of the advertising will be humorous, energetic, and upbeat."

By writing this description, I'm able to begin my analysis of Google's branding, specifically how it differs from its main competitor, Apple. Although I'm essentially a lifelong Apple user, I've always been more entertained and intrigued by Google commercials. This may speak toward one of the points discussed by Levinson - how businesses sometime fall into the trap of creating a great commercial but forget about the product itself. However, it may also just be personal preferences as individual personalities must be considered when analyzing the success of a brand and marketing strategy. 

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.