Week 4 - MBA 6101 - Guerrilla Marketing

For week 4's readings into the book Guerrilla Marketing by Levinson, we take a dive into the importance of developing and committing to a marketing campaign. Within this area, there is a range of answers that need to be identified before execution - such as the goals and objectives of your organisation, your target market/demographic and how your product satisfies a need in the marketplace. 

Key questions to ask prior to strategy formulation:

• Does it offer a benefit that my target audience really wants?
• Is it an honest-to-goodness benefit?
• Does it truly separate me from my competition?
• Is it unique and/or difficult to copy?

If you do not have a solid foundation of answers for the these questions, you may want to rethink the process so far and take a step back to avoid falling at the 'first hurdle'. Each of these questions should have a defining answer prior to the execution of the marketing strategy so that you have the best possible chance at success.

There are a range of defined areas that should be included in the marketing plan prior to execution. Within this marketing plan, there should be a clear definition as to the purpose of the marketing campaign, an explanation if how this purpose will be achieved, a clear outline of your target demographic, the niche that you are fulfilling, your allocated budget, marketing weapons and finally an outlay of business identity.  Levinson states that these are all essentials in the execution of a efficient and effective marketing campaign. 

Levinson, J. (2007). Guerrilla Marketing, 4th Edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business