Week 7 - MBA 6101 - Guerrilla Marketing

This week's readings into chapter 7 of Guerrilla Marketing by Levinson has a key emphasis on money saving techniques when utilising an effective guerrilla marketing campaign. There is a range of practices mentioned that can all be use when looking to reduce marketing costs yet still get effective results and return on investment. 

There is a range of techniques that you, as a marketer, can utilise to reduce costs to a minimum. These techniques can be defined by sticking to a set marketing campaign, bartering better deals and ask lots of questions (to consumers, so that you can pinpoint the perfect execution).

The key focus of this is to enable to advertiser to create value for their products generating interest and value. As seen in many of my peer's posts, there is a heavy focus on Costco and their business practices. Somehow, everyone is aware of Costco, yet I cannot recall ever seeing an advert for the organisation. As a British citizen I was always aware of the importance of Costco and their influence upon the U.S. culture. One of the key factors that someone like myself has been exposed to is the story of Costco's hot dog - it's said that when the price was subject to change due to new leadership there was some heavy conversations and threats involved. The utilisation of the cheap hot dog deal at the end of checkout is a guerrilla marketing tactic within it self as it keeps people coming back time and time again as it is genuinely seen as a 'reward' for their consumers - something they can't get anywhere else.

Let's hope the $1.50 hot dog deal survives the current inflation issues we are seeing... I have faith that it will!

References

Levinson, J. (2007). Guerrilla Marketing, 4th Edition