Week 8 - MBA 6101 - Guerrilla Marketing

Week 8's readings into Jay Conrad Levinson's book Guerrilla Marketing has a emphasis on the effects of both free and paid marketing. There is a wealth of free methods offered to us that would assist in growing a brand or company image without needing an substantial initial investment. These methods can come in the form of personal research (utilizing the internet, etc), questionnaires, focus groups and much more. This is when the beauty of guerrilla marketing as it's own aspect comes into play as it allows for the true determination and creativity of the individual to utilize a range of low-cost yet effective methods in search of real, tangible results. 

These methods are all extremely versatile and can be tailored to your business's needs/personal desires. For example, you can make your questionnaires long or short depending on the type of response and level of reception you hope to achieve - external researching provides the insight that in general, typical response rates range between 5 and 30% when sent from an unsolicited service/organisation/individual. A contrast to this is that on the other end of the scale, the top band of questionnaires will see a 50%+ response rate. These results are generally driven by high levels of motivation to complete the surveys, such as there being somewhat of an already present relationship between the business and the consumer. This can be problematic as it has the possibility to sway answers due to there being a pre-standing relationship.

References

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