Description
It’s the precious connection between you and whoever buys what you sell. The connection is made online, in person, by phone, by mail, at a show, on a sign, by hearing, by reading or by seeing. It lasts from the moment the customer learns about you until he or she gets enticed away from you by a cagier guerrilla. But if you’re a guerrilla, that probably won’t happen to you.
You know what guerrillas know—that you knock yourself silly winning a customer, and you don’t€ lose that customer no matter what. That means you realize that the precious connection comprises what marketing really is—an entire experience.
Your job as a guerrilla: Make every single moment of the experience satisfying, simple, and worthwhile for the customer. When you do that, you’re truly a practitioner of guerrilla marketing.
It isn’t easy to be that good. To give you a powerful competitive advantage, we’re giving you the pure gold we’ve mined from the treasury of guerrilla marketing. In our opinion, it’s all gold, but in these pages appear the nuggets that are purest and newest, the most leading edge and timeless of all.
Marketing begins the second that you know you’ve got a product or service to sell to a person. In that second, crucial questions pop up: What is the name of what you’ll be selling? Where can people buy it? How much will it cost? How will people pay? How much will it cost you to produce it? What color will be on the website and the shelf?
The answers to these questions change like the wind because marketing changes the same way. That ability to change is part of the DNA of guerrilla marketing.
There are two other parts to that DNA: The first is the ability to operate according to a very simple plan. Everybody can do that.
The second part is committing to that plan. Not everybody can do that. Most people expect quick answers, which don’t happen; instant results, which don’t happen; and high profits at the outset, which don’t happen. So they abandon their plan, making certain that it won’t happen. And then they complain that marketing doesn’t work for them.
But marketing works for everyone—if they do it right. This Guerrilla Marketing Remix exists to help you do it right