The
JAGWire
Integrated Market Strategies
JAGWire
Integrated Market Strategies
| Guerrillas versus Traditionalists |
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Jay Conrad Levinson lists 20 ways that guerrilla
marketing differs from traditional marketing
marketing differs from traditional marketing
Guerrilla Marketing...
...invests time, energy, imagination and knowledge, rather than money
...removes the mystique of marketing and doesn't intimidate people. Simplicity puts you in control
...is designed for small business so you don't need deep pockets
...says profit, not sales, is the primary measuring stick
...is based on the science of technology and the laws of human behavior (psychology) rather than
guesswork. Traditional marketing is based on experience and judgment honed from expensive studies,
but guerrilla marketers cannot afford these
...focuses on core competencies and core markets rather than diversifying
...grows a business geometrically by enlarging each transaction, increasing transactions per sales cycle
with each customer, and tapping into the enormous referral power of those customers
...says fervent follow up is the key to success
...says cooperation rather than competition
...says talk about you, "the buyer," rather than me, "the seller"
...says you have to have a meme (words or images that transmit an idea or are instantly understandable),
while traditionalists say you have to have a logo
...is about what you can give customers rather than what you can get from them
...believes that no single marketing tactic – such as advertising, Web site promotions, direct mail, etc.
– can work alone
...counts relationships, not just receipts
...embraces technology because it's inexpensive, powerful and easy to use
...aims marketing at individuals rather than groups. The smaller the group the better
...pays attention to all details of running your business, because every detail makes an impression,
positive or negative on customers
...says the first goal is to gain customer's consent to market them (Permission marketing)
...says it should be a dialogue, not a monologue with the customer and vendor
...provides 100 marketing weapons, 62 of which are free
Fall 2003 Issue
See Interview "Learning from Guerrilla Marketing Tactics"
...removes the mystique of marketing and doesn't intimidate people. Simplicity puts you in control
...is designed for small business so you don't need deep pockets
...says profit, not sales, is the primary measuring stick
...is based on the science of technology and the laws of human behavior (psychology) rather than
guesswork. Traditional marketing is based on experience and judgment honed from expensive studies,
but guerrilla marketers cannot afford these
...focuses on core competencies and core markets rather than diversifying
...grows a business geometrically by enlarging each transaction, increasing transactions per sales cycle
with each customer, and tapping into the enormous referral power of those customers
...says fervent follow up is the key to success
...says cooperation rather than competition
...says talk about you, "the buyer," rather than me, "the seller"
...says you have to have a meme (words or images that transmit an idea or are instantly understandable),
while traditionalists say you have to have a logo
...is about what you can give customers rather than what you can get from them
...believes that no single marketing tactic – such as advertising, Web site promotions, direct mail, etc.
– can work alone
...counts relationships, not just receipts
...embraces technology because it's inexpensive, powerful and easy to use
...aims marketing at individuals rather than groups. The smaller the group the better
...pays attention to all details of running your business, because every detail makes an impression,
positive or negative on customers
...says the first goal is to gain customer's consent to market them (Permission marketing)
...says it should be a dialogue, not a monologue with the customer and vendor
...provides 100 marketing weapons, 62 of which are free
Fall 2003 Issue
See Interview "Learning from Guerrilla Marketing Tactics"
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