Week 5 - MBA 6101 - Guerilla Marketing

To develop truly creative marketing, consider one thing: if it generates profits for your business, it is creative. Your marketing campaign must sell the offering. For it, establish your own positioning -not just imitate other marketing campaigns- by practicing writing creative strategies for current advertisers and your competitors. Then, follow a seven-step process to make it successful:

(1) Find the inherent "drama" within your offering and what makes your product interesting. (2) Convert one or two of your product's most interesting features into a meaningful benefit. For example, do not just sell garden flowers, sell a positive, emotional, and brighter garden. (3) Choose carefully the words you use so that the message is believable. The public is most likely to believe in your product's features if you are honest but also use the right words. 

(4) Create appealing advertising that gets people's attention to your product, not only to your advertising. (5) Tell your audience what you want them to do (to visit your store, ask their doctor about it, look for it in the store?) (6) Communicate a clear message with zero ambiguity. And, (7) Make sure your marketing campaign matches your creative strategy. 

References

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition) [Kindle edition]. HarperCollins. Retrieved from Amazon.