Week 7 - MBA 6101 - Guerilla Marketing: Saving marketing money

Choosing the most lethal weapon for your campaign is a fundamental part of guerilla marketing (which we reviewed last week,) and saving marketing money too. In guerilla warfare, minimum resources are maximized to cause the greatest impact possible. In guerilla marketing, the impact of our resources is maximized to cause the greatest impact as well. But, do not only think of the impact of your resources spent on marketing as an equation where you would expect that the more money spent, the greater impact, therefore the more revenues. Conversely, in guerilla marketing, we focus on the idea that you do not need to spend more than needed. Once your weapons are selected and you have a powerful marketing campaign, do not change it. Stick with it until it loses its pulling power. 

Sometimes you may want to obtain quick results and jump to a more expensive marketing plan that seems to provide results faster. However, you must remember that impatience is a deterrent to good and inexpensive marketing. Levinson (2012) states that there are three variables in saving money in marketing: quality, economy, and speed, and that you must select any two of them - usually, guerillas choose the first two. If you have a plan, execute it and be patient, unless you feel it is absolutely necessary to jump into a large, expensive campaign. However, keep in mind that you do not need that. You can attract customers to your website by running successful small campaigns too, and transmit your message there.

References 

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition) [Kindle edition]. HarperCollins. Retrieved from Amazon. https://www.amazon.com/Guerilla-Marketing-Inexpensive-Strategies-Business/dp/0618785914/ref=asc_df_0618785914/?tag=hyprod-20&linkCode=df0&hvadid=343203979134&hvpos=&hvnetw=g&hvrand=1484064682359222262&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9021703&hvtargid=pla-435444789483&psc=1&tag=&ref=&adgrpid=69360436752&hvpone=&hvptwo=&hvadid=343203979134&hvpos=&hvnetw=g&hvrand=1484064682359222262&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9021703&hvtargid=pla-435444789483