6 Search Results for "guerrilla marketing"

• Personalized marketing is all Personalized marketing is all the rage!

  • From: AlexaR
  • Description:

    As a marketer, I've always been interested in trends. What's the in, what's out and why. Recently, I have noticed a trend that speaks to the very heart of my work as a marketer. The trend towards personalization in marketing, has been slowly taking hold of consumers and business to business customers as new technology makes it easier to target one customer at a time.

    In the early '90s, before the internet took off, I read a book that changed my outlook on marketing. This book insisted that each customer must be thought of as an individual. This book explained how creating a personal customer experience is the best way to build a loyal customer base. Today, companies use social media, website ads, and even specific product recommendations to speak directly to customers, one at a time. The book I refer to is Guerrilla Marketing , by Jay Conrad Levinson and it was first published in 1983! At that time, the concept of personal marketing was revolutionary. In the age of mass media, marketers believed that bigger was better. "Where can I reach the most people at the same time?" was a common question. Now, we ask ourselves, "How can I customize my advertising to speak directly to the buyer?"

    This brings up another interesting point, did Guerrilla Marketing, the best selling marketing series of all time, propel this change in attitude? My answer is a resounding "yes!" Why? Because although the internet and new technology has facilitated one-on-one communication, it is the change in attitude of people that made the internet what it is today. It is the change in attitudes that drives innovation. Entrepreneurs can envision the shifting needs and desires of the people and therefore create products and services to fulfill those needs.

    So, what else did this great book teach me? It taught me to think outside the box and look for creative ways to connect with my target audience. Today, we see examples of this all over the business world. Several companies are creating blogs to interact with their customers. Others are even giving customers a chance at co-creation. This trend, coined "customer-made" by people in the marketing industry, has been catching on like wildfire. Companies like L'Oreal, MasterCard, and even McDonalds have jumped on that bandwagon. But directly engaging your clients in co-creation is also found in Guerrilla Marketing. The book taught me years ago, to ask for my customer's input.

    Now, with so many major companies joining in to make the marketing experience more personal, what does the book say about differentiation? We must over-deliver! We have to exceed our client's expectations in order to compete. What other factors do you think has impacted the trend toward social networking?

  • Blog post
  • 2 years ago
  • Views: 248
  • Not yet rated

• Five Reasons to Reach for Inte Five Reasons to Reach for International Markets

  • From: AlexaR
  • Description:

    Many businesses dream of taking their products and services to the global marketplace. The fantasy of going global starts with setting up a website and watching people from all over the world magically find it on the web. In this dream, cultural misunderstandings never happen, shipments always arrive on time, and customers love to buy from you - even though you don't spend any extra resources on international marketing!

    The reality of going global is not quite so smooth or pretty. Leaving your home market means putting aside half of your existing ideas about marketing to your customers and learn how to speak to the needs of your new prospects. You will also have to navigate import/export laws, understand foreign market conditions, setup a distribution model, handle translation and localization, guard against political instability, and watch out for currency fluctuations.

    Are you terrified yet? Don't be! Now-a-days, taking your offerings to the world stage is easier than ever! But why go through all the effort - other than the obvious additional profits to be made?

    Expanding your business into foreign markets can be risky. If your business works with US dollars, fears of a recession may by holding you back. However, this is the perfect time to take a look at foreign markets. Here's why:

    Growing Purchasing Power: Emerging economies have created a new middle class. Those who do business in Latin America, can see evidence of this all around them. The region has the second fastest growing rate of new internet users in the world. As their incomes and online shopping habits grow, so does your opportunity to sell your products and services to them. There is also a surge in buying power for those in already strong economies. Canada and Europe in particular have recently gained more purchasing power.

    Changing Currency Rates: If you are doing business in US Dollars, you are probably worried about currency decline. What can you do to secure the future of your company? Diversify your financial assets. A falling currency reduces the costs of your goods and products overseas. So, American companies are currently in a better position to export. Rising currency rates also offer an opportunity. A strong currency at home makes it cheaper for you to market your offerings overseas in lower currency countries. Your exports will not be as economical as locally produced goods, so it is important to make a judgment call about how your products will be positioned against local competition. If you sell a premium product, this is a great opportunity. However, if your selling position is that of the low cost leader, a higher currency rate will work against you.

    Fluctuating Economies: C ompanies must be aware of local economic changes in today's volatile business world. Many factors can lead to a slowdown. Inflation spurred on my by rapidly increasing fuel prices and falling home is responsible for the coming recession in the US. In China, such as changes in labor and environmental laws, inflation, and a record-breaking cold winter, will slow down one of the fastest growing economies in the world. Diversifying your target market is a good way to protect your business, especially against unforeseen obstacles, like natural disasters.

    Rapidly Expanding Internet Users: The internet is the biggest propeller of international trade today. Businesses can now reach customers throughout the globe with a click of the mouse. According to Internet World Stats, worldwide internet usage has grown 265.6% from 2000 - 2007. In Latin American, the growth has been 598.5 %. In many developing countries, new internet users are exited at the prospect of buying goods and services that were previously out of reach.

    A Rewarding Experience: All over the world, opportunities await for companies to fulfill an unmet need. But reaching out to other cultures can bring rewards even greater than money. International marketing expands your mind by showing you different ways of thinking and looking at business and life. This experience will increase your problem solving skills by forcing you to look at issues from different angles.

    
    So, do you want to expand your business? Is this a good time to go global? Let us know what your thoughts are on the matter.

  • Blog post
  • 2 years ago
  • Views: 419
  • Not yet rated

• EasyJet Street Crew in Madrid EasyJet Street Crew in Madrid

  • From: AlexaR
  • Description:
    In this ambient Guerrilla Marketing campaign, EasyJet utilized street crews in some of the busiest shopping areas of Madrid. The crew offered pedestrians a piggyback ride down the street. Meanwhile, they explained all the places EasyJet can take people.
  • 2 years ago
  • Views: 228
  • Not yet rated

• What is Guerrilla Marketing What is Guerrilla Marketing

  • From: AlexaR
  • Description:
    Here is a definition of Guerrilla Marketing directly from Jay Conrad Levinson himself. If you don't know him, Jay is the Father of Guerrilla Marketing. He taught us to look at marketing in a whole new way.
  • 2 years ago
  • Views: 104
  • Not yet rated

• When do you give up on a custo When do you give up on a customer?

  • From: AlexaR
  • Description:

    During our stay in Vietnam, my husband and I took a tour out to the northwest mountain region of apa. The area is inhabited by about twenty different ethnic minorities. Our guide explained to us that each group has their own subculture. One group in particular was not good at saving money. Once they earn it, they spend their money on celebrations such as elaborate weddings. The girls in this group have a practice of following tourists around the mountain trails. If we talk to them, we will have to buy something from them, so it's best to ignore them, our guide explained. So, as we leave the hotel to go on this walking tour, a couple of indigenous ladies follow us. "What's your name? Where are you from?" they ask. They say these phrases in excellent English. I try hard not to engage them in conversation. The day before, we were followed all over town until we bought something from a few little girls who talked to us when we arrived.

    My willpower fades after they have been following us for about fifteen minutes. One of them is pregnant, I learn, now that I actually dare to look at them. So now they have us. We will buy whatever they have to sell by the end of our trip - even though my suitcases are full and dangerously approaching a point of being over the allowed weight. We learned the hard way that overweight suitcases can cost more than the worth of their contents.

    These ladies used two tactics highly advocated in Guerrilla Marketing: build a relationship with your clients and don't drop them too soon. There are always some prospects that will never by anything from you. However, the average sale happens after seven exposures to you and your offerings. Also, some of the prospects who don't buy from you can still lead you to people who will. How often to you follow up with your prospects? Where do you differentiate relationship building and inefficient use of your time? How does this change if you are in another country?

  • Blog post
  • 2 years ago
  • Views: 201
  • Not yet rated

• AlexaR

  • Views: 647
  • Since: 2 years ago