Читать книгу Guerilla Marketing for Spas - Terri Levine - Страница 5

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What is Guerrilla Marketing?

Marketing is every single correspondence any part of your business has with any part of the public. Every impression you make and every interaction you have with the public is marketing you in one way or another. At the essence of Guerrilla marketing are unconventional tactics that substitute time, energy and imagination for money.

The Differences Between Traditional Marketing and Guerrilla Marketing

Since Spas don't generally have millions to spend on traditional marketing methods, they can refer to Guerrilla marketing tactics to get results. There are 19 factors that differentiate Guerrilla marketing from traditional marketing:

1 The investment is in time, energy, imagination and knowledge, instead of in money.
2 The science of psychology and the laws of human nature are used, instead of guesswork.
3 Results are measured by profits, instead of by traffic, responses or gross sales.
4 It is geared to small businesses, instead of companies with limitless bank accounts.
5 There is a fervent devotion to customer follow-up, instead of ignoring customers once they have purchased.
6 The mystique of the entire marketing process is removed and clarified, instead of intimidating small business owners.
7 Cooperation (helping others and letting them help you) is a cornerstone, instead of competing with other businesses.
8 There is dedication to building relationships, instead of focusing solely on making sales.
9 Marketing combinations are more effective than using only single marketing weapons, such as advertising.
10 Growth is done geometrically by increasing each transaction, getting repeat sales and adding new customers, instead of growing linearly by only adding new customers one at a time.
11 If one wants to grow, it is done while you maintain your focus, instead of growing only through diversifying.
12 The marketing message is aimed at individuals, instead of at groups.
13 Relationships are counted up at the end of the month instead of sales, since relationships are the foundation of increased sales.
14 It is more important to think of what can be given to customers and prospects, instead of what can be taken.
15 Knowing that technophobia is fatal nowadays, technology is embraced, instead of avoided.
16 All forms of marketing are intentional, even down to how the phone is answered and the attire, instead of it being haphazard and unintentional.
17 Consent to receive marketing materials is gained, instead of marketing to people simply to make the sale.
18 Both clients/prospects and the guerrilla marketer communicate interactively, instead of it being a monologue with the marketer doing all the talking.
19 There are 200 different marketing weapons, of which advertising is only one of them.

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