Information on how to create a guerrilla marketing plan.

1. Building a Guerrilla Marketing Plan
By: Amanda Nieves
Laurie Salmerón
Rhaiza Casiano
Alexandra Cruz

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Summary
Marketing
Guerrilla Marketing
Market Diversity: Pinpointing the Target Market
Blane Nordahl
One-size-fits all approach
Determining Customer Needs and Wants Through
Market Research

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Summary
How to Conduct Market Research
One-to-one marketing
Activity #1
Guerrilla marketing strategies
The Marketing Mix
Final Activity
Questions

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Marketing
Marketing- is everything you do to promote
your business, from the moment you
conceive of it to the point at which customers
buy your product or service and begin to
patronize your business on a regular basis.

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Marketing
The key of success:
Understand target customers, needs, demands,
and wants before competitors can
Offer them products and services to satisfy those
needs, demands, and wants
Provide customers with quality, service,
convenience, and value so they will
keep coming back.

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Guerrilla Marketing
The term "guerrilla Guerilla Marketing
marketing" was first Strategies- is a
used by Jay Conrad marketing method
Levinson in his described as:
popular 1984
book, Guerrilla
Marketing. unconventional, lo
w cost, creative
techniques.

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Jay Conrad Levinson
The father of Guerrilla Marketing
The author of the “Guerrilla Marketing” series
of books.
Was born in Detroit and raised in Chicago
Graduated from the University of Colorado.
He created and taught guerrilla
marketing for ten years in the
University of California
in Berkeley.

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Guerrilla Marketing
A guerrilla marketing plan should accomplish four
objectives:
Pinpoint the target markets the small company will
serve
Determine customer needs, wants, and characteristics
through market research
Analyze a company’s competitive advantages and
build and effective, cost-efficient marketing around
them.
Create a marketing mix that meets customer needs
and wants.

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Market Diversity: Pinpointing the Target Market
One of the first steps in building a marketing plan is
identifying a small company’s target market which is the group
of customers at whom the company aims its products and
services.
The more a business learns from market research about its
local markets, its customers, and their buying habits and
preferences, the more precisely it can focus its marketing
efforts on the group(s) of prospective and existing customers
who are most likely to buy its products or services.

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Blane Nordahl
One of the most successful cat burglars ever
Specialized in stealing only the finest sterling silver
Meticulous market research allowed him to
target exactly the right homes to rob
Research tools he used where:
* local libraries
*publications such as the duPont Registry
and Sotheby’s Previews to identify
and learn about upscale neighborhoods
Worked for more than 15 years

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Blane Nordahl
Although Nordahl used a creative marketing approach
to achieve illegal gain, small businesses can use a
similar approach to make their marketing strategies
more successful. Unfortunately, most marketing
experts contend that the greatest marketing mistake
that small businesses make is failing to define clearly
the target market they will serve.
Failing to pinpoint their target markets is especially
ironic because small firms are ideally suited to
reaching market segments that their larger rivals
overlook or consider too small to be profitable.

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One-size-fits all approach

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Determining Customer Needs and Wants Through
Market Research
Market research is the vehicle for gathering
the information that serves as the
foundation for the marketing plan.
It involves systematically collecting,
analyzing, and interpreting data
pertaining to the small company’s
market, customers, and competitors.

14. Market research allows entrepreneurs to answer
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questions such as:
Who are my customers and potential customers?
To which age group(s) do they belong?
What is their income level?
Where do they live?
Do they rent or own their own homes?
What features are they looking for in the products or services I sell?
How often do they buy these products or services?
What models, styles, colors, or flavors do they prefer?

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Market research allows entrepreneurs to answer
questions such as:
Simulation – Nothing To Wear
What radio stations do they listen to?
Which Web sites do they visit? What factors are most important to their
buying decisions?
How do the strengths of my product or service serve their needs and
wants?
What hours do they prefer to shop?
How do they perceive my business? Which advertising
media are most likely to reach them?
How do customers perceive my business versus others?

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Market Research
Market research for a small business can be
informal; it does not have to be time
consuming, complex, or expensive to be
valuable. Many entrepreneurs are discovering
the speed, the convenience, and the low cost
of conducting market research over the Web.
Online surveys, customer opinion polls, and
other research projects are easy to
conduct, cost virtually nothing, produce
quick responses, and help companies connect
with their customers.

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How to Conduct Market Research
The marketing approach that companies of all sizes strive to
achieve is individualized (or one-to-one) marketing
This system consists on gathering data on individual customers
and then developing a marketing plan designed specifically to
appeal to their needs, tastes, and preferences.
Its goal is not only to attract customers but also to keep them
and to increase their purchases.
One-to-one marketing gives a business a competitive
advantage, the goal is to treat each customer as an individual.

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Market Research
Primary Research: Secondary Research:
Customer surveys and Business directories
questionnaires Direct mail lists
Social media Demographic data
Focus groups Census data
Daily transactions Forecasts
Others Market research
Articles
Local data
The Web

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Publicity
Customer
satisfaction Connect
Speed with
customers
Niche
Entertain
Innovation
Guerrilla Branding
Marketing strategies
Strategies
Convenience Social
Networks
Focus on
the
Quality customers
Online
Retain videos Blogs
Be
existing
unique
customers

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The Marketing Mix Product
Promotion TARGET MARKET Place
Price

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Product Product life cycle

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Place
Method of distribution
For consumer goods:
Manufacturer to consumer
Manufacturer to retailer to consumer
Manufacturer to wholesaler to retailer to consumer.
Manufacturer to wholesaler to wholesaler to retailer to
consumer.
For Industrial goods:
Manufacturer to industrial user.
Manufacturer to wholesaler to industrial user.

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Price
The right price for a product or service depends on three factors:
A small company’s cost structure
An assessment of what the market will bear
The desired image the company wants to create in its customers’
minds.

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Promotion
Involves advertising and personal selling
The goals are to create:
Brand image
To persuade customers to buy
Develop brand loyalty

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Guerrilla Marketing Example

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Questions