JAY CONRAD LEVINSON: "Guerrilla marketing is unconventional, non-traditional, not by-the-book, and extremely flexible."
Highly acclaimed author of the biggest selling series of marketing books in history, Jay Conrad Levinson spoke about what he calls the 100 different weapons of guerrilla marketing and the 20 ways that this type of marketing differs from traditional marketing at "The Guerrilla Marketing Conference 2007-Jay Conrad Levinson Live!" in Makati City. The “Guerrilla Marketing” conference was produced and organized by Salt & Light Ventures Inc.
Levinson also shared with his participants the various ways of acquiring the personality of a successful guerrilla marketer.
According to Levinson, guerrilla marketing is unconventional, non-traditional, not by-the-book, and extremely flexible. He said that guerilla marketers focus on profits as a yardstick for marketing success rather than giving too much attention to foot traffic, consumer responses, or gross sales. They don’t ignore customers after selling to them; instead, they are fervently devoted to customer follow-up.
And they practice what he calls the art of ”fusion marketing,” which means cooperating with fellow entrepreneurs and helping one another. “Instead of believing that single marketing weapons like advertising work, guerrillas know that only combinations of marketing weapons really work,” he said.
How guerrillas launch their attack
In a one-on-one pre-conference interview with Entrepreneur Philippines, Levinson emphasized that when marketing guerrillas launch their attack, they should never take anything for granted lest they fall into the pit of self-satisfaction. “You spend a relatively brief time developing the attack and inaugurating it, but you have to spend the life of your business maintaining, monitoring, and improving your attack,” he said. “Never forget that other very smart and motivated competitors are studying you and doing their utmost to surpass you in the marketing arena.”
He explained that marketing guerrillas thrive and prosper because they understand the deeper meanings of the phrases “customer base” and “long term commitment,” and they know that “relationship marketing” is more than just a buzz phrase.
“So no matter how successful your attack, never lose contact with your customers,” he said during the interview. “If you do, you lose your competitive advantage over huge companies that just have too many layers of bureaucracy to maintain effective personal contact. Guerrilla marketing is always authentic marketing and it never feels like selling, and to do it right you never should act or feel impersonal.”
The ways of the guerrilla entrepreneurs
During the conference proper, Levinson summed up the goals of the 21st century guerrilla entrepreneur as follows: “Work that is satisfying, enough money to enjoy freedom from worrying about it, health good enough to take for granted, a bonding with others where you give and receive love and support, fun that is not pursued but is in the essence of daily living, and longevity to appreciate with wisdom that which you have achieved.”
He also reminded the conference participants that marketing is a never-ending process. “You can’t stop,” he said. “Otherwise, people would easily forget about you since there are plenty of new players coming in the market. Marketing has a beginning and a middle but never an end, for it is a process. You may improve it, perfect it, change it, even pause in it, but you should never stop it completely.”
10 Steps to Succeed with a Guerrilla Marketing Attack
1. Research market, product, media, competition, industry, prospects, customers, technology, benefits, and the Internet.
2. Write benefits list and select or invent competitive advantages.
3. Select weapons: priorities, date, person.