EFGP workshop, part two: what's guerrilla marketing?
Sandra Holtzman of Holtzman Communications (pictured) was up for this pitch. (It occurs to me at this point that what we had wasn't really a panel discussion so much as four consecutive brief presentations. I would like for those presentations to have been longer, but they were preceded by a 15-minute commercial for Temple University's entrepreneurship program. I don't care HOW good Temple is; that presentation got in the audience's way.)Marketing is getting your message to a large audience via "traditional methods" (e.g. newspapers, magazines, radio and TV); guerrilla marketing involves a niche audience, allowing the audience to participate in and respond to your marketing strategies, and (to me the most important thing) getting free PR. To Holtzman, unless we work for Fortune 500 companies we are ALL guerrillas. She offers a comparison between the big and the small:
| BIG | SMALL |
| powerful | not so much |
| clunky | agile |
| slow | fast |
| traditional | anything but |
| research | action |
| $$$$$$ | $ |
| can squish you like a bug | can make you an ally |
And she offers this sage advice:
- Know your audience. Ask them what they think. Listen to what they say. Find out how they want to be "told and sold." Remember they are humans before they are customers; you are there for their convenience and not your own.
- Define a niche. Then sell to it only.
- Go for the Internet first. This because the big companies are still spending bazillions of dollars on market research and traditional methods. It's not too late for you to stake out your space on what really is the best (and cheapest) hope for marketing.
- Get a pro to do the marketing for you. Of course, there are Web sites to help us locate such pros.
Labels: consulting
posted by Ron @ 9:23 AM
Site Feed
0 Comments:
Post a Comment
<< Home