We could say that a Guerrilla Marketing plan generally consists of seven questions. That's right, just seven, but the effectiveness and usefulness of this approach lies in the fact that they are seven fundamental questions. If we have a good answer to them, we have a good plan because we will have resolved the main issues that really matter and we will be much closer to success than failure.
Anyone who is a regular reader of the work of Jay Conrad Levinson (the “father” of Guerrilla Marketing according to many professionals in this field) will already be familiar with them. For those who are not, let’s see what they are and what they mean.
1.- What is the purpose of our Marketing?
We start the plan from the ground up, with the objectives we want to achieve. If we don't know what we want, it shouldn't surprise us if we don't achieve it. That's why the first step is to establish clear and specific objectives.
2.- What is our target market?
Many companies (mainly SMEs) choose to answer this question with “anyone who can buy from me”, but the reality is that trying to sell to everyone can end up with “not selling to anyone”.
We must clearly define our target market, otherwise, when we create our marketing materials, they will be vague and ineffective because we will try to sell to too many people and will not close any deals.
3.- What is our niche in the market?
99% of SMEs are subject to facebook data competition, it is a reality that cannot be escaped, so it is no longer enough to be good but to specialize in something, in a market segment that we have to supply better than the others.
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The keys here are:
– Find a niche or market segment that is profitable enough.
– It should be a niche in which we can specialize, ideally due to a special affinity with them (for example, if we are a technology company, it might be a good idea to focus on other technology companies that are not reluctant to adopt new products and easily understand how to use them).
– Becoming the best in that specific niche.
When people want something, they want the best, not someone who seems average at many things, so it is important to find a niche and be the kings in it, those who understand and satisfy those specific clients better than anyone else.
The combination of being the experts in a niche and then developing a good customer management and CRM strategy in that niche are the keys to achieving lasting profitability.
