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Business Marketing:
Traditional or Guerilla Marketing? |
An overview of
traditional business marketing vs. guerilla marketing
 Business
marketing in a traditional sense and the tactics of guerrilla marketing
differ in twelve important ways, according to Jay Conrad Levinson,
author of Guerilla Marketing: Secrets for Making Big Profits from Your
Small Business. He stated that he used to compare guerilla marketing
with textbook marketing as you would learn in business school, but now
compares it to traditional business marketing. The following are the
first six comparisons, to be followed by the last six on the next page.
If you follow the rationale behind the comparison of guerrilla marketing
and traditional business marketing, you will have a grasp of
the underlying theory of how to make
your small business thrive on a limited budget.
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Business marketing
from the traditional perspective requires that you invest money in the
marketing process. The theory of guerrilla marketing is
that your primary investment should be time, energy, and
imagination.
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Traditional
business marketing practice is geared toward big business,
recommending tactics associated with huge corporations and huge
budgets.
Guerrilla marketing is geared toward small business. Every word
of every sentence on every page of every guerrilla marketing book is
directed at the small business owner with big dreams but not
necessarily a big marketing budget.
Business marketing in a traditional way,
measures how well it's doing by its associated level of sales.
Guerrilla marketing is based upon the awareness that anyone can find a
way to drum up high sales, but, high sales, quick turn over, strong
response rates, and heavy store traffic are meaningless if you are not
generating consistent profits. The primary measuring stick of
guerrilla marketing is profits.
Traditional business marketing practice is based
on experience and then judgment, which usually involves a lot of
guesswork.
Guessing wrong is
much too expensive for guerrillas, so guerrilla marketing is based on
the science of psychology, or the laws of human behavior.
There are certain patterns that can be assumed regarding human beings
and their purchase patterns, and guerrillas focus on these
certainties.
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Business marketing
in a traditional way, suggests that you increase your business
production rates and then diversify by offering associated products
and services.
Guerrilla marketing suggests that you focus rather then
diversify. Your goal will be to create a standard of excellence with
an acute focus, and excellence falls by the wayside when
diversification occludes it.
Traditional business marketing practice
encourages linear growth by constantly adding new customers.
Guerrilla marketing also encourages the process of adding new
customers on a continuous basis but encourages you to grow your
business geometrically. Guerrilla marketing aims for more
transactions with existing customers, larger transactions, and
referral transactions by using the immense power of customer follow-up
and outrageously excellent customer service.
Please continue onto
Page #2 of the comparison of traditional business marketing vs.
guerrilla marketing
Information from Jay Conrad
Levinson's Guerrilla Marketing: Secrets for Making Big Profits from Your
Small Business
Web page by Paul
Susic CEO/President Susic
Psychological Consulting P.C .
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