 The
Process of Marketing
By
Jay
Conrad Levinson Copyright © 2005
Marketing is not an event, but a
process. How long does the process last?
An insight for you to embrace is that a guerrilla marketing attack is
neverending. It has a beginning, a middle but never an end, for it is a process.
You improve it, perfect it, change it, even pause in it. But you never stop
it completely.
Of all the steps in succeeding with a guerrilla marketing attack, maintaining
it takes the most time. You spend a relatively brief time developing the
attack and inaugurating it, but you spend the life of your business maintaining,
monitoring and improving your attack. At no point should you ever take anything
for granted. At no point should you fall into the pit of self-satisfaction
because your attack is working. Never forget that others, very smart and
motivated competitors, are studying you and doing their utmost to surpass
you in the marketing arena.
Guerrillas thrive and prosper because they understand the deeper meanings
of the phrases “customer base” and “long term commitment.”
This enables them to reinvent their marketing -- just as long as they are
firm in their commitment to their existing customers and prospects. An attack
without flexibility is in danger of failing. But that flexibility does not
allow you to take your eyes off the needs of your customers.
Keep alert for new niches at which you can aim your attack. Large companies
don’t have the luxury of profiting from a narrow niche. No matter how
successful your attack, never lose contact with your customers. If you do,
you lose your competitive advantage over huge companies that have too many
layers of bureaucracy for personal contact. Guerrilla marketing is always
authentic marketing and never acts or feels to be impersonal, by-the-number
marketing. It never feels like selling.
“Marketing Management” author Philip Kotler, says “Authentic
marketing is not the art of selling what you make but knowing what to make.
It is the art of identifying and understanding customer needs and creating
solutions that deliver satisfaction to the customers, profits to the producers
and benefits for the stakeholders. Market innovation is gained by creating
customer satisfaction through product innovation, product quality and customer
service. It these are absent, no amount of advertising, sales promotion or
salesmanship can compensate.”
Your attack must be characterized by a very strong tie with your own target
audience. You know them. You serve them. They know it. Guerrilla attacks
do not suffer from your lack of resources, but instead prosper because lack
of capital makes them more willing to try new and innovative ideas, concepts
ripe for guerrillas but not for huge companies.
Your attack will succeed in direct relationship to how narrow-minded you
can be. Guerrillas have the insight that precision strengthens an attack.
They know the enormous difference between their prospects and their prime
prospects. They are aware of the gigantic chasm separating their customers
from their best customers. This perspective enables them to narrow their
aim only to the best prospects that marketing money can buy and the finest
customers ever to grace their customer list.
They are fully cognizant that it doesn’t take much more work to sell
a subscription to a magazine than to sell a single issue. That’s why
their marketing attack is devoted to motivating people to subscribe to their
businesses mentally.
Once they have a customer, they do all they can to intensify the relationship,
and they do not treat all customers and prospects equally. Consider the menswear
chain with a database of 47,000 names. Mailings are never more than 3,000
at a time. Who receives the mail? Says the owner, “Only the people
appropriate to mail to.” When he received trousers of a specific style,
he mailed only to those customers to whom he was certain they’d appeal
-- and enjoyed a 30% response rate.
The cost of his mailing was a tiny fraction of the size of his profits.
There’s not a chance of reveling in a healthy response like that unless
you’re targeting your mailing with absolute precision. It’s something
you’re going to have to do in a world where postal charges and paper
prices are both slated to increase. Unless you’re hitting the bullseye,
you’re wasting your marketing investment. And unless you’re treating
your marketing as a continuing process, you’re wasting everybody’s
time, including your own.
About the Author:
| Jay Conrad
Levinson is the author of the "Guerrilla Marketing" series of books, the
most popular marketing series in history with 14 million sold, now in 39
languages. At his new
http://www.GuerrillaMarketingAssociation.com,
you’ll find lots of profit-producing ideas plus a list of 100 marketing
weapons. Join up for phone and online access to The Father of Guerrilla
Marketing. |
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