Guerrilla Marketing for the New Millennium

1. What is Guerrilla Marketing?
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These are very critical differences and are probably the reasons that the concept of guerrilla marketing has filled a void in the world's economy, explaining why the guerrilla books have been translated into 37 languages, sold over one million copies, are required reading in most MBA programs, are available in audiotape and videotape versions, as computer software, as a nationally-syndicated column, as a newsletter, and are the most popular and widely-read marketing books in the world. Now, they’re even available as an online course right here at Aesop.com.

GUERRILLA EXERCISE: Compare your marketing with the 18 ways Guerrilla Marketing is different to see how many differences you already embrace. Your goal is to run your business by all 18.

Put a checkmark next to each difference your company puts into action:

1. I invest time, energy and imagination rather than only money.

2. My marketing is based upon psychology more than guesswork.

3. I measure my marketing performance by profits more than any other yardstick.

4. I embrace the principles of small business marketing more than large business marketing.

5. I follow-up all sales with customer contact and never ignore customers after they have purchased.

6. I am not intimidated by the marketing process and feel in control of my marketing.

7. My radar is attuned to cooperation in a quest to partner with others in co-marketing programs.

8. I tally up new relationships my company has made at the end of each month.

9. I employ combinations of marketing weapons rather than relying on only one.

10. I utilize a wide assortment of marketing weapons in the attainment of my business goals.