Guerrilla Marketing for the New Millennium

3. Guerrilla Marketing Weapons
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These 100 weapons should be considered for every guerrilla's arsenal. Once you've selected them, put them into priority order, set a date for the launching of the weapon, and appoint a person to mastermind your use of the weapons you've selected. Whatever you do, launch your guerrilla marketing attack IN SLOW MOTION, only launching weapons when you can utilize them properly at a pace that is comfortable emotionally and financially. After launching, KEEP TRACK because some weapons will hit bullseyes while others will miss the target. Unless you keep track, you won't know which is which. Guerrillas always know which is which.

GUERRILLA EXERCISE: Review each weapon and place it into one of four categories: Using Properly Now, Using But Needs Improvement, Not Using But Should, Not Appropriate Now. Your job is to work at your marketing so as to make the first category as lengthy as possible and to eliminate the second and third categories completely.

Total the number of weapons in each category:

Weapons I use properly now
Weapons that need improvement
Weapons I don’t use, but should
Weapons not appropriate right now
The total of all four categories is: 100

GUERRILLA ACTION STEPS:

A. List the weapons that need improvement.
B. Make the improvement in your use of each of those weapons.
C. List the weapons you don’t use, but should.
D. Launch each weapon you deem appropriate for your business at this time.

You need not utilize all 100 weapons, but you do need to improve the weapons requiring improvement, and you should be using all the weapons you believe can help increase your profits.