Guerrilla Marketing for the New Millennium

4. Guerrilla Marketing Strategy
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GUERRILLA EXERCISE: Write a seven-sentence guerrilla marketing strategy for your business. Follow the format I’ve just described, then pin the written strategy up inside your head.

1. The purpose of my marketing is:

2. I will accomplish this purpose by stressing my:

3. My target audience or audiences is:

4. Marketing weapons I plan to employ are:

5. My niche in the marketplace is:

6. My business identity is:

7. I plan to devote percent of gross sales to marketing.

GUERRILLA ACTION STEPS:

A. Show your completed marketing plan to everyone in your organization who is involved with marketing.

B. Show your completed marketing plan to each of your employees, even if they are not involved with your marketing.

C. Breathe life into your plan by doing exactly what you say you will do and measuring all your marketing materials, current and future, against the strategy. If they do not follow the strategy, change them or discard them.