Week 1 – MBA 6601 – Guerilla Marketing for Small Business

 

(OpenAI, 2024).

Small companies need to learn marketing skills. However, business owners need to understand what marketing is. Levinson & Levinson (2007) define marketing as the art of changing an individual’s mind and continuing to influence current customers to do business with your company (pg. 3). This is important for business owners to keep in mind. Having a product or service does not guarantee consumers will spend their money on your product/services. Companies will need to create a marketing strategy that calls for action. A call to action can be to learn about the product/service and its features or to purchase the product/service. For example, if a product or service solves a new problem that consumers are facing, a company will need to bring awareness about it and how their product/service will improve their situation.

(OpenAI, 2024).

How does guerilla marketing differ from traditional marketing? The key difference is how they approach marketing, the budget size, how they reach consumers, the risks they face, and how they measure their strategy. Larger companies will normally follow traditional marketing, but some companies use both traditional and guerilla marketing strategies. As for small companies, many only use certain aspects of traditional and guerilla marketing strategies. For example, a classmate of mine created a website for their family restaurant. The classmate believed that his family would benefit from having the website. However, the family never took it seriously and the creator website had to remove the website. The creator of the website noticed that consumers were emailing the family’s business emails and inquiring about information about the product, but no one was answering their inquiries. For the website and the business email to work, Levinson & Levinson (2007) state that small businesses need to use the website, email, and advertisement simultaneously for work (pg. 8). This is a great way for small companies to reach potential customers and engage with them. However, due to the family not using the website and the business email, their reputation and brand can be affected. Once reputation and brand are tarnished it will take a long time to repair it. Luckily my classmate had the foresight to take down the website before any further damage occurred.   

Large companies have the budget to do all of this and be consistent with monitoring their marketing channels. However, Levinson & Levinson (2007) state that guerilla marketing can still be used if the business owner does not have a budget, as long as the owner has time, energy, imagination, and information to invest then they can use guerilla marketing (pg. 5). If you have the time, energy, imagination, and information to implement guerilla marketing strategies, you must be measuring the goal of the marketing strategy. If the goal of the marketing strategy is to increase sales, then it is important to measure the sales and profits. If sales are not increasing or profit is decreasing, then it is important to adjust your strategy. For example, if you have a website, normally companies will do A/B testing to see which landing pages get the most clicks and have the highest percentage of users taking action. Of course, you must be careful and plan things out when implementing strategies. To improve your marketing, it is important to listen to consumers' feedback and adjust your strategies to better advertise your products/consumers to the targeted audience.

Reference:

Levinson, J. C., & Levinson, A. (2007). Guerrilla Marketing: Easy and inexpensive strategies for making big profits from Your Small Business. Houghton Mifflin Company.

 OpenAI. (2024). ChatGPT (May 19, 2024). Retrieved from https://www.openai.com

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