The other element of Guerilla Marketing

The first element is the guts to do things without money or bureaucratic approval.

The guerrilla marketer doesn’t wait for a policy, or a developed industry or a line to form. She steps up and speaks up.

But, as Jay Levinson said from the start, more than thirty years ago, the other half is at least as important, and easy to overlook:

The core element of guerilla marketing is generosity.

You don’t market at people, or even to people. We market for them and with them.

Guerrillas have long understood that it’s possible to attract someone’s attention. What makes it a viable approach, though, is that people are delighted once they find out what you’ve got going on. Effective guerrilla marketing always begins with a product or service that’s worth the marketing you’re going to put into it.

Hence the two tensions:

Big company industrial marketers don’t believe enough in what they sell to become guerilla marketers. Guerrilla marketing flies in the face of bureaucratic indifference.
Many would-be guerrilla marketers spend so much time seeking atte

Reblogged from: here

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About janaknmistry

Janak is a 1984 born, MSc and MBA educated from Mumbai, India. He is an avid traveller by choice and a solopreneur by luck. He has clocked many thousands of kilometres on a motorcycle. It was his journey to the Leh-Ladakh, which motivated him to write about his experiences throughout the journey in enjoying the beauty, pain and hardships. He has successful authored and published his book called “Journey in Time with Timeless Memories” which is released and published in Germany and available all over the world besides Asia and the Middle East. Apart from being an author he is an active book reviewer too and have reviewed books by some of the established authors in USA. Janak runs a motorcycle expedition co. called Jack n Jill-The Moto Expedition Co. He is passionate about travelling and photography, which helps him find a beauty and meaning in this wide busy world. It was his journey to the Leh-Ladakh which motivated him to write about his experiences throughout the journey in enjoying the beauty, pain and hardships. He is passionate about travelling and photography which helps him find a beauty and meaning in this wide busy world.
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