Week 5 - MKTG 6101 - Guerilla Marketing - Chapter 5

Hello everyone!

This post will be covering the content covered in Chapter 5 of Guerilla Marketing (https://www.amazon.com/Guerilla-Marketing-Inexpensive-Strategies-Business-dp-0618785914/dp/0618785914).


In this chapter, we discuss how to develop creative marketing. One simple and effective formula for establishing a creative marketing strategy is as follows:


The purpose of “product/service” marketing will be to convince our target audience “describe your target audience” that the “product/service” is “describe benefits”.
This will be accomplished by _____________________.
The mood and tone of advertising will be _________________.


Example: "The purpose of Kid-a-Licious breakfast cereal marketing will be to convince our target audience—mothers of children twelve years of age and younger—that Kid-a-Licious breakfast cereal is the most nutritious and healthful boxed cereal on the market. This will be accomplished by listing the vitamins and minerals in each serving of the cereal. The mood and tone of the advertising will be upbeat, natural, honest, and warm."

By simplifying your creative marketing strategy from the start and taking the time to analyze and completely understand what product/service you are promoting, your target audience, the consumer benefits, and the mood and tone, you will end up with a strong marketing strategy.


In addition to the formula, Guerilla Marketing lists a seven step program to “assure yourself of successful marketing”, as described below: 


Seven-Step Program to Assure Yourself of Successful Marketing

  1. Find the inherent drama within your offering

  2. Translate that inherent drama into a meaningful benefit

  3. State your benefits in as believable a way as possible

  4. Get people’s attention

  5. Motivate your audience to get involved

  6. Be sure you are communicating clearly, zero ambiguity is your goal

  7. Measure your finished advertisement, commercial, letter, Web site, and/or brochure against your creative strategy


Thank you for reading!

Until next time,

Mariana Munguia 

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