The Designated Guerrilla Marketer
Running a small business means knowing exactly what you've got to do and know you don't have enough time to do it all well. Guerrilla Marketing can propel your profits, but you must take the steps to activate and maintain the process. Marketing succeeds when time and energy are devoted to it regularly. Insight, understanding, savvy and skill are useless unless action is taken, and somebody is paying close attention to the marketing process.
Maybe that somebody will be you. But perhaps you're too busy attending to the details of operations, finance, production, sales or service. If that's the case, that somebody should be your designated Guerrilla Marketer. Select that person from within your company or from the outside and choose someone who has the expertise, interest, desire and time to mastermind your marketing.
There are lots of hired guns who will be delighted to eat, sleep and obsess over your marketing. Just be sure you find someone who will approach the marketing function in true Guerrilla style - with enthusiasm, confidence, high energy, and a killer instinct. If the person running your marketing now doesn't have those attributes, get yourself a Guerrilla Marketer.
Marketing, for all its sophistication, is just like a little baby in that it needs constant attention and thrives best when it is nurtured and guided. Unless you or your designated Guerrilla Marketer provide this parenting, your company will begin to fade from your customers' and prospects' minds.
The companies that get into trouble are often those that establish marketing momentum, then decide it's working and remove their attention from it to move on to other things. Guerrilla Marketing is a continuing connective process and not a series of disconnected events.
Your designated Guerrilla Marketer should be a person who knows the many marketing weapons available to you, which ones are free or very low cost, what your competition is up to, and what kind of new technology can help you.
Your designated Guerrilla Marketer should be someone who shares your vision and absolutely loves every aspect of marketing. If you don't have a good one, you're going to miss a lot of opportunities. You'll constantly be in a position where your marketing must react rather than act. And the spirit of your company will never come shining through.
If the person you need to shepherd your marketing doesn't quite know how to plan, launch, maintain and succeed with a Guerrilla Marketing attack, train them. You don't have to be a born Guerrilla Marketer, it can be easily learned. There are books, courses, this blog and annual Guerrilla Global Summits that can give a bright person more solid and realistic information about Guerrilla Marketing .
How much time should your designated Guerrilla Marketer spend attending to the actions required by Guerrilla Marketing? The most time will be necessary at the outset, when the research and planning is done. Less time will be required during the launch phase, when the weapons are fired. And still less time, but constant time - must be devoted as you sustain the attack. That time will be devoted to three tasks: maintaining the attack, tracking your marketing efforts, and developing improved marketing.
Of the many reasons for business failures, an inability to market aggressively and constantly ranks right near the top. When that happens, the finger of fault always points to the Owner/CEO - the person who is too busy with other business functions to give proper attention to marketing, too egotistical to delegate the function, or under-educated about the power of marketing and unaware of the need for consistent attention and nurturing.
The successful Guerrilla business owner realizes that it's rare for time to be spent more valuable in the pursuit of profits and success.
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"Guerrillas often start with a big goal, a plan, and only part of the resources they need to reach that goal. When they get stuck, or come across a challenge, they don't back off or try an easier route. They inventory what they need to learn or discover to take the next step and they intensely focus on that competency until they master it."
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