The first thing to know is that guerrilla marketers always plan backwards. They start with the end point they want to arrive at (the destination or overall goal) and work backwards till they get to the present day. The importance of this is that until you can visualize success, the steps you need to take along the path to your destination will be hidden from site.
Most businesses plan their marketing from the present and work forward. Since these people can’t see where the path leads, they do not see the unforeseen obstacles that might block their path.
As a guerrilla, we look towards the target, and we remove all fears and insecurities that might keep us from seeing that target with clarity. If you can see your company shining brightly, operating at its peak 15 years from now, then you will be able to see how it should operate 5 and 10 years from now. That way, you’ll know what must be done in year one, year two and so on. When you know what must be done in year one, you can see what needs to be done this month, this week and tomorrow.
By planning your marketing in this way, you will be able to factor in all the change and flexibility that is necessary for success and growth to occur. The business owner must have this vision of the end shining bright, illuminating his path of action along the way, and then he must portray that vision to everyone who is involved in helping him get there, including his employees, partners, suppliers, etc. Sharing the vision with those who will play an integral part in his success is important so that everyone coherently understands the plan and the goal.
After getting a clear picture of the destination, the guerrilla marketer then constructs his plan along the illuminated path. This plan will be a catalyst for inspiration and direction. It will be a map for all decision making. It keeps the focus on the “there and then” even though it helps the business operate in the “here and now,” and throughout it all, it leaves room for expansion and diversification.
Developing Your Plan of Attack
1. To begin planning, the smart guerrilla marketer does his research. The better the research, the better the plan will be. You must conduct your research so that you will have the means with which to hit your target. Research is what will help you gain wisdom in the areas that you need to plan around, including:
● Product or Service – Research what makes your product different and desirable, as well as ways you can improve it and add more value to it.
● Benefits – Research all possible benefits your product or service offers, and include them in your marketing plan, especially the benefits not offered by competitors.
● Market – Fully research and become an expert at understanding your market before doing any planning. You should know them intimately so that you can speak their language and give them what they want.
● Industry – Research your industry as a whole. Take note of any vulnerabilities and opportunities, and be sure to learn from others’ successes and failures.
● Competition – Research your competition thoroughly so you aren’t taken by surprise or taken down by your competition. Be sure you are being unique in ways that your competition is not.
● Customers – Research your own customers as well as the customers of your competitors so you can understand what they like and dislike about you and your competition.
● Prospects – Your marketing plan will outline exactly who your prospects are. Through your research, you will know where to find them and how to attract them.
● Media – Research the different types of media that are helpful in attracting your target market and determine how you will use media to do so.
● Internet – All guerrillas consider searching the Internet mandatory before planning, where information is easily and readily available to your 24/7. Be sure to tap into that resource.
● Technology – Guerrillas always want to be efficient with their marketing, so they always research the latest ways that technology can help them be more efficient.
2. The next step is to write a benefits list. When choosing the benefits your product or service offers, it is best to get others involved, such as your key personnel and one or two of your ideal clients. Each of these people will have a different idea of what the benefits are, so it will allow you to get a very well rounded perspective.
3. Now you want to select the weapons you will use for your attack. We recommend you utilize as many weapons as you can in your plan. Once you make your list, put them in order of priority, and then write the name of the person in charge of completing the weapon along with the date it will be launched. Be realistic with your timelines and then stick to it.
4. Create your guerrilla marketing plan according the outline in chapter 4.
5. Make a guerrilla marketing calendar. This is where you record the steps you take in your attack and use it to evaluate the effectiveness of your marketing strategies.
Your calendar should have 52 rows (one for each week in the year) and 5 columns. Below is an example of how to set up your calendar. As you can see, it lists each week of the year, the main thrust of your marketing for each week (what you were saying or offering), the media method you used that week, the costs associated with the media used that week, and a results section. In the results column, you will give each marketing tactic a letter grade – A, B, C, D, E or F – determined by how well the marketing tactic performed.
After one year, you will be able to compare your calendar with your sales figures and eliminate all of the tactics but the A’s and B’s. After two to three years, your calendar will be loaded with A’s, which means your marketing will be hitting the target over and over again. Few people other than guerrilla marketers have such clarity in what works and what doesn’t work because they are not able to track their results in their marketing calendar. Using this strategy will set you miles ahead of others.
6. Find fusion marketing partners. These are joint venture partners who have the same target market as you that you can partner with for a mutual benefit. Get creative in how you can work together. Maybe they have a location where you can hold your seminars and you will let them promote their services to your audience. Maybe you will exchange links to each other’s websites. Maybe they will sell your product in exchange for a commission. Brainstorm who can help you and who you can help and how.
7. Launch the attack. Take the actions you planned out in a steady, slow motion. If you try to move too fast, you will not be able to keep up and you will get discouraged. Move at a pace that feels comfortable both financially and emotionally.
8. Maintain the attack. This is easier said than done. In most cases, you will not get the instant gratification you might be hoping for, but it doesn’t mean you should throw in the towel. Hold steady and keep working toward your goals. Successful marketers are those who hold steady and keep moving forward. It is the timid marketers who fail because they never allow their marketing strategies to reach the point where they will get results. Most marketing tactics take several months to see any significant results.
9. Track your results. In order to know which weapons hit the target and which ones don’t, you will need to track your results. Be sure to ask new clients and prospects how they heard about your company, and whenever possible, add tracking codes to your marketing tactics. For example, you could use specific coupon codes for certain weapons and different codes for others. Without tracking your results, you are throwing away money and time because you will never have a clear picture of what is effective and what isn’t.
10. Improve. As you move forward with your marketing strategies, guerrillas always strive to better their approaches, their methods and their decisions. Look at how you can improve your marketing message, your use of media, your budget, your results and your profitability. Always leave room for improvement in your plans.
Now that you have your plan of attack, get out there and make it happen. Guerrilla marketers don’t sit back and wait for the competition to pass them by. They always get to the finish line first. Set your eyes on your destination, map out the route to get there, take the action steps to keep moving forward on that path, and celebrate when you arrive at your target.
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