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2010 - will the empire strike back - not if we use guerrilla tactics to win.
19th December, 2009
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2010 - The empire strikes back. Will the BIG brands come back and beat us all with their old tricks?
To be able to start a business and break into a market place you have to take on the guise of a guerrilla fighter.
2010 - might be the death of BIG brand marketing…... or just the new beginning? Who really will win the new war for hearts and minds?
Guerrilla fighters used many tactics to help beat large war factions in the past, the ninjas making weapons from old farm tools, the VC using military intelligence and propaganda (remember one man’s heart felt plea for reason is another man’s propaganda, and another man’s marketing campaign of sorts), and the rebel alliance taking strategic outposts and using warm fussy highly dangerous effective PR stunts like the ewoks for shock tactics.
Ok, strange mixed metaphors aside and knowing that Star Wars will be on TV again soon….
How might you change your small business marketing tactics in 2010…
How to use the actions of guerrilla fighters to succeed in business.
• Get to know your market place, use your intelligence, market research all the time. Use research even before you begin the creation of your product / service / idea.
• Go for one target not all of them. Niche down your market place and when you so spend your money wisely, and well, spend it on just one attack at the right time.
• Use new less traditional means to get your communication method across - Be flexible and be able to change your strategies as soon as they don’t give you a return. Sign up to nothing long term.
• Invest in your market place, use the psychology of reciprocity to gain trust. Go for the hearts before you go for the minds, remember buying a product or service isn’t always a rational process.
• Ditch your brand and any ideas you have on building one. You don’t need it - you need customers – customers need for you to do what you say – not what your brand implies.
• Live off the land, work with others, bring in concept partners to help pay for it. Start working with your competitors to increase the market share of the mind. Work with anyone. Just do something NOW.
• Gain the trust of the civilian population. Show your strengths and your oppositions weaknesses, be ruthless in your selling propositions and reinforce it daily.
Be great with your marketing, not just BIG…
And good luck :)
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