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The Process of Marketing by Jay Conrad Levinson |
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| Marketing is not an event, but a process. How long does the process last? |
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An insight for you to embrace is that a guerrilla marketing attack is never ending. It
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| has a beginning, a middle but never an end, for it is a process. You improve it, perfect |
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| it, change it, and even pause in it. But you never stop it completely. |
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| Of all the steps in succeeding with a guerrilla marketing attack, maintaining it takes the |
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| SPECIAL FEATURES |
most time. You spend a relatively brief time developing the attack and inaugurating it, |
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but you spend the life of your business maintaining, monitoring and improving your |
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| - Entrepreneurial Thinking |
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| attack. At no point should you ever take anything for granted. At no point should you |
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| - The Process of Marketing |
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| fall into the pit of self-satisfaction because your attack is working. Never forget that |
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| - What Guerrillas Know |
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| others, very smart and motivated competitors, are studying you and doing their utmost |
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About Email |
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to surpass you in the marketing arena. |
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| - Where And When To |
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| Guerrillas thrive and prosper because they understand the deeper meanings of the |
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Begin Marketing |
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phrases "customer base" and "long term commitment." This enables them to reinvent |
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| their marketing -- just as long as they are firm in their commitment to their existing |
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| customers and prospects. An attack without flexibility is in danger of failing. But that |
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| flexibility does not allow you to take your eyes off the needs of your customers. |
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Keep alert for new niches at which you can aim your attack. Large companies don’t
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www.cottage-industries-italia.com |
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| have the luxury of profiting from a narrow niche. No matter how successful your |
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| attack, never lose contact with your customers. If you do, you lose your competitive |
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| advantage over huge companies that have too many layers of bureaucracy for |
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| personal contact. Guerrilla marketing is always authentic marketing and never acts or |
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| feels to be impersonal, by-the-number marketing. It never feels like selling. |
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"Marketing Management" author Philip Kotler, says "Authentic marketing
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| is not the art of selling what you make but knowing what to make. It is the art of |
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| identifying and understanding customer needs and creating solutions that deliver |
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| satisfaction to the customers, profits to the producers and benefits for the |
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| stakeholders. Market innovation is gained by creating customer satisfaction through |
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| product innovation, product quality and customer service. It these are absent, no |
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| amount of advertising, sales promotion or salesmanship can compensate." |
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| Your attack must be characterized by a very strong tie with your own target |
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| audience. You know them. You serve them. They know it. Guerrilla attacks do not |
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| suffer from your lack of resources, but instead prosper because lack of capital |
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| makes them more willing to try new and innovative ideas, concepts ripe for guerrillas |
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but not for huge companies.
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| Your attack will succeed in direct relationship to how narrow-minded you can be. |
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| Guerrillas have the insight that precision strengthens an attack. They know the |
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| enormous difference between their prospects and their prime prospects. They are |
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| aware of the gigantic chasm separating their customers from their best customers. |
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| This perspective enables them to narrow their aim only to the best prospects that |
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| marketing money can buy and the finest customers ever to grace their customer list. |
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| They are fully cognizant that it doesn’t take much more work to sell a subscription to a |
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| magazine than to sell a single issue. That’s why their marketing attack is devoted to |
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| motivating people to subscribe to their businesses mentally. |
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| Once they have a customer, they do all they can to intensify the relationship, and they |
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| do not treat all customers and prospects equally. Consider the menswear chain with |
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| a database of 47,000 names. Mailings are never more than 3,000 at a time. Who |
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| receives the mail? Says the owner, "Only the people appropriate to mail to." When he |
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| received trousers of a specific style, he mailed only to those customers to whom he |
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| was certain they’d appeal -- and enjoyed a 30% response rate. |
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The cost of his mailing was a tiny fraction of the size of his profits. There’s not a |
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| chance of reveling in a healthy response like that unless you’re targeting your mailing |
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| with absolute precision. It’s something you’re going to have to do in a world where |
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| postal charges and paper prices are both slated to increase. Unless you’re hitting the |
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| bullseye, you’re wasting your marketing investment. And unless you’re treating your |
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| marketing as a continuing process, you’re wasting everybody’s time, including your |
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| own. |
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| top^^ |
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| Copyright 2007 / THE NOTICEBOARD COMPANY Limited / Published by Dilton Consulting |
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