Week 4 - MBA 6601 - Developing A Plan

In order to become a guerrilla marketer you must have a plan and commit to that plan. Easy enough right? Not really. You must first know that you have a plan in place that is worthy of commitment. The successful plan comes down to having the right marketing strategies in place. Knowing how to position yourself to fulfill a need within the marketplace is essential. In order to have good positioning you must have a strong core story. A good core story to your company will be personalized and powerful. Before planning your marketing strategy you should identify what business you are in, what your goal is, the benefit of your offering, your companies competitive advantages, and your biggest fears. Having a good grasp on all of the answers to these questions will help you to devise a successful marketing strategy and plan. 

Identifying your target market or audience is also essential. Know what your customers want and need and how your marketing plan will be tailored to reach them and meet their needs. Being careful not to inadvertently exclude a potential market is also important. Consistent reevaluation of your audience is important in tailoring your approach to reach your target audience. The target audience can change with marketing appeal and it is essential that you are able to pivot to serve emerging audiences as well as your original intended audience. 

There are four target audiences that you should know about in order to tailor your marketing. The four are: older people, women, ethnic groups, and small businesses. When marketing to older people avoid using words that indicate they are old, avoid trendy things and use large print that is easy to read. Make an effort to understand the influence that women have. They often control finances and they hold a lot of power. Businesses are often started by women and are more successfully run by women as well. In regard to ethnicity, Asian markets are the most rapidly growing so increasing appeal to them increases market share. Newspaper ads, strategically placed tv ads, interaction with online forums that they are a part of, and chat groups and conferences are all great ways to increase marketing to ethnic audiences. Lastly, small businesses make up 90 percent of American business, so they have big buying power. Identify what you can do to help them within their small business and you can secure them as customers.

Stick to the plan and do not waiver. Even the most well devised plan will take time to produce results. It is important to stay committed to the plan no matter what. If you do an adequate amount of research and pay attention to what your target markets need, you will be successful in developing the perfect strategy and plan to succeed as a guerrilla marketer. 

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