Week 6 - MBA 6601 - Marketing Method Selection

As a guerrilla marketer, there are many different marketing methods to choose from in order to promote your business. It is important to be selective about the methods that you choose and know who your target audience is before utilizing a specific type of marketing. By not being selective your un the risk of saying everything to nobody or nothing to everybody and you do not want that to happen. Know where your target audience is and tailor your approach to reach them with the method you choose.

If you choose to utilize the newspaper for advertising, it should be eye catching, noisy, and to the point. If it does not cause a stir it is likely to go unnoticed. If you want to increase credibility magazines may be the best option. Readers are committed to particular magazines and becoming synonymous with them will increase your readability and credibility. As people interact with their magazine they are more likely to read every word within your add rather than just skimming over it. Television si a comprehensive medium that allow you demonstrations in real time with a live audience. You need to really know what you are doing if you plan to utilize television because it is so costly and could be more of an expense than the payoff that it brings. 

Cable and satellite could be a good alternative because they come with a smaller price tag. Even prime time spots are less costly than television. Small businesses have been seeing much better growth as a result of using these as a medium. Direct mail, either paper or email, is beneficial for aiming directly at your target audience. You can get their attention with repeated sales tactics and discount pricing that brings them back time and time again to purchase your product. Consider how much postage is costing and what the pay off is. Chances are you are making a lot more in sales than postage is costing, but you should always keep that in mind.

Canvassing can be effective but is difficult to manage on your own and it should always be combined with mass-marketing methods. Billboards and signs can keep you in the public eye and remind people that you or your service do exist. When they are searching for your particular product or service down the road they will likely remember seeing your advertisement. Online marketing is a dream in this day and time because you can reach mass amounts of people fairly easily. There is a great deal of interactivity with online marketing but you must capitalize on eight elements to be successful: planning, content, design, involvement, production, follow-up, promotion, and maintenance. You will need help to do all of these things in order to be effective. Remember that people can access you when and where they want in an online world so data collection is essential so you can "visit" those people again. 

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