The latest call from Jay Levinson on the Guerrilla Marketing Association was on the new secrets of Guerrilla Marketing which have now crept up to eighteen fundamentals that you need to incorporate in your marketing.
The first secret is Commitment to communicating your message and Jay re-told the story of how Malboro cigarettes totally changed its image and fortunes with the "Come to Malboro Country" advertising campaign. One year later and 18 million dollars later, the brand image and market position hadn't changed.
The President of Philip Morris believed and knew that people were loyal to cigarette brands so it would take time to change. After eighteen months sales started to take off and over the last forty years Malboro has become the world's leading brand.
The core message is that commitment to a good marketing campaign will work better than half hearted commitment to a brilliant marketing campaign.
This is one of Jay Levinson's regular messages but he has now added two new items since the latest edition of Guerrilla Marketing was published
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It is surprising that the two new items were not included before because they are absolutely fundamental to marketing success.
Secret 17 is Implement - those who take action win, those who don't take action don't win. It's as simple as that.
Secret 18 is Congruent - all your marketing messages must pull in the same direction which is a slightly different twist to two of the long term Guerrilla Marketing secrets.
For Guerrilla Marketers, this may be familiar material but I always find two big advantages from listening to the same piece of great advice multiple times:
- The benefits of repetition. The more you hear it, the more familiar you become with the ideas and the more likely you will automatically apply the ideas.
- It encourages you to realise that perhaps you are not applying the secrets of Guerrilla Marketing as effectively as you could do. While Jay doesn't say this, I would recommend that you work down the list and ask yourself two questions
"How am I showing my commitment to my marketing?"
"Are there areas where my commitment has not been as strong as it should be?
Regular readers know that I am a certified Guerrilla Marketing Coach and really buy into the Guerrilla Marketing ideas.
The way I see the Guerrilla Marketing Association is that it is the marketing service you hope your competitors don't get to find out about before you do.
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