Traditional Marketing vs. Guerilla Marketing | Jay Conrad Levinson

Marketing is any contact between you and someone who may buy from you.

Marketing is a process, not an event. It is more akin to farming than to hunting. Even event oriented marketing starts well in advance of the date of the event.

Marketing is your opportunity to help your customers succeed.

Marketing never stops.

Marketing is about relationships. Products and money will go away, but a relationship can last forever.

You are your most important marketing weapon.

19 Differences between traditional marketing and guerilla marketing, as told by Jay Conrad Levinson, author of the ‘Guerilla Marketing’ series…

Traditional Marketing	Guerilla Marketing
Primary investment is money	Primary investment is time, effort, creativity and knowledge instead of money
Shrouded by mystique, the province of experts – most people are intimidated	Puts you in control, is simple and makes sense
Designed for big business	Small business oriented
Traditional marketing measures success by sales	Success measured by profits
Based on judgment and experience	Based on psychology and human nature
Grow your business and then diversify	Maintain your focus and continue to build market share
Grow your business linearly (one customer at a time, expensive)	Grow your business geometrically (larger transaction size, more transactions per customer and utilizing referrals)
68% of business is lost because customers are ignored	Follow up and include your clients
Seek and destroy your competition	Search out and cultivate relationships and partnerships, even with your competition
‘Me’ marketing, it all about my company	It’s all about ‘you’ because it’s all about you
What can I take from the customer?	What can I give to the customer?
Advertising works	Advertising is dead. Combinations of different types of advertising with other types of non-traditional marketing succeed
How much money do you have at the end of the month?	How many relationships do you have at the end of the month?
Technology is complex and the realm of experts	Embrace technology to communicate with your customers
Aim your message at groups, the larger the better	Aim your message at individuals or the smaller the group the better.
Identifies primary media (direct mail, radio, television, newspapers) so marketing is unintentional and impersonal	Every aspect of your business is marketing, from your ads to how your phone is answered and even the colors, sights and sounds in your selling space.
Goal is to make the sale	Goal is to get the customers consent to market and sell to them
A monologue	A dialogue
Marketing weapons are few and they are expensive	Marketing weapons are numerous and most are free.