Week 7 - Guerilla Marketing

I actually found Chapter 7 of Guerilla Marketing more of a textbook read, rather than something that has captured my interest in line with previous chapters.  This week’s review focuses on reducing costs and improving efficiency – reminiscent of “Lean Six Sigma” perspective in process management.  While obviously beneficial, I find the topic to be mind-numbingly boring.

I would rather discuss efficiency in the same scope as the feedback loops described in the last two chapters.  Reevaluating marketing needs on a continuous (or at least periodic) basis as a reaction to changes in business operations or consumer sentiments/needs presents the best opportunity to improve efficiencies.  This might also include reductions in time, energy and money that was initially placed into the advertising strategy.



This seems pretty logical: the majority of the marketing strategic mission is completed in the planning and product roll-out portion of the product life cycle.  As the dust settles (and the market matures), you can review successes, failures, consumption and demand that’s resultant of your advertisement campaign and adjust according to projections or goals (situationally dependent).  My point is that while the book describes improving efficiency and reducing costs almost as a separate step, this should be a key consideration factor that’s built into the program feedback and reevaluation system from the get-go.


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