MANILA, Philippines - Guerrilla Marketing is one of the tactics companies use as an unconventional system of promotions that relies on time, effort and creativity rather than a huge and sometimes costly marketing budget.
Emi Pascual, a Guerrilla Marketing licensed coach and head of IDEATE, a consultancy group that provides guerrilla marketing coaching and training, brand planning, visual communications, and trendspottting and research facilities, recently shared his expertise on guerrilla marketing at Nokia PEP Talks, a series of mini forums conducted by noted and accomplished individuals who talked about marketing, creativity, and brand building.
“Guerrilla Marketing’s effectivity lies really in the simplicity of its approach, its emphasis on profits and that it all can be implemented at less cost or no cost at all. When you’re up against the Unilever nd Proctor & Gamble of the world, Guerrilla Marketing gives the Small and Medium Enterprises, particularly, a strong fighting chance,” says Emi Pascual.
In order for a company to engage in guerrilla marketing, Emi says, first, to “know thyself.” Knowing the story behind a brand is important. “What makes it different, who are the people who would buy it and why they would buy it.” According to Emi, the common mistake companies do when they engage in guerrilla marketing is that they lack the commitment to the brand.“
“Mobile technology is one of the 200 Guerrilla Marketing weapons in the Guerrilla Marketer’s arsenal,” Emi adds. “Because Guerrilla Marketing places a large importance on developing relationships — long-term relationships with your customers, and connecting with them all the time.”
Sign up for the next series of Nokia PEP Talks on June 24 with Aggie Sarthou on “Managing Strategically in Changing Times: Tools for Boosting Workgroup” effectivity and on July 30 with Eric Villarama on “Reawakening Creativity for Effective Leadership.”
For more information, log on to www.nokia.com.ph/peptalks.