Jay Conrad Levinson's
Winning Strategies for Greater Profits
A Review of Guerrilla Marketing
by Grace Smith, Ph.D.
In a highly-interactive multimedia program to build or energize your business, this CD-ROM translates Jay Conrad Levinson's marketing methods into practical applications. With Guerrilla Marketing, you can choose from an arsenal of 25 strategic planning tools to match your business objectives. After using the tools to determine your customized strategy, you can print your marketing plans, edit them, sort them by various criteria, and add marketing resources.
In the Depot, you'll find the main menu for the program. The Depot is the launching point to all program areas, tools, and features. It also provides an overview of your recommended tools and contains both a notepad for keeping text and a section on the most critical attitudes for marketing success. In the Depot you'll also find the Kit, a pointer to scheduling and resource tools.
In the Kit section of Guerrilla Marketing, you will first complete your marketing profile. Here you list information about your type of business, your annual marketing budget, the hours per week you can dedicate to marketing, when sales occur, the size of your customer base, and the time frame for seeing marketing results.
The Seven-Part Plan in the Kit helps you develop your marketing strategy. Guerrrilla Marketing supports the concept that a good plan conveys your company's vision to customers, investors, and employees. Thus, your plan outlines your company's long-term goals and how to attain them. The seven components of the Plan are:
1. Target Market
2. Niche
3. Identity
4. Budget
5. Purpose
6. Method
7. Weapons
Each of the Seven-Part Plan components includes a working description to get you started. For example: "Your target market is the group that wants your product the most. A target market description includes basic demographics such as age, income, location and gender as well as specific factors that distinguish it from others."
One of the Seven-Part Plan components, "Identity" is considered one of the general weapons you'll use to market your business. In the Identity section, you can look at sample business cards, yellow pages ads, and brochures to see how others have designed images for their business.
Other sections in the Kit include the Master Plan, a display of all 25 guerrilla weapons and their scheduling and budget information, and Resources, a phonebook of sources such as books, magazines, URLs, and newsletters.
One of the unique sections in the Depot is a component called "Non-Media". Non-Media focuses on strategies for developing and marketing your business through some interesting options. These options include Networking, Sales Training, Referral Program, Fusion Marketing, and other ideas. Fusion Marketing, for example, supports the concept of partnering with another business or businesses to gain recognition and sales. Several examples for linking retail, service, non-profit, and manufacturing businesses are provided.
The interactivity in Guerrilla Marketing empowers users to directly apply concepts to their own businesses. Each of the 25 marketing weapons consists of a multimedia presentation on how to best deploy that weapon. After the Demo screen, you can move to the Go for It section where you'll organize your use of the weapon, then to the Plan It worksheet that schedules, tracks expenses, and monitors cost-effectiveness. Using the Breakeven Tool, you can enter specific data for your business to determine your breakeven point for that weapon.
Along with its other great features, Guerrilla Marketing also includes a "Virtual File Cabinet" for easy storage and instant access. To sum it up, investing in Guerrilla Marketing ought to get your business off to a fine start!
Multimedia Cafe Scorecard
| Product: |
Guerrilla Marketing |
| Company: |
Houghton Mifflin Interactive
|
| Cost: |
n/a |
System Requirements:
Windows: 486/25 IBM or compatible PC, MS-DOS 5.0 or higher, Windows 3.1 or higher (including Windows 95), SVGA display, 4MB RAM (8MB recommended), double speed CD-ROM drive, sound card, 4-6 MB hard disk space, mouse.
Breakdown:
Entertainment Value 5
Educational Value 5
Concept 5
Graphics/Sound 5
Interface 5
Overall Score:
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