Guerilla Marketing Attack: Only The Most Persistent (and Wacky) Survive | TravelResearchOnline

Guerilla Marketing Attack: Only The Most Persistent (and Wacky) Survive

“With the influx of small businesses in all categories of products and services, only the most aggressive marketers will survive.”

Guerilla Marketing Attack by Jay Conrad Levinson, page 77

I am not certain that I care for the word aggressive here, but I know what the author is trying to say. I might have chosen the words, serious, persistent, creative, focused, thick-skinned, or whacky. Aggressive conjures up thoughts of fisticuffs. Maybe it is just me.

With thanks going to the fluctuating economy, the introduction of the Internet, and the ease of running a business from any table in your house, small business and entrepreneurship has become tantamount to an epidemic. (Albeit a good one.)

Click on the book to grab your own copy of "Guerrilla Marketing Attack"

Click on the book to grab your own copy of “Guerrilla Marketing Attack”

I have gone on record to remind travel professionals that their primary business function is not creating and managing itineraries. Without a doubt, their focus should be on marketing and all it entails.

Busy comes and busy goes. The hardest pill to swallow is the fact that your business will take the form of a sine wave in that it will rise and fall a sure as the sun sets in the west. My business philosophy is very similar to my golfing philosophy. “Once you feel that you’ve got it, you ain’t got it.”

Your challenge is to get enough of the right people to know you, like you, and trust you. This is not as easy as 1, 2, 3. It also does not come as a result of a stop-and-go marketing plan.

The good news is that your options are numerous when it comes to increasing your visibility and likeability in your particular marketplace. I am not going to tell you what to do in today’s article. You can email, snail mail, speak, blog, meet, invite, endorse, write, represent, teach, consult, council, and review.

I am going to highly recommend and suggest until I run out of things to say that whatever you choose, you must commit to doing it regularly. If I had to select a single shortfall of any would-be marketing professional, it would be that they do not practice their trade consistently.  They fail to remember that with so much noise and competition in the world today, and with everybody vying for everybody elses’ attention; when you are out of sight you are out of mind.

If you have any notion of surviving (and thriving) in today’s travel industry, a little ongoing attention, persistence, and yes, even a bit of “wackiness” just might be in order.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

For information on Mike’s Fourth Annual Training Cruise, email Mike at mike@mikemarchev.com with the word “cruise” in the subject box.

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