Guerilla Marketing Attack: Premature Market Implementation | TravelResearchOnline

Guerilla Marketing Attack: Premature Market Implementation

“Don’t wait! Great marketing ideas tend to be copied until virtually everyone is on the bandwagon. That’s when you should drop off.”

Guerilla Marketing Attack by Jay Conrad Levinson, page 85

As far as today’s quote goes, I agree and disagree. It is true that in today’s rapid and ever-changing world of commerce, ideas come and go. This holds particularly true for marketing ideas. There seems to be another “flavor-of-the-month” hot strategy being promoted every time you turn on your computer.

The truth of the matter is that most of the ideas hold water in that if they are implemented properly, they will work in your favor. This supports my claim that “everything you do under the umbrella of marketing can work… although most of it works poorly.”

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”

The problem arises when you connect with a new marketing idea and give it a shot, only to give up on it before it has time to reap any benefits. This is known as PMI: Premature Market Implementation. (I just made that up.)

If for some reason, other than the alignment of the stars on any given month, a marketing tactic of yours does work, you can be sure that it will copied by others and will soon be saturating the market.

Do you remember when moving parts in a website drew tumultuous applause? How about the introduction of audio… or video? Do you recall when PowerPoint was the talk of the town? Now it is affectionately referred to as “Death By PowerPoint.” My greatest ovations come when I tell an audience that my presentation has only two slides. (Very close to the truth.)

So what I am sharing with you today? If you find something that works for you and your business, work it. Work it hard. Work it fast, and continue to work it as long as it works.

When the rest of your competition wakes up, it might be a signal to switch gears and try something else.

Now a word of caution. Just because others are effective in using a featured marketing gambit, is not reason alone for you to stop using it. I just don’t want you to become too attached to a tactic or strategy that has become outdated, overused and easily dismissed by your audience. You will have to be the judge of this.

Bottom line: Keep your eyes and ears open to your marketplaces’ reactions.


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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