(Our takeaways from the new and expanded edition of Guerrilla Marketing by Jay Levinson.)
1) The market is continually changing. If you stop marketing, you miss evolving opportunities—and you are no longer part of the process, you are not even in the game!
2) People forget quickly. They see 5,000-30,000 impressions daily and 79 percent of the population will forget a commercial after six weeks.
3) Your competition will not quit.
4) Marketing strengthens your identity. Staying top of mind strengthens your reputation and reliability.
5) Marketing is essential to survival and growth. People don’t usually know about your business unless you get the word out. Just as you can’t start a business without marketing, you can’t maintain one without it.
6) Marketing enables you to keep your customers. When your customers cease to hear from you or about you, they tend to forget you. Many businesses survive on repeat and referral business so loyal customers are the key to both.
7) Marketing maintains morale. Customers who actively follow your top-of-mind publicity may see your lack of marketing/advertising as a signal of failure.
8) Your marketing program gives you an advantage over your competitors who have ceased to market. If some of your competitors cease marketing, you can pull ahead and attract some of their customers.
9) Marketing allows your business to continue operating. Marketing creates the air that overhead breathes.
10) You stand to lose out on the money, time, and effort you’ve already invested. If you halt marketing, you lose all of the money you invested in ads, commercials, and publicity, as well as the consumer awareness created.