Week 8 - MBA 6101 - Guerrilla Marketing

Market research is important to understanding your customer base. Guerilla Marketing discusses two types or research: free research and paid research. The guerilla should take advantage of the free research to better appeal to their base and tailor their advertisement. One of the easiest ways is to have an informal survey that can be sent online or filled out at the time of purchase.

I remember when I bought my first car a few years after graduating from college. The dealership wanted to know age, race, income, residency, and occupation. They wanted to know this to see who was buying their cars and how to tailor their ads to their future clients. One easy way to have a promotional discount such as new graduate discounts to outsell competitors in the same market. By focusing in on current and future clients and giving them a small but sizable discount, they can undersell competitors and build their client base. It works because I would go back to that dealership to look for a car for my mom, sister, and me on three separate occasions over the years.

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