How to Write a Guerrilla Marketing Plan

Behind every successful product or service is a well-researched marketing plan. A marketing plan guides a company how to market a product or service to a specific target market and helps a company remain focused on its marketing objectives.

Developed by Jay Conrad Levinson, the father of Guerrilla Marketing, a Guerrilla Marketing Plan is a condensed version of a corporate marketing plan. It focuses primarily on the most powerful income producing strategies needed to generate sales. While a Corporate Marketing Plan may be 20+ pages long and full of detailed market research and competitive analysis, a Guerrilla Marketing Plan is short (3-5 pages) and focuses on the marketing strategies you will use to produce sales immediately.

A Guerrilla Marketing Plan should include the following strategic marketing information:

1. Define your product or service.

2. What major problem does your product or service solve?

3. Determine who most needs the product/service being sold. Who is your target market?

4. Describe the #1 most important benefit a customer will receive from your product/service.

5. Why should a customer buy from your company instead of from a competitor? What benefit will a customer receive from doing business with your company?

6. Determine your company’s position in the marketplace. Are you the company that focuses on extreme quality, low price, the largest inventory, the safest product, the best guarantee, etc.? What powerful slogan will you use in all of your marketing materials to convey your position?

7. What is your guarantee to your customers?

8. Determine a measurable sales goal for the next 12-months (i.e., $250k in sales).

9. Determine a marketing budget to achieve your 12-month goal. Your budget should be a minimum of 10% of your projected 12-month sales goal.

10. Determine the most powerful and cost effective marketing and PR strategies for marketing your product or service to your target market and achieving your 12-month sales goal.