Chapter 4 of Guerrilla Marketing goes over developing a guerrilla marketing plan. It is important do develop and stick with a plan. To do that, one thing you could start with is a core story; a real-life story about a problem involving the people to whom you are telling the story and how your solution to that problem can make life better for them. By sticking with this core story, your message can be more personalized than big advertisers, and therefore potentially more effective.
Four new key targets of marketing include older people, women, ethnic groups, and small businesses. In a study by University of Michigan, it was shown that older people rely on mass-media marketing even more than on friends and family when it comes to consumer information. They are also the holders of $1.5 trillion in spending ability so it makes sense to heavily target them.
Being aware of the buying power of key groups allows a guerrilla marketer to be very focused on where they want to expend their effort in an effective way. Getting to know these groups and their buying habits will pay dividends in the future if you are able to catch and hold their attention. To do that, you not only need to identify the content but also delivery method to reach these groups.
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