Chapter 5 of Guerrilla Marketing goes over creativity in marketing and how to measure it. The most obvious way measure the success of a marketing campaign is profits and that is the eventual goal of any marketing campaign on behalf of a business. Your marketing strategy should start with a simple, creative concept. A good way to practice this is to write creative strategies for current advertisers and then do the same for your competitors. This will help you establish your own position and prevent you from imitating other marketing campaigns.
After devising a strategy, the author then advises you embark on a seven-step program to assure the marketing campaign is a success; find the inherent drama within your offering, translate that inherent drama into a meaningful benefit, state your benefits in as believable a way as possible, get people's attention, motivate your audience to get involved, be sure you are communicating clearly, and measure your finished advertisement against your creative strategy.
Deciding on a strategy is the most important part of the process. A guerrilla will be obligated to be knowledgeable on a broad range of topics and should be generalists, not specialists. Thinking backward starting with the moment a customer decides to purchase something and what led to that decision can be a great way to establish your initial strategy. This should then be followed up by thinking forward and visualizing the customer after they made the purchase you want them to make.
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