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Guerrilla marketers know who they are.
A very select group of unusually high achievers, guerrilla marketers typically are enthusiastic fans and serious students of Jay Conrad Levinson, who originally created this highly coveted designation in 1984, when he published his first book, “Guerrilla Marketing”.
Carwash operators who are passionate about becoming leaders in the industry, and who wish to drive their businesses to the next level, would be well-advised to becoming familiar with Levinson’s marketing ideas, concepts, and tactics.
Fortunately, this is an easy task. Levinson is a prolific writer and brilliant teacher.
For more information on Guerrilla Marketing and Levinson, and to subscribe to his email newsletter, check out his informative website: www.gmarketing.com.
But becoming a dedicated “guerrilla marketer” is not a hit-or-miss thing.
In an invaluable book for carwash operators, “Guerrilla Marketing Excellence.
The Fifty Golden Rules for Small-Business Success”, Levinson argues that being a true “guerrilla marketer” is a critical, full-time position.
Golden Rule Number 27 states: “Marketing will succeed only if time and energy are regularly devoted to it by you or a person you designate.”
“Unless you have the time and inclination to market with verve, imagination and intelligence,” Levinson warns, “be sure you have a designated guerrilla.”
Many unsuccessful carwash operators simply do not understand, alas, the fatal consequences of this common oversight.
Building a larger customer base is terribly hard but critically important work!! Savvy operators know the unfortunate consequences of ignoring this vital task.
“Of the many reasons for business failures,” Levinson says solemnly, “an inability to market aggressively ranks right up near the top.”
As Levinson suggests, if you wish to become a leader in your market, you must have someone who completely and totally “takes ownership” for your carwash revenues.
Astute operators must be smart and proactive to make 2013 their best year yet!!