Levinson focuses on selecting and planning your marketing strategies in Chapter 6 of Guerrilla Marketing. Once again, knowing who you are marketing to is important. Marketing strollers to baby boomers may not be the best plan, unless it is a walker/scooter/stroller combination, but I am sure the market is slim on that one.
Guerrilla marketing has an arsenal of methods to use for marketing, in order to use them effectively the book notes that the process is as follows: being aware of the methods available, use as many of those methods as you can while keeping track of which ones are working and which ones are not working, and finally eliminating the methods that miss the target while doubling those that provide a profit.
Importance of planning is highlighted in this chapter. Which items are good to be marketed at what time of the year for certain companies (ex. you don't see many ads out for tax software after April 15, nor do you see Christmas sales in July). Levinson notes the importance of marketing calendars to determine what to market and where, including a price list of the marketing methods used. These can all create the best marketing campaign to fit the businesses needs.
Levinson, J.C. (2007). Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business. Houghton Mifflin Company
https://www.amazon.com/Guerilla-Marketing-Inexpensive-Strategies-Business/dp/0618785914/ref=sr_1_4?crid=131TNV5PGKZZP&keywords=Guerrilla+Marketing%3A+Easy+and+Inexpensive+strategies&qid=1653170897&sprefix=guerrilla+marketing+easy+and+inexpensive+strategies+%2Caps%2C86&sr=8-4
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