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Should I adopt Guerilla Marketing?

The thoughts of Richard Osborne on many subjects over the years.

Should I adopt Guerilla Marketing?

Guerilla Marketing is a great term, and if done right a fantastic method of promotion for a business and/or product. The thing is, you need to be a certain type of character to do it properly, and this is something I’m not sure I’m that kind of person to undertake such a task.

I’ve been watching the actions of a fellow Entrepreneur and friend, Duane Jackson owner of Kashflow, with great interest. Someone I would categorise as a great guerilla marketeer, and the results he has achieved I admire.

Perhaps one of his most high profile onslaughts was his attack at the apparent Sage Security Holes in their new online accounting offering, which provided his firm with plenty of media interest from many professional media circles. To quote a term, you can’t buy the sort of publicity this blog entry provided Duane and his business, and he made sure he maximised every opportunity with it. This included sending out Twitter updates, and posts on various online business forums such as UK Business Forums. Making sure everyone he knew not only read the blog post, but were also talking about it. This social publicity is what led to the media interest, and subsequent promotion of his business.

Duane isn’t afraid to rock a few boats and upset a few people to achieve his end goal, which at the end of the day is promoting and growing his business. Even using articles that have no relevance on the face of them with his business at all, yet still generate a lot of conversation about him and his business. The one that actually trigered this blog post was about why are designers bad at business?

I cannot help but admire what Duane achieves with these marketing tactics, and I cannot help but consider the possible benefits of giving them ago myself.

Comments (3)

  1. Avatar
    Feb 18, 2009

    But these things have a habit of backfiring. Duane is on record as saying he’s building Kashflow to flip. Outside a PE firm, Sage is the only likely contender. There’s no way they’d make an offer. They don’t like cavaliers. Ergo, I believe Duane’s strategy is ill-conceived.

  2. Avatar
    Duane Jackson
    Feb 18, 2009

    If I wanted to sell, I’d have taken the millions I was offered last year. I didn’t. That’s what’s on the record.

    The fact is, I’m enjoying what we’re doing at KashFlow. I’m learning a hell of a lot about business, about marketing, about building a team. Plus it pays well. What more could I ask for?

    For as long as I like what I’m doing, I’m not selling. To Sage, to PE, to anyone.

    But if people keep typing KashFlow with a lowercase F then I’ll probably die of a stress-induced heart attack soon anyway.

  3. Avatar
    Feb 19, 2009

    I certainly admire Duane’s proficiency in what you term “guerilla marketing” – although I suspect some of it is not really “proficiency” but more “natural ability” 🙂

    There are elements of this which I am actively trying to build into what we do at Mattched IT in terms of our marketing and PR. It’s extremely effective – more so every day!