They might hire a highly-paid professional designer to give their marketing items a powerful visual format, then use their own staff members or themselves to continue generating marketing materials that follow this same format. They learn from any consultant they hire. By understanding that economizing does not mean saving money, but investing it wisely, guerrillas test their investments on a small scale before plunging headlong into any kind of marketing. They have no fear of failure, providing the failures are small ones and knowing that even one success in ten tries means discovering a path to wealth and profitability. They know in their hearts that money is not the key to happiness or success, but that enough of it enables them to have a key made.
Real frugality is more about priorities and results than just saving money.
Of all the methods of wasting money and not economizing, the number one leader in marketing is failure to commit to a plan. Untold millions have been invested in marketing campaigns that had everything right about them except commitment on the part of the marketer. Guerrillas know that it takes time for an investment to pay off and instant results are rarely part of the deal. Abandoning a marketing campaign before it has a chance to flourish squanders money in three ways. First, it means all prior investing in the campaign has been for naught.