Most of the firms doing the experimenting are small enough so that they can change quickly to accommodate the market. Below are some guerilla marketing techniques with examples of how small companies are implementing them. The outline of these techniques is borrowed courtesy of Matt Ross, vice president and management supervisor for Ogilvy and Mather's Houston office. Have the acceptance of the people and you can conquer the greatest powers on earth. We have all seen corporate giants purchase small companies in the fiery foods industry.
Small companies survive on their ability to gain the acceptance of the people.
This premise works both geographically and for market share. The successful fiery foods entrepreneurs are filling a niche in the market that a large corporation can't afford to fill. Many entrepreneurs are focussing on local levels where the large corporations cannot afford to concentrate their resources. In a head-on fight with a major company, a small entrepreneur doesn't stand much of a chance. A company that can retreat and then develop another aspect of the business has much better odds for survival.