To offset the high costs of traditional marketing, business owners are developing guerrilla marketing programs instead. Like guerrilla warfare, guerrilla marketing-also known as buzz or word-of-mouth marketing-uses unconventional tactics, creating a lot of buzz for little money. Follow these marketing tips to join the guerrilla band.
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Difficulty:
Moderately Challenging
Instructions
1
Meet and greet customers with interest and excitement. Customers thrive when someone takes an interest in them. Develop a relationship with clients that last. Beware of offensive tactics that may turn customers off.
2
Send press releases to every newspaper in your region. Create an interesting title and a dynamite opening to capture a newspaper editor's attention. Update your release every three to six months and send it out again.
3
Use lots of marketing techniques instead of just one or two. You want to bombard clients and customers with your business. Determine what makes your business different from others and market yourself to the media as a great radio and television interview. The media are always looking for good interviews. And who knows, it might lead to a spot on the "Today" show.
4
Explore how technology can help market your business. The Internet and guerrilla marketing go together like bread and butter. Look at interactive methods such as podcasting that engage customers.
5
Give out free samples, if possible. Everyone loves getting something for nothing. Dressing up like a chicken to hand out chicken strip samples draws attention.
6
Think outside the box and forget the rules. Guerrilla marketing is all about using your imagination. Look at how your business can connect with new trends. For instance, come up with a catchy or funny audio-video clip that people can download to their iPods.
7
Market constantly. Every time you interact with someone, you are marketing. Come up with an "elevator speech." Sum up your business in the time it takes to ride an elevator with someone. Remember, word-of-mouth is the guerrilla marketer's best friend.
Tips & Warnings
Inspire yourself with guerrilla marketing books. Dozens have been published over the years, including the series by Jay Conrad Levinson that started it all.
If being a creative marketer isn't your thing, consider hiring a public relations company that specializes in guerrilla or experiential marketing.
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