Guerilla Marketing Strategies

Marketing is important. Marketing is not facebook updates or tweeting. It consists of hundreds of things and actually doing them until a synergy is created.

Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.

Would you rather spend $400 to make $50 or spend $5000 to make $20,000? It’s about profit – not cost. Guerilla Marketing is about low-cost marketing strategies. They are great for small startups and local services based businesses and the benefits are exponential for larger companies.

I believe marketing and advertising is about getting people’s attention and creating a good impression. Stories are memorable so if you can create a marketing piece that is clever, funny, shocking, or shareworthy then you can leverage it in so many ways. One of the first and most basic forms of guerilla marketing that I’ve used quite extensively was/is yard signs aka bandit signs. A simple $7 sign made on corrugated plastic can drive dozens of leads per day – hundreds of leads per month. Having multiple signs makes it even more effective. (Tips – use a call forwarding number and catchy tagline that is short and sweet) If you include a website use a separate landing page rather than your homepage. You can retrieve signs and move them from place to place. If a lead is worth $20-$100 and you have hundreds of leads coming in from yard signs for a cost of less than $100 that is pretty substantial in terms of profit/gain. Pull-tab flyers in strategic high traffic locations is another.

Guerrilla marketing when translated into online marketing is similar to ‘growth hacking’

Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the user base of a business.

Growth hacking – Wikipedia, the free encyclopedia

If you’ve seen the Old Spice
Dos Equis

Poupourri.com

Dollar Shave Club

Old Spice – sorry no link because their commercials are annoying but you get the idea

Getting offline marketing to go viral happens through word of mouth and getting the press involved. Getting online marketing e.g. Facebook posts to go viral consists of getting shares (in a nutshell). When you learn to tie offline guerilla marketing strategies with online viral marketing is when you can start to see some serious ROI that most of your competitors aren’t doing.

An off the cuff example that anyone can implement would be yard signs (or signage in general) in high traffic locations + Ad copy that sparks curiosity + landing page + Offer ( e.g. opt-in for free 4-part video series + free invitation to a business seminar valued at $100 + list of valuable resource links + free book giveaway…). There are several ways to test the viral component which you discover through A/B testing. This could involve a content locker on the giveaway where people need to share the post to unlock the content, or you could have a ‘share button’ after they opt-in. Make decisions with at least a 300 visitors and never stop optimizing from there. Increasing your conversion rates is sometimes as good as increasing traffic so don’t overlook CRO – very critical.

Don’t confuse the use of yard signs as being a guerilla marketing strategy. This is incomplete thinking. The use of yard signs is indeed a marketing tactic but that doesn’t necessarily make it a guerilla marketing ‘tactic.’ You can end up spending a lot of money on yard signs if you aren’t getting any ROI. In other words if you don’t have a good message to market match and aren’t generating leads then by definition it is not guerilla marketing. I am a fan of guerilla advertising when it produces profit and for the sake of maximizing an advertising budget. If another method costs more but produces a higher ROI in a faster/scalable manner then that is something of value. Most businesses don’t have a plan or something scalable in their business. Many leave their fate to chance. Hopefully that isn’t you. If it is you then your plan should be to get a plan.

Every business can benefit by having a roadmap or blueprint on how to get to the next stage of their growth as opposed to blindly aiming and hoping that something sticks. Sure, you can test but know that there are time-tested methods of growing a business in any industry. Just because it doesn’t work for you doesn’t mean that it doesn’t work. You just need to ‘steal’ what has already been done by others. 90% of what advertising companies do is steal old ideas and repurpose them into something relevant to current times (think the script for Avatar which was taken from Pocahontas). It happens in the movie industry, advertising industry, import industry, manufacturing industry, music industry, publishing industry, and virtually any other industry where smart business people realize that they don’t need to spend time and money reinventing the wheel when they can use proven concepts. There is nothing to be afraid of when you have a solid execution strategy. Other people will try to copy you but if you do things first and get PR, you may even end up getting more free publicity when people start to talk (and they do) that some marketing piece reminds them of the one created by your brand. All of a sudden you are credited as the brand that started that idea when all you did was take an existing idea and making it your own – maybe even better than the original. Reverse engineer and improve existing concepts that have been proven in the marketplace -preferably something evergreen.

One of the biggest reasons according to the SBA is that two of the main reasons that small businesses fail is due to undercapitalization and the lack of an effective marketing program. Not all marketing is created equal. Many small businesses throw money into advertising that has no hope of being scaled up. This is why most small businesses stay small. They don’t know where their leads are coming from, aren’t tracking their results, and don’t have a plan! When you know your numbers and have a plan, things become a whole lot easier.

If you haven’t done much marketing in the past, start off by trying a few different strategies that you know can work (preferably something scalable). If one form of marketing (1 of many) seems to be working then you can continue investing in it and then begin to explore other forms. Start small and scale up. If you know what your competitors are doing and think you can beat them then that is what you should be focused on doing. In some industries, there is a limit on the number of people looking for services each month. You can position yourself to get all or most of those leads yourself if you wanted to.

Do you know the top 3 most profitable marketing tactics are for your business? If it doesn’t involve online marketing then you are missing out on big growth opportunities. The vast majority of consumers look to the web to find products and services.

Recommended Read: The Guerilla Marketing Revolution: Precision persuasion of the unconscious mind (Jay conrad Levinson & Paul RJ Hanley

100 Guerilla Marketing Weapons
1. Marketing plan
2. Marketing calendar
3. Niche/positioning
4. Name of company
5. Identity
6. Logo
7. Theme
8. Stationery
9. Business card
10. Signs inside
11. Signs outside
12. Hours of operation
13. Days of operation
14. Window display
15. Flexibility
16. Word-of-mouth
17. Community involvement
18. Barter
19. Club/Association memberships
20. Partial payment plans
21. Cause-related marketing
22. Telephone demeanor
23. Toll free phone number
24. Free consultations
25. Free seminars and clinics
26. Free demonstrations
27. Free samples
28. Giver vs taker stance
29. Fusion marketing
30. Marketing on telephone hold
31. Success stories
32. Employee attire
33. Service
34. Follow-up
35. Yourself and your employees
36. Gifts and ad specialities
37. Catalog
38. Yellow Pages ads
39. Column in a publication
40. Article in a publication
41. Speaker at any club
42. Newsletter
43. All your audiences
44. Benefits list
45. Computer
46. Selection
47. Contact time with customer
48. How you say hello/goodbye
49. Public relations
50. Media contacts 51. Neatness
52. Referral program
53. Sharing with peers
54. Guarantee
55. Telemarketing
56. Gift certificates
57. Brochures
58. Electronic brochures
59. Location
60. Advertising
61. Sales training
62. Networking
63. Quality
64. Reprints and blow-ups
65. Flipcharts
66. Opportunities to upgrade
67. Contests/sweepstakes
68. Online marketing
69. Classified advertising
70. Newspaper ads
71. Magazine ads
72. Radio spots
73. TV spots
74. Infomercials
75. Movie ads
76. Direct mail letters
77. Direct mail postcards
78. Postcard decks
79. Posters
80. Fax-on-demand
81. Special events
82.Show display
83. Audio-visual aids
84. Spare time
85. Prospect mailing lists
86. Research studies
87. Competitive advantages
88. Marketing insight
89. Speed
90. Testimonials
91. Reputation
92. Enthusiasm & passion
93. Credibility
94. Spying on yourself and others
95. Being easy to do business with
96. Brand name awareness
97. Designated guerrilla
98. Customer mailing list
99. Competitiveness
100. Satisfied customers

Guerilla remix Marketing –

Marketing is an opportunity to educate prospects and customers on how to succeed at achieving their goals. It is the art of getting people to change their minds.

200 guerilla Marketing Weapons

MINI- MEDIA

1. Marketing Plan

2. Marketing Calendar

3. Identity

4. Business Cards

5. Stationary

6. Personal Letters

7. Telephone Marketing

8. Toll- Free Number

9. Vanity Phone Number

10. Yellow Pages

11. Postcards

12. Post Card Deck

13. Classified Ads

14. Per Order/ Inquiry Advertising

15. Free Ads in Shoppers

16. Circulars

17. Community Bulletin Boards

18. Movie Ads

19. Outside Signs

20. Street Banners

21. Window Display

22. Inside Signs

23. Posters

24. Canvassing

25. Door Hangers

26. Elevator Pitch

27. Value Story

28. Backends

29. Letters of Recommendation

30. Attendance at Trade Shows

 

MAXI- MEDIA

31. Advertising

32. Direct Mail

33. Newspaper Ads

34. Radio Spots

35. Magazine Ads

36. Billboards

37. Television Commercials

 

E- MEDIA

38. Computer

39. Printer/ Fax Machine

40. Chat Rooms

41. Forums Boards

42. Internet Bulletin Boards

43. List-building

44. Personalized Email

45. Email Signature Mktg.

46. Canned Email

47. Bulk Email

48. Audio/Video postcards

49. Domain Name

50. Website

51. Landing Page

52. Merchant Account

53. Shopping cart

54. Auto-Responders

55. Search Engine Ranking (Alexa)

56. Electronic Brochures

57. RSS Feeds

58. Blogs

59. Podcasting

60. Publish own E-zine

61. Ads in other E-zines

62. Write Ebooks

63. Provide Content- Other Sites

64. Produce Webinars

65. Joint ventures

66. Word-of-mouse

67. Viral Marketing

68. E-Bay / Auction Sites

69. Click Analyzers

70. Pay Per Click Ads

71. Search Engine Keywords

72. Google Adwords

73. Sponsored Links

74. Reciprocal Link Exchange

75. Banner Exchanges

76. Web Conversion Rate

 

INFO- MEDIA

77. Knowledge of your Market

78. Research Studies

79. Specific Customer Data

80. Case Studies

81. Sharing

82. Brochures

83. Catalog

84. Business Directory

85. Public Service Announcements

86. Newsletter

87. A Speech

88. Free Consultations

89. Free Demonstrations

90. Free Seminars

91. Publish Article

92. Publish Column

93. Author a Book

94. Publishing-on-Demand

95. Speaker at Clubs

96. Teleseminars

97. Infomercials

98. Constant Learning

 

HUMAN- MEDIA

99. Marketing Insight

100. Yourself

101. Your Employees and Reps

102. Designated Guerrilla

103. Employee Attire

104. Social Demeanor

105. Target Audiences

106. Your Own Circle of Influence

107. Contact Time with Customers

108. How you say Hello and Goodbye

109. Teaching Ability

110. Stories

111. Sales Training

112. Use of Downtime

113. Networking

114. Professional Title

115. Affiliate Marketing

116. Media Contacts

117. e­Mail List Customers

118. Core Story- Solution to Problem

119. Create a Sense of Urgency

120. Offer Limited Items/ Time

121. Call to Action

122. Satisfied Customers

 

NON- MEDIA

123. Benefits List

124. Competitive Advantages

125. Gifts

126. Service

127. Public Relations

128. Fusion Marketing

129. Barter

130. Word-of-Mouth

131. Buzz

132. Community Involvement

133. Club and Assn Memberships

134. Free Directory Listings

135. Trade Show Booth

136. Special Events

137. Name Tags at Events

138. Luxury Box at Events

139. Gift Certificates

140. Audio-Visual Aids

141. Flipcharts

142. Reprints and Blowups

143. Coupons

144. Free Trial Offer

145. Guarantee

146. Contests and Sweepstakes

147. Baking/ Craft Ability

148. Lead Buying

149. Follow-Up

150. Tracking Plan

151. Marketing-on-Hold

152. Branded Entertainment

153. Product Placement

154. Radio Talk Show Guest

155. TV Talk Show Guest

156. Subliminal Marketing

 

COMPANY ATTRIBUTES

157. Proper View of Marketing

158. Brand Name Awareness

159. Positioning

160. Name

161. Meme

162. Theme Line

163. Writing Ability

164. Copywriting Ability

165. Headline Copy

166. Location

167. Hours of Operation

168. Days of Operation

169. Credit Cards Accepted

170. Financing Available

171. Credibility

172. Reputation

173. Efficiency

174. Quality

175. Service

176. Selection

177. Price

178. Opportunities to Upgrade

179. Referral Program

180. Spying

181. Testimonials

182. Extra Value

183. Adopt Noble Cause

 

COMPANY ATTITUDES

184. Easy To Do Business With

185. Honest Interest in People

186. Telephone Demeanor

187. Passion & Enthusiasm

188. Sensitivity

189. Patience

190. Flexibility

191. Generosity

192. Self Confidence

193. Neatness

194. Aggressiveness

195. Competitiveness

196. High Energy

197. Speed

198. Maintains Focus

199. Attention to Details

200. Takes Action

 

 

50 Things Advertising Can Do For You

  1. Produce Leads
  2. Educate prospects on benefits
  3. Help expand to new markets
  4. Influence influencers
  5. Awareness of your brand to new prospects
  6. Presell products and services
  7. Expand PR story
  8. tell the company story
  9. Add authority to presentations
  10. Build corporate identity
  11. Build confidence in products and services
  12. Dispell rumors
  13. Keep name in forefront of customers mind
  14. Head competitors off at the pass
  15. Go after competitors business/traffic
  16. Make stockholders happy
  17. Prove quality with success stories
  18. Impress financial community
  19. Assert leadership and prestige
  20. Mainain constant presence and build confidence
  21. Help direct mail pay off
  22. Assure success of telemarketing campaigns
  23. Ensure point of purchase signs work
  24. Gain distribution to prove to retailers to carry products as their name will receive mentinons in your ads
  25. Announce existence of product or service
  26. Gain credibility for new product or service
  27. Make name a brand name
  28. Herald special promotions
  29. Establish your niche in the makretplace
  30. Hilight testimonials from satisfied customers
  31. Test something with a headline or offer
  32. Create desire to buy
  33. Establish presence in community
  34. Attract foot traffic
  35. Make sales
  36. Obtain names for mailing list
  37. Inform many about benefits
  38. Motivate people to call, phone, visit site
  39. Persuade people to complete and mail your coupon
  40. Empasize how competition measures up
  41. Prove superiority with facts or graphics
  42. Buy new customers with exceptional offers
  43. Demonstrate integrity and confidence in products/services
  44. Become part of industry
  45. Put yourself on level of others
  46. Create reprints of ads
  47. To be seen by the right crowd
  48. Show support of reps, distributors, employees
  49. Earn profit
  50. Leverage and merge other forms of advertising

FYI: Please don’t and start spraypainting intersections.

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