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Marketing
is made up of many, many, many things all working to support one another and
to touch your customers many times. And yes--I meant to say "many"
that many times. Marketing is a process, not an event; you have to think
marketing all the time.
All of the items that
make up those many, many, many things don't have to be elaborate campaigns;
they can be simple marketing tactics. They don't even have to cost anything.
That's the beauty of guerrilla marketing.
Guerrilla marketing uses time, energy, knowledge, information and a whole
lot of imagination rather than writing big checks.
Here's a quick review of
10 guerrilla marketing tactics that can be employed with little or no money,
and are sure to give you results. Consistency and focus are keys in
guerrilla marketing, as is repetition, so repeat these ideas often.
1. Stage a protest
for "good customer service." Imagine what would happen if you had picketers outside your
place of business with picket signs that read something like, "We're
protesting good customer service at this location!" or "This place
is full of nice people interested in customers!" First, you'll get
noticed. Second, you may get coverage by the local media. Stage a repeat
visit of the protesters and next time publicize their intent of returning.
You never know what might happen, who might take notice and what it'll do
for your business.
2. Conduct a random
act of kindness.
Pay the toll for the car behind yours and ask the toll collector to give
your business card to them, telling them you paid their toll. Sure this is a
crapshoot, but it's imaginative and you never know who might be on the road.
It's a low-cost guerrilla marketing tactic that has imagination written all
over it.
3. Nominate yourself
for an award.
Look around the internet. Ask your local chamber of commerce. There are many
awards given by many organizations that accept self-nominations. Once you're
nominated, publicize it with a press release. Once you're awarded the award,
issue another press release. Use the award designation as part of your bio
when speaking or when writing an article. Prospects love "award
winning" people and businesses.
4. Award a
"Customer of the Month" award and have many, many winners.
Customers like attention, especially if they're in a special group. Award a
plaque or certificate; these won't get thrown away and will remain at your
customer's place of business as a reminder of their relationship with you.
5. Tie yourself to a
news event or current event covered by the newspaper.
I do this by reviewing Super Bowl commercials as a marketing expert and get
free press out of it. Another example I've seen are chiropractors commenting
on stretching exercises before local 5K runs or charity walks that are
popular in many communities. Find a news story and issue a press release to
publications, radio stations and television stations, offering yourself as
an expert to comment on a related subject. It's one of the best ways to get
free PR. Remember to use your imagination here. Just watch the news and do a
reverse analysis. Make a list of companies that would be appropriate to
comment on each story you watch. Sooner or later you'll find one where your
company fits.
6. Provide special
attention to trade-show attendees the night before a trade show you're
attending. Stand
out from the crowd at trade shows by hanging door hangers on hotel room
doors at designated trade-show hotels, offering a hook and an announcement
or a special offer. Leave bags of candies, aspirin, insole pads for shoes or
maybe a cloth carry bag to collect trade show information in. Your
competition isn't doing this. You'll stand out, you'll be noticed, and
you'll definitely be thanked if you put yourself in front of your prospect
again.
7. Hold a wacky
contest. The
beauty of contests is threefold. You can announce the contest to your
prospects, customers and the media. You can then announce the winners to the
media and hopefully get press each time. Have multiple winners to delight
multiple customers. Contests can be fun, wacky and imaginative: a messy desk
contest, ugly tie contest, pet/owner look-alike contest, etc.
8. Pass out notepads
with coupon offers intermingled in the pages. Even use the back cover stock to
print an offer. Use your fusion marketing skills here. I know of a
printing company that partnered with a pizza company and placed a coupon for
a free pizza as the last page of the notepad. Both companies realized an
increase in business with these giveaways.
9. Create a funky
holiday. Today
is "Orange Hair Day," or "Wear Army Fatigue Day," or
"Give Ice Cream to a Friend Day." These are made up and from a
brainstorm session. Your holiday that cross promotes your business, service
or products is only limited by your imagination. Don't forget to publicize
it, announce it, market it over and over, and have fun with it. You'll get
noticed and people will grow to expect it if you do it on a frequent basis.
10. Create a unique
association.
This is a little bit more of an undertaking, but imagine appealing to a
target group, getting members, receiving paid subscriptions, offering a set
of benefits, and being at the center of attention. Many associations have
been created with this in mind and to market a business. Get creative here.
I have often thought about creating the National Listeners Association, or
the Tagline Association, or the Take Fridays Off Work Association. Remember:
You're trying to gain attention and awareness that eventually turns into
sales. Also remember you're a guerrilla marketer and are without a blank
check book to spend on marketing.
These ideas are
literally the tip of the marketing iceberg. Your imagination determines the
size of the iceberg. Your imagination also keeps your bank account from
going lower. Guerrilla marketers don't have blank checkbooks, so they must
work smarter, not harder. Using time, energy, knowledge, information and
imagination is working smarter. Happy Marketing!
Al Lautenslager is
the "Guerrilla Marketing" coach at Entrepreneur.com
and is an award-winning marketing and PR consultant and direct-mail
promotion specialist. He's also the principle of Market
For Profits, a Chicago-based marketing consulting firm. His two latest
books, Guerrilla
Marketing in 30 Days and The Ultimate Guide to Direct Marketing
are available at www.entrepreneurpress.com.
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