Guerrilla Marketing for the Small Marketing Budget
Guerrilla Marketing for the Small Marketing Budget
Be Memorable: Second consideration is what you want to market – Have a service or product – or make one up – that you can explain in a few words. Try something like “Bridal Makeup” or “First Car Service” or “Baby Blues Cure”. Notice how the name explains it all. Try and offer something that will be appealing and that no one else is offering. It is far easier to sell a particular service on a small marketing budget than it is to sell all that you do! Identify your company with good branding – one that sticks in the mind – like “The Spanner Man”, “Jim’ll Fix It”, “The service you can trust”, “Blushing Brides”, “The Lawn Man” – you get the idea.
Be Energetic: Get printed some posters in 4 colors – about the size of a paperback book – is the most versatile size. Make sure they explain your offer and are easy to read, include graphics and not too many words. Don’t forget your contact phone number, address, web site and company name.
So we have your potential customers and what you want to sell to them – now you need to market your company where these people are likely to be. Here are a few suggestions for you. Please always get permission to make your postings.
* Car parks: Arrange to put up small posters on the payment machines, at the entry barriers or at the payment booth. Wherever the motorist pauses for a while.
* Movies, restaurants etc: Particularly useful if you have a younger cliental. Place the posters on the notice boards, in the restrooms and wherever people wait for a while.
* Your local take aways: Place them where people are waiting for their meals.
* Clubs, pubs and sports areas: Place them where they can be seen as people meet or line up.
* Complimentary services: Such as car sellers, hairdressers etc. – anyone who offers a service that could lead to your company’s services or profits. Offer commission to sellers who send you clients. Swap adverts with them or package your products together.
* Source companies: These are people like lawyers, realtors, wedding planners, financial companies etc that do not offer all the services people require at that particular time e.g. we offer business planning services to people seeking USA visas or purchasing businesses. Our sources get to offer a full service, or a commission (where allowable) – and we refer our people to them.
Be Unusual: If your budget will stretch, some other guerrilla ideas are:
* Place your advert on the lid of takeaway food.
* Beer mats with your service – bring it to you and get a discount.
* Special offers sent to local businesses and their staff – aimed specifically at their staff – e.g. discounts for the Widget factory staff.
* Interesting fridge magnets are always collectable.
* People are always sticking things on their computer monitors or desks at work. I have a squeeze ball I regularly use.
* A competition (legal of course) that your local paper will hopefully feature for you. It can be something like guess the washers in a can to win a free service. Anything that will bring people into your business where you can show yourselves off and provide sales material.
Be imaginative!
Tip: Send off details of your new service to the local press and local radio stations, in the form of a press release. Hopefully they will run this information to give you more free coverage.
Lastly – think a little out of the box, differentiate yourself and aim to introduce just one small element of your service – the rest will follow.
Guerrilla Marketing for the Small Marketing Budget - To learn more about this author, visit Lee Lister's Website.
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Be Specific. I think the most important thing to do is ensure that you are aiming at actual potential customers. If you are auto repair guys – you have a head start as most people have cars nowadays so you would think it was easy. But, make sure that you are aiming at people who own the kind of cars that you repair – be that make of car, age of car and/or income level. If you are selling items or services aimed at mums with small children then advertise there. Similarly if you are aiming for purchases from the affluent young or the baby boomers – then advertise where they will see it.
Be Memorable: Second consideration is what you want to market – Have a service or product – or make one up – that you can explain in a few words. Try something like “Bridal Makeup” or “First Car Service” or “Baby Blues Cure”. Notice how the name explains it all. Try and offer something that will be appealing and that no one else is offering. It is far easier to sell a particular service on a small marketing budget than it is to sell all that you do! Identify your company with good branding – one that sticks in the mind – like “The Spanner Man”, “Jim’ll Fix It”, “The service you can trust”, “Blushing Brides”, “The Lawn Man” – you get the idea.
Be Energetic: Get printed some posters in 4 colors – about the size of a paperback book – is the most versatile size. Make sure they explain your offer and are easy to read, include graphics and not too many words. Don’t forget your contact phone number, address, web site and company name.
So we have your potential customers and what you want to sell to them – now you need to market your company where these people are likely to be. Here are a few suggestions for you. Please always get permission to make your postings.
* Car parks: Arrange to put up small posters on the payment machines, at the entry barriers or at the payment booth. Wherever the motorist pauses for a while.
* Movies, restaurants etc: Particularly useful if you have a younger cliental. Place the posters on the notice boards, in the restrooms and wherever people wait for a while.
* Your local take aways: Place them where people are waiting for their meals.
* Clubs, pubs and sports areas: Place them where they can be seen as people meet or line up.
* Complimentary services: Such as car sellers, hairdressers etc. – anyone who offers a service that could lead to your company’s services or profits. Offer commission to sellers who send you clients. Swap adverts with them or package your products together.
* Source companies: These are people like lawyers, realtors, wedding planners, financial companies etc that do not offer all the services people require at that particular time e.g. we offer business planning services to people seeking USA visas or purchasing businesses. Our sources get to offer a full service, or a commission (where allowable) – and we refer our people to them.
Be Unusual: If your budget will stretch, some other guerrilla ideas are:
* Place your advert on the lid of takeaway food.
* Beer mats with your service – bring it to you and get a discount.
* Special offers sent to local businesses and their staff – aimed specifically at their staff – e.g. discounts for the Widget factory staff.
* Interesting fridge magnets are always collectable.
* People are always sticking things on their computer monitors or desks at work. I have a squeeze ball I regularly use.
* A competition (legal of course) that your local paper will hopefully feature for you. It can be something like guess the washers in a can to win a free service. Anything that will bring people into your business where you can show yourselves off and provide sales material.
Be imaginative!
Tip: Send off details of your new service to the local press and local radio stations, in the form of a press release. Hopefully they will run this information to give you more free coverage.
Lastly – think a little out of the box, differentiate yourself and aim to introduce just one small element of your service – the rest will follow.
Guerrilla Marketing for the Small Marketing Budget - To learn more about this author, visit Lee Lister's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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