Guerilla Marketing Delivers Maximum Results
Monday, October 9, 2006
For those of you who may not know what Guerilla Marketing is, it was probably
best described in a popular 1982 book, Guerilla Marketing. At it's
root, Guerilla Marketing is an unconventional way of performing promotional activities
on a very low budget. Another key factor to understand about Guerilla Marketing
is that it is intended to get maximum results using minimal resources. Sometimes
the target audience is even left unaware they have been marketed to.
According to the book, Guerilla Marketing is more about matching wits than
matching budgets. Guerilla Marketing is as different from traditional marketing
as guerilla warfare is from traditional warfare. Rather than marching their marketing
dollars forth like infantry divisions, guerilla marketers snipe away with their
marketing resources for maximum impact.
As a small business owner, it is impossible for you to match the marketing
budget of a large company in the same business space as you. However if you can
get creative and come up with a Guerilla Marketing campaign, you may be able to
make a bigger impact than you ever imagined.
Guerilla Marketing Examples
Perhaps the best way to explain Guerilla Marketing is to give you some examples.
In May of this year, IKEA furniture company setup room exhibits featuring their
furniture on street corners in New York City (full
Guerilla Marketing article) which was great exposure for IKEA to everyone
just walking down the street. What was IKEA's cost? Only the cost to setup the
rooms. What was their exposure? Thousands of potential customers who may not have
even realized they were marketed to by seeing their furniture exhibits. Brilliant!!
Another example, Hebbes.be, eBay's competitor in Belgium, launched an online
Guerilla Marketing campaign on eBay itself. Basically they put items up for sale
on eBay complete with pictures saying "Sorry, already sold on Hebbes.be" (full
Guerilla Marketing article). Once again, the cost associated with listing
some items was probably less than $100, but turning the experience into a publicity
virus got them countless web site hits! This a perfect example of using your competitors
size against them.
Guerilla Marketing - The Bottom Line
In order to fully understand and utilize Guerilla Marketing, you must comprehend
the world around you. That's right, the one that bombards "potential customers"
with advertisements everywhere they look. On any given day, your potential customers
see thousands of advertisements and have developed an automatic filter to them.
Therefore, you must stand out if you are ever to be remembered!
When developing your Guerilla Marketing Plan, remember these rules:
- Time is not on your side - make your impact fast and to the point
- Keep it current - your customers know their current events, try and use that to your benefit
- Shock treatment - use the element of surprise or displacement to get noticed
- Be a Smart Guerilla - doing illegal acts to get noticed may help get you noticed by can also land you in jail.
Marketing Strategy Help
There are a lot of different marketing campaigns and concepts you can use to
acquire customers, including Guerilla Marketing. If you are having trouble coming
up with profitable solutions and are looking to find a marketing company to do
this for you, please give us the opportunity to talk to you about your needs.
Preferred Position offers a very affordable marketing strategy service.
|
