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Beyond Brainstorming
When leaders, consultants and managers require ideas, they automatically tend to herd people into a room and conduct a (usually ineffective) brainstorming session. One reason for their ineffectiveness is a failure to consider the impact of group...
Boost Profits: Market to the Gay Community
Research shows that the gay and lesbian market is worth cultivating, no matter what your product or service. Despite the cultural changes during the past fifty years the gay and lesbian market is still relatively untapped. According to GLINN...
Creativity is King in Small Business
In my last article, “The Reality of Buying Wholesale,” we looked at some of the controls that the largest companies in the consumer goods market place on their distribution channels. As we learned, some of these companies make it impossible for the...
Seven Steps to Finding a Job You Love
Today is a great day to begin the journey toward finding a job you will love. Since you are attempting to create a brand new future for yourself, I suggest you give this process some time. Work your way through the steps below over a few weeks. It’s...
You Mean I Need to Promote Myself to Get a Promotion? 5 Promotion Secrets to Get the Job You Want
Time and time again I hear the following from students in my career advancement workshops: “My work speaks for itself…I shouldn’t have to tell anyone about my skills.” “Why did they hire from the outside, I am already doing what’s...
 
Guerilla Marketing

Gather up those bananas, because it’s time to start feeding this guerilla! What is guerilla marketing? Guerilla marketing is an unconventional way of performing marketing activities intended to get maximum results from minimal resources.

Let’s use an example to better explain. Start by hitting the streets of your city with a team of 20 people; scatter them throughout the city at the busiest traffic intersections wearing bright orange t-shirts that read “Squeeze Me”. Then have each of them hold 10 bright orange balloons and a painted Styrofoam orange. Now this would be a great way to get your message out and attract the attention of a potential media source by promoting your new locally made orange juice.


You see, guerilla marketing is all about creativity and psychology instead of experience, judgement, and guesswork. Because of the lack of resources, small business must use a different set of marketing strategies and tactics than big business. The example used above could be conducted at a minimal expense, while advertising on radio or local T.V. stations would cost much more. In addition, the psychological factor is very effective and it makes people talk about what they saw, which in turn draws them into a personal relationship with your product. They begin to talk about the promotion they


saw with their family, friends and others. Soon enough they are strolling along in the grocery store and they see “Squeeze Me” orange juice, so they pick it up and buy it.

You want to utilize your campaign to seek out potential publicity sources. In the above example we would place two of the street promoters at intersections located near the largest newspaper and T.V. stations in town to attract their attention. This can make your guerilla campaign much more profitable and very rewarding in terms of the ROI (return on investment). Guerilla marketers should always use a combination of marketing methods for a campaign, such as new technology and resources that are available.

Focus on creative, conceptual ideas that will have a residual lasting effect on your target. Your promotion should make them think of your product or service long after they encountered your marketing efforts. Guerilla marketing is a success if the campaign has a lasting effect and profits spike shortly after. So the next time you want to promote your product, eat a banana and watch the guerilla grow in you!

© Copyright 2004-2005 www.motivatedentrepreneur.com

About the Author

This article was written by Ryan M. Hoback. Mr. Hoback is founder of The Motivated Entrepreneur, a business incubation and consulting firm.

 

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