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E-Mail Newsletter Marketing Essentials
If Gutenberg were alive today he would be in publishing heaven! Forget the printing press, the web has fast-forwarded self-publishing in ways that are evolving so rapidly it's becoming difficult to integrate technology and process to leverage the...
If Marketing is an Expense, Then You're Doing It Wrong
What do many companies do when sales are low? They cut costs, all costs, even marketing costs. They say, "Marketing is an expense. We're cutting expenses. Period." WHEN YOU THINK OF MARKETING AS AN EXPENSE In accounting, sure, marketing IS an...
Internet Marketing Strategies That Won't Hurt Your Savings Much
Your new business will benefit a lot from various Internet marketing methods. But you don't have to spend millions of dollars just to get some decent exposure for your company. There are ways to make your business be seen and felt without doing...
There’s More to Marketing ROI (return on investment) Than Meets the Eye
All too often people look at marketing ROI in terms of response rate: in other words, “I sent out 10,000 pieces of direct mail and only got 39 responses which is terrible.” This is wrong think. When it comes to marketing ROI, you have to realize...
Yes, You Really Do Need A Marketing Plan
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Guerrilla Marketing and How It Can Work for You

Guerrilla Marketing and How It Can Work for You

When most people think of marketing, they think of advertising. But marketing is much broader than that. Marketing is everything it takes to get your product or service into the hands of buyers—from product development to product delivery.

Think of marketing as a continuous process, not a single event. It typically begins with creating an identity for your business … a name, logo, tagline, etc. It extends to product/service creation, manufacturing, packaging, advertising, promotions, sales, customer service, shipping and delivery. It can involve any number of tools brochures, direct mail, websites, postcards, press releases and print, radio and TV advertising.

Now that you understand these fundamentals of marketing, you’re ready to engage in guerilla marketing warfare.

Guerrilla marketing is marketing that is unorthodox and often revolutionary. Unlike traditional marketers, guerrilla marketers throw out the rule book and apply creative, flexible strategies to achieve results — rather than money. In a nut shell, guerrilla marketing can help you work smarter, not harder. And it can save you time and money.

Here’s a good example of guerrilla marketing: A new home security business wanted to gain clients as quickly and cost-effectively as possible in a market dominated by a well-established competitor. The rivaling company offered basic service, but had


built a reputation for outstanding customer service.

To overcome this competitive challenge, the home security business decided to offer a more comprehensive product and included a 100-percent, money-back satisfaction guarantee. It also offered free security seminars to neighborhood watch groups, discounts for referrals and complimentary security audits to customers who signed up for a time period. The new approach worked like a charm. Within several months of opening, the business received double the amount of customer sign-ups it had originally anticipated.

Here are some simple ways you can you capitalize on guerrilla marketing:

Invest time, energy and creativity into marketing, instead of money.
Use a blend of marketing weapons, instead of a single tool.
Carefully focus all of your marketing tactics, instead of using a random approach.
Tailor marketing messages to individuals, instead of groups.
Focus on making long-term relationships, rather than sales.
Form mutually-beneficial business partnerships.

For more information about guerrilla marketing, visit www.gmarketing.com or contact Kate Smalley at 203-641-3739 or kms@connecticutsecretary.com.


About the Author

Copyright 2005, Kate Smalley
Connecticut Secretary – Business Transcription Services
http://www.connecticutsecretary.com
kate@connecticutsecretary.com

 

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Marketing knowhow from professionals. Newsletter, articles and how-to's.
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