Guerrilla Marketing Unveiled: A Game-Changer for Small Businesses
Guerrilla marketing gets its name from guerrilla warfare. In warfare, it's about raids and ambushes. In other words, it's all about the element of surprise.
When I think of guerilla marketing I think of life-size King Kong footprints on the beach to promote an upcoming film (something a friend of mine once did for his job in California).
But after reading the updated version of Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business, you might be surprised about how accessible some of it is for your business.
While the book I mention is not a new one, it seems to be one of the best on the topic (according to my Google search at least). Here are a few notes I took from it:
- 98% of all purchasing decisions made in the subconscious mind
- Repetition is paramount!
- Marketing is a process, not an event.
- More than half of your marketing should be devoted to your current customers
- 68% of all business is LOST due to apathy after the sale.
So, in order to Unleash the Power of Guerrilla Marketing...
... you'll need to familiarize yourself with the tactics. This way, you can take advantage of this cost-effective way to grab (and maintain) attention.
Let's explore how small business owners can use guerrilla marketing and when it's wise to enlist the help of experts.
Effective guerrilla marketing tactics for small business success:
1. Social Media Savvy:
Small businesses can leverage the power of social media to create engaging and shareable content. Quirky videos, attention-grabbing images that are share-worthy can help increase your brand visibility. Engaging directly with the audience through comments and messages builds a sense of community and loyalty.
2. Localized Guerrilla Tactics:
Harness the strength of local connections by partnering with neighboring businesses or influencers. Collaborative promotions, events or joint ventures amplify your reach within the community, attracting local customers and fostering brand loyalty.
3. Street-Level Creativity:
Take to the streets, quite literally, by using public spaces for eye-catching displays or messages related to your business. Whether it's chalk art on sidewalks or temporary installations, the goal is to capture attention and leave a lasting impression.
4. Word-of-Mouth Wonders:
Encourage your existing customers to become brand advocates. Implement referral programs, loyalty incentives, or simply provide exceptional service that compels customers to share their positive experiences with friends and family.
5. Stunt Marketing:
Surprise and delight your audience with attention-grabbing stunts. Whether it's a flash sale, an unconventional event or a captivating performance, stunts create memorable moments that customers will associate with your business and brand.
6. DIY Marketing Materials:
Design business cards, flyers or brochures that stand out from the crowd. Unconventional shapes, materials or a creative tagline can make your marketing materials memorable and increase the chances of being kept or shared.
7. Tactical Vehicle Branding:
Transform your vehicle into a moving billboard. Invest in creative decals or wraps that showcase your brand and catch the eyes of potential customers as you navigate through the city.
8. Guerilla Giveaways:
Surprise your target audience with guerrilla-style giveaways. Distribute branded items, samples or discount coupons in high-traffic areas to create a buzz around your business.
9. Publicity Stunts:
Plan and execute attention-grabbing stunts that have the potential to go viral. These could range from quirky events to creative challenges that generate interest and media coverage. Consider hiring a character that aligns with your brand. For example, maybe you hire a Joan Rivers impersonator for your fashion event on a red carpet.
When to Call in the Cavalry: Hiring Experts for Guerrilla Marketing
While guerrilla marketing is known for its DIY ethos, there are situations where bringing in experts can be a game-changer for small businesses.
1. Limited Resources and Expertise:
If you lack the time, expertise or resources to execute guerrilla marketing campaigns effectively, hiring professionals can ensure that your efforts are strategic, well-planned and yield the desired results.
2. Need for Innovation:
Guerrilla marketing requires a constant stream of fresh and innovative ideas. Marketing experts with experience in this field can inject creativity into your campaigns, ensuring they stay ahead of the curve and resonate with your target audience.
3. Legal and Ethical Considerations:
Some guerrilla marketing tactics, if not executed carefully, can raise legal or ethical concerns. Professionals understand the regulatory landscape and can guide you to avoid pitfalls that might damage your brand reputation.
4. Scaling Up:
As your business grows, the complexity of marketing campaigns may increase. Experts can help you scale up your guerrilla marketing efforts, ensuring they remain impactful and aligned with your evolving business goals.
5. Strategic Planning:
Guerrilla marketing isn't just about random acts of creativity; it requires strategic planning. Marketing professionals can help you develop a cohesive and integrated guerrilla marketing strategy that aligns with your overall business objectives.
To sum up Guerrilla Marketing
Guerrilla marketing can offer a dynamic and budget-friendly approach to stand out in a crowded marketplace. However, when you find yourself overwhelmed with the dizzying array of options and you know you want to have a strategic effort that brings you results, you might consider hiring marketing experts. Doing so can be a smart investment that pays off in the form of increased brand visibility, customer engagement and business growth. Got questions about it? Reach out here.