Marketing is many, many, many things all working to support one another and to touch your customers many times. And yes-I meant to say “many” that many times. Marketing is a process, not an event; you have to think marketing all the time. All to the items that can be simple marketing tactics. They don’t even have to cost anything. That’s the beauty of guerilla (A member of an irregular armed force that fights a stronger force by sabotage and harassment) marketing. It uses time energy, knowledge, information and a whole lot of imagination rather than writing big checks. Here’s a quick review of 10 guerilla marketing tactics that can be employed with little or no money, and are sure to give you results.
1). STAGE A PROTEST FOR “GOOD CUSTOMER SERVICE”:
Imagine what would happen if you had picketers outside your place of business with picket signs that read, “we are protesting good customer service at this location!” or “ This place is full of nice people interested in customers!”
First, you will get noticed. Second, you may get coverage by local media. Stage a repeat visit of the protesters and next time publicize their intent of returning. You never know who might take notice and what it will do for your business.
2). CONDUCT A RANDOM ACT OF KINDNESS:
Pay the toll the car behind yours and ask the toll collector to give your business card to them, telling them you paid their toll. It’s a low-cost guerrilla marketing tactic that has imagination written all over it.
3). NOMINATE YOURSELF FOR AN AWARD:
There are many awards given by many organizations that accept self-nominations. Use the award designation as part of your bio when speaking or when writing an article. Prospects love “award winning” people and business.
4). AWARD A “CUSTOMER OF THE MONTH” AWARD:
Customers like attention, especially if they are in a special group. Award a plaque or certificate; these won’t get thrown away and will remain at your customer’s place of business as a remainder of their relationship with you.
5). TIE YOURSELF TO A NEWS EVENT:
This can also be a current event covered by the newspaper. I do this by reviewing Super blow commercials as a marketing expert and get free press out of it. Find a news story and issue a press release to publications, radio stations and television stations, offering yourself as an expert to comment on a related subject. It’s one of the best ways to get free PR.
6). PROVIDE SPECIAL ATTENTION TO TRADE SHOW ATTENDEES:
Do this the night before a trade you‘re attending. Hang door hangers on hotel room doors at designated trades show hotels, offering a hook and an announcement or a special offer. Leave bags of candies, aspirin, and insole pads for shoes or a cloth carry bag to collect trade show information in. your competition isn’t doing this, so you will be noticed and thanked if you put yourself in front of your prospect again.
7). HOLD A WACKY CONTEST:
You can announce the contest to your prospects, customers and the media. You can then announce the winners to the media and hopefully get press each time. Have multiple winners to delight multiple customers. Contests can be wacky and imaginative: a messy desk contest, ugly tie contest, pet /owner look-alike contest, etc.
8). COUPON OFFERS:
Even use the back cover stock to print an offer. Pass out notepads with coupon offers intermingled in the pages. I know of a printing company that partnered with a pizza company and placed a coupon for a free pizza an increase in business with these giveaways.
9). CREATE A FUNKY HOLIDAY:
Today is “Orange hair day,” or “give Ice-Cream to a friend Day.” These are made up and from a brainstorm session. Your holiday that cross promotes your business, service or products are only limited by your imagination. Don’t forget to publicize it, announce it, market it over and over, and have fun with it. You will definitely get noticed.
10). CREATE A UNIQUE ASSOCIATION:
Imagine appealing to a target group, getting members, receiving paid subscriptions, offering a set of benefits, and being at the center of attention. I have often thought about creating the National Listeners Association or the take Fridays off work association. Remember: you are trying t again attention and awareness that eventually turns into sales. Also remember you are a guerrilla marketer without a blank check book to spend on marketing.