“I hated every minute of training, but I said, ‘Don’t quit. Suffer now and live the rest of your life as a champion’.”
“I hated every minute of training, but I said, ‘Don’t quit. Suffer now and live the rest of your life as a champion’.”
Below are 6 photography marketing ideas ranging from giving back, being a prize, to advertising ideas like hosting classes and cross promoting your services.
Showoff Your Work
Your work will be your best marketing material. Print your best photographs onto postcards. Team up with other businesses to cross promote your services – where they display your marketing material and you share theirs.
Be The Prize
Get your photography service in front of new people by offering it up as a prize. Schools, small businesses and charities are always on the lookout for prizes they can giveaway at local parties, fundraisers, or award shows. Contact them and offer a “VIP Photography Session” as a prize they can offer. This not only gets your services in front of other people, but will make people see highly of you as you are a “prized” service.
Or how about hosting your own contest, arranged with other small businesses. For example if you are a wedding photographer, hold a contest with wedding planners, a gown boutique, catering, with a full wedding package prize – a contest that a lot of people will be wanting to enter. Though you’ll have to giveaway your service for free to one lucky individual, you get your service promoted to a whole lot more. Plus during the entry of the competition you’ll ask for peoples contact details, which you can use after the contest to see if they would be interested in hiring your services. Also if you have an entry fee, this can be a nice little bonus – one that you can keep or donate.
If you are a portrait photographer, host a contest with a nail/beauty/tanning salon, and a spa – the prize being the ultimate pampering experience.
Another way of getting your services noticed in your local community is to hold classes. Not only will you integrate yourself into the community and spread the word about your photography, you’ll also be seen as an expert in your field.
One of the best marketing ideas for photographers, or any business for that matter, is to giving back to the community. Not only are you doing good for your local area, but you generate awareness about your business. Some ideas include:
Branded USB Stick
Instead of giving your clients a DVD of their photos, have USBs branded with your name and website address. Friends and family who see the photos on their computers will also see the thumb drive, or they can pass it along to their friends to share the photos.
Online Photography Marketing Ideas
Your website is a powerful tool in getting new clients.
Linking The Real Word and The Digital World
Contact local events and gain permission to come down and take photos. When you are there take the photos and then hand out your business card so people can go to your website and find the photos of themselves that they can keep.
When people search “photographer your area” you want your site to be at the top of the search results. It is said that the number one spot on the search results page gets 80% of the traffic – so it pays to be in the top results. There are two things you can do to boost your rankings.
a) Include as much local information on your site as possible. This helps the search engines know you represent a certain area. Put up your address (on the contact page, and at the footer of every page), include a Google map, have some articles about your local area.
b) Contact other local blogs and websites and offer them articles they can put up on their sites. These articles will have links to your site. These links act as referrals when it comes to search engine rankings – so the more you have, the higher you can rank.
One of the most cost effective photography advertising ideas is PPC (Pay Per Click) Advertising. This is when you pay the search engines like Google to display your Ad every time someone search for something like “photographer your location”. It is highly targeted, so you don’t waste money, and inexpensive. You only pay when people click on your ads – costs start at $0.05 per click and go up depending on how many photographing servicesare trying to advertise for your specific area/search term.
It can be quite hard to get new patients for a dental office as 1) people usually only get a check up once every 6 months or so, and 2) they usually stick to the dentist they have and would have little reason to change. Here are a few advertising and marketing ideas for dental offices that can help persuade and bring in new patients through the door.
One of the best dental advertising ideas is to get noticed in your community by giving back. This can be done by visiting and giving free checkups to retirement homes, or orphanages. Show people that you really care about your patients by giving healthy giveaways. Talk to schools, and see if you can donate toothbrushes to kids in science classes as they learn about calcium and teeth.
Find The Newbies Dentist Marketing Ideas
This is a more guerrilla marketing tactic. New people, who have moved into town, will be in need of new services like dentists. If you get in first with the right message and a professional attitude you can solidify the relationship early on.
Finding people who have just moved to town isn’t’ going to be easy, or cut and dry. If it were, a lot of businesses would be doing it. As no one will be doing it – this allows you to get in front of them first.
1st Create a special brochure/postcard with a welcoming message like: “Welcome to the neighborhood from your local dentist”.
Some ideas on finding these new people:
Timing: Families with kids will generally try and move around the summer time to get their kids ready for the new school year
Word of Mouth Dental Practice Marketing Ideas
If people are looking for a new dentist, the top two ways they will find one these days is through referrals from friends and family or by going online. Referrals from other people they know will be the most likely reason they choose a new dentist as it is a trusted source. So word of mouth advertising is the most powerful form dental advertising.
The way to build word of mouth value for a dental practice is through existing patients. Having top quality service, from dental procedures, to reception manners, helps ensure existing patients will talk favorable about you to their friends.
Any unique tiny touches also help build this:
Online Dental Marketing Ideas
Alongside word of mouth, the internet is another area that will most likely be used by people looking for a new dentist. There are two ways in which you can boost the likelihood your website will be seen by these people. These two online dental office marketing ideas can be a major factor in getting new people into the clinic:
When people search “your location dentist” you want your website to be sitting at the top of the search results. There are two ways to boost your rankings:
1. Add location specific information to your website. Things such as your address, a Google map, and articles about your local area, will help the search engines match your website to your location.
2. Get other websites to write about your services and link to your website. These links act as referrals for your website, and the more you have the higher you will rank in the search engines.
Paid Local Advertising
PPC (Pay Per Click advertising) is when you pay a search engine like Google to display your ad either A) when someone searches for “ your location dentist” B) someone from a specific town searches for anything related to “dentist”. PPC advertising is a highly effective form of advertising because it is very targeted, ensuring you don’t waste money. It is also relatively inexpensive. You only pay when someone clicks on your ad: costs start at $0.05 per click and can go up to a few dollars or much more, depending on how many dental practices are looking to advertise in your area. This makes it one of the most effective dental marketing ideas and strategies.
image credits: Marco
When it comes to a restaurant, what you are selling is an experience. Whether that is fast food, fine dining, or a specialty food (Italian, Indian, Cajun). So your marketing and advertising efforts need to be focused on bringing that experience in front of people. Below are 7 restaurant marketing ideas that will showcase what your restaurant has to offer.
Be the ‘Prize’
Spread the word of the restaurant by offering it as a prize. Contact small businesses, award shows, schools and offer prizes such as “VIP dinner for 2”, that they can give away at charity events, company dinners, fundraisers, etc. The great thing about these kinds of restaurant marketing ideas is that the restaurant is put on a pedestal in front of a lot of people.
A way of bringing your restaurant’s experience to new people and integrating yourself into the local community is to host cooking classes. These can be for adults or kids – they can be classes on making food or drinks. These classes can be held at the restaurant during slow periods, or at local colleges.
Create Unique Signature Menu Items
Apply branding to your menu by creating a unique item that gets people talking about the restaurant. Use your local area as inspiration: “West Valley Egg Rolls”, “Chester Hills Fruit Smoothie”. These can be simple menu items, the power comes from the branding – the naming of the dish. Take these items and use them in your marketing efforts – include them in your cooking classes, tasters, website, etc.
Choose a slow day in the month to host an open day. This is a marketing effort to get people into the restaurant to experience what you have to offer. Offer tasters of your best dishes, your signature drink, have some live entertainment or hold a fundraiser for a local charity.
Instead of getting people into the restaurant for an open day, why not bring the food to them. Utilize the foot traffic outside your restaurant by giving out tasters.
You can even utilize your own guests in the restaurant. Before offering them the menu, or when people are waiting on their food, offer them a taster of a specialty food or drink (one that has a high profit margin). If it is something they enjoy they will either order it right there and then, or the next time they visit boosting your revenues.
Family & Friends
Are there any restaurant advertising ideas or promotions you can do to get people to bring other people into the restaurant? For example if there are any slow afternoons or evenings during the week hold a promotion to get people through the door:
Online Local Restaurant Marketing and Advertising Strategy
Your website can be a powerful tool if it is structured to target your specific location. Having things such as:
will boost your website in the search results when people search “*your location* restaurant”.
Another way of boosting your ratings in the search engines and also get seen by new audiences is to target local blogs and websites. You want to have these sites write about you, and link to your website. The more that is written about you, and the more links you get, the higher up in the search results you’ll appear.
Other effective online advertising ideas for restaurants include using PPC (pay per click advertising). This is where you pay a search engine like Google to display your ad every time someone searches “your location restaurant”. Because it is so targeted, it is a highly effective and low cost advertising strategy – clicks start at $0.05.
Don’t forget to have excellent photos of the restaurant, food, drinks, and signature items, so when people do visit your site, they’ll have no choice but to pay a visit to the restaurant.
image credits: Nathan
From personal outsourcing, solar power energy companies, to fusing fashion with technology the companies below have used innovative business ideas to create successful enterprises.
Innovative Business Idea #1: Personal Outsourcing Service Portals
Talent brokerage websites are becoming ever more popular. These are sites that link together people with skills to people who need work done. Two of the more popular sites are Elance and oDesk. These sites host peoples’ profiles, from writers, web programmers, to designers, video producers, and marketing consultants. People in need of services can go to these web portals and easily hire people from all around the world. An entrepreneur can get a logo designed for a few hundred dollars from a graphic designer in the Philippines. A website owner can hire a writer in India to write 10 articles for their website for $50.
Elance and oDesk provide a wide range of services. There are also a number of startups that have tailored their websites to a specific niche. The Content Authority focuses only on writers, Fiverr only offers $5 services, while onlinejobs.ph offers freelances only from the Philippines.
Innovative Business Idea #2: SunRun
Solar power has always been a hot industy. A lot of new companies have entered the arena trying out different business models. One such company is SunRun. A solar system for a home is quite expensive ($30,000++), so SunRun will pay for the system, install it, and then will charge you for the power used (at a cheaper rate than what you would pay your electric company). If the solar panels generate more power than you use, you’ll earn credit which can offset future bills.
Innovative Business Idea #3: Fusing Fashion With Technology
As tech devices become smaller, faster and more powerful, startups are looking to integrate them into fashion (or even directly into the body). This provides a number of innovative ideas for a business startup.
South Korean designer Soomi Park has taken LEDs and fused them with cosmetics to create light up eyelashes. As larger eyes are seen to be more attractive in women (many women in South Korea look to cosmetics and surgery to make their eyes look larger) Soomi turned to technology.
Another example of a company blending technology and fashion is Electro-LuminX. They have created ‘Light Tape’ which is a strip of light that is as thin as a credit card, highly durable, and is bendable. If you have seen the latest TRON movie, then you’ll have seen their work. The Light Suits were made using Light Tape.
image credits: Al Pavangkanan
There is a lot of power in online guerrilla marketing if done right. The common mistake is thinking that because there is easy access to millions of people online, that you can blast your message. Whereas guerrilla marketing tactics and the real strategy behind it is to take your time, energy and your imagination to touch and engage people on a one to one level – just like how guerrilla soldiers built the following of populations to support their cause (what is guerrilla marketing). Below are 7 ideas that will help you build that support.
Online Guerrilla Marketing Idea #1: Blog Partnerships
Getting links from other blogs and websites is a must in creating authority for your website. These links act as referrals, references, and testimonies for your website. If other blogs are highlighting your company then people can trust you.
There are two key benefits in the blog partnership strategy. 1) You get your site in front of new audiences. 2) The more links you get to your site, the higher up your website will rank in the search engines. Contact blogs and websites that would be interested in highlighting your story – and write the story for them.
Online Guerrilla Marketing Idea #2: Demos
Giving something away is always a great strategy to getting people to notice and try out your company. This can work in tandem with the blog partnership idea above. Can you create a strip downed version of your product, or a time trial of your service (or a mini service)? These can then be offered to well known blogs to offer to their audience.
These demos can also be used on your own site as a way of people getting to try out your company before they commit.
Online Guerrilla Marketing Idea #3: Link Bait
There are a number of things you can do on your own site to get people to link to your site and highlight you. Once again there are freebies, giving away an eBook, creating an infographic, hosting a competition with an exciting prize, taking on a cause (what is social entrepreneurship), documenting the story of how your product is made/how your service is done.
Once again, the links from the other sites gets your company in front of new audiences, helps build the authority of your site, and boosts your ranking in the search engines.
Online Guerrilla Marketing Idea #4: Your Signature
So we have highlighted the importance of getting links to your site. Another way of achieving this is to go to blogs and forums and comment, providing useful and valuable information. In your signature you can include your company details, or on blogs your author name can be used as a link back to your site. This is the best example of doing guerrilla marketing online – roaming around online and getting your company seen on one website at a time
Online Guerrilla Marketing Idea #5: “I Wear Your Shirt”
There is a tactic called “I wear your shirt” in which you can pay people to make a Youtube video, go out on the street, etc. with your company message on a t-shirt they’ll wear. Fiverr has an army of people who will do this for $5. Whereas http://www.iwearyourshirt.com/ has taken the concept a step further and provide a more robust service as seen in the video below:
Online Guerrilla Marketing Idea #6: QR Codes
Using QR codes is a great way of tying together the real world and the digital worlds together. A great example of this is shown in the video above, where The Milking App brought two cows and handed out warm milk to people waiting in line at the Apple Store for the new iPhone 4Gs. They also gave out cards with a QR code that would take people to the App Store, where people could buy the app. This is a great strategy as people waiting in line would most likely already have an iPhone making it easy for them to use the QR code, and they are the perfect target audience for an App game.
Online Guerrilla Marketing Idea #7: Game Theory
Another great way of increasing traffic to your site and engagement levels is to integrate some form of game theory. For example if you have a forum, create a badge system awarded to people who contribute the most, have special skills, etc.
Another idea is to create reward tiers when launching a product. This can be seen best over at Kickstarter where people offer special goods/services the more they donate to a project. Tim Ferriss also used this guerrilla online marketing strategy during his book launch of the 4 Hour Body. There were different tiers, from buying 1 book to 10,000 books. Here are some examples: “Buy one book and get a digital copy of the 4 Hour Work Week, the Slow Carb Cookbook, and a course with Ramit,” “buy 1000 books and get an 8 day guided ski/snowboarding trip in Argentina, limited edition wine signed by the founders of Twitter, 1 hour Q&A with Tim, 1 year subscription to Performance Menu Journal magazine, digital copy of 4 Hour Work Week, and the Slow Carb Cookbook”.
The further up the tiers you went the more priceless the prizes were: “a 10-day trip to West Bengal with Tim Ferriss and two companions”. Tim also employed a time specific strategy (only in the next 48 hours) to get people to act fast.
image credits: Andrew
In our ‘what is guerrilla marketing’ post we defined guerrilla marketing as techniques and a strategy used by small businesses who have time, energy and imagination as resources rather than large marketing budgets. A small company is flexible, adaptive and able to take a few risks in their communications, whereas large businesses have spent maybe millions and years to build up their brand so they stick to traditional high cost advertising like print and TV ads. Below are 10 inexpensive and effective guerrilla marketing ideas for small businesses.
Guerrilla Marketing Idea #1: Eco-Graffiti
Eco graffiti uses organic means to display a message or a graphic. Some examples include using a stencil and a high pressure hose that washes dirt to create an image, growing moss into shapes and letters, using ecological waste such as leaves and twigs to create an image (hanging them on a fence), or using a fine layer of mud and stencils.
Stefan Sagmeister is a graphic designer who employs a lot of eco design techniques to display messages within communities:
Guerrilla Marketing Idea #2: Using Long Lines
In our guerrilla marketing examples post we highlighted a number of startups and small businesses taking advantage of long lines outside of stores. For example during the iPhone 4GS launch, one iPhone game developer brought 2 cows, gave out fresh milk, and handed out flyers with QR codes that people could easily use to login and buy the cow milking game app.
So if you are selling anything that Apple fans would want, target those long lines outside their stores. Long lines also form outside: stores during Black Friday, highly anticipated movies, concerts, etc. It really depends on your product and service and finding the right target audience in those lines. The great thing about these lines is that the people waiting in line can be easily engaged: they have nothing to do!
Guerrilla Marketing Idea #3: Hijack/Tag Along
Other guerrilla marketing techniques include finding out what is going on today that a lot of people are talking about? For example a clothing store can host a local guerrilla marketing event by putting on their own “fashion week” (a mini fashion show in their store, holding special “runway” promotions) during the New York Fashion Week. A bakery can make special football or soccer cupcakes during the Super Bowl or the World cup. To avoid legal issues avoid using brand names like “World Cup”, instead just make it generic (show soccer balls) – people will easily make the connection.
Why does this work? Because it stands out – seeing a large thing locally engages people.
Guerrilla Marketing Idea #4: Experiential Marketing
Experiential marketing is getting people to experience your product, service or brand in a unique way. This can be a showing off your company in a unique place or during a unique time. One of the spa marketing ideas we wrote about was to make spa drinks (herb and fruit infused water, or fruit smoothies) and hand them out to people walking around outside the store. Another spa idea was to host an open day when the spa would offer free mini services (hand and chair massages, etc.) to get people into and experience what the spa has to offer.
In our post on veterinary marketing ideas, one of the ideas was to show that they really cared about animals by giving out health related giveaways like Frisbees, chew toys that clean teeth, and organic food to pet owners in parks – all of which have the veterinarians contact details on them.
Guerrilla Marketing Idea #5: Social Cause
Integrating a social cause into your marketing campaign, or better yet your business model, provides great word of mouth value. For example, if you own a pet store, November can be a ‘one for one’ month, where the store gives away a toy to a local shelter for every toy bought in the store. For more ideas visit our posts: social entrepreneurship ideas, what is social entrepreneurship.
Guerrilla Marketing Idea #6: Be The Guerrilla
Take a lesson from Silicon Valley founders such as Mark Zuckerberg, Dennis Corwley, Kevin Rose, or over in Malaysia AirAsia’s CEO Tony Fernandes who wear their brand proudly. Any media opportunity you have, or just walking in the street, wearing your own brand is a quick and simple way of getting more eyeballs on your company.
You can get your whole company involved by designing cool, well fitting t-shirts. Hire a trendy graphic designer and design a range of t-shirts with your brand on it – include pop cultural messages, and images to boost the likelihood of people wearing them.
Guerrilla Marketing Idea #7: Sticker Campaign
If your company has a benefit or cause attach to it then look to build an ‘army of thousands’ through a sticker campaign. Just like in designing the t-shirts, have stickers designed with pop culture references and hand them out.
Guerrilla Marketing Idea #8: Permission Placements
Here is an example of an exhibition using guerrilla marketing to advertise their opening. They stenciled the exhibition details onto scrap pieces and placed these makeshift billboards in bookshops, coffee shops, and other places around town. They asked each business beforehand for permission to put them up.
Guerrilla Marketing Idea #9: Projections
Back in the 1970s DJs and musicians who wanted to get their music heard would blast their stereo systems and boom boxes out of their windows at home. The music would be heard all around the block, resulting in the popular block parties. Recent guerrilla marketing tactics have been utilizing inexpensive projectors and projecting images, videos and their brands onto their store walls or other areas around town.
Guerrilla Marketing Idea #10: Digital
For digital ideas such as blog partnerships, search engine rankings, and game theory check out our post here online guerrilla marketing.
If you search online for guerrilla marketing examples you will find a lot of stunts done by major brands like McDonalds, Adidas, and Kit Kat. They are merely one off stunts, which do not rely on guerrilla marketing principles. From our post what is guerrilla marketing, we determined this is a strategy for small businesses that use their time, resources and imagination to come up with unique and unconventional ideas instead of using large marketing budgets. Below you can find examples that can be applied to small businesses.
A real example of guerrilla marketing, one that is applicable to small business owners, is one that is told by Jay Conrad, during a short interview with Inc. Magazine:
What’s a classic example of the genre?
“Instead of using a 32¢ stamp on direct mail, putting 11 stamps — a 6¢ stamp, two 4¢, two 3¢, and six 2¢ stamps — because I think it’s impossible to ignore a letter with 11 stamps. It’s pure guerrilla marketing; it doesn’t take as much money as it does time, energy, and imagination.”
Other Examples of Guerrilla Marketing
The Apple Line
When Apple launches a new product, people will line up for hours, even days outside of their stores. This creates a large line of people who are a captive audience. There is even a media presence as they want photos and videos of people with the new products. As a result, a number of Apple related small businesses (app makers, cases, etc.) have created guerrilla marketing campaigns targeting these lines.
OtterBox: OtterBox creates a range of protective cases for phones, including the iPhone. So there is not a better place or a better time to talk to potential customers than in an Apple line during the launch of their new phone. They gave out a survival kit to people waiting in the line that included granola bars, ponchos incase it rained, and beach balls for entertainment. They even handed out pizza.
The Milking App: The Milking App is a game made for the iPhone in which you get to milk a cow. For their launch they brought 2 cows to different Apple stores during the launch of the iPhone 4GS to interact and engage with the people in the lines. They handed warm cups of milk and promotional cards that had a QR code that took you straight to the app store where you could buy the app. This is great targeting, as people around the Apple store at the time would most likely already have an iPhone, and since they were waiting they would likely scan the QR codes into their phones.
The Magic Touch Of Richard Branson
There are a number of examples of Richard Branson pulling of stunts to gain publicity for one of his ventures. But Richard Branson is a great example of a person who embeds the guerrilla tactics not just into the marketing but also into the business culture at Virgin. The company goes into industries where there a big businesses that do not provide a great service or product. They take on these large businesses and look to disrupt the market. And because they are the new business in town, and don’t have the large marketing budgets like the other players do, Virgin has to use unconventional marketing strategies.
The best guerrilla marketing examples from the Richard Branson playbook, all of which gained publicity for the related ventures are:
Adopting a Social Cause
Adopting a social cause or integrating a social cause into your business model (what is social entrepreneurship) can benefit the company in a number of ways. Not only does it create a strong vision for the company, it also creates valuable word of mouth marketing. Take ‘Give’ drinks for example. They have built their business model around 4 different colored water bottles. If you were to buy a blue Give water bottle at your grocery store, a portion of the sale will be donated to children related charity. Buy a pink bottle, and a portion of the sale goes to breast cancer. This social entrepreneurship model creates a lot of buzz, and loyal customers. You can find more case studies here: social entrepreneurship examples.
Looking for ways to implement guerrilla marketing strategies into your business? Have a look here: guerrilla marketing tactics. For ideas that you can use have a look at our post here: guerrilla marketing ideas and techniques.
Guerrilla marketing is all about creating unconventional marketing solutions through creativity and the resources available to a small business, not through large marketing budgets. In our post, what is guerrilla marketing, we outlined the military background that guerrilla marketing is based on. Below are the 5 guerrilla marketing tactics and principles that stem from the strategies used in guerrilla warfare.
1. Having A Clear Vision: Having a clear vision allows for everything else to fall in place. A clear vision will get everyone in the company lined up and on the same page. What is it your company is trying to achieve? What is the benefit of your product/service (not the features)? Are you looking to create healthier people, liberate people from their desk with new technology, or to empower small business owners to take on large companies?
Target market: A clear vision means having a specific and well defined target market. In guerrilla warfare the smaller army had to know everything about their enemy, the larger army, in order to outsmart and outmaneuver them. When it comes to guerrilla marketing you have to know everything about the people you want to target. In order to come up with imaginative tactics, everything about the target market needs to be known. Since a lot of time and energy will go into executing a guerrilla marketing campaign, the success of it comes down to how well you know the audience you want to target.
Population support: The more specific you can drill down a target market, the more likely you can engage and interact with them. Create a small target audience, as this means you can become their leader. Remember how the small army uses the civilians to their advantage. Your target market can bring benefits too (word of mouth advertising, etc.). Look at how Richard Branson takes on large industries (airline, finance, and telecom), does unconventional marketing tactics (ballooning across the Atlantic) and gathers loyal support from the population, which helps carry him forward to new ventures.
Localized: A guerrilla marketing campaign needs to be highly targeted. It needs to be focused to one location. You want to use the resources you have to its maximum efficiency. Therefore you can’t talk to everyone, everywhere. You need to target a specific person, in a specific place to create a success guerrilla campaign.
2. Being Aggressively Mobile: A small unit is what guerrilla warfare/marketing was created for in the first place. Therefore you need to have a small team, one that can come up with the unconventional ideas, and allocate the resources to execute them. Also the ideas themselves should be on a small scale – as they use fewer resources, able to adapt to change faster, and generate large returns.
Being flexible, adaptive and mobile are the key traits to guerrilla marketing. You can do a lot of small actions, in a short amount of time. Experimenting, and creating results through unconventional means.
3. Making Good Use of Available Resources: The resources a small business will have is the energy and enthusiasm of their people, their skills, imaginations and creativity, time, the company’s equipment, and relationships with 3rd parties. Use everything around you, but only use that which is needed. Minimum resources for maximum results or otherwise known in the start up world – bootstrapping.
Even the target market is a resource. If you engage them in a creative and unconventional way, they will spread the world about you.
4. Patience: Where large businesses use TV and print advertising which can cost millions of dollars, guerrilla marketing is inexpensive and can and should go on and on, outlasting a large million dollar campaign. Small businesses can spend more time planning and coming up with creative ideas to engage people.
5. Integration Into the Company: The whole guerrilla concept should be integrated into the company’s culture. The whole notion of bootstrapping, solving problems with unconventional solutions, and maximizing resources is a mindset that needs to be ingrained within a company. Have a look at how Richard Branson markets Virgin – the whole company culture is about taking on big bloated companies and finding unconventional ways to starting up and publicizing the new ventures.
image credits: G Meyer
A General Guerrilla Marketing Definition: Guerrilla marketing is a marketing strategy that uses time, energy and imagination rather than large budgets to create results. Because guerrilla marketing relies on these 3 things, what you get are unconventional, unexpected, highly engaging, effective and low cost marketing ideas.
Jay Conrad gives a simple example: instead of putting one stamp on a direct mail piece put 11. Anyone who receives one of these direct mail pieces will definitely notice it and be intrigued by it. 11 stamps doesn’t cost any more money than using one stamp – it just requires a little more time, energy and imagination to pull off.
Guerrilla tactics work for entrepreneurs and small businesses because only a small company can be flexible, mobile, and able to react in a fast way to pull off these unconventional marketing methods. A small business is able to take more risks and experiment with their communications, whereas large brands have spent millions, if not billions, and years and years building their brand.
Guerrilla marketing puts small businesses on an equal playing field with large businesses. Because of the effort put into the creativity and simplicity of the marketing strategies, you can get highly effective results. This is the same reason why the tactic was created in the first place – in warfare, to give small armies a fighting chance against larger armies.
A Military Background
The best way to explain what is guerrilla marketing, is to go back to where it originates from: guerrilla warfare. In war, a small army is at a radical disadvantage to a large army. The large army can use their large numbers and brute force to overpower a smaller army. Therefore, for the small army to have a fighting chance they need to do things differently, they can’t use brute force.
How do they things differently?
To see how these war principles convert to marketing strategies have a look at our post here: guerrilla marketing tactics.
For more specific brand examples and case studies have a look at our post here: guerrilla marketing examples.
Two great guerrilla marketing books are:
The Art of War by Sun Tzu available here. This book, written in the 6th century BC, is a manual on war strategies that have been highly regarded, and adapted by business and marketing people the world over.
Guerrilla Marketing by Jay Conrad available here. Jay coined the term “Guerrilla Marketing”, and in his book you can find out ideal marketing strategies for small businesses.
image credits: pixelwhispersnapper