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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

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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