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No, this is not your father’s world of marketing. We are bombarded daily by
marketers trying to get out their messages through our computers and iPods,
emails, smart phones, instant messaging, magazines, TV, radio, newspapers and
more. It can be mind-boggling. In the previous part of this series we took a
look at the definition of guerilla marketing, and what forms it can come in.
We’ll now discuss the purposes in using this type of marketing in order to
strengthen your business.
The point of guerilla marketing is to be creative, and think “outside of the
box” that confines traditional marketing. In fact, you may have come across the
term, “old media," which refers to radio, TV and metropolitan newspapers.
Marketing experts generally recommend these methods for larger businesses.
According to many marketing gurus, small businesses have distinct advantages in
using guerilla marketing over larger companies. Why? Because theoretically, you
can obtain publicity easier than large customers because you are more flexible,
and you often have better and more personal relationships with your
customers.
With this in mind, when considering a guerilla marketing approach, you will
want to think about the community contacts you have, both in your professional
and personal life, and how these contacts might be sources for publicity.
Another point of guerilla marketing is that it’s often very inexpensive or
even free. The biggest investment on your part is your time and energy. Your
goal is to increase profits, form new relationships within your community and
also use current technology as a tool to empower your marketing.
In the next part of this series, we will discuss specific examples of
marketing ideas you can do to help stimulate visibility and drive home more
business. |
