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In parts one and two of this series we discussed the definition of guerilla
marketing and why it might be worth considering for your small business. Now
we’ll take a look at guerilla marketing methods, many of which you will already
know about and possibly even do. Here are some ideas when considering this
approach:
Offer free information. This is a tried and true technique
of building relationships with your customers and getting them to come back for
more. You are positioning yourself not just as a vendor to your customer, but as
an expert in your field. Therefore, you become a valued resource to your
customer, which goes way beyond simply the service or product you provide.
Gather information. In order to use effective marketing
techniques, you’re going to need basic information from your customers. Make
sure you have a feedback feature on your website so your customers can instantly
ask questions or make comments. This serves as an excellent way to collect
e-mail addresses, phone numbers and additional pertinent information needed to
grow your business.
Develop take-home packets. The purpose of this is to have a
marketing tool that the customer can take away and feel as if they’ve been given
a gift. Some businesses offer these in the form of a thank-you packet that is
given once a customer has made a purchase. They’re usually in a professional
looking folder, enhanced with a logo on the outside to personalize it. These
packets can include a letter, a “gift” in the form of a free service, additional
educational materials, or maybe notices on future sales or special offers. There
are no set rules, and you can think of what your customers would see as a
special bonus or benefit. These can be given at the point of sale, or used as
promotional pieces at community functions. Again, there are no limits. Let your
creative juices flow to come up with the perfect piece for you.
In the next part of this series we’ll take a look at additional examples of
guerilla marketing that might work for your business. | 
