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Guerilla Marketing 101 Guide
Guerilla Marketing - Element of Surprise
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One of the reasons guerilla marketing works is that the
methods are often unexpected. Many guerilla campaigns are highly visible, and
contain some sort of element that is unique to the business using it.
Though it is something of a cliché by now, you should be prepared to “think
outside the box” when it comes to planning your guerilla marketing campaign. The
classic, expensive methods of advertising your business should be employed
sparingly, if at all. |
These include:
• Yellow page advertisements
• Newspaper or magazine advertisements
• Radio or television commercials
Think about it: when is the last time you were heavily
influenced by a yellow page, newspaper, magazine, radio, or
television advertisement? The fact is that today’s consumers
are so bombarded with advertising messages,; they’ve learned
to tune out the traditional sources.
As a guerilla marketer, your goal is to catch them
off-guard, and advertise in unexpected places. Many times,
consumers won’t even recognize your marketing efforts as
advertising.
The good news is: you can usually do this for a fraction of
the cost of traditional advertising venues. Guerilla
marketing trades effort for money. You will work harder on
your marketing than a mega-corporation with a million-dollar
ad budget, but if you are persistent and creative in your
efforts, they will pay off.
It Pays to Be Different
Remember the old Arby’s slogan: “Different is Good”? This
catchy little phrase could serve as a basic premise for one
of the primary reasons guerilla marketing tactics are so
successful.
You might have a product or service that is completely
unique. However, the chances are greater that you’re
competing with dozens or hundreds of other businesses for
the same market share. One of the strengths of guerilla
marketing is the ability to capitalize on the aspect or
aspects of your business that make you different—and
therefore worthy enough for consumers to spend their
hard-earned money on your product or service.
So, what’s different about your business? Here is a brief
list of possibilities to investigate. Your business might
offer:
• The best, friendliest, or most attentive customer service.
• The lowest prices.
• Products that are higher quality than the competition.
• A wider range of products than other businesses in your
area or field.
• The simplest ordering methods.
• Fast, convenient, and/or reliable delivery.
• More expertise in your area than your competition.
• The most informative and easiest to navigate website.
This aspect of your business is sometimes referred to as
your USP, or Unique Selling Proposition. Once you have
determined your USP, you know what makes your business
different—and different is good!
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