Guerrilla Marketing and Patience

Guerrilla Marketing and Patience

So, you’ve done your research, created a great Guerrilla Marketing plan, carefully selected your weapons and launched your campaign. Your website, mailings, telemarketing, trade show booth, advertising, publicity, sales presentations and so-on, are cohesive and consistent. At this point, what is the element that will play a big role in your success or failure?  Your patience.

Impatience on behalf of the business owner (or agency), more than any other reason, will cause an extraordinary Guerrilla Marketing effort to fail. Which marketing weapon gets the credit for moving the prospect from off the fence and onto your customer list? It’s your patience (Weapon #189) that wins the laurels for the profits generated by your marketing.

It takes a unique person to stay the course while efforts may fail to hit home. It takes remarkable talent to remain with the marketing program when instant results are not produced. Great Guerrilla marketing people know there is no challenge they cannot surmount. They have more patience than their competition. Their behavior is demonstrated in both their restraint from making changes in their marketing programs and their willingness to continue executing a marketing strategy even in the absence of quick financial strokes.

You pick a niche and aim for it, marketing over and over. Eventually, the niche is occupied and dominated, the marketing goals attained. It didn’t take genius as much as it took steadfastness.

Your life will be filled with frustration and anxiety if you expect your Guerrilla marketing, brilliant or otherwise, to produce superb results instantly. But if you give your program the time to penetrate minds and motivate behavior, to persuade and create desire, you will discover that marketing does indeed work and that patience is the age-old secret of success.

Guerrilla marketers are positive that they will not fail and they can do the job they set out to do if they concentrate upon the results down the road rather than the current state facing them.

Many small businesses are run by people who intently focus only on right now. Guerrillas understand that now is insignificant compared with what they will hew with their patience. This farsighted approach illuminates the way to their goal and they appreciate the journey to their goal. This is the mindset of the Guerrilla.

Success comes to those who market if they; begin with a plan, continue breathing life into that plan, continue to test and research and if they have the patience to move beyond the need for instant results.

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"At the outset, you won't have any way of knowing whether your plan is good or bad, except for low-cost testing, your own intuition, and counsel of others in whom you believe.  But once you believe in your plan, you've got to back your belief with patience.  Patience is commitment."

Excerpted from – Guerrilla Marketing / (Kindle)

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Balancing Guerrilla Style and Substance

Balancing Guerrilla Style and Substance

Which matters most in your marketing – style or substance? The ideal answer is both. With its style, it conveys your identity and captures the attention of your targeted audience. With its substance, it makes essential points and motivates that audience.

Well-informed Guerrilla marketers see to it that both their style and substance are obvious but that their product or service always has the starring role in their marketing. You don’t want the marketing that everyone is talking about, but they have no idea who the company or product is. Equally, you can have great brand or product recall but little or no sales impact because your marketing entertains but doesn’t motivate.

Guerrilla marketers understand that entertainment takes a back seat to selling and substance. Think of your marketing from your sales people’s perspective – you wouldn’t ask them to start their presentation with a song and dance routine. You want them to succeed because of the style they use to provide substance, not because of the style itself.

The overriding concept in your marketing should be to present substance and do it with style. That means the emphasis is on the substance. The readers, viewers and website visitors remember the substance. Checks get written, credit cards used, and orders placed because of the substance. 

"Creative" marketing experts are often trained to create a gorgeous picture, a rhyming headline, or a flashing website when they should be trying to create an eye-popping upswing in your sales curve. That sales curve is your responsibility and your key to business success.

Remember, if "creative" ideas cost you more than they earn for you, something is wrong with the equation. The equation should read, "creativity equals profits." In Hollywood terms, your seeking to create a blockbuster movie, not an award-winning movie that loses money because hardly anyone was willing to pay to see it.

Substance consists of both facts and opinions. It communicates both features and benefits. It is as specific as it can possibly be. And it effectively utilizes both words and pictures.

Style makes marketing enjoyable to read and hear. Or at least it makes marketing digestible.

Given the relationship of substance to style, put your money on substance every time. Most businesses should not even think of selling with style at the expense of substance. Many have tried. Most have failed. Your task: stress your substance but do it with style.

Be aware that there are exceptions to this rule. If, for example, the very essence of your product or service is its style, you may want to convey that style as its primary benefit. In that instance, the style is the product or services’ substance. 

Remember, your goals because your competitor, that’s selling to your customers and attracting your prospects, has profits on their mind. 

Want To Learn More About Guerrilla Marketing?

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"Guerrillas have only one definition of creativity in marketing: something that generates profits for their business.  Big profits?  Very creative."

Excerpted from – Guerrilla Marketing / (Kindle)

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The Designated Guerrilla Marketer

The Designated Guerrilla Marketer

Running a small business means knowing exactly what you've got to do and know you don't have enough time to do it all well. Guerrilla Marketing can propel your profits, but you must take the steps to activate and maintain the process. Marketing succeeds when time and energy are devoted to it regularly. Insight, understanding, savvy and skill are useless unless action is taken, and somebody is paying close attention to the marketing process.

Maybe that somebody will be you. But perhaps you're too busy attending to the details of operations, finance, production, sales or service. If that's the case, that somebody should be your designated Guerrilla Marketer. Select that person from within your company or from the outside and choose someone who has the expertise, interest, desire and time to mastermind your marketing.

There are lots of hired guns who will be delighted to eat, sleep and obsess over your marketing. Just be sure you find someone who will approach the marketing function in true Guerrilla style - with enthusiasm, confidence, high energy, and a killer instinct. If the person running your marketing now doesn't have those attributes, get yourself a Guerrilla Marketer.

Marketing, for all its sophistication, is just like a little baby in that it needs constant attention and thrives best when it is nurtured and guided. Unless you or your designated Guerrilla Marketer provide this parenting, your company will begin to fade from your customers' and prospects' minds.

The companies that get into trouble are often those that establish marketing momentum, then decide it's working and remove their attention from it to move on to other things. Guerrilla Marketing is a continuing connective process and not a series of disconnected events. 

Your designated Guerrilla Marketer should be a person who knows the many marketing weapons available to you, which ones are free or very low cost, what your competition is up to, and what kind of new technology can help you.

Your designated Guerrilla Marketer should be someone who shares your vision and absolutely loves every aspect of marketing. If you don't have a good one, you're going to miss a lot of opportunities. You'll constantly be in a position where your marketing must react rather than act. And the spirit of your company will never come shining through.

If the person you need to shepherd your marketing doesn't quite know how to plan, launch, maintain and succeed with a Guerrilla Marketing attack, train them. You don't have to be a born Guerrilla Marketer, it can be easily learned. There are books, courses, this blog and annual Guerrilla Global Summits that can give a bright person more solid and realistic information about Guerrilla Marketing .

How much time should your designated Guerrilla Marketer spend attending to the actions required by Guerrilla Marketing? The most time will be necessary at the outset, when the research and planning is done. Less time will be required during the launch phase, when the weapons are fired. And still less time, but constant time - must be devoted as you sustain the attack. That time will be devoted to three tasks: maintaining the attack, tracking your marketing efforts, and developing improved marketing.

Of the many reasons for business failures, an inability to market aggressively and constantly ranks right near the top. When that happens, the finger of fault always points to the Owner/CEO - the person who is too busy with other business functions to give proper attention to marketing, too egotistical to delegate the function, or under-educated about the power of marketing and unaware of the need for consistent attention and nurturing. 

The successful Guerrilla business owner realizes that it's rare for time to be spent more valuable in the pursuit of profits and success.

Want To Learn More About Guerrilla Marketing?

From strategies to tactics, we'll introduce you to valuable ways to learn more.

"Guerrillas often start with a big goal, a plan, and only part of the resources they need to reach that goal.  When they get stuck, or come across a challenge, they don't back off or try an easier route.  They inventory what they need to learn or discover to take the next step and they intensely focus on that competency until they master it."

Excerpted from – Guerrilla Marketing Remix / (Kindle)

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Guerrilla Shine During Holiday Returns and Exchanges

Guerrillas Shine During Holiday Returns and Exchanges

Most businesses view returns and exchanges as a hassle and/or burden to their business.  Guerrillas see them as opportunity.  This is their chance to meet and exceed the customers’ expectations.

Be friendly and welcoming of their return or exchange.  This is your time to be friction-less.  The customer has in the back of their mind that this might be a hassle and Guerrillas know that and treat the customer with extra appreciation to break through that friction and create a relax and enjoyable experience.

  • Be well staffed. If you have a line – offer bottles of water, a snack or anything appropriate.
  • Exclusive Valentine’s Day offer (encourage them to come back)
  • Fusion/Affiliate Partner offers (example, if you run a bakery, this is a great time to offer samples to your neighboring businesses that have customers doing exchanges – it’s a win-win for both businesses).
  • Offers for Today Only (they’re in your store or on your website – make it irresistible for them to shop with you).
  • Bring A Friend Offer (a promotion for you customer and a prospect).
  • Thank you gift and a follow-up card (the purchase may not have worked but this is your time to be memorable).

Remember: you may be dealing with the gift recipient and this is your chance to wow them and introduce them to your store/site and connect with them (ask them if you can stay in touch with them, offer then a discount when they sign up for email list).

Survey, talk and listen to your customers. These customers have a gold-mine of information that will help you grow your business and Guerrillas want to do everything possible to know and understand their wants, needs and dislikes. After you have made it very clear that you welcome their exchange or return:

  • Ask your customer about the product and track their feedback.
  • If there was a problem with the product, you want to go over the top to exceed their expectations as you correct the situation.
  • Send them a survey with a thank-you offer.
  • If the product is being returned because they didn’t like it, you need your back-end system to track that so you don’t market that same or similar product to them in the future.

Customers want to be known and they want to be appreciated. This is your opportunity to leverage your Guerrilla expertise and make long lasting connections.

Want To Learn More About Consumer Behavior?

Our Guerrilla and Consumer Mind/Behavior course will introduce you to valuable ways to discover the purchasing process and more. To learn more, click here.

“When you ask the right questions, consumers will tell you what to do to make your business more profitable.  Simply by listening to consumers, you will do the smart thing far more often than if you simply decide to go it alone.”

Excerpted from – Guerrilla Marketing / (Kindle)

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Be The Solution To The Problem

Be The Solution To The Problem

Guerrillas know that it's easier to sell the solution to a problem than to sell a positive benefit. That's why they position themselves as problem-solvers. 

They see themselves through the eyes of their prospects and focus on the problems confronting their prospects. Guerrillas then offer their products or services as solutions to the prospects’ problems.

Almost all people and companies have problems of one sort or another that they would like to solve. Your job, as a Guerrilla, is to spot those problems.  Guerrillas aren’t satisfied with the problems they know, they are always seeking to learn more. One of the ways to do this is through networking. You can also learn of problems that require solving at trade shows, at professional association meetings, through prospect questionnaires, and even sales calls. These interactions are not the time to toot your own horn, but to ask questions, listen carefully to the answers, and keep your marketing radar attuned to the presence of problems.

A prepared Guerrilla takes that knowledge and talks to the prospect about their unique problems and provides their service or product as the solution to end the prospects’ predicament.

Think about your own purchasing decisions.  Do you walk into the store, look at a shelf with ten different products that do the same thing and close your eyes and grab one?  Most likely, you look at the products and buy the one that claims to solve your problem.

People don’t buy toothpaste; they buy fresh breath, white and healthy teeth.  People don’t buy shampoo; they buy clean, shiny, manageable, great-looking hair. That means selling a benefit. Shampoo makers achieve profits by reassuring people that their shampoo cleans hair, then stressing that it solves the problems of dull, curly, straight, frizzy, flaky, color-treated, dry, oily or unmanageable hair - a benefit and a solution to a problem.

Look around your home or office and notice the solutions that you’ve purchased.

Products and services that are enjoying success are those that help people quit smoking, lose weight, earn more money, improve health, grow hair, eliminate wrinkles, and save time. These are problem-solving products and services and savvy businesses accentuate the positive while positioning that they and eliminate a negative.

It’s important to sell the benefits of your products but Guerrillas realize that the benefits importance is generally overshadowed by the problems confronting a prospect. Once your product is seen as a problem solver, you'll find that the task of marketing and selling become a whole lot easier.

Prospects don't really care about your company; they care about their problems. If you can solve them, then prospects will connect with and care about your company, and they'll want to buy what you are selling.

Your biggest job is to be sure your products and services do the same. Perhaps you'll have to undergo a major re-positioning in marketing message. That's a worthy effort if it improves your profits.

Maybe you know right off what are the major problems facing your prospects. Your marketing should highlight these problems. Then, it should offer your product or service as the ideal solution. However, it’s important to remember that a Guerrilla doesn’t rest with what they currently know, they constantly seek to learn more. 

Be sure that your company is immersed in your problem-solving know-how. Sales training in Guerrilla companies involves a discussion of problems, problem-spotting, problem discussing, and problem-solving. Sales reps learn the nature of prospect problems from one another. Sharing their insights helps the entire company.

Amazingly, even though this all makes sense, many companies are unaware of the importance of problem-solving. They're so wrapped up in the glories of their product or service that they are oblivious to how well it solves problems. So they sell features and neglect benefits. They sell the obtaining of positives instead of the eliminating of negatives.

Guerrillas keep the concept of problem-solving alive in their mind, their marketing materials, their sales presentations, and their company mission.

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

“Just as one hallmark of the Guerrilla marketer is ongoing learning, another is ongoing research.  Researching your marketplace should never stop.”

Excerpted from – Guerrilla Marketing / (Kindle)

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

Guerrilla Give and Take

Guerrilla Give and Take

There are two kinds of businesses:  givers and takers.

Guerrilla businesses are givers and they are quick to give valuable freebies to customers and prospects. The freebies may be gifts, but more likely come in the form of information or services that your customers and prospects value. The right information is worth more than a gift and often even worth far more than money.

What kind of things do Guerrilla marketers give away for free? Here are ten ideas to get you mind motivated:

  1. They give a thank-you gift card to the customer/buyer for each gift card they buy for others.
  2. They offer free books/e-books to their customers to tell them how they can be even more successful.
  3. They post informational videos to answer commonly asked questions from their customers or related to their industry/business category.
  4. They give money to worthy causes and let their prospects and customers know that they support a noble cause, enabling these people to support the same endeavor.
  5. They give free consultations and never make them seem like sales presentations. They truly try to help their prospects.
  6. They give free seminars and clinics because; they realize that if their information is worthwhile, it will attract the right kind of people to them.
  7. They provide free apps that appeal to their customers’ needs and that make it easier to do business (appointment setting, information, notifications, instructions, hours, etc).
  8. They give tours of their facilities or of work they've accomplished elsewhere, again transcending any standard marketing tools they might employ.
  9. They give free samples because they know that such generosity is the equivalent of purchasing a new customer at a very low price.
  10. They give invaluable information on their website, realizing that such data will bring their customers and prospects back for more, thereby intensifying their relationships.

Guerrillas are highly creative, and these ideas will inspire even more ideas that are suited for your business.

Case in point: When an apartment building went up, signs proudly proclaimed that they include a state-of-the-art fitness center to their residents. The apartment building proudly included tours of the fitness center to prospects.  This feature spoke real dollars to their prospects, as fitness centers in the area were very popular and the prospects knew their currently incurred fees/memberships, would be money going back into their pockets. The cost of the fitness center was covered by the difference between 100 percent occupancy and 70 percent occupancy, the usual occupancy rate in that neighborhood. The value also translated into retaining residents as well, because those residents knew that “free” benefit would be a cost to them by moving elsewhere.

That means your task is clear: think of what might attract prospects and what will make your customers happy. Successful Guerrillas have:

  • Infinite patience
  • Fertile imaginations
  • Acute sensitivity
  • Admirable ego strength
  • Aggressiveness in marketing
  • A penchant for constant learning.
  • Generosity

Be creative. Be generous. At the heart of a successful Guerrilla is a generous soul who seems to gain joy by giving things away. The result? Delighted prospects who become customers and delighted customers who become repeat and referral customers.

By taking their customers and prospects beyond satisfaction and into true bliss, Guerrillas earn a reputation embracing generosity, customer service, and sincere caring. Customers are attracted to Guerrilla giver companies and repelled by taker companies. What kind of company is yours?

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

“Guerrillas have learned, though they may have always suspected it in their bones, that the more they give, the more they receive.  They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers.”

Excerpted from – Guerrilla Marketing / (Kindle)

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

Guerrilla Persuasion – Connecting Sales and Marketing

Guerrilla Persuasion -
Connecting Selling and Marketing

Let's start with a few definitions from Google...

Marketingthe action or business of promoting and selling products or services, including market research and advertising.

Sell - give or hand over (something) in exchange for money.

Persuadecause (someone) to do something through reasoning or argument.

Guerrillas know that marketing is persuasion at its core. You must persuade individuals or groups to part with one of their most prized possessions - their money.   Marketing is to selling as selling is to persuasion.  If you can't persuade, you can't sell. If you can't sell, you can't market. Persuasion is a crucial skill if you have a business and a fondness for money.

So how do you improve your persuasion skills?  Insight is the place Guerrillas start.  Insight about your prospects and customers and insight into your product and/or service. With those insights, you’re ready to answer the question: “who do I need to persuade?”. 

While that sounds simple, it’s where many miss the mark.  The right answer can lead to the attainment of profits and the fulfillment of your wildest dreams.  The wrong answer is like golfing with a blindfold on and no idea where the hole is.  You might get lucky but you’re not likely to get many balls in the hole.

When you know who to persuade, now you must also know what is important to them.  Every Guerrilla knows that research pays in profits.  If you already have customers, you have a gold mind of information at your fingertips.  Building strong relationships with your customers allows you to unlock what is important to them.  If you don’t have customers yet, social media puts many of the answers at your fingertips.  Use things as simple as LinkedIn and Facebook groups to get to know your prospects and your competitors’ customers.

With your knowledge of your service, who your customers and prospects are and what’s important to them; Guerrillas make smart decisions about how to persuade them.  If your product or service is about alleviating a hassle or saving time for your prospect, you may want your marketing to be straight forward.  If you’re prospect is already busy and over-burdened – overly complicated marketing will fail to persuade them.

Persuasion begins with connection. Knowing your customers and prospects means you know what methods of persuasion will have the greatest impact. Gentle persuasion or pressured persuasion. Slow motion persuasion or high-speed persuasion.

If you become a better persuader, you become a better salesperson. If you become a better salesperson, you become a better marketer. However, Guerillas know that even with all their efforts done correctly, some persuasion efforts will still miss the mark.  The importance is knowing where the fail points are, so you can immediately hone in. 

Guerrillas ask themselves questions after successful persuasions. "What was the critical insight that I used?" "How did I use it?" Of failures, they ask: "What insight should I have seen?", "How did my attempt miss it?". Frequently, failures are caused by persuaders failing to understand the person being persuaded.

Guerrilla persuading means connecting with consumers on the level of the mind. The connection begins in your own mind and it continues well after the sale is made. The more you know what’s important to your prospect, the more persuasive you will become. Guerrilla persuasion means: knowing your customers and prospects so well that you can connect their goals with yours. The key to improving your persuasion is spending the energy and doing the research. Walk a mile in your customer's shoes and see things through their eyes.

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

"Just as one hallmark of the Guerrilla marketer is ongoing learning, another is ongoing research.  Researching your marketplace should never stop.”

Excerpted from – Guerrilla Marketing / (Kindle)

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

Examples of Guerrilla Marketing

Examples of Guerrilla Marketing

Guerrilla Marketing Weapon 166 - Location

When selecting the location of a retail business, Guerrillas seek a location that already has a flow of prospects.   Guerrillas understand that as they convert prospects into customers, the convenience of their location is paramount so they carefully consider the make-up of the neighboring business to ensure that there are multiple draws for their target customers.  Equally, a Guerrilla will be looking at the fusion marketing opportunities with neighboring businesses to drive prospects to each other.

If you have a juice bar, locating next to a gym positions you well to attract a regular flow of prospects and customers.  

Once the location is selected, now it's time to make your business irresistible to prospects.  Where others look at a location and see "what is" a Guerrillas sees what "could be" and they look for opportunities to re-invent a space and create buzz that draws prospects from word of mouth.

Let's take a closer look at how the juice bar example took a simple "cookie-cutter" retail plaza location and went outside of the box.

A Guerrilla starts their design inside the customers in mind.   Your market research will guide you to understand their needs and  wants which will help you create an experience that surpasses their expectations, making your location memorable and top of mind. 

  • Would your business benefit from outdoor seating but you're unable to utilize the outdoor space?  Bring the sidewalk indoors. 
  • Engage your customers. Invite them to sit, relax and stay a while.  A Guerrilla knows the importance of making every moment satisfying, simple and worthwhile for the customers.
  • Placing your lounge area at the entrance of the store creates a welcome and inviting environment for prospects.  Since that area is a first impression, keeping the area tidy and clean is important.
  • Ensure your customers are connected.  Make sure your location has great wireless coverage and/or provide free wi-fi.  A satisfied and connected customer is likely to share your location with their friends.  Every Guerrilla appreciates the power of a testimonial/share as it builds their business with low cost and high profits.

Five things every customer needs -

  1. The need to feel welcome
  2. The need to feel comfortable
  3. The need to feel important
  4. The need to feel understood
  5.  The need to feel appreciated

- Guerrilla Marketing Remix (Kindle)

  • Make it easy for customers to experience your products.  A sample table at the front of your location is a great way to turn prospects into customers.  Sampling also gives your customers the opportunity to  discover more reasons to love your business and even more of your products.
  • Make the elements of your decor, from furniture to art to music, a match to your customers.  The juice bar example chose a casual decor that works well for shoppers and for those who are pre or post a good workout.

Once you've selected your location and turned the "what is" into "what could be", you're work as a Guerrilla has just begun.

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

"Your constant and never-ending task:  to augment your marketing arsenal, understanding, and prowess, leaving your competitors shuddering at the very mention of your name.”

Excerpted from – Guerrilla Marketing / (Kindle)

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

Think Like a Guerrilla and Win at Business

Think Like a Guerrilla and Win at Business.

Let's say you own a restaurant franchise and you provide deliveries in your company van. That van is stolen, crashed and left abandoned. What would you do?

A Guerrilla marketer sees an opportunity to turn the situation into a positive story. You take to social media offering a year of free food for the person whose identification of the suspect leads to an arrest, while promising anonymity.

News spreads from coast to coast; online, radio, TV, print and even better, the chatter is consistently focused on how fantastic it would be to get a year of free food at your restaurant. Voila, for the tiny investment of a year of free food, you launched a campaign that garnered thousands of dollars in positive media exposure (not to mention the person was identified and arrested within a couple of days).

The media exposure isn’t the only win. The community is appreciative of the extra effort given to get a criminal apprehended, making their neighborhood safer. Guerrillas value the importance of their community and seek to make connections and offer help to build lasting and mutually beneficial relationships.

“Guerrillas are always ready to exploit small windows of opportunity with all their energy, passion, and resources. The world and the internet move very fast. Sometimes marketing and business opportunities come quickly. Being at the right place at the right time is only one part of the formula. Being prepared and ready to take advantage of these opportunities is the magic ingredient in the formula for success.”

- Guerrilla Marketing Remix (Kindle)

So what separates Guerrillas from the ordinary? Here are some differences in the way a Guerrilla business owners thinks:

  • Where other’s see problems, Guerrillas see opportunities.
  • Guerrillas prepare for their opportunities. They have a plan in place and have made their business scalable when demand increases.
  • Guerrillas capitalize on opportunity and are prepared for the momentum they can generate.
  • Guerrillas have a leadership mentality and always look for what’s next. They work to set the trend by being focused on the needs, now and in the future, of the their customers and prospects.

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

"Guerrillas often start with a big goal, a plan, and only part of the resources they need to reach that goal. When they get stuck, or come across a challenge, they don't back off or try an easier route. They inventory what they need to learn or discover to take the next step and they intensely focus on that competency until they master it."

- Guerrilla Marketing Remix (Kindle)

Want to know more about the company and their stolen van?  It's Chick-fil-A in Cartersville, Georgia and here is the Facebook post.

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

Are You Ready for Small Business Saturday – Shop Small?

Are You Ready for Small Business Saturday - Shop Small?

As 2017 comes closer to its end - it can only mean that Small Business Saturday is just around the corner. This fantastic marketing campaign is a gift to Guerrilla marketers and Guerrillas embrace marketing opportunities that are placed right into their laps - especially those that are low cost.

According to the National Retail Federation, an annual study conducted by Prosper Insights & Analytics, reports that consumers say they will spend an average $967.13 this year which is a 3.4% increase over last year.

So, how can you make sure you're fully leveraging your opportunity?

A shopper that’s ready to buy is a Guerrilla’s perfect prospect and to make it even better, American Express is doing a lot of the heavy lifting (i.e. marketing spend) on behalf of their customers.

If you accept American Express - they offer a fantastic array of tools to ensure that you drive sales and Guerrillas will leverage their program to their maximum benefit. Be sure to utilize every free benefit offered. American Express offers banner ads, map listing, customizable and downloadable marketing materials and more.

American Express also provides tools to help you rally other small businesses and shoppers in your area (Neighborhood Champion). After all, the greater the concentration of participating businesses in your area equals an appealing opportunity for shoppers to park once and tick off many items on their shopping list.

Your job as a guerrilla: Make every single moment of the experience satisfying, simple and worthwhile for the customer.

- Guerrilla Marketing Remix (Kindle)

Once you've utilized the right Guerrilla tools to drive customers to your door, now you must be prepared to turn everyone that enters your door, from a prospect into a customer.  A good starting place is to do a review and ensure that your easy to do business with and exceeding customers expectations at every turn.  Take a look at:

  • Signage - are you clearly communicating your hours, pricing, promotions and policies?
  • Parking - free and easy parking is always a benefit for your prospects. 
  • Giveaways - who doesn't like to receive something for free?  It not only creates a warm introduction with your prospects, it also creates a desire to reciprocate.   
  • Promotions - are they simple to understand and clearly communicated by your employees?
  • Gift cards - the popularity of gift cards is ever growing and you want to make the purchase process very simple.  If your business sells a significant percentage of cards, consider having an express line during busy hours.
  • Staffing - are you prepared to make your customers purchases quick and effortless?  Guerrillas spend time training, incentivizing and testing their employees to ensure that they represent the business and deliver the desired message.
  • Ambiance of your store - are you creating an atmosphere that incentives purchases?  From the attire of your employees, to the fragrance of your store, the music and even the temperature of your store - every detail entices or detracts.
  • Diversity - Remember that many occasions are celebrated during the holiday season and as a Guerrilla you want to make every customer and prospect feel welcome and appreciated.  
  • Selfie Station - create a selfie frame with your business name and encourage prospects to snap photos and share.  
  • Free Wi-Fi and Comfortable Seating - whether it's your prospect or for those who might be along nearly against their will, having a place to rest for a moment is a welcome find to shoppers. 
  • Customers - have you created programs that make purchasers want to be customers?  This is your opportunity to over-deliver and  make consumers want to come back and want to hear more from you.  Take advantage of this opportunity and create relationships with new customers.  Perhaps promote a free customer appreciation event (a week or two later) that you promote this weekend.   Let customers know when they make the purchase, include a bag stuffer and be sure to have your new customer bring a friend that they they think might enjoy your store as well.

Your job as a Guerrilla is to turn what could be an ordinary experience for a prospect into an extraordinary experience that turns them into a customer that can't wait to tell everyone they know about your business.  Guerrilla profits soar when delighted customers share the memorable experience of doing business with you. 

Remember

The 200 Guerrilla Marketing Weapons Can Guide You To Success. 

"Marketing is not a single one of the 200 weapons.  It's the wise use of many of them in combination with each other.

- Guerrilla Marketing Remix (Kindle)

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