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