Guerrillas must use the mass media with precision, carefully measure the results, and make the media part of an overall marketing plan. When they use the media, Guerrillas must rely on know-how, intuition and business acumen. Maxi-media marketing is about two things: (1) selling and (2) creating a powerful desire to buy. Also, maxi-media marketing enhances the success of mini-media marketing—response rates to simple circulars jump when radio advertising blazes the way for them, and telemarketing results improve when TV spots pre-sell the market. 

• A Guerrilla Marketing plan
• ​A Guerrilla Advertising strategy
• A Guerrilla Marketing calendar
• Identity
• Business cards
• Stationery
• Personal letters
• Telephone marketing
• A toll-free number

Your Mini-Media marketing must adhere to your Guerrilla Marketing plan, be accomplished with talent and style, and still follow many of the fundamentals. But it can also break the rules. For instance, you can be highly personalized and promote your competitive advantages.

• A vanity phone number
• The Yellow Pages
• Postcards
• Postcard decks
• Classified ads
• Per-order and per-inquiry advertising
• Free ads in shoppers
• Circulars and fliers
• Community bulletin boards
• Movie ads
• Outside signs
• Street banners
• A window display
• Inside signs
• Posters
• Canvassing
• Door hangers
• An elevator pitch
• A value story
• Backend sales
• Letters of recommendation
• Attendance at trade shows
• Advertising
• Direct mail
• Newspaper ads
• Radio spots
• Magazine ads
• Billboards
• Television commercials
• A unique selling proposition

The Internet is the pure distilled essence of building a relationship with a person. Although you may be building thousands with each mailing, you are building them one person at a time. At least, that’s how your prospects and customers feel.

• Google My Business
• Free directory and search engine listings
• Social Media
• YouTube
• Chat rooms/Groups
• Forums/Reddit
• Internet bulletin boards
• List building
• Personalized e-mail
• An e-mail signature
• Canned e-mail
• Bulk e-mail/Solo Ads
• Audio and video postcards
• Your domain name
• Your web site
• Your landing page
• Your merchant account
• Your shopping cart
• Auto-responders
• Search Engine Optimization
• Electronic brochures
• RSS feeds
• Blogs/Guest Blogging
• Podcasting
• A personal e-zine
• Ads in other e-zines
• E-Books
• Content provision
• Webinars
• Joint ventures
• Fusion / Affiliate Marketing
• Word-of-mouth
• Viral marketing
• eBay and other auction sites
• Click analyzers (Google Analytics, Clickmeter)
• Pay-per-click ads (Google/Bing, etc.)
• Search engine keywords
• Video Ads/Banner Ads
• Sponsored links
• Reciprocal link exchanges
• Banner exchanges
• Web conversion rate optimization (CRO)

Although these techniques are unquestionably devoted to imparting information, the real truth is that almost all the media have the same obligation and fulfill it admirably. But these particular marketing strategies have a bit more information and allow you to deliver it in a more fertile setting.

• Knowledge of your market
• Research studies
• Specific customer data
• Case studies
• Sharing
• Brochures
• Catalogs
• Business directories
• Public service announcements
• A newsletter
• Speeches
• Free consultations
• Free demonstrations
• Free seminars
• Articles
• Columns
• Writing books
• Publishing-on-demand
• Workshops
• Teleseminars
• Infomercials
• Constant learning

Obviously, the human media are less about things and more about people and ideas. These media are available to all kinds of businesses, cost what you’d expect Guerrilla human media to cost—nothing—and have the potential to transform a business, based on tiny details. Much of life is being able to separate the winners from the losers. If you learn how to do that, you’ll forget how to lose.

Guerrillas market more to their customers and less to their prospects and the universe in general. Follow their lead. Rely on and make enticing offers to the people who have already learned to trust you—your customers. Make this hidden method of economizing part of your daily existence, and stop wondering why marketing costs tumble as profits rise.

• Marketing insight
• Yourself
• Your employees and reps
• A designated Guerrilla
• Employee attire
• Your social demeanor
• Your target audience
• Your circle of influence
• Your contact time with customers
• How you say "Hello" and "Goodbye"
• Your teaching ability
• Stories
• Sales training
• Use of downtime
• Networking
• Professional titles
• Affiliate marketing
• Media contacts
• "A"-List customers
• Your core story
• A sense of urgency
• Limited time or quantity offers
• A call to action
• Satisfied customers

Treat these non-media with the same care and respect you’d lavish on any maxi- or mini-media. There is no question that these are media, too—only not the kind of media that non-Guerrillas focus on, often to the exclusion of these highly effective non-media. Chances are, your company will be known for some of these non-media tactics far more than for your forays into the paid media.

• A benefits list
• Competitive advantages
• Gifts
• Service
• Public relations
• Fusion / Affiliate marketing
• Barter
• Word-of-mouth
• Buzz
• Community involvement
• Club and association memberships
• Free directory listings
• A tradeshow booth
• Special events
• A name tag at events
• Luxury box at events
• Gift certificates / cards
• Audio-visual aids
• Flip charts
• Reprints and blowups
• Coupons
• A free trail offer
• Guarantees

These attributes don’t cost you any money, but without them, you may be losing out on a lot of money you’d otherwise earn. Many companies have a few of these marketing tactics down pat; other companies are oblivious to all of them. Of course, to get them, you’ll require time, energy, imagination, information, and patience. But those investments will pay off in the long run and on your bottom line. For you to bring theses alive is a cinch. These attributes are not difficult to create, implement, or understand, but so many companies operate without them that you’ll have several competitive advantages just by bringing them to life in your company.

• Contests and sweepstakes
• Baking or crafts ability
• Lead buying
• Follow-up
• A tracking plan
• Marketing-on-hold
• Branded entertainment
• Product placement
• Being a radio talk show guest
• Being a TV talk show guest
• Subliminal marketing
• A proper view of marketing
• Brand name awareness
• Intelligent positioning
• A name
• A meme
• A theme line
• Writing ability
• Copywriting ability
• Headline copy talent
• Location
• Hours of operation
• Days of operation
• Credit card acceptance
• Financing availability
• Credibility
• Reputation
• Efficiency
• Quality
• Service
• Selection
• Price
• Upgrade opportunities
• Referral program
• Spying
• Testimonials
• Extra value
• Adopting a noble cause

You can activate all the good tactics we’ve been talking about and still fall flat. If you do, that indicates a problem in your company’s attitude. Prospects are more wary and experienced than they used to be. Customers have high expectations and are used to your meeting and surpassing them. If you fall short in the attitude department, that’s going to undo a lot of your good and well-intentioned works. As Guerrilla Marketing is everything you do, attitude is probably the most important of those things. It shows in every word you say, in your tone of voice, every time you communicate, every day you’re in business.

• Easy to do business with
• Honest interest in people
• Good telephone demeanor
• Passion and enthusiasm
• Sensitivity
• Patience
• Flexibility
• Generosity
• Self-confidence
• Neatness
• Aggressiveness
• Competitiveness
• High energy
• Speed
• Focus
• Attention to details
• Ability to take action