Posts Tagged "guerilla marketing"

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It’s a sad fact that only one in five small businesses succeeds. There’s a lot of reasons for this, sometimes people don’t know what they’re getting into, sometimes people don’t know how to run their business and others fail because no one ever learns about their product or services. There is however a great deal of ways for a small-time business owner to compete against the giant corporations for the attention of consumers; it just takes a little bit of creativity.

Guerilla Marketing is a relatively new technique to accomplish this goal. The principle of guerilla marketing is to take a small investment of cash and a large investment of time as well as creativity to get the attention of the general public. This can be done in several different ways, let’s look at some examples to begin with. In the mid 2000’s LG was looking for a way to market its new model of cellular telephone, the main selling point was the high quality camera. So they hired a few unemployed actors and models to go around to tourist spots and ask people to take their picture with their phone. Consumers say how powerful the phone was and remarked about it, the models then uploaded pictures to social networking sites in order to develop a “buzz” or strong word of mouth advertising for the phone. This campaign was deemed nearly as effective as purchasing several TV spots, which would have cost several thousand dollars more than LG ended up spending on the guerilla campaign.

Another example comes all the way from Japan. Japan business men saw that companies used to give out match-sticks with their company logo on the books. This was good, but if the person they handed the book to did not smoke, more often then not it was thrown away. Modifying that idea they created tissue packets with the company’s logo on the package. They found that this when handed out, was kept by the consumer 90% of the time. Every-time a consumer goes to pull out a tissue they are exposed to an advertisement and at the end of the package is a coupon, which motivates a purchase and allows the company to track results of the campaign. These packages are available for a few cents each, allowing for even the smallest of business to afford them.

With these two examples in mind, think about your business and how you can creatively market it. Think about who your consumers are, what they like and where they hang out, then brain-storm some low-cost ideas that will either generate buzz or create several views of the company logo and brand, and get consumers asking “What is this all about?” after all, it’s much easier to sell to an interested consumer than it is to one irritated by constant bombardments of un-interesting advertisements.