What Is Guerrilla Marketing And Why Should You Care?

I’ve got an upcoming teleclass with Debbi Bifulco on 14th July about Low/No Cost Ways of Attracting Clients, all based on the principles of Guerrilla Marketing. I know many people may not have come across Guerrilla Marketing before, so here’s an article by Debbi to explain the concepts in brief. To find out more about how to apply these principles to YOUR business, join our free teleclass.

What is Guerrilla Marketing and Why Should You Care?

Back in 1984, Jay Conrad Levinson wrote a book called “Guerrilla Marketing: Secrets for Making Big Profits From Your Small Business.” The book went on to become a bestseller, Mr. Levinson went on to write many other great Guerrilla Marketing books, and the world of marketing was forever changed.   So, exactly what was the buzz about then, and why is it still so relevant today? Simply put, Guerrilla Marketing dispels the notion that you have to spend tons of money to effectively market a business.

The essence of Guerrilla Marketing is that instead of spending loads of money, the savvy business owner and marketer will use time, energy an imagination. Guerrillas favor the unexpected; they delight their customers and clients with things that are unconventional and memorable. They are nimble and flexible and can adapt rapidly to changing conditions. Guerrillas understand the value of connecting and they cultivate great relationships with their customers. They make it a point to engage their customers, to make them feel like they are part of the a really fun club. They are not afraid to ask their customers and friends to recommend their business and they don’t hesitate to ask for testimonials.   

While “big company” marketing budgets measure effectiveness by brand awareness or top-line sales; guerrillas know that the only way to measure their marketing is through bottom line profits. It doesn’t much matter if everyone knows your name; it matters if they are buying from you.  So, what are some examples of Guerrilla strategies? The can be incredibly simple things, such as using both sides of your business card (the back of your card is a valuable piece of marketing real estate, why not use it?) to your voice mail message (instead of “Suzie’s Florist, please leave your name and number and we’ll return the call,” how about “Suzie’s Florist, we’re helping another customer at the moment, but Leave your number and we’ll call you back right away. And don’t forget to ask about our special on Dutch tulips.” And, of course, you can get more complex, like developing affiliate marketing partnerships or publishing a monthly e-newsletter or using social media platforms like Twitter and Facebook.   

There are a few things you need to do to get started on your own Guerrilla Marketing Plan:

1)       Identify the specific goals you want to reach with your marketing (make sure you can measure it!)
2)       Determine your Target Audience (no, you can’t market to everyone!)
3)       Identify your Features and Benefits (what is it, and what is in it for your customer)
4)       Clarify your Identity (what do your stand for, what is your brand?)
5)       Pick your Weapons (what guerrilla tools will you use?)
6)       Plan your attack! (your marketing calendar and budget)  

Oh, and don’t forget to have fun!

Deborah Bifulco is a coach, speaker, author and student of life. She is the co-founder, with Dennis Hocker, of The Coach Academy, committed to providing training and professional to coaches around the globe. Find out more about Deborah and the Coach Academy by visitinghttp://www.thecoachacademy.com