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Guerilla Marketing Transform Everyday Items Into Powerful Advertising Instruments
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More and more individuals worldwide are becoming more amenable to the thought of
establishing a small business as a chief source of income. The reason that most proprietors
give when asked why they quit their day jobs and started a small business is freedom.
Having your own business meant being able to control your time, arrive at decisions
independently, and select your own battles. While there is really much to be desired about
starting your own business enterprise, some just don't prosper as previously hoped.
A commonly cited reason why these small stores close down is due to lack of understanding
about marketing or how to carry it out effectively. Also, a number of companies put
marketing efforts on the back burner thinking that people will eventually notice them, and are
thus unwilling to spend money to finance an organized marketing campaign. One thing that
owners often do not realize is that for their businesses to truly prosper, they simply cannot
rely exclusively on word-of-mouth to bring in customers. They need to actively promote their
products each and every working day.
Advertising activities doesn't have to be costly for them to show good results. You do have to
become more imaginative, and be willing to invest some elbow grease and time though.
Such is the end goal of guerilla marketing - have the ability to come up with cost-effective,
innovative, and truly captivating idea to improve public awareness of your brand. Its focus on
time, effort, and imagination as main requirements for marketing make it inherently different
to traditional marketing which relies heavily on money. There are several other points where
both strategies differ. For starters, guerilla marketing is created with small-scale businesses
in mind.
Additionally, it uses increments in profits to gauge the efficacy of a marketing campaign, not
improvement in sales. Also, instead of concentrating resources to acquire new customers,
guerilla marketers puts more emphasis on following up old ones, utilizing referrals, and
finding ways to encourage existing clients to come back more frequently, and going for
larger transactions. In addition, businesses that follow this marketing strategy would rather
focus on producing a small variety of offerings and set a standard of excellence, instead of
offering a wide array of products. It is also not afraid of utilizing technology to further one’s
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brand. They pick a segment small enough so that they can become the leader, stick with
their niche, and build from that.
There are several ways on how guerilla marketing can be applied. An example of which is
the tissue-pack marketing, which started in Japan but is already becoming popular in other
countries, US in particular. In this type of marketing, small stores make use of personalized
napkins packets which move advertising copy straight onto the consumer's hands. These
custom napkins are distributed in areas of high foot traffic like subways. Custom napkins are
very cheap, it is not difficult to find suppliers for custom napkins, gotnapkins.com is one such
online supplier.
Studies show that these personalized napkins are more effective than fliers and leaflets,
because people are more inclined to accept and keep them. This translates to increased
effectiveness for ads placed on tissue packs. The advertising copy is printed onto the
packaging for custom napkins or a logo or message on the napkins itself. Hence the
message is more likely to be retained by the consumer because of their personal exposure
to it. Ads can also be placed on other kinds of merchandise like plastic cups which are
handed out during big sporting events.
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