Welcome again to Patrick Kennedy, VP, Superior Woodcraft, Inc., who contributed the following article about marketing best practices during a busy holiday season
I can’t believe 2010 is in its final days.
Ready or not the holidays are upon us. It is a great time of year that is filled with joy and celebration. At the same time these weeks also are challenging for businesses, especially small businesses trying to gain the consumers attention.
Unless you live without a radio, TV, newspaper, internet and live in a very remote area you have been bombarded with advertisements about holiday sales events. With so many companies vying for the consumer’s attention it can be difficult for your marketing and sales efforts to gain traction during this time of year. You certainly can’t compete head-to-head with multi-million dollar advertising budgets. So, how do you get the word out about your great product during this crowded holiday marketplace?
First, concentrate on your strengths. Then Go Guerrilla – Guerrilla marketing that is. Guerrilla marketing is unconventional promotions that do not rely on large budgets. The goal is to create a unique, engaging and thought-provoking experience that will help people spread the word about your product. Guerrilla marketing usually takes place at unexpected public locations and on the internet. In Guerrilla marketing smaller is better, unique is better, appeal to human psychology. Don’t focus on sales – appeal to the human emotions. Okay – Let’s go Guerrilla.
Steps to Guerrilla marketing
1. Assemble your small team of marketing warriors
2. List your strengths
a. Personal
b. Unique
c. Custom made
d. Made locally
e. Quality Craftsmanship
f. Provides a lasting treasure
g. Creates a special holiday for the recipient
h. Your product embodies something special, more meaningful than a store brought item that was mass produced at some offshore factory.
3. Decide on locations to go guerrilla.
a. Public spaces
b. High traffic areas
c. Internet
d. Location where people chat to each other
4. Actions
a. Engage People
b. Utilize quick games or contests for shoppers – give a coupon as a price
c. Get people to think about your product
d. Distribute coupons to customers to give to their friends – give them more coupons for spending more
e. Move your ban of marketing warriors, hit often and hit quickly. Know your high value target areas and know when to move on. Don’t waste time with low value areas or keep hanging around for a straggling sale or two.
f. Use the internet – tweet people about your next location and the time you will be there. Say something like – Find my products at the train depot today between 5:30 and 6:00 pm. The be ready to sell and 5:30 and move on at 6:00. Leave them wanting more.
I find guerrilla marketing to be enjoyable. The strategy is a challenge and the results are rewarding. Plus it is empowering to know that you can successfully compete against multi-million dollar budgets.
Do you employ guerrilla marketing? What are your results and favorite strategies?
Acting locally, together, we can all help each other through these trying economic times. The only support and assistance we need is each other.” Let’s go Guerrilla Together!
More of Patrick Kennedy’s writings can be found here.
Comments
Hi Patrick,
Great article. I like your comment "Don’t waste time with low value areas or keep hanging around for a straggling sale or two." Too many people get caught up in trying to make something happen when it just isn't going to. People miss opportunities because they are focusing in the wrong places.
Dennis
Thanks for sharing your thoughts Dennis. I like your precise and focused statement. I can tell you know when to fish or cut bait.
Patrick
I love guerrila marketing, and practice it constantly. Really, it's the only thing I can do with my super-low ad budget.
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