Tuesday, August 16
Guerrilla Marketing Tactics
From S&MM's Management Advisor:
The unconventionality of guerrilla techniques does make them riskier, but it significantly increases potential profitability. 'Done poorly, guerrilla marketing can make your company look like a nightmare,' says Erik Hauser, founder and creative director of Swivel Media, a San Francisco-based agency specializing in so-called experiential marketing. Done correctly, however, 'guerrilla marketing is almost the most powerful marketing tool.'
The following guidelines will maximize your chances of success:
1. PINPOINT YOUR PROSPECTS
'Business-to-business guerrilla marketing must be extremely targeted to be successful,' says Hauser, who runs b-to-b campaigns around trade shows. 'You can't do it across an entire city.'
2. FOCUS ON LEAD GENERATION
Effective b-to-b guerrilla marketing should inspire action in potential clients, Marshall says. 'Your job is not to beat your chest over what a great company you are,' he says. 'It's to get your prospects to tell you who they are.'
3. EMPHASIZE THE PROBLEM INSTEAD OF THE SOLUTION
Catch prospects' attention by focusing on what's important. 'No one wakes up in the morning thinking about your solution,' Marshall says. 'They wake up thinking about their problem.'"
The unconventionality of guerrilla techniques does make them riskier, but it significantly increases potential profitability. 'Done poorly, guerrilla marketing can make your company look like a nightmare,' says Erik Hauser, founder and creative director of Swivel Media, a San Francisco-based agency specializing in so-called experiential marketing. Done correctly, however, 'guerrilla marketing is almost the most powerful marketing tool.'
The following guidelines will maximize your chances of success:
1. PINPOINT YOUR PROSPECTS
'Business-to-business guerrilla marketing must be extremely targeted to be successful,' says Hauser, who runs b-to-b campaigns around trade shows. 'You can't do it across an entire city.'
2. FOCUS ON LEAD GENERATION
Effective b-to-b guerrilla marketing should inspire action in potential clients, Marshall says. 'Your job is not to beat your chest over what a great company you are,' he says. 'It's to get your prospects to tell you who they are.'
3. EMPHASIZE THE PROBLEM INSTEAD OF THE SOLUTION
Catch prospects' attention by focusing on what's important. 'No one wakes up in the morning thinking about your solution,' Marshall says. 'They wake up thinking about their problem.'"
