Guerilla Marketing
Guerrilla marketing is a philosophy devised way back in 1984. The term, coined by Jay Conrad Levinson, is geared towards small business. Unlike big business and its mass media advertising backed up by huge monetary budgets, effective guerrilla marketing is accomplished using time, energy and imagination.
Guerilla type marketing can bring in a HUGE return! A good example is a ”4×6” or ”5×8” postcard with your logo, address and a map. If your store is close to a grocery store or a bank, note that on the map. Potential customers will remember that you are near their bank or their favorite grocery store. Relatively inexpensive to print, these postcards also require a specific “call to action”.
A call to action might be a coupon or special discount that must be distinct to each advertising piece. In doing so you will be able to track the effectiveness of each individual promotion.
Do not make the mistake of placing limits by restricting purchases. Make the coupon good for everything in the store to get those customers in the door and begin building a relationship. These are mini advertisements for your store and an inexpensive way to get the word out – but remember to include a call to action.
This method of promotion introduces your store to potential customers and it’s important to circulate those gift cards. One way to accomplish this is by placing cards in the hands of the sales team for distribution around the community. Turn this into a contest by having employees initial each card handed out. Make this task manageable by asking them to give out ten cards per week. The initials will help you track redemptions and determine the winner of the monthly contest. Award a day off with pay or a $25 gift certificate. It’s a way of saying “You are a team player and involved in the marketing of our business”.
A $5 gift card or discount coupon bestows benefits that extend beyond that dollar amount. A customer shopping will exceed the gift amount and a skilled sales force can upsell that $5 gift card to a $40 purchase. More importantly, customer value increases with repeat shopping. Building a strong relationship with that customer provides a gift to you – a lifetime customer.