Guerilla Marketing for Small Businesses: Can it work?
Of course that it can work. Guerilla marketing is always a great idea, regardless of the size of the business, simply because it brings creativity, freshness and new breeze in your company and that’s what you as an owner can constantly do in order to attract new clients as well as retain your existing ones. Once you go Guerilla, you will never look back. Why you ask? Well…
The Power of Guerilla Marketing
For those of you distant to this notion, we would wrap it up for you and say that guerilla marketing is a fun way to advertise your business, without spending the last penny on ads, billboard or flyers. You’ve probably came across on so many guerilla marketing strategies, but little do we know that something interesting and creative is put there or written there for a purpose or even more, for a very justifiable purpose, to sell a product or a service to customers who will be attracted by the amazing features of that product. For instance, have you ever seen a Coca Cola bottle painted on a public wall as you pass by with your car? Or it doesn’t have to be Coca Cola bottle, it can be the Nike sign, a simple website address or a phone number. The beauty of guerilla marketing is that there are no rules! A little bit of imagination, creativity and most of all, remember that you are selling a story, rather than a product or service. Guerilla marketing is convenient for small businesses in particular, simply because small business are not always in a position to invest a lot of money in a marketing campaign. Guerilla marketing can cost your from $1 to a $1.000 or even more, you are the
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Now when we came to terms with the notion and meaning behind guerilla marketing, it’s time to put it in practice. Usually, guerilla marketing happens spontaneously, by talking a chalk in your hand and writing why your product or service is more unique than any other out
In the book Latinos INC, Arlene Davila discusses and explores many of the dimensions and elements of Hispanic Marketing. In the beginning of the book she states that the Hispanic market is a multi-billion dollar industry. This market has grown tremendously and it is most prominent in densely populated Latino cities, such as Miami and Los Angeles. In these cities the main percentage of these Latino Americans tend to be Cuban. Davila explains and argues many points about Hispanic Marketing that bring great insight into this billion dollar industry.
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
Success for any small business owner depends on the lucrative employment of sound marketing strategies. It is essential that a business, especially a small business or fledgling company, define themselves as a company, because it only then, that the business can develop a business marketing strategy that is reliable. Moreover, a sound marketing strategy remains a crucial element for the development, as well as, the growth of the company allowing it to achieve, in addition to communicating both the goals and the objective of the business to all concerns (Hemley, 2013). Thus, a marketing consultant, assist the business owner in targeting a specific audience, as well as, correlating the distinguishing factors that separates the business from its competitors. Subsequently, these three components, the discovery of the true business identify, the
Guerilla Marketing, Act Two. Not Our Town, Act 3. The Spy Who Didn’t Know She Was a Spy, and Act Four. Party On! Each story was so different, yet was connected by the overarching theme that I have previously mentioned. The first story was about how Jose Sokoloff’s ad agency, Lowe SSP3 was hired by the Colombian government to persuade as many FARC guerilla fighters as possible. It was a cry for help from the government to end the war. Jose went to talk about the various campaigns he ran, all very successful and moving. This act came in the form of an interview between Sean Cole, a contributor to the show and Jose himself. With a few clips from Jose’s Ted Talk, this added element of media added a layer of depth and excitement to the act. The beauty of this portion lay in the vivid description of the ads run by the agency and its effects. With light Latin-inspired music to go with the setting created by the content, the act hit a turning point when Jose described the demobilization of guerilla fighters around Christmas time. The agency put small gifts, toys, letters, and artifacts from the family members of the fighters into beautiful, glowing balls that flowed down a major river in Colombia. Jose’s description of the scene, paired with lovely music created to set an emotional mood. The elegance and beauty of the ad was captured through Jose’s
“Our greatest fear is not in never falling, but in getting up every time we do.” – Confucius
Tesco has been particularly successful because of its powerful brand. It has a reputation for value, low prices and for being customer focused. Its brand and associations have helped the company to expand into new sectors and markets. Tesco has also been strong in public relations, advertising and building profile in catchment areas on a local level. This local approach to marketing appears to be a key driver for success. Tesco has a good range of products, including own label products. It seeks to provide excellent customer service, and ensure high levels of customer satisfaction.
Hector could also use traditional media such as newspaper. His main competitors will most likely not utilize local newspapers. To attract first time customers, Hector should consider giving out coupons for patrons to test the product for free or a reduced price. It is crucial to get people to sample the product to convince them of the superior salsa. Therefore, Hector could attend events around New Mexico and give samples to visitors.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
The market approach related to the exploration of Jeff Malott’s buying Smitty's Lil Haulers seems to be quite interesting. The market approach basically relates to the instance through which the business tends to witness and assess the marketability of its opportunities. In simpler words; the market approach tends to connect the business practically to the market. The business of Smitty's Lil Haulers basically reveals the importance of toy manufacturers and thus the basic target market of the business is related to children. However; the business also needs to focus over the spending capabilities of the parents in order to become able to purchase the toy wagon wheels.
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
A diversified company has two levels of strategy: business unit (or competitive) strategy and corporate (or companywide) strategy. Competitive strategy concerns how to create competitive advantage in each of the businesses in which a company competes. Corporate strategy concerns two different questions: what businesses the corporation should be in and how the corporate office should manage the array of business units.
... all the existing meanings and definitions of brands are provided. The history and evolution of brands are also looked upon.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
Many advertisers are spending time and money on online technologies. More marketers are advertising on internet and more companies are doing online business as well, so this is increasing the revenue of online media. Newspaper advertisement is declining because internet advertisement is facilitating both the marketers and the consumers. (Evans, David S. 2009)
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.