Guerrilla Advertising

In my post of November 3rd, I promised that I would follow up in a few days with a post about guerrilla advertising. Here it is - a packet of ideas on how to create high-impact advertising on a low budget.

• Use newsletters to stay in touch with customers or clients. Your publications should have the same look as all your other communications and contain information of value. If you own a hardware store, for example, give advice to do-it-yourselfers.
• If you would like to use mass media such as print or broadcast advertising, keep in mind that some print and broadcast advertising can be purchased as remnants, which are advertising spaces or times that are unsold and can be purchased at the last minute at relatively low rates. Call newspapers, radio stations and other media outlets and ask about it. Also be sure to run ads on days your business is open.
• Make your signs work for you. They should be easy to see, make clear what you do, and show your contact information.
• Put circulars on local bulletin boards that are likely to be read by your target consumers.
• Print up one-page, multi-purpose advertisements that you can use as mailers, circulars, signs, mini-posters, inserts or handouts.
• Send personal messages to your clients on holidays, birthdays, anniversaries or other occasions.
• Send out reminders when your customers need a medical checkup, a furnace cleaning or whatever service you provide.
• Send clients thank-you notes for their business.
• Send videos that let your clients see what you do. Many service businesses, for example summer camps and bands, send them out to give customers a feel for the experiences they provide.
• Use unusual media to deliver your message. Consider banners, sidewalk displays, searchlights, skywriting, or tethered balloons or blimps.
• Use Yellow Page ads in our area. Review your competitors' ads, then decide on the size of your ads and the use of color or photos to make them stand out. Provide as much information in the ad as possible, including why a customer should buy from you and how to find your business.
• Think of your business cards as small billboards. They should look good, perhaps embodying multiple colors or photos. They should also give reasons why customers should buy from you. Use both sides of the card if necessary.
• Your stationery should also be well designed, include your logo and tagline and explain how you can satisfy your customers' needs.

Remember, there are many precisely targeted ways to advertise that are more cost-effective than mass media. Be creative, come up with new ideas and improve on what your competition does. With this focused guerrilla outlook, you can build million-dollar visibility without draining your pockets.

Donald Sexton, PhD, is Trump University's professor of marketing and sales. He is instructor for our Marketing Mastery Program, with enrolment now underday.

He is also Professor of Business at Columbia University and President of The Arrow Group, Ltd.,a leading marketing consulting group. Dr. Sexton is author of Trump University Marketing 101. Contact Dr. Sexton at marketing101@thearrowgroup.com.

Want to Keep the Dialog Going?

Click on the Discussion tab on top of this page to join one of the many great conversations in progress at Trump University. Don't miss out!