Guerilla Marketing Versus Conventional Advertising Methods
More and more individuals worldwide are becoming more amenable to the thought of establishing a small business as a chief source of income. Independence is still the top reason why a lot of people are putting up small businesses. Having your own business meant being able to control your time, arrive at decisions independently, and select your own battles. While there is really much to be desired about starting your own business enterprise, some just don’t prosper as previously hoped.
A commonly cited reason why these small stores close down is due to lack of understanding about marketing or how to carry it out effectively. A lot of proprietors of small shops are hesitant in conducting organized marketing ventures because they feel that their financial resources are not enough, or that other aspects of business require more attention. Quite simply, marketing is an important ingredient to the success of a business, and there are ways to do it without spending too much.
In marketing, spending more does not always translate to efficacy. It is still possible to have an effective ad campaign even on a limited budget; you just have to offset your financial deficits with a great deal of imagination, time, and energy. This is the main objective of guerilla marketing – being able to create a low-cost, unique, engaging, thought provoking concept to generate a buzz for your business. Its emphasis on time, energy, and creativity as a primary investment instead of financial resources sets it apart from traditional marketing methods. There are several other points where both strategies differ. For one, guerilla marketing is specifically designed for small businesses.
Secondly, it measures success by profits and not sales. Also, instead of concentrating resources to acquire new customers, guerilla marketers puts more emphasis on following up old ones, utilizing referrals, and finding ways to encourage existing clients to come back more frequently, and going for larger transactions. In addition, businesses that follow this marketing strategy would rather focus on producing a small variety of offerings and set a standard of excellence, instead of offering a wide array of products. It is also not averse to using technology as a tool to build one’s business. Lastly, its messages are aimed at individuals or a small group, the smaller the better.
There are a variety of advertising methods associated with guerilla marketing. An example of which is the tissue-pack marketing, which started in Japan but is already becoming popular in other countries, US in particular. In this type of marketing, small stores make use of personalized napkin packets which move advertising copy straight onto the consumer’s hands. These custom napkins are handed out on the streets, mainly those surrounding train stops. There are many online suppliers like gotnapkins.com who take bulk orders for custom napkins, and these are really cheap.
Surveys done among people who received personalized napkins show that they prefer those tissue packs over flyers and brochures because they can use the former. The ad placed on the custom napkin’s packaging is more likely to be retained as well because consumers are sure to look at them more than once. These days, with some imagination, even everyday items like plastic cups can be transformed into effective marketing tools.
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