"With over one hundred Guerrilla Marketing Weapons available to you, which do you choose? Choose as many as you can do well. The process of Guerrilla Marketing begins by:
1: Being aware of all the marketing weapons available.
2: Launching many of them, keeping careful track of which are failing and which are working wonders, and then...
3. Eliminate those that miss the target and doubling those that hit the bull's-eye."
By becoming involved in community relations - service to your community - you make powerful contacts, especially if you work your tail off for the community (and not merely to serve your business needs). You can better prove your conscientiousness with your deeds than you can with your words. When potential customers learn that you're working for the community on an unpaid basis, they'll assume that you work twice as hard for your business. This, naturally, attracts them to you. If you join clubs and organizations, you'll be in contact with people who can help you."
-Jay Conrad Levinson
"Public relations, which encompasses community relations, publicity, and membership in clubs and organizations, is a marketing method that should be seriously considered for the credibility it gives you. Many people take ads with a gain of salt, but take PR as gospel. Public relations works well with virtually all other methods, and it is often the key to success. Publicity adds a great deal to your credibility and, at worst, puts your name in the public eye."
-Jay Conrad Levinson
"Advertising specialties, such as T-shirts, pens, calendars, mousepads, and baseball caps, work like billboards and signs to remind people of your existence. They won't perform the entire selling job, but they can pave the way to acceptance of your offering when used in conjunction with other marketing vehicles. The same goes for the sponsorship of teams and events." -Jay Conrad Levinson
"Telephone marketing provides opportunities to be more intimate and offers you great flexibility. Your telephone marketing campaign can be supplemented by direct mail or any other marketing method, or it can stand alone. You might even consider a postcard mailing asking people to opt in to a phone call from you, letting you know the best day and time to call. A telephone campaign can change a person who is apathetic about your product or service into someone who is prepared to purchase." -Jay Conrad Levinson
Brochures offer the greatest opportunity to go into detail about your product or service. People expect a lot of information from a brochure, and you should feel encouraged to provide it - you can be very informative." -Jay Conrad Levinson
"Yellow pages marketing hits the very hottest of prospects. People who use these sources are searching for that kind of information you're offering, so you don't have to expend much energy to get their attention or to sell the general benefits of your product or service. Your headline can gain or lose profits for you. Create yours with a lot of careful thought. This advertising also places you in direct confrontation with your competition, which should inspire you to be more precise with your message." -Jay Conrad Levinson
"Indoor signs work because they generate impulse reactions exactly where they ought to be - at the place of purchase, where 77 percent of purchase decisions are made. Worded and designed successfully, indoor signs capitalize on the momentum generated by your other means of marketing. They should be designed to pick up where your other ads leave off. An indoor sign might be a video message, a hologram, or a moving sign. Don't limit your advertising areas to your own inside premise; the inside of many other premises will work very well. If your prospects are there, you too should be there." -Jay Conrad Levinson
"Outdoor signs and billboards, superb at reminding people of your existence and your reason for being, aren't successful as a sole means of marketing except in rare instances. However, they work well in combination with other marketing methods." -Jay Conrad Levinson
"Although canvassing takes more time than any other marketing method, it is highly effective. There are a few limitations, and it provides personal contact. It will often be difficult to manage canvassing on your own, so you may want to delegate the job to a professional salesperson or a college or high school student, depending on the complexity of your sales presentation. Canvassing should be backed by mass-marketing methods." -Jay Conrad Levinson
"Direct mail, which includes e-mail, allows you to take the most careful aim at your target audience. Created skillfully, direct-mail advertising enables you to go through the entire selling process - from securing your prospect's attention to obtaining sales by means of coupons the prospects can complete and toll-free phone numbers they can call. Like TV, direct mail can be very costly when misused, especially as postage rates continue to rise and the number of mailed pieces increases. To a guerrilla, postage rates aren't as important as response rates. If it cost twice as much postage to get three times the response, only a nitwit would save on postage rates. Also, guerrillas know that they should follow their direct-mail campaign with follow-up mailings, ultra selective targeting, telemarketing, and unique mailing packages. Don't ever forget what I said about direct mail providing you with that precision aim." -Jay Conrad Levinson
"Television is the most comprehensive medium: It enables you to convince your prospects by means of demonstration. Demonstrations - powerful selling devices - are not possible by any other means except seminars, fairs, stores, digital brochures, flash video on websites, and live contact with audiences. Television allows you to combine words with pictures and music and to get into the minds of your potential customers. It is a visual medium. In fact, because so many viewers mute the commercials with their remote controls, advertisers must tell the story visually; otherwise they're not telling their story to all and therefore, not selling their product. Television advertising can also be very costly, so it must be done properly. This is not a medium in which to dabble." -Jay Conrad Levinson
"Magazines are a medium with which readers become involved; this medium bestows on you the greatest credibility. Whether they buy individual newsstand copies or subscribe, readers take a good, long time to read them. In your magazine ad, you can attempt to capture the editorial "mood" of the magazine. You can put forth more information because readers will be willing to take more time reading a magazine ad than a newspaper ad. The credibility of the magazine becomes partly linked to you." -Jay Conrad Levinson
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