So you’ve been in business for a while, you’ve got a decent client base in your area, but of course, your looking to grow. However, budgets are tight and you can not just spend on endless advertising. Traditional methods can be effective, but once your business is established, how do you grow beyond your reach without overreaching?
The answer is what I like to call Guerrilla Location. Now most people at this point have some idea about street or guerrilla marketing. Between YouTube videos of flash mobs and street art campaigns you might have seen locally, guerrilla marketing have become an effective new force in advertising.
Street marketing has exploded for several reasons; it’s fun, it's cheap, and it leaves an impression on most consumers because it's usually unexpected and ostentatious. You rarely have more than a few seconds to catch the attention of your target customer so in that short time frame, what are the best ways to leave a lasting impression?
The first key is to understand what else your targeted demographic does in isolation from your industry. Maybe you produce skateboards and have been advertising in skating magazines and on local TV, but your looking to grow. You obviously know who is skateboarding and where they ride their boards, but what are the skateboarders doing when they are not riding their boards? Are they at a concert, if so what bands? Are they at the mall, if so what stores are they shopping at and what are they shopping for? Find events or other products your demographic uses, even if completely unrelated to your product, and make an advertising presence there.
The Key is to Stand Out!
Once you have determined other products or locations your target customers utilize, there are many creative and low cost ways to get your brand out there. It is one thing to sponsor an event; it’s another thing to leave a memorable impression at one. For this example, something like a giant 15 foot skateboard could be erected outside a concert venue in a public area - a low cost, fun way to keep your customers thinking of you. People will laugh at it, remember it, maybe take a picture with it; then post that photo on facebook and eventually your brand will be on their mind the next time they look to buy a skateboard.
This basic principal can be applied to any business. The biggest concern is understanding what your customer’s other needs are and creating an advertising presence in those locations. If this is done on a consistent basis, perhaps at least once or twice a month depending on your size, market, and industry, you can generate substantial brand growth through word of mouth about all the fun and creative advertisements people have seen for your brand.
A Guerrilla Advertisment Can Be Anywhere!
If you can find a high correlation between customers in your industry and another industry, advertise at events in those other industries. You will stand out as your industry's sole representative and still effectively target your demographic. Perhaps you'll even bring in a few new clients who never used your industry but, seeing your brand in conjunction with others, might inspire them to give it a try. Creativity in location can be more effective than your actual message, simply because you stand out. Find what your customers enjoy and do outside of their role in you industry and pursue expanding your marketing campaigns to these locations.
By: Will Pearlman
