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There are certain marketing strategies that apart from being expensive are often ineffective. If you are operating a small business, ineffective and expensive marketing efforts can considerably erode your financial resources and at the same time, you won’t be able to generate enough returns to cover the losses. Then again, a marketing campaign does not have to be capitalintensive to be effective. All it needs is a bountiful amount of creativity and resourcefulness. Guerrilla marketing is an effective strategy especially for small-scale businesses with modest marketing budget. This marketing strategy relies on low-cost non-traditional methods to endorse a particular product. What sets guerrilla marketing apart from traditional marketing methods is that it has a much smaller budget, and it puts emphasis on having smaller groups of promoters who will get the word out in a specific location instead of a wide-spread media campaign. Guerilla marketing cannot be applied to all products though. In most instances, these techniques work for more "edgy" products, and are usually targeted to younger buyers who are more receptive to these kinds of advertising campaigns.

There are several guerrilla marketing strategies you can use for your own small business. One would be viral marketing which takes advantage of the high traffic and pass-along rate of social networking platforms to introduce or bring attention to a particular product or business. Advertising material using this technique can be delivered via word-


of-mouth communication or through sharing of different media, like video clips, online. Live-in marketing is also another popular guerilla marketing technique. In this tactic, a sample of the product is given to a potential customer so he or she can test it over a long period of time in a non-evasive and relaxed atmosphere. The intent behind this approach is for the buyer to initiate free word of mouth promotions and referrals, and to make him or her loyal to the brand. In addition, you may try using packs of tissues or napkins to introduce your company’s offerings. As the term suggests, it makes use of personalized napkins to deliver advertising material. The practice of using custom napkins as tools to promote products and services was first seen in Japan, and to this day remains nearly ubiquitous in areas leading to metro stations. There are a number of advantages to the use of customized napkins, and one of them is that they are more likely to be accepted by customers because of their utility. Since these personalized napkins are useful, people are more likely to accept them compared to fliers. By keeping the napkin, the one who has them will have continued exposure to the advertising material printed on them, consequently improving brand retention.


Guerrilla Marketing - Low-Cost, Unconventional Promotional Methods For Small Businesses  

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz for a company and its pr...

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