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Please consider this free-reprint article written by:
Christian Kameir
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Article Title: The Guerilla Marketing Mindset
Author: Christian Kameir
Word Count: 887
Article URL: http://www.isnare.com/?aid=99287&ca=Marketing
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Many entrepreneurs market via outreach events be it trade shows
or presenting seminars, and budgets to schmooze clients and
impress friends are getting tight.
Now that the economy is back in the spotlight, with gasoline at
$2.60+ a gal., big companies announcing layoffs, and prices
rising across the board, the time is here to tighten our belts
and squeeze that marketing dollar until it squeals. Believe me
the rhetoric that the economy is getting better is just that �
political rhetoric, and isn�t coming from the business
community in the trenches. We know better!
Even though lavish budgets are history, the creative
entrepreneur can still use events as a marketing tool if he/she
rolls up sleeves and goes into �guerilla marketing� mode.
Creativity is the key! The time for promoting an event and
waiting to see who registers within 6 to 8 weeks is past. The
first�s thing to remember is that no amount of cajoling,
marketing, or freebies will compel attendance at your event if
it doesn�t offer real value to the attendee.
People expect to be exposed to valuable content, and aren�t
attending just for the networking. With that as a given, let me
give you some guerilla marketing tips.
1.Save the expensive advertising you usually do 6 to 8 weeks
before the event and use �referrals�. Many of your pasts
attendees are either employees of companies or in business
themselves, and have contacts and friends they talk with
regularly. This source is often overlooked, and you�ve got
direct access to them. Send them an invitation as if they were
customers, and ask them to pass it on to one or two people they
know that might be interested. You could even make it more
enticing by having a form at the door for attendees that asks
who referred them, and providing some incentive for the person
that referred the most attendees.
2.Don�t overlook clubs, associations or other local groups.
Many not-for-profit groups have charters that state their
members will be informed about opportunities that will enhance
their membership, career and education. Put together a
promotional kit announcing your event, an agenda, and offering
a discount to the group�s members. You can also offer the
association something for free � a full registration, print ad,
magazine rack, exhibit space or a sponsoring logo on your
Website � whatever is feasible in you line of business. Don�t
miss the opportunity of offering your services as a speaker at
some of the group or association meetings, and even bringing
some event brochures with you after you have the leader�s
approval.
3.Local business � the bookmark brigade. If your event relies
heavily on local participation, then work through the
businesses used every day. A most successful and fun outreach
program is to implement a Bookmark Brigade on behalf of the
businesses. These are special announcement bookmarks printed
with the name of the event, dates, location, and Website on one
side and the local business name on the other. Make them big and
bright, and get a team loaded with bookmarks to visit every
business shop, coffee shop, bookstore, grocery stores,
newsstands, cleaners, music stores, and libraries all over the
area. Some stores may even let you hang a poster. Give
something to the manager or in-store sales personnel as you do
this. Maybe a free T-shirt, or pass to the event. The printing
bill is bound to run less than half or full-page ads in the
relevant weekend newspapers.
4.Your event sponsors and exhibitors are your best allies, as
well as a support network of resources for recruiting
attendees. Twenty percent of them will support your event
because they can, the rest won�t due to limited resources or
conflicting agendas. Use any of the tools already mentioned
with your partners, or trade a contact database of theirs to be
used for telemarketing for promoting the sponsor in the
telephone blitz. Offer this database a discounted rate and
attribute the discount to the sponsor for their client.
Everyone wins!
5.Offer your sponsors tools like posters or tabletop signs they
can post in their lobbies. Visitors can learn about the event
while waiting for their appointments. This expands your word of
mouth, and may even draw additional sponsors. Of course, you�ve
already negotiated an event logo and listing presence on your
sponsor�s website � haven�t you?
Some key points to remember in any outreach promotion are to
build in a tracking method on each marketing piece, such as
unique URLs and/or codes on registration. Be ready to offer
incentives such as discounts or gifts to gain access to clubs
or sponsors members, lists or audience. Lastly, have the
appropriate marketing tool kit ready before you start. It
should contain such things as Web banners, email templates,
sample sales copy, and special offer announcements packaged for
easy access.
In good times or bad, these tips will help any entrepreneur
draw more interest in their activity or event. A good outreach
program promotes special relationships with your sponsors,
community and attendees better than any other marketing
activity can before the event. Using guerilla marketing tactics
in lieu of bucks takes creativity, elbow grease, and luck.
About The Author: Chris Kameir is CEO of http://www.colizer.com
Colizer Inc. His search engine blog can be found at
www.kameir.com.
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For more free-reprint articles by Christian Kameir please
visit:
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