Are you looking for an affordable yet effective way to draw more consumers to your small business? Join the club.
Although the goal of attracting new customers and growing your company is clear, finding ways to actually achieve these objectives can be a little less obvious. Unfortunately, the obvious is what most small businesses stick with when creating and executing a market strategy. Fliers on cars, having a dancing character like a duck in front of your business with an arrow, you get the picture.
One of the smartest guerrilla tricks I’ve ever seen was from a pizza place that had you rip out their ad from the yellow pages to get ½ off one pizza. The bonus was that you were effectively removing his competitors for the next person.
If you’re stuck in a rut or struggling to get by, it’s time to start thinking outside the box. By getting creative, you can reach a broader spectrum of prospective clients, generate increased interest in your products and/or services, and can boost your sales.
Here are four guerrilla marketing strategies to get you started:
1. Loan Out Your Lot
During off hours, consider loaning your small business parking lot to a classic car club for a meet or a car show. When the press releases for these events come out, your business name and address will be featured on the Internet, on fliers, and in local papers at no cost to you. While you’re at it, attend the event, pass out promotional items to guests, and introduce yourself. It’s a great way to start relationships. Better yet, do as I did with a Mini Cooper dealer and coordinate several areas for a car tour around your city.
2. Give a Demonstration
Take the concept of show, don’t tell me literally. There’s no better way to prove that your target audience needs your small business than by showing them what you can do. When I worked in western wear in the 80’s, I had my guys steaming hats down at the busy cowboy bar every Friday and Saturday – those guys in turn were some of the busiest! Restaurateurs may consider a live cook-off between chefs, while retailers might choose to demonstrate how to select figure-flattering clothes or give makeovers to passersby. To show consumers the benefit of regularly working out, a gym could challenge its members to climb a rock wall in the parking lot, whereas an accounting firm may elect to put on a free seminar on how to create a retirement strategy. Regardless of your specific industry, the possibilities for reaching new customers are limitless.
3. Chalk It Up
Is there an upcoming event in your area that will attract members of your target audience? Whether it’s a farmer’s market or a convention, use chalk to grab the attention of attendees. On sidewalks near the event, write your business’ website address with bright, neon chalk. Curious persons will use their smartphones or tablets to look you up right away. For even better results, have the web address direct consumers to a landing page where they can receive a special offer for a product or service that your small business offers. In order to maintain your good name, never use chalk on private property and always be sure to sweep away the chalk ad once the event has ended. I saw a variation of this last winter when a busy snowplow company used colored water to write into snow banks their phone number and company name.
4. Start a Flash Mob
Flash mobs are the perfect way for a small business to get noticed for little to no cost. Having your staff coordinate a routine and suddenly break into dance at a local shopping mall or on the street, for example, will not only turn the heads of those lucky souls who happened to be around at the time, but will end up online – multiple times. People love to have been included with special occurrences like these, and will be eager to tweet about it, and upload videos. The more creative and outlandish you get, the more attention you will receive. Be sure that someone is holding a sign with your business’ information, or that everyone is wearing t-shirts with your company URL so that credit is given where it’s due.
Want to stand out and grow your small business? Getting creative and having fun with guerrilla marketing can make all the difference.
Bob Phibbs, the Retail Doctor®, has helped thousands of businesses in hospitality, manufacturing, service, restaurant and retail since 1994. His clients have ranged from multi-national luxury brands to small business mom and pops. With over thirty years experience beginning in the trenches of retail and extending to senior management positions, Phibbs has been a corporate officer, franchisor and entrepreneur. His speaking presentations are designed to provide practical information in a fun and re-memorable format. His newest product is SalesRX, his online retail sales training. No matter how long an employee works with your small business, if they can master the skills to build rapport and make a sale, they can go on to do just about anything.
The post Four Guerrilla Marketing Tricks for Small Business appeared first on MasterCard Business Network Blog.
