Guerrilla Marketing
over 90 field-tested tactics to get your business into the frontlines
Jay Conrad Levinson.
1. MAKE CUSTOMERS A BIRTHDAY CARD
Guerrilla Ray Fisher of Keylock Mini Storage in Pinellas Park, Florida celebrates his tenantsʼ
birthdays with a card he creates himself. He prints a poem on the card and gets four cards out
of each piece of 8-1/2 x 11 card stock. He goes to Kinkos to have the cards printed and cut.
Since sending the cards, Fisher has received a very positive response.
One tenant even dropped by office just to say he really appreciated the card. Fisher started a file organized by
month to pre-address the cards to make it easy to mail within a week of upcoming birthdays.
Any service business can profit from this personal touch.
2. A STICKY SUCCESS STORY
Guerrilla Mike Cohen informs us that no one ignores coupons from Captain Tonyʼs Pizza in
Cleveland, Ohio. Thatʼs because they are printed on Post-It™ notes and placed each month on
every door in their delivery area.The typical response rate is 30%.
Cohen honors us by calling this promotional concept, Guerrilla Mail. He attributes the
programʼs success to both the look and the feel of the coupon. It resembles the familiar
UPS delivery notice and because it is sticky, recipients tend to post it on the fridge or by the
phone where it acts as a constant reminder.
3. THE ICE CREAM INCENTIVE
Marketing Consultant and Coach Bob Janet emailed us after reading about a real estate agent
who sent prospects home with a quart of ice cream on hot days. Janetʼs company used a
variation on the old ice cream ploy. His sales staff would find out where customers lived
and give them just enough time to get home with the melting ice cream. The representative
would call them with an added incentive to buy from them (extra discount, special price on
add on items, special financing, etc.)
The extra incentive always had a time limit of closing time that day. Janet reports that they
made a lot of sales with that technique.
4. BEACH PARTY BINGO
Dusty Simmons owns a retail store in the Central Florida offering surf, skateboard, and beach
supplies. Due to few exclusives and similar inventory among his competition, he had trouble
differentiating his business. Simmons realized that he needed to implement Guerrilla tactics
in order to get an edge.
Simmons created a Christmas Wish List of store items for kids of all ages to send to loved
ones. Simmons also mailed out blank copies of the Wish List to folks on their mailing list who
came in during the sign-up. Adult customers were invited to a special event: an after-hours
shopping spree with live music, snacks and drinks. Simmons reported a record sales day in
those three hours.
Since the promotion, there has been much talk about that night, with customers who did not
attend asking if Simmons is going to do it next year. His reply? “Of course, only better.”
5. TALKING HOUSE SPEAKS FOR ITSELF
Guerrilla Scott Matthew, president of Realty Electronics Inc. of Fond du Lac, WI wrote to tell
us about his Talking House® Itʼs a small radio transmitter that sits inside a location (such as
residential real estate that is for sale). Prospects just tune in on their ordinary car radio, while
parked out front, and hear a customized marketing message.
Besides real estate, Talking House® can be used by restaurants to announce their specials
of the day, banks to promote their CD rates at a drive-up window, or automobile dealers to
explain low-interest leases. You name it, Talking House® can say it.
For more information visit the website at http://www.TalkingHouse.com or call 800-444-
8255, fax 920-923-6222.
6. MARKETING TO THE DISABLED
Guerrilla Kimberley Barreda runs Cripmedia, an organization offering marketing and advertising
services to firms targeting the disabled community. Barreda reports that the disabled
community is responsible for over $700 million per year in consumer spending.
Barreda, a former professional actor, started the company when she was refused a commercial
audition because she used a wheelchair. She realized that the disabled community was
being ignored by advertisers. She created the 1998 Consumer With a Disability profile survey.
Through a fusion marketing arrangement, Barreda obtained the authoring software from
Questionmark Corporation in exchange for full credit.
The results will be published yearly and an on-going product war page will be featured on
their site: http://www.cripworld.com.
7. FREE DOMAIN NAME REGISTRATION
Guerrilla Pat Messick of Bronxville, NY has cost-saving suggestion for other online Guerrillas.
Messick found an advertiser-supported website offering free registration of domain names.
Messickʼs ISP was going to charge $50.00 for the domain registration. Messick has already
referred a dozen friends to this site and is happy to spread the word.
8. BUSINESS CARD AS POCKET-SIZED BULLETIN BOARD
We hear many stories on using your business card as a marketing tool. Guerrilla Scott Miller
of Aurora, Colorado has been paying attention.
Miller reports on the success of his new business cards. On the front cover of the folded card,
Miller placed a catchy slogan. Inside he briefly lists his products and the method of sales
(internet, home parties, mail order, by private consultation) on one side. On the other side he
offers contact information including his website and email address.
Miller noticed some blank space on the back of the card, and for the next card run, he may
add his vendors.
9. ADD MEMOS TO YOUR MARKETING
Frank Pipia, Jr. of Pipia-Graphics & Advertising, Inc. of Wauwatosa, WI has a timely reminder
for all you busy Guerrillas.
Pipia suggests writing a brief personal note to each of your clients and prospects on a Post-
It™ or 1/4 page memo pad. Attach it to your business card and mail it off. Keep the message
short and personal. Ask them how things are going. Thank them for their business or their
interest. Mention any new products or services you are offering and how they might benefit.
Finally, ask them to give you a call or offer to call them in order to chat soon.
Pipia claims that people will be gratified that you took the time to jot down a few personal
lines. If you do this once a month youʼll maintain a high profile. Even if they donʼt need your
services presently, youʼll be more likely to get their business in the future.
10. IMEDIAFAX IS RIGHT ON TARGET
Guerrilla Paul J. Krupin of Kennewick, WA, has introduced an online news distribution service
which faxes your business message to the media. Users create a proprietary media list from
a vast selection of magazines, newspapers, syndicates, and broadcast stations. The service,
ImediaFAX—Internet to Media Fax on-line custom news distribution service, can be found at
http://www.imediafax.com.
Hereʼs how it works: Make your selection by clicking your mouse on the industry and classification,
key editors, states, market area, or circulation. Then enter your news release and click
to send. ImediaFAX news releases can contain graphics, letterheads, logos or pictures. The
cost is 25 cents per faxed page.
According to Krupin, “media receiving news releases from ImediaFAX will be happy that the
news releases are better targeted. This will result in less over-broadcasting.” Another bonus
is that there are no international phone or fax charges.
11. A DELICIOUS SALES PLOY
Guerrilla Walt Gibson of Dracut, MA passes along some wisdom from his days as a real estate
agent. A seasoned pro once advised him to keep an ice chest packed with quarts of ice cream
on hot summer days. When qualified customers viewed the homes the agent would give them a
quart of ice cream. According to Gibson, this gave the customer two alternatives: (1) Eat it and
think about the house; or (2) Go home and put it in the freezer and think about the house.
Either way the prospects probably wouldnʼt be viewing the competitionʼs houses that day and
would certainly remember the broker who gave them ice cream!
We wonder if the old pro kept hot chocolate on hand for snowy Winter days?
12 A TALE OF HOLIDAY CHEER
Guerrilla Dane Colby of Magical Landscapes in Whidbey Island, WA has a unique approach
to competition. Because he lives in a tight and supportive community, Colby doesnʼt want
to demean his competitors, believing that it removes all the joy from his work and gives the
industry a bad name. He points out that when encouraging customers to devote time and
money to landscaping, his main competition is holidays, movies, sports, and television.
Colby works with his colleagues to ensure that landscaping has a great reputation for service,
fun and value. He sees marketing as a creative challenge to see who can bring clients the
most value.
Colby reports that his approach is extremely fruitful in the friends, success and fun it generates,
stating “it is more enjoyable than being a solitary guerrilla. The success of my island
and industry are prerequisites to my own success. We prosper together.”
13. ASK AND YOU SHALL RECEIVE
San Antonio private investigator and Guerrilla marketer, Venetia Flowers publishes a newsletter
called the “Tricky Marketing Ploy” handbook. She provides techniques like the following to
drum up business and make invaluable contacts.
Flowers was interested in subletting space in a downtown building containing more than 100
law firms. After two years on the waiting list, she called all of the attorneys she had previously
done business with or had met in the courthouse. She asked them if they knew if any
of the firms might have space to sublet. Each lawyer offered four or five names. She made a
contact list and starting calling. If the lawyers appeared busy, Flowers was brief but if they
had the time, she spoke at length.
Every single lawyer inquired about her business and many invited her to lunch or asked her to visit their office or send marketing materials. Eventually, Flowers acquired the names and numbers of 65 people in this building and 40 more prospects in other downtown office buildings. She now has a growing database of the most powerful attorneys in her city.
Flowers found that people were both willing to help and interested in her business. Can you
think of a way to engage prospective customers in helping you?
14. BUSINESS CARD DOES DOUBLE DUTY
Carol Parenzan Smalley, owner of Small Business Consulting Services in Palmyra, PA has a
great suggestion for a variation on the old business card. Sheʼs created a bookmark that
folds to the size of a standard business card. The front of the card contains her business
information. And the back of the card lists her services as well as free resource information
with phone numbers, library sections, government agencies, and websites (such as Guerrilla
Marketing Online).
Smalleyʼs stationery letterhead complements the bookmark, with her services listed down the
left margin—subtly advertising all of her services with each and every correspondence.
Finally, Smalley reduced her costs by utilizing a great guerrilla tool: bartering. A client designed
her stationery package in exchange for a marketing plan that Smalley wrote. Good going!
15. FINDING THE UPSIDE OF DOWNSIZING
By keeping her ear to the fluctuations in her business community, Guerrilla Diane Ernsberger
of Ree Design in Columbus, Ohio is able to drum up business.
Ernsberger runs a resume consulting and design business. She found that an effective way to
initiate business was to offer her services to the human resources department of companies
that are downsizing. Many companies will pick up the costs of these services in order to help
obtain a new position and advance their careers.
over 90 field-tested tactics to get your business into the frontlines
Jay Conrad Levinson.
1. MAKE CUSTOMERS A BIRTHDAY CARD
Guerrilla Ray Fisher of Keylock Mini Storage in Pinellas Park, Florida celebrates his tenantsʼ
birthdays with a card he creates himself. He prints a poem on the card and gets four cards out
of each piece of 8-1/2 x 11 card stock. He goes to Kinkos to have the cards printed and cut.
Since sending the cards, Fisher has received a very positive response.
One tenant even dropped by office just to say he really appreciated the card. Fisher started a file organized by
month to pre-address the cards to make it easy to mail within a week of upcoming birthdays.
Any service business can profit from this personal touch.
2. A STICKY SUCCESS STORY
Guerrilla Mike Cohen informs us that no one ignores coupons from Captain Tonyʼs Pizza in
Cleveland, Ohio. Thatʼs because they are printed on Post-It™ notes and placed each month on
every door in their delivery area.The typical response rate is 30%.
Cohen honors us by calling this promotional concept, Guerrilla Mail. He attributes the
programʼs success to both the look and the feel of the coupon. It resembles the familiar
UPS delivery notice and because it is sticky, recipients tend to post it on the fridge or by the
phone where it acts as a constant reminder.
3. THE ICE CREAM INCENTIVE
Marketing Consultant and Coach Bob Janet emailed us after reading about a real estate agent
who sent prospects home with a quart of ice cream on hot days. Janetʼs company used a
variation on the old ice cream ploy. His sales staff would find out where customers lived
and give them just enough time to get home with the melting ice cream. The representative
would call them with an added incentive to buy from them (extra discount, special price on
add on items, special financing, etc.)
The extra incentive always had a time limit of closing time that day. Janet reports that they
made a lot of sales with that technique.
4. BEACH PARTY BINGO
Dusty Simmons owns a retail store in the Central Florida offering surf, skateboard, and beach
supplies. Due to few exclusives and similar inventory among his competition, he had trouble
differentiating his business. Simmons realized that he needed to implement Guerrilla tactics
in order to get an edge.
Simmons created a Christmas Wish List of store items for kids of all ages to send to loved
ones. Simmons also mailed out blank copies of the Wish List to folks on their mailing list who
came in during the sign-up. Adult customers were invited to a special event: an after-hours
shopping spree with live music, snacks and drinks. Simmons reported a record sales day in
those three hours.
Since the promotion, there has been much talk about that night, with customers who did not
attend asking if Simmons is going to do it next year. His reply? “Of course, only better.”
5. TALKING HOUSE SPEAKS FOR ITSELF
Guerrilla Scott Matthew, president of Realty Electronics Inc. of Fond du Lac, WI wrote to tell
us about his Talking House® Itʼs a small radio transmitter that sits inside a location (such as
residential real estate that is for sale). Prospects just tune in on their ordinary car radio, while
parked out front, and hear a customized marketing message.
Besides real estate, Talking House® can be used by restaurants to announce their specials
of the day, banks to promote their CD rates at a drive-up window, or automobile dealers to
explain low-interest leases. You name it, Talking House® can say it.
For more information visit the website at http://www.TalkingHouse.com or call 800-444-
8255, fax 920-923-6222.
6. MARKETING TO THE DISABLED
Guerrilla Kimberley Barreda runs Cripmedia, an organization offering marketing and advertising
services to firms targeting the disabled community. Barreda reports that the disabled
community is responsible for over $700 million per year in consumer spending.
Barreda, a former professional actor, started the company when she was refused a commercial
audition because she used a wheelchair. She realized that the disabled community was
being ignored by advertisers. She created the 1998 Consumer With a Disability profile survey.
Through a fusion marketing arrangement, Barreda obtained the authoring software from
Questionmark Corporation in exchange for full credit.
The results will be published yearly and an on-going product war page will be featured on
their site: http://www.cripworld.com.
7. FREE DOMAIN NAME REGISTRATION
Guerrilla Pat Messick of Bronxville, NY has cost-saving suggestion for other online Guerrillas.
Messick found an advertiser-supported website offering free registration of domain names.
Messickʼs ISP was going to charge $50.00 for the domain registration. Messick has already
referred a dozen friends to this site and is happy to spread the word.
8. BUSINESS CARD AS POCKET-SIZED BULLETIN BOARD
We hear many stories on using your business card as a marketing tool. Guerrilla Scott Miller
of Aurora, Colorado has been paying attention.
Miller reports on the success of his new business cards. On the front cover of the folded card,
Miller placed a catchy slogan. Inside he briefly lists his products and the method of sales
(internet, home parties, mail order, by private consultation) on one side. On the other side he
offers contact information including his website and email address.
Miller noticed some blank space on the back of the card, and for the next card run, he may
add his vendors.
9. ADD MEMOS TO YOUR MARKETING
Frank Pipia, Jr. of Pipia-Graphics & Advertising, Inc. of Wauwatosa, WI has a timely reminder
for all you busy Guerrillas.
Pipia suggests writing a brief personal note to each of your clients and prospects on a Post-
It™ or 1/4 page memo pad. Attach it to your business card and mail it off. Keep the message
short and personal. Ask them how things are going. Thank them for their business or their
interest. Mention any new products or services you are offering and how they might benefit.
Finally, ask them to give you a call or offer to call them in order to chat soon.
Pipia claims that people will be gratified that you took the time to jot down a few personal
lines. If you do this once a month youʼll maintain a high profile. Even if they donʼt need your
services presently, youʼll be more likely to get their business in the future.
10. IMEDIAFAX IS RIGHT ON TARGET
Guerrilla Paul J. Krupin of Kennewick, WA, has introduced an online news distribution service
which faxes your business message to the media. Users create a proprietary media list from
a vast selection of magazines, newspapers, syndicates, and broadcast stations. The service,
ImediaFAX—Internet to Media Fax on-line custom news distribution service, can be found at
http://www.imediafax.com.
Hereʼs how it works: Make your selection by clicking your mouse on the industry and classification,
key editors, states, market area, or circulation. Then enter your news release and click
to send. ImediaFAX news releases can contain graphics, letterheads, logos or pictures. The
cost is 25 cents per faxed page.
According to Krupin, “media receiving news releases from ImediaFAX will be happy that the
news releases are better targeted. This will result in less over-broadcasting.” Another bonus
is that there are no international phone or fax charges.
11. A DELICIOUS SALES PLOY
Guerrilla Walt Gibson of Dracut, MA passes along some wisdom from his days as a real estate
agent. A seasoned pro once advised him to keep an ice chest packed with quarts of ice cream
on hot summer days. When qualified customers viewed the homes the agent would give them a
quart of ice cream. According to Gibson, this gave the customer two alternatives: (1) Eat it and
think about the house; or (2) Go home and put it in the freezer and think about the house.
Either way the prospects probably wouldnʼt be viewing the competitionʼs houses that day and
would certainly remember the broker who gave them ice cream!
We wonder if the old pro kept hot chocolate on hand for snowy Winter days?
12 A TALE OF HOLIDAY CHEER
Guerrilla Dane Colby of Magical Landscapes in Whidbey Island, WA has a unique approach
to competition. Because he lives in a tight and supportive community, Colby doesnʼt want
to demean his competitors, believing that it removes all the joy from his work and gives the
industry a bad name. He points out that when encouraging customers to devote time and
money to landscaping, his main competition is holidays, movies, sports, and television.
Colby works with his colleagues to ensure that landscaping has a great reputation for service,
fun and value. He sees marketing as a creative challenge to see who can bring clients the
most value.
Colby reports that his approach is extremely fruitful in the friends, success and fun it generates,
stating “it is more enjoyable than being a solitary guerrilla. The success of my island
and industry are prerequisites to my own success. We prosper together.”
13. ASK AND YOU SHALL RECEIVE
San Antonio private investigator and Guerrilla marketer, Venetia Flowers publishes a newsletter
called the “Tricky Marketing Ploy” handbook. She provides techniques like the following to
drum up business and make invaluable contacts.
Flowers was interested in subletting space in a downtown building containing more than 100
law firms. After two years on the waiting list, she called all of the attorneys she had previously
done business with or had met in the courthouse. She asked them if they knew if any
of the firms might have space to sublet. Each lawyer offered four or five names. She made a
contact list and starting calling. If the lawyers appeared busy, Flowers was brief but if they
had the time, she spoke at length.
Every single lawyer inquired about her business and many invited her to lunch or asked her to visit their office or send marketing materials. Eventually, Flowers acquired the names and numbers of 65 people in this building and 40 more prospects in other downtown office buildings. She now has a growing database of the most powerful attorneys in her city.
Flowers found that people were both willing to help and interested in her business. Can you
think of a way to engage prospective customers in helping you?
14. BUSINESS CARD DOES DOUBLE DUTY
Carol Parenzan Smalley, owner of Small Business Consulting Services in Palmyra, PA has a
great suggestion for a variation on the old business card. Sheʼs created a bookmark that
folds to the size of a standard business card. The front of the card contains her business
information. And the back of the card lists her services as well as free resource information
with phone numbers, library sections, government agencies, and websites (such as Guerrilla
Marketing Online).
Smalleyʼs stationery letterhead complements the bookmark, with her services listed down the
left margin—subtly advertising all of her services with each and every correspondence.
Finally, Smalley reduced her costs by utilizing a great guerrilla tool: bartering. A client designed
her stationery package in exchange for a marketing plan that Smalley wrote. Good going!
15. FINDING THE UPSIDE OF DOWNSIZING
By keeping her ear to the fluctuations in her business community, Guerrilla Diane Ernsberger
of Ree Design in Columbus, Ohio is able to drum up business.
Ernsberger runs a resume consulting and design business. She found that an effective way to
initiate business was to offer her services to the human resources department of companies
that are downsizing. Many companies will pick up the costs of these services in order to help
obtain a new position and advance their careers.
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