Guerrilla Marketing, over 90 field-tested tactics to get your
business into the frontlines
By: Jay Conrad Levinson.
16. CREDITS NOT COUPONS
Competition is fierce in Guerrilla Jack Barthʼs community of Orangeville, Southern Ontario. As
proprietor of of Barthʼs Cleaning Centre, Barth takes precautions against competitive interference
when marketing to his customers. Barth maintains his Guerrilla stance by opting to
give customers a credit on their account rather than a coupon, which might be accepted by a
competitor.
Barth sends customers and prospects personalized letters which canʼt be monitored by the
competition. Even if a competitor intercepts a few letters they wonʼt be able to estimate how
many similar letters went out and when the letterʼs content was revised.
17. AUTORESPONDER OR URL?
When Guerrilla Jim Daniels of Smithfield, RI created his Website, he made some changes to his
classified ads. He replaced the autoresponders—which had allowed his prospects to receive
sales letters almost instantly—with his URL in his classified ads. He assumed that people
would prefer to visit the site and view the color, sound, and graphics.
When his response dropped, he realized that there are literally millions of people who use
email but donʼt surf the web. So out went the URL address in favor of the autoresponders.
Daniels also had an email newsletter so he decided to do a little more experimenting. There,
his newsletter ads contained both the autoresponder address and the URL.
Finally he had the perfect mix. His total inquiries (autoresponders plus page hits) went up by
about 20% and remained there as long as his ad contained both contact methods. Along with
these increased prospects came increased profits. A valuable lesson learned.
18. BECOME A MARKETING MATCHMAKER
Guerrilla Dana Burke, of Mind Your Business, has a terrific idea that can be used by anyone
with a box of labels and some ingenuity.
Burke maintains a supply of her clientsʼ and associatesʼ business cards in her office and
distributes them to likely customers. Using return address labels, sheʼs created a sticker that
says “Referred by Mind Your Business.” Placed on the back of other peopleʼs business cards,
the stickers remind the recipient who she is and help them when they call on the prospect.
The customer is reminded of her business and her name is the first one the prospect hears.
Quite the win-win-win situation.
19. CAT SHOOT CAPTURES COMMUNITY’S CONCERN
Guerrilla Jim Valovic of Gloversville, NY concocted a controversial but effective event that
earned Vanʼs Harley-Davidson a tremendous amount of publicity.
Vanʼs advertisement for a “Cat Shoot” to be held at the store on June 1, brought calls from
the media, Humane Society, SPCA, local police chief and even the Mayor, wanting to know
what was going on. To all callers, they replied “show up on the first and find out.”
The media jumped on it. Vanʼs was on front pages of three major newspapers (“Cat Shoot for
real or hoax?” blared the titles). What everyone saw on the day of the event was a six-foot
high cartoon cat that they could shoot—with a paint ball gun at three shots for a dollar. Signs
announced that all proceeds would go to the Humane Society. Reporters and crews from
print, radio and TV showed up and Vanʼs got even more coverage.
20. FREE TEST MARKETING
Guerrilla C. Whitlock of Cellular One in Beckley, West Virginia, shares an innovative way to get
products test marketed. A customer who wanted to leave the store and run errands while her
cellular phone was being installed was loaned a special red pager. The customer was paged
when her car was ready. Instead of sitting in the waiting room, the customer was out and
about using the pager.
Whitlock plans to extend the red pager to other stores offering while-you-wait service. The
customers roam freely and Cellular One gets their pager marketed for nothing!
21. CUSTOMER ADVOCACY
Guerrilla Nicole Baker of Millennium Marketing Solutions suggests becoming an advocate for
your customers. Anyone can manipulate a customer into buying something they donʼt really
need or want. Baker found objectivity and honesty to be more efficient than a hard sell
techniques. Even if you donʼt make as many initial sales, you will inspire customer loyalty. If
youʼre honest with them, customers will see you as the ONLY person to ask when they need
advice or additional products or services.
22. RETAIL MARKETING FUSION
Looking for a free way to get people to step into your store? Guerrilla Gary Brummond came
across this idea recently at a local mall. Gary noticed a collection of pet portraits in a portrait
studios window with a little card in the corner that said the actual pets could be found in the
pet shop opposite the studio. The portrait studio got some fun subjects for their window and
the pet store got a little virtual window space. We bet their business relationship has grown
beyond this elegant cooperation.
23. GUERRILLA GREETINGS
Troubled by the high cost of keeping in touch with your customers? Guerrilla Ron Foster
keeps in touch with his customers year round using simple and inexpensive fax greetings.
Ron sends a fax greeting just before holidays, special events and personal events. His customers
really appreciate the faxes and even call him back when the greeting is particularly
creative. Either way, they enjoy the effort and remember him year-round.
22. RETAIL MARKETING FUSION
Looking for a free way to get people to step into your store? Guerrilla Gary Brummond came
across this idea recently at a local mall. Gary noticed a collection of pet portraits in a portrait
studios window with a little card in the corner that said the actual pets could be found in the
pet shop opposite the studio. The portrait studio got some fun subjects for their window and
the pet store got a little virtual window space. We bet their business relationship has grown
beyond this elegant cooperation.
23. GUERRILLA GREETINGS
Troubled by the high cost of keeping in touch with your customers? Guerrilla Ron Foster
keeps in touch with his customers year round using simple and inexpensive fax greetings.
Ron sends a fax greeting just before holidays, special events and personal events. His customers
really appreciate the faxes and even call him back when the greeting is particularly
creative. Either way, they enjoy the effort and remember him year-round.
26. DIRECT MAIL GAMBIT
Trouble getting good direct mail response on small mailings with short messages? Hereʼs an
idea from Guerrilla Pablo Naranjo that works almost every time! Pablo puts a headline offer
on his envelopes and makes sure that there is a phone number with the return address. Then,
he sends out the envelopes empty! Most people call him back to let him know that their
envelope was empty and this leads to a conversation about the message in the headline.
27. RICH OR FAMOUS?
If youʼd rather be rich than famous, Guerrilla Marc-André Rampon has a tip to build response
to you newsletters and websites
.
Marc-André knows that great content makes for great newsletters and websites but he also
knows that great content takes time or money that cuts into profitability. His solution is to
get volunteers to write his content in exchange for building their visibility and popularity.
Make them famous while you make you richer!
Be sure to make all submissions your property if used and gain all appropriate publishing
rights.
28. TARGETED AND FREE ADS?
Everyone would love to have an unlimited ad budget but most of us struggle with how to
stretch our marketing dollars. Guerrilla James Bond has a tip for getting free ads any secret
agent would love.
Jamesʼ company provides investigative services to law firms. He found it hard to reach lawyers
with his promotional message until he decided to try putting his card in law books at a
local law library!
Attorneys, paralegals and law students would find the cards and assume that other law firms
used Jamesʼ company. This gave him both recognition and credibility and resulted in some
nice new clients.
We have also heard of another Guerrilla who puts his card into bookstore books to generate
programming jobs.
29. FISHING FOR LEADS
Are you always looking for local leads? Guerrilla Cyndi Stout goes “fishing” for free leads all
over town and you can too!
Many stores and restaurants have a glass bowl for business cards and they give away some
kind of prize return for the cards people drop in. Cyndi simply asks these business if she
can have the cards in exchange for something. Sometimes they give them to her for free and
other times she pays for the incentive prize in exchange for the leads. You could even offer to
type up the names and give them to the store in text and database form. So far nobody has
turned down her request to share leads!
30. GET ONLINE LINKS!
If youʼve got a site but had trouble had trouble getting links and traffic, Guerrilla David
Gresser has a simple tip for you.
David has a catalog site for sheet music and brings people to his site with loads oʼlinks. His
method is easy and you can use it too. David searches for music sites online and puts links
to them on his website. Then he writes to the webmaster with news of the link he gave them
and asks for one in return. He quickly collected 50 links this way and his list is still growing.
Competition is fierce in Guerrilla Jack Barthʼs community of Orangeville, Southern Ontario. As
proprietor of of Barthʼs Cleaning Centre, Barth takes precautions against competitive interference
when marketing to his customers. Barth maintains his Guerrilla stance by opting to
give customers a credit on their account rather than a coupon, which might be accepted by a
competitor.
Barth sends customers and prospects personalized letters which canʼt be monitored by the
competition. Even if a competitor intercepts a few letters they wonʼt be able to estimate how
many similar letters went out and when the letterʼs content was revised.
17. AUTORESPONDER OR URL?
When Guerrilla Jim Daniels of Smithfield, RI created his Website, he made some changes to his
classified ads. He replaced the autoresponders—which had allowed his prospects to receive
sales letters almost instantly—with his URL in his classified ads. He assumed that people
would prefer to visit the site and view the color, sound, and graphics.
When his response dropped, he realized that there are literally millions of people who use
email but donʼt surf the web. So out went the URL address in favor of the autoresponders.
Daniels also had an email newsletter so he decided to do a little more experimenting. There,
his newsletter ads contained both the autoresponder address and the URL.
Finally he had the perfect mix. His total inquiries (autoresponders plus page hits) went up by
about 20% and remained there as long as his ad contained both contact methods. Along with
these increased prospects came increased profits. A valuable lesson learned.
18. BECOME A MARKETING MATCHMAKER
Guerrilla Dana Burke, of Mind Your Business, has a terrific idea that can be used by anyone
with a box of labels and some ingenuity.
Burke maintains a supply of her clientsʼ and associatesʼ business cards in her office and
distributes them to likely customers. Using return address labels, sheʼs created a sticker that
says “Referred by Mind Your Business.” Placed on the back of other peopleʼs business cards,
the stickers remind the recipient who she is and help them when they call on the prospect.
The customer is reminded of her business and her name is the first one the prospect hears.
Quite the win-win-win situation.
19. CAT SHOOT CAPTURES COMMUNITY’S CONCERN
Guerrilla Jim Valovic of Gloversville, NY concocted a controversial but effective event that
earned Vanʼs Harley-Davidson a tremendous amount of publicity.
Vanʼs advertisement for a “Cat Shoot” to be held at the store on June 1, brought calls from
the media, Humane Society, SPCA, local police chief and even the Mayor, wanting to know
what was going on. To all callers, they replied “show up on the first and find out.”
The media jumped on it. Vanʼs was on front pages of three major newspapers (“Cat Shoot for
real or hoax?” blared the titles). What everyone saw on the day of the event was a six-foot
high cartoon cat that they could shoot—with a paint ball gun at three shots for a dollar. Signs
announced that all proceeds would go to the Humane Society. Reporters and crews from
print, radio and TV showed up and Vanʼs got even more coverage.
20. FREE TEST MARKETING
Guerrilla C. Whitlock of Cellular One in Beckley, West Virginia, shares an innovative way to get
products test marketed. A customer who wanted to leave the store and run errands while her
cellular phone was being installed was loaned a special red pager. The customer was paged
when her car was ready. Instead of sitting in the waiting room, the customer was out and
about using the pager.
Whitlock plans to extend the red pager to other stores offering while-you-wait service. The
customers roam freely and Cellular One gets their pager marketed for nothing!
21. CUSTOMER ADVOCACY
Guerrilla Nicole Baker of Millennium Marketing Solutions suggests becoming an advocate for
your customers. Anyone can manipulate a customer into buying something they donʼt really
need or want. Baker found objectivity and honesty to be more efficient than a hard sell
techniques. Even if you donʼt make as many initial sales, you will inspire customer loyalty. If
youʼre honest with them, customers will see you as the ONLY person to ask when they need
advice or additional products or services.
22. RETAIL MARKETING FUSION
Looking for a free way to get people to step into your store? Guerrilla Gary Brummond came
across this idea recently at a local mall. Gary noticed a collection of pet portraits in a portrait
studios window with a little card in the corner that said the actual pets could be found in the
pet shop opposite the studio. The portrait studio got some fun subjects for their window and
the pet store got a little virtual window space. We bet their business relationship has grown
beyond this elegant cooperation.
23. GUERRILLA GREETINGS
Troubled by the high cost of keeping in touch with your customers? Guerrilla Ron Foster
keeps in touch with his customers year round using simple and inexpensive fax greetings.
Ron sends a fax greeting just before holidays, special events and personal events. His customers
really appreciate the faxes and even call him back when the greeting is particularly
creative. Either way, they enjoy the effort and remember him year-round.
22. RETAIL MARKETING FUSION
Looking for a free way to get people to step into your store? Guerrilla Gary Brummond came
across this idea recently at a local mall. Gary noticed a collection of pet portraits in a portrait
studios window with a little card in the corner that said the actual pets could be found in the
pet shop opposite the studio. The portrait studio got some fun subjects for their window and
the pet store got a little virtual window space. We bet their business relationship has grown
beyond this elegant cooperation.
23. GUERRILLA GREETINGS
Troubled by the high cost of keeping in touch with your customers? Guerrilla Ron Foster
keeps in touch with his customers year round using simple and inexpensive fax greetings.
Ron sends a fax greeting just before holidays, special events and personal events. His customers
really appreciate the faxes and even call him back when the greeting is particularly
creative. Either way, they enjoy the effort and remember him year-round.
26. DIRECT MAIL GAMBIT
Trouble getting good direct mail response on small mailings with short messages? Hereʼs an
idea from Guerrilla Pablo Naranjo that works almost every time! Pablo puts a headline offer
on his envelopes and makes sure that there is a phone number with the return address. Then,
he sends out the envelopes empty! Most people call him back to let him know that their
envelope was empty and this leads to a conversation about the message in the headline.
27. RICH OR FAMOUS?
If youʼd rather be rich than famous, Guerrilla Marc-André Rampon has a tip to build response
to you newsletters and websites
.
Marc-André knows that great content makes for great newsletters and websites but he also
knows that great content takes time or money that cuts into profitability. His solution is to
get volunteers to write his content in exchange for building their visibility and popularity.
Make them famous while you make you richer!
Be sure to make all submissions your property if used and gain all appropriate publishing
rights.
28. TARGETED AND FREE ADS?
Everyone would love to have an unlimited ad budget but most of us struggle with how to
stretch our marketing dollars. Guerrilla James Bond has a tip for getting free ads any secret
agent would love.
Jamesʼ company provides investigative services to law firms. He found it hard to reach lawyers
with his promotional message until he decided to try putting his card in law books at a
local law library!
Attorneys, paralegals and law students would find the cards and assume that other law firms
used Jamesʼ company. This gave him both recognition and credibility and resulted in some
nice new clients.
We have also heard of another Guerrilla who puts his card into bookstore books to generate
programming jobs.
29. FISHING FOR LEADS
Are you always looking for local leads? Guerrilla Cyndi Stout goes “fishing” for free leads all
over town and you can too!
Many stores and restaurants have a glass bowl for business cards and they give away some
kind of prize return for the cards people drop in. Cyndi simply asks these business if she
can have the cards in exchange for something. Sometimes they give them to her for free and
other times she pays for the incentive prize in exchange for the leads. You could even offer to
type up the names and give them to the store in text and database form. So far nobody has
turned down her request to share leads!
30. GET ONLINE LINKS!
If youʼve got a site but had trouble had trouble getting links and traffic, Guerrilla David
Gresser has a simple tip for you.
David has a catalog site for sheet music and brings people to his site with loads oʼlinks. His
method is easy and you can use it too. David searches for music sites online and puts links
to them on his website. Then he writes to the webmaster with news of the link he gave them
and asks for one in return. He quickly collected 50 links this way and his list is still growing.
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