Guerrilla glue

Marketing doesn't have to mean spending barrels of money.

That's what Jason Myers, chairman of Guerrilla Marketing Global, told participants at a recent Manasota SCORE workshop in Sarasota. His presentation, “Creative Ways to Promote Your Business on a Shoestring Budget,” proves his theory, that guerrilla marketing is about being efficient and effective. Here are some takeaways from Myers' presentation:

• Walk a mile in the customer's boots and the competitor's boots. Consider what their typical day is, where they frequent and if there are any businesses with like-minded customers that would make good partners for cooperative marketing;
• Create an elevator pitch that can be conveyed in less than 30 seconds. Make sure it's story-driven, memorable and easy to repeat. Also make sure every employee knows it;
• Develop a customer loyalty program. Use it to build relationships;
• Give gifts to potential clients, such as free samples, trials and consultations;
• Build a community around a topic or interest connected to the business. Host gatherings for people who are interested in that subject area;
• Find groups that already exist related to interests surrounding what the business does. Join these groups;
• Follow up with people from networking events, trade shows and other venues. Call them, email them and write them a handwritten note. Have coffee with them;
• Collect testimonials and leverage them;
• Start a referral program that includes a small token of thanks for customers who refer people to the business.