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How Guerrilla Advertising Can Build Business Without Breaking the Bank
If you're like the majority of smaller businesses, there's never plenty of time or money. Particularly when it comes to advertising. You know you have to advertise to build business, but it's hard to advertise when money is tight.

That is where guerrilla advertising comes in. Guerrilla advertising (sometimes known as "guerrilla marketing") is about using the resources you have at your disposal to build business. These are things that can be a little off the beaten path of mainstream advertising, but they still prove highly effective if done properly.

Flyers
Whether you want tell customers in regards to a sale or special event, or just want to let people find out about you, flyers are easy and relatively effective if you're trying to advertise on the cheap. Assuming you have a computer and access to clip art or photos, then you can certainly probably put together a professional looking flyer. Some do's: 1) Include an irresistible offer, when possible. 2) Use a catchy headline and visual. 3) Keep your copy short and to-the-point. 4) Remember your address and contact number!

Some places it might seem about putting your flyers include
- Cars in parking lots

- Coffee shops

- Windows of local businesses (like grocery stores)

- College bulletin boards

- Library bulletin boards

- Apartment buildings

- Office buildings

- Fold, tape, and send to your email list

Consider paying a college or senior high school student to distribute your flyers at busy gatherings like Farmers' Markets, sporting events, etc., or even to take them door-to-door. Be sure to check the legalities in your area regarding the above, and always ask permission before you post or pass out flyers.

Vehicle Advertising
Go to your neighborhood sign shop and also have your logo, contact number and/or website made into a decal and place it in your car window. Viola! Marketing on the move! In fact, have several printed up and have family and friends to take into account putting them on their vehicles as well.

Social Media
I've been monitoring this trend for months now, and in that time, it has spread like wildfire. And from everything I've seen and everything I've read, the trend will continue. There are several of these sites out there, but my favorites are Facebook, LinkedIn, and MySpace. These social communities let you set up "house," invite friends and family over, and meet lots of new people who could have exactly the same interests as you, or may be potential customers. Don't be shy about touting your products!

Website
Everyone is on the net. Seriously, everyone. (Okay, maybe not your Great Aunt Edna.) So nowadays, it's almost a given that you should have a website. Your potential customers wish to be able to take a closer look at your organization at their convenience. And it's a perfect chance of you to let your customers see you at your very best. It is a win/win. And surprisingly, it's relatively cheap and easy to put a simple website up. There are various wonderful hosting companies that not only provide web hosting services, but templates which you can use. Depending on your goods and services, you can either set up a simple info web site, or one which lets your customers can purchase from you directly.

Sports Team Sponsorships
Does your son or daughter play in a sport, or do you know a child who does? Or are you currently simply interested in getting your name before hundreds of proud parents every week? Sports team sponsorships are fairly cheap and most of the time you get to put your logo on all the jerseys.

Online Video Marketing
YouTube, TubeMogul, et al
Did you know YouTube now represents over 12 percent of website traffic? Actually, many marketing experts are recommending their clients add this type of tool in their marketing mix because of all of the free traffic it can generate. And it costs nothing to create!

What in the event you post? Consider doing a 3-5 minute informational video about your product or service, or a video testimonial from satisfied customers. "How-to" videos may also be incredibly successful. Does your goods and services lend itself to an instructional how-to? If you are an accountant, think about "how to" maximize your tax deductions? A florist..."how exactly to" make your flowers go longer. The options are endless! Your video does not have to be Oscar-caliber, but make sure it looks professional. Another idea for YouTube...if you do commercials, post the commercials!

Dedicated Press Release Campaign
Honestly, just about anybody can write a press release. It costs next to nothing to generate and send out press releases, and the benefits can be huge.

First thing to do is make a set of media contacts and addresses. These are individuals you'll send the releases to. If you don't know where to start on this, call your local media (newspapers, publications, magazines, radio and television stations) and also the trade publications in your industry and ask who receives pr announcements. Update this list regularly. Next, determine that you will send X amount of press releases out per month and stay with it! Don't just await the big stuff...create happenings if you need to. Some of the things you need to send press releases out for include:

- Awards

- Grand openings, sales, events, etc.

- Conference attendance

- Seminars

- New equipment

- New employees

The list can do not delay - on! The idea here's to keep your company up front as much as possible.

T-shirts
Put your logo on t-shirts and put them on everywhere it is possible to. Encourage Why Do Your Customers Complain , friends and family to do the same.

Banners
Banners are fairly inexpensive. Next time you have a sale or special event, have a banner made and display it proudly and prominently on your building, or in front near to the street.

Referral Bonus
Offer your current customers a "referral" bonus (a discount on your service or product perhaps) when they refer someone to you. Just about the most effective ways would be to have some cards (business card size) printed up together with your logo, address and contact number, plus a blank line for the current customer to print his/her name. Give your very best customers a number of these and ask them to hand them out to friends and family. Whenever you get one returned, send your customer a postcard (or an email) thanking them for the referral and reminding them to come directly into claim their discount (or free whatever).

Guerilla advertising requires a bit more effort and work on your part, however the results can be really worth it. Rather than the scatter-shot that many of the original media outlets offer you, going guerrilla forces one to be more creative in targeting those customers that you may reach with the budget you have.

Donna Williams is the founder and creator of BusinessBurrito.com - a website dedicated to helping small businesses grow to their maximum potential. She is also a 25-year advertising / marketing executive, creative director, writer, and producer. Together, Donna and her husband currently own and co-own five small businesses. To learn more about Donna and read more of her articles, visit her website at

http://www.businessburrito.com

� Copyright 2008, Donna Williams, BusinessBurrito.com. All rights reserved.
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