Guerrilla Retailing: Not All Retailers Suffer the Same
Despite constant bad news and uncertainty, many dealers continue to do well. Because there are fewer customers in the marketplace, those dealers doing the best are the ones who are making the most noise and attracting the most attention. Marketing is a process, not a string of wild events.
Whether your entire marketing budget is in the low three figures or whether your Internet budget alone is equal to the GDP of a small Scandinavian nation, marketing is every single contact any part of your business makes with any segment of the public.
Start the year right by developing a marketing plan and a calendar of events so that you create top-of-the-mind awareness when consumers want or need the things you sell. Tell your story—what differentiates you from the rest—to those customers most likely to buy from you. Here are some specific guerrilla marketing strategies to bring folks to your door.
Something for Nothing
About 25 years ago, when the first compact disc players were being shipped, Ford Montgomery of Chelsea Audio in Portland mastered a CD and sent it out to his best customers, urging them to bring it in to hear its incredible fidelity on the newest Nakamichi technology. You can borrow that concept and start sending gift certificates to your customers for free Blue-Ray discs. Each time a customer adds a Blue-Ray player to an audio or video system, give them a free disc or a gift card for one. The strategy applies to just about any product line.