Yesterday I flew down to Los Angeles to attend the one day InfusionSoft Double Your Sales Tour stop. Yes, I did learn a lot about this amazing software that is going to revolutionize the way that entrepreneurs and small business manage their database, email campaigns, and shopping carts.
And yes, I did purchase it for myself. That part of the day was expected.
What I didn’t expect were the fantastic content-packed presentations by some amazing entrepreneurial minds. One of them was Jay Conrad Levinson, author of the Guerilla Marketing books and marketing legend. Jay shared with us 20 ways Guerilla marketing is different than traditional marketing and while taking notes, I knew that I had to share this information with you!
Traditional Marketing: You must invest money to make it work
Guerilla Marketing: Money is not needed. Time, energy and imagination is needed.
Traditional Marketing: Can seem intimidating so often it never gets done.
Guerilla Marketing: Simplifies the tasks and removes the mystique.
Traditional Marketing: Geared toward big business.
Guerilla Marketing: Geared toward small business.
Traditional Marketing: Measures traffic, sales, stats, hits, calls
Guerilla Marketing: Measures only one thing – profit.
Traditional Marketing: Based on experience and judgment.
Guerilla Marketing: Based on psychology. Purchase decisions are made the unconscious mind and the unconscious mind is accessed by repetition.
Traditional Marketing: Think you must grow the business first and then diversify.
Guerilla Marketing: Don’t diversify. Maintain focus and raise excellence.
Traditional Marketing: Approaches growth in a linear manner. One at a time.
Guerilla Marketing: Approaches growth geometrically with more sales to customers, larger sales, and an understanding that every customer is the center of a whole new network of prospects.
Traditional Marketing: Not attention given to follow up. 68% of business is lost because there is no follow up after the sale.
Guerilla Marketing: Is all about the follow up and turning customers into repeat customers and better customers.
Traditional Marketing: Scan the horizon for competitors and obliterate them.
Guerilla Marketing: Scan the horizon for similar businesses & think cooperation and shared leads and ways to compliment each others’ businesses.
Traditional Marketing: Need a logo and that alone will brand your business.
Guerilla Marketing: Need more than a logo. You need a meme. A single graphic that communicates an idea without language or time.
Traditional Marketing: Me marketing.
Guerilla Marketing: You marketing.
Traditional Marketing: Focus on taking.
Guerilla Marketing: Focus on giving. This is your chance to educate your customers on how to succeed at their goals.
Traditional Marketing: A single method such as advertising, PR, or website development will work on their own.
Guerilla Marketing: Only marketing combinations work. Don’t focus on just one area, create a combination of efforts that best suits your business and together they will work.
Traditional Marketing: Count up money at the end of the month.
Guerilla Marketing: Count up the relationships built at the end of the month.
Traditional Marketing: No allowance for technology.
Guerilla Marketing: Requires you to be techno-cozy. If you’re not, see your techno-shrink.
Traditional Marketing: Aims broad messages are large groups.
Guerilla Marketing: Aims targeted messages at very small groups.
Traditional Marketing: Unintentional – broad reach in newspaper, television, radio, magazines
Guerilla Marketing: Intentional – everything from the way the phone is answered to the bathrooms. The brand is communicated in every detail.
Traditional Marketing: Believes you can make a sale from your marketing.
Guerilla Marketing: Believes all your marketing can do is gain consent from your customer or prospect to contact them.
Traditional Marketing: Is a monologue.
Guerilla Marketing: Is a dialogue.
Traditional Marketing: Based on only a handful of marketing weapons.
Guerilla Marketing: Based on over 200 marketing weapons, of which over 100 are free!
Now that you know what Guerilla marketing is. It is imagination, resourcefulness, creativity, time, and energy. It is in fact what happens every time someone affiliated with your brand comes in contact with someone that is not affiliated with your brand. As a solopreneur or small business owner, you must consider that every time a customer or prospect is touched by your business it is an opportunity for marketing in some way.
Have your used a form of guerilla marketing in your business and had success? I’d love to hear about your strategies!