| Guerrilla Marketing is using time, energy and | | | | stop is the breath mint aisle in your local |
| imagination to market a product, business or | | | | convenient store. Oh what to buy? Alas, the |
| person without spending massive amounts of | | | | brand is suggested to you, at the exact right |
| hard earned profit dollars. It also has been defined | | | | time, right there on the java jacket, the |
| as non-traditional marketing, something unusual, | | | | corrugated sleeve around your coffee cup to |
| unexpected and designed to be noticed. Of course | | | | keep you from burning your hand. I recently had |
| all marketing is designed to be notice. Its just that | | | | this thought and I looked at the jacket only to |
| some isn't, believe it or not. | | | | see the brand name, Eclipse, advertising their |
| There are many examples over time that have | | | | newest gum flavor. Guess what I bought next? In |
| passed the guerrilla test. I will save those for | | | | marketing we always talk about putting your |
| another speech, article or book. For now I would | | | | message where your target market is. This is the |
| like to share examples of Guerrilla Marketing in | | | | epitome of that. |
| Action. I have actually seen these in just the past | | | | Plastic Room Key |
| few months. Someone out there is using a whole | | | | Most hotels have gone to the credit card like |
| lot of imagination and not spending gobs of | | | | plastic room key that slides in the activator right |
| money to market. Here we go with some | | | | on the door handle. I was traveling the other day |
| examples of non-traditional marketing observed; | | | | and was craving a Domino's pizza. Being out of |
| odd places for media; unexpected messages: | | | | town and not having a clue as to the phone |
| Restaurant Pager | | | | number, I wondered? I looked down at my room |
| No doubt, you have been in restaurants where | | | | key and Domino's had purchased the advertising |
| you have waited for a table to become available. | | | | space on the room key complete with a phone |
| In many restaurants they give you the big | | | | number. Guess who I called? Thanks room key. |
| half-frisbee sized pager that blinks incessantly | | | | Escalator Step |
| when your number is called. No longer are these | | | | I haven't seen this done but I have often thought |
| plain blinking pagers. In the center is a full color | | | | it would make great advertising space: the front |
| graphic either advertising the restaurants drink | | | | side of an up-escalator step. As you ride up, you |
| special or the retail location adjacent to the | | | | come eye level with a step about 3 or 4 ahead |
| restaurant; certainly unusual and probably noticed | | | | of you. What a great place to put an |
| most of the time. | | | | advertisement. What a great place to charge for |
| Gas Pump Handles | | | | advertising. Lots of exposure and right where |
| Pump gas and you have to look at the handle to | | | | your target market is if you are in the retail |
| secure it in the tank opening and then to execute | | | | business or service business in a retail location. Let |
| the gas pumping process. Some genius squared | | | | me know if you see this in action. Send me a |
| off the top of the back of the handle, (the part | | | | picture of it and I will send you a free copy of |
| you look at) and made a space for a 2" x 2" | | | | Guerrilla Marketing in 30 Days. |
| advertisement. Ice for 99 cents, Candy Bars two | | | | PERMISSION TO REPUBLISH: This article may be |
| for one, Car Wash Specials, etc. are all advertised | | | | republishedin newsletters and on websites |
| to get that gas pumping consumer to think of | | | | provided attribution isprovided to the author and it |
| one more item to buy than gas. | | | | appears with the includedcopyright and resource |
| Java Jacket | | | | box. |
| Grab a Starbucks and undoubtedly your next | | | | |