Guerilla Marketing – Another Role for Stickers Jay Conrad Levinson is credited with coining the phrase "guerilla marketing," which is discussed in many of his books of the same name. New to guerilla marketing, or to marketing in general? Here is a quick guide on how to start using guerrilla marketing techniques. What It Is: In the context of your business, guerilla marketing is really just a method of thinking and performing as you market and promote your company or brand. It means finding any number of inventive, affordable, and available tens or even hundreds of ways to sell your product or service is the goal. In many instances, these approaches are often unconventional, grass-roots, peer to peer, or low-budget. Oftentimes, companies with low (or no) marketing or promotion budgets will turn to a form of guerilla marketing to get the word out about their business. In the context of guerilla marketing, it is more important to think like your customers and discover ways to communicate your value to them than it is to have and use a sizable advertising budget. Instead of relying on a “brute force” marketing campaign backed by lots of cash, the keys are innovation, consistency, and message repetition – all delivered in creative and sometimes unconventional means. Small and medium businesses stand to benefit the most from guerrilla marketing. This includes start-ups, or businesses working to relaunch or rebrand themselves. Guerrilla marketing strategies, however, can be used by big corporations with several specialty brands that appeal to smaller target audiences. Guerrilla marketing campaigns can be carried out by anyone, regardless of their size, provided they have a sizable amount of imagination, time, and energy. Starting Out: In order to become a guerrilla marketer, you must first increase your originality and zeal for your product or service. Commit to doing things differently. This is truly the time to think outside of the traditional box. Your path to success lies in identifying several channels via which you may inform prospective customers about your good or service. You can gain a solid understanding of Levinson's strategies by reading any one of his books. However, this strategy is less about a rigid, pre-defined marketing methodology and more about attitude, enthusiasm, and inventiveness. Guerrilla marketing strategies are a fantastic option if your company's marketing budget is limited but you're seeking for more ways to reach potential clients. So how do stickers fit into all of this? The venerable die-cut sticker is perfect for guerilla marketing for a number of reasons. Stickers are inexpensive, and clearly carry your brand message or value proposition for a customer. Even if your guerilla marketing campaign is only indirectly promoting a brand, eventually your customers are likely to come into contact with your brand – which is generally the objective. Let’s pause for just a minute and address branding. Branding, in its simplest form, is the process of using your business name and logo in marketing communications so that buyers can more quickly recognize you for the products you provide. We encounter branding every day. For example, when you pass a gas station and notice the business's emblem, you instinctively (and typically unconsciously) link its traits, benefits, and drawbacks. National restaurant brands are frequently visible when passing by chain fast food restaurants. These too elicit feelings, and if you're hungry and like the brand sufficiently, you might be persuaded to stop and spend money. The main goal of branding is to connect an identity with an idea and a mood. So, again, how do stickers fit into this construct? Simple. Stickers are perfect for the above:
You can start to see how a simple brand-carrying sticker might fit into an inexpensive marketing campaign. Running television ads cost thousands, if not hundreds of thousands of dollars. Print marketing is only effective for specific audiences. Few consumers listen to the radio. If your customers hail from a particular niche, it can be even harder to reach them. And this can make committing thousands of dollars of limited marketing money unappealing. Fortunately, there is a better way. Sticker and similar print material are a perfect substitute here. Here are some ideas for leveraging stickers and low-cost materials to promote your brand or product:
Guerilla marketing is about creativity – and in many cases saving costs and doing things in an unconventional manner. Marketing and promotional teams can integrate nearly any kind of marketing or promotional tool into these efforts, but they shouldn’t cast away the venerable sticker – as it can complement – or anchor a team’s efforts.
Want to integrate stickers into your guerilla campaign? We would be happy to help! Contact us and let us know what you’re looking to achieve, we would be happy to assist!
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