Guerrilla Marketing For The
Small Marketing Budget
By Lee Lister
A ‘smallish’ budget, a need to spend it wisely; indeed,
a common cry from the small business. But small budget
does not mean ineffective, you just need to be specific,
memorable, and unusual and have a lot of energy.
Be Specific: I
think the most important thing to do is ensure that you
are aiming at actual potential customers. If you are
auto repair guys, you have a head start as most people
have cars nowadays, so you would think it was easy.
But, make sure that you are aiming at people who own
the kind of cars that you repair, be that make of car,
age of car and/or income level.
If you are selling items or services aimed at mums with
small children then advertise there. Similarly if you
are aiming for purchases from the affluent young or the
baby boomers, then advertise where they will see it.
Second consideration is deciding what you want to
market. Have a service or product, or make one up, that
you can explain in a few words. Try something like
‘Bridal Makeup’ or ‘First Car Service’ or ‘Baby Blues
Cure’. Notice how the name explains it all. Try and
offer something that will be appealing and that no one
else is offering.
It is far easier to sell a particular service on a small
marketing budget than it is to sell all that you do!
Identify your company with good branding, one that
sticks in the mind , like ‘The Spanner Man’, ‘Jim'll Fix
It’, ‘The service you can trust’, ‘Blushing Brides’,
‘The Lawn Man’. You get the idea.
Get some posters printed in 4 colours, about the size of
a paperback book, is the most versatile size. Make sure
they explain your offer and are easy to read, include
graphics and not too many words. Don't forget your
contact phone number, address, web site and company
So we have your potential customers and what you want to
sell to them, now you need to market your company where
these people are likely to be. Here are a few
suggestions for you. Please always get permission to
make your postings.
Car parks: Arrange to put up small posters on
the payment machines, at the entry barriers or at
the payment booth. Wherever the motorist pauses for
Movies, restaurants etc: Particularly useful
if you have a younger cliental. Place the posters on
the notice boards, in the restrooms and wherever
people wait for a while.
Your local take-aways: Place them where
people are waiting for their meals.
Clubs, pubs and sports areas: Place them
where they can be seen as people meet or line up.
Complimentary services: Such as car sellers,
hairdressers etc, anyone who offers a service that
could lead to your company's services or profits.
Offer commission to sellers who send you clients.
Swap adverts with them or package your products
Source companies: These are people like
lawyers, realtors, wedding planners, financial
companies etc that do not offer all the services
people require at that particular time e.g. we offer
business planning services to people seeking USA
visas or purchasing businesses. Our sources get to
offer a full service, or a commission (where
allowable), and we refer our people to them.
Be Unusual: If
your budget will stretch, some other guerrilla ideas
Place your advert on the lid of takeaway food.
Beer mats with your service, bring it to you and get a
Special offers sent to local businesses and their staff,
aimed specifically at their staff, eg. discounts for the
Widget factory staff.
Interesting fridge magnets are always collectable.
People are always sticking things on their computer
monitors or desks at work. I have a squeeze ball I
A competition (legal of course) that your local paper
will hopefully feature for you.
It can be something like guess the washers in a can to
win a free service.
Anything that will bring people into your business where
you can show yourselves off and provide sales material.
Tip: Send off details of your new service to the
local press and local radio stations, in the form of a
press release. Hopefully they will run this information
to give you more FREE coverage.
Lastly, think a little out of the box, differentiate
yourself and aim to introduce just one small element of
your service, the rest will follow.
About the Author: Lee Lister writes as The Biz Guru,
for a number of web sites including her own sites
http://www.BizGuru.us. With over 20 year's
management and business consultancy experience with
businesses large and small as well as being a serial
entrepreneur, she now helps others set up, develop and
market their businesses.