By Tom Polanski

To the untrained marketer, guerilla marketing might sound harsh, or even deadly.  You might imagine soldiers battling it out and holding customers hostage across a war-torn sales floor.  But in reality, guerilla marketing is a unique approach to selling that concentrates more on relationship development rather than a hyped-up pushy sales pitch. 

Here are some of the main factors that set guerilla marketing apart from traditional marketing:

• Guerilla marketing uses strategies, tips and techniques that are inexpensive to implement - oftentimes even free. 
• Guerilla marketing tactics may shock the consumer (in a positive way) by doing something out of the ordinary, whereas traditional marketing relies on tried-and-true methods which are generally quite old or outdated.
• Guerilla marketing focuses on the brand and building customer loyalty over the long term rather than looking at a customer on a “purchase value” scale.

Guerilla marketing also places an emphasis on developing one’s business using their time and effort (both of which are free) as opposed to throwing money at a problem and hoping it will go away. 

With this in mind, how can you use guerilla marketing to build your own sales?  Here are three easy steps you can take right now:

• Look at what your competition is doing - and then do the opposite!  If your competition is cold-calling every name in the phone book, starting with the A’s, you go backward and start with the Z’s!  Chances are, these people have never even been called once.

• Use road signs - also called bandit signs - placed strategically by road intersections or interstate off-ramps.  Place your web address on them or a phone number in bold print along with your offer.  These have been known to generate a huge amount of interest and exposure - especially for local businesses.

• Capitalize on your strengths - What does your business do better than anyone else? Saying, “we have the best customer service” or “we have the best widgets around” isn’t enough.  Your competitors are saying the exact same thing.  Find out what you do best and then exemplify that trait wherever you go, with whomever you talk to. 

If you can tackle these guerilla marketing tactics, you’ll be well on your way to moving your business up and away from the “me too” crowd.  Now get out there!