Guerrilla Marketing for the New Millennium

3. Guerrilla Marketing Weapons
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Your marketing arsenal can be much more potent than it is right now, it and won’t even require much of an investment.

Ask the average business owner what marketing is and you'll be told that it's advertising. Guerrillas know that this is nonsense. Advertising is only one weapon of marketing. How many weapons are most business owners aware of? Maybe five or ten. How many do they use? Possibly three. But guerrillas are aware of a full 100 guerrilla marketing weapons and make use of about 40 of them. More than half of the weapons are free! Here, because this course wants you to be as lethal as possible, are ALL 100 weapons.

I present them in no particular rank or order because there's a 100-way tie for first place. Still, you will come across a few weapons that deserve red neon asterisks inside your head. Your job now as a business owner is to do what you can to use as many weapons as possible. Okay?

1. Marketing plan
2. Marketing calendar
3. Niche/Positioning
4. Name of company
5. Identity
6. Logo
7. Theme
8. Stationery
9. Business card
10. Inside signs
11. Outside signs
12. Hours of operation
13. Days of operation
14. Package and label
15. Flexibility
16. Word-of-mouth
17. Community involvement
18. Neatness
19. Referral program
20. Sharing with others
21. Guarantee or warranty
22. Telemarketing scripts
23. Gift certificates
24. Printed brochures
25. Electronic brochures

26. Location
27. Advertising
28. Sales training
29. Networking
30. Quality
31. Reprints and blow-ups
32. Flipcharts
33. Opportunities to upgrade
34. Contests/sweepstakes
35. Barter options
36. Club memberships
37. Partial payment plans
38. Phone demeanor
39. Toll-free phone number
40. Cause (environment)
41. Free consultations
42. Free seminars
43. Free demos or tours
44. Free samples
45. Giver vs. taker stance
46. Fusion marketing
47. Marketing on hold
48. Past success stories
49. Attire
50. Service