Marketing For “Guerillas”

“We get out into our community to promote our programs,” Shannon stresses. “We have a marketing table at our 3rd Friday events with games, eNews sign-ups, raffles and giveaways. This past month we had a Grapefruit Festival, and we had a table for the kids to decorate a grapefruit, and at a separate table were our brochures, eNews sign-ups, etc. This summer we purchased bright tie-dyed shirts. Because of how bright and eye-catching they are … we will be taking a few afternoons during rush hour and during morning school/ commute times and standing on the busy corners to wave and promote our summer programs.”

These are all great ways of waging a guerrilla information campaign. You don’t have to agree with all of the ideas (for example, I’m not keen on the standing-on-busy-corners tactic), but different ideas will work better in some places than in others.

Like the guerrilla fighter, a guerrilla marketer has to know the indigenous people–their habits, their needs, their popular hangouts–then find a unique way to get information to them.

Get Everyone Involved

Another effective aspect of the Safety Harbor marketing plan is that everyone at every level in the organization is included in the effort.

“When we do marketing like this, I am always included,” Shannon said. “Managers, programmers, rec leaders and sometimes even the kids. Together we make up our department, so together we promote and have fun while doing so.”

Involving the children and adults who will receive the benefits of the department’s marketing efforts is a very good idea. Word-of-mouth marketing can often be the most effective. As Levinson comments in his book on p.141, “The power of word-of-mouth arises from two of its very basic characteristics. It is both available and credible.”

If you can get children, their parents, their grandparents and friends jazzed about what you’re doing, the word will spread like wildfire. It’s available because people like to tell people about things they’re involved in. It’s credible because it’s coming from a friend or family member.

Like guerrilla fighters, guerrilla marketers use the power of positive actions to draw the indigenous population to their message (i.e., programs) and away from the opposing forces.

Thanks to Shannon for sharing this information with PRB readers. Keeping in the marketing mode, next month’s column will provide even more shared material–if I can work out all the details. Stay tuned.

Randy Gaddo, a retired Marine, is a regular contributor to PRB and lives in Peachtree City, Ga. Contact him at (678) 350-8642 or e-mail

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Related posts:

  1. The Marketing Mission
  2. Useful Marketing Advice
  3. Guerilla Influence
  4. Marketing Parks
  5. Revamp Marketing Materials

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