100 guerrilla marketing weapons

By Jay Conrad Levinson
JAYVIEW@aol.com

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. Half of the weapons are free! Here, because guerrillas are online in greater numbers than ever, 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 thast 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. Stationary
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. Salestraining
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
51. Follow-up
52. Yourself and your employees
53. Free gifts
54. Catalog
55. Yellow pages ad
56. Column in a publication
57. Article in a publication
58. Speaker at a club
59. Newsletter
60. All your audiences
61. Benefits of your offering
62. Computer
63. Selection
64. Contact time with customers
65. How you say hello and goodbye
66. Public relations
67. Publicity contacts
68. Online marketing
69. Classified ads
70. Newspaper ads
71. Magazine ads
72. Radio commercials
73. TV spots
74. Infomercials
75. Movie commercials
76. Direct mail letters
77. Direct mail postcards
78. Postcard for postcard deck
79. Outdoor billboards
80. Fax-on-demand
81. Special events
82. Show displays and staff
83. Audio-viisual aids
84. Posters
85. Prospect mailing lists
86. Research studies
87. Competitive advantages
88. Marketing insight
89. Speed
90. Testimonials
91. Reputation
92. Enthusiasm
93. Credibility
94. Spying on self and others
95. Easy to do business with
96. Brand name awareness
97. Designated guerrilla
98. Customer mailing list
99. Competitiveness
100. Satisfied customers

These 100 weapons should be considered for every guerrilla's arsenal. Once you've selected them, put them into priority order, set a date for the launching of the weapon, and appoint a person to mastermind your use of the weapons your've selected. Whatever you do, launch your guerrilla markerting attack IN SLOW MOTION, only launching weapons when you can utilize them properly at a pace that is comfortable emotionally and financially. After launching, KEEP TRACK because some weapons will hit bullseyes while others will miss the target. Unless you keep track, you won't know which is which. Guerrillas always know which is which.

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