It’s All About Your Customer
Part One of this two-part series took us into the world of the late Jay Conrad Levinson, the father of Guerilla Marketing, who only recently passed away. Guerilla Marketing in advertising was, in his words, “A bunch of unconventional ideas for pursuing conventional goals.” In Part One we explored the meaning of the concept and analyzed the analogy to network marketing activity.
The three basics of Levinson’s brand of marketing fit network marketing to a tee:
1. care for your prospect’s needs ahead of your own.
2. Make do with what you have to build something bigger – using no or low-cost resources.
3. Employ an endless supply of patience.
Leaders in network marketing will tell you that all three basics can help you build a downline and return business rewards faster than conventional tactics because of the competitive nature of our industry.
The plain fact is that we all face competitors and the Winds of Fate blow strong in any business — that’s just life — but how we meet those challenges is limited only by the width of our imaginations and our determination to succeed.
It is the set of the sails, not the direction of the wind that determines which way we will go. — Master network marketer and motivational speaker Jim Rohn
Those words ring true for all of us, and a guerilla marketing approach is certainly a good way to set the sails of your business.
Imagine your product line is juices or energy drinks. Now imagine your product replacing the following image:
Imagination & Memorability
Are you getting the idea? The initial effect is arrested attention. Next, the message clicks in, and the prospect’s gears start turning — thinking about your product kicks in. A favorable and memorable comparison in the mind makes the campaign complete, because your prospective public will push forward your message and product name! In other words, you can go viral.
Take a few minutes to look at some of the world’s best, real-life examples of Guerilla Marketing, and have your mind blown!
Marvelous usages of Guerilla Marketing can be designed and conducted by network companies stimulated by these examples, but, on a level of activity closer to home, the individual associate can also use her imagination to conduct personal campaigns with little to no cost. The price of admission to such promotions is imaginative ideas expressed through various social media. And to think that this venue of social media didn’t even exist a few years ago!
Leads can be generated through followers of a blog page getting popular. Stimulated friends on Facebook will tell their friends about your opportunity, but only if they find you interesting first. In social media you don’t “sell;” you make yourself interesting enough to follow, and then followers promote you because you’re interesting. LinkedIn profiling and active participation in groups there, using your comments weighed in among others’, can lead to word-of-mouth referrals that mean more business connections for you.
The conventional works, too.
All of the above suggestions are mere “extras,” because there are conventional means of getting your word out:
- Meeting and greeting strangers wherever you go.
- Networking sessions with local business people.
- Handing out door flyers.
- Meeting people on the beaches or in parks, where they are relaxed and more open to listening to you.
- Small ads in local papers.
Older methods continue to work where applied consistently; yet, the new approaches are very inexpensive, including shooting videos on your smart phone and uploading them to your blog, social media sites and web pages. Those fast-paced “doodle” videos that are quite popular and effective can be produced locally, too. Videos are, in fact, an inexpensive form of Guerilla Marketing.
Getting back to the guerilla methodology, your web site ought to be an interactive meeting place where you offer something free in return for captured names and email addresses. Given the right (imaginative guerilla) incentive, people will join up you just to find out what you have in store for them. And changing your offers or messages is as easy as spending a little time writing and making a few clicks in your site’s dashboard.
A series of videos from your customers would lend added credibility to your site and personal impact to your messages. The bottom line is: when you become interesting, interesting realizes product purchases and participation.
Looking at the two forces of marketing, Guerilla Marketing and Network Marketing, one sees clearly that their common ground is in communication that grabs positive attention, and that comes across as harmless. Perceived as non-salesy and interesting, yet clearly demonstrative of possible benefits for potential customers or associates, recipients not only buy your message, they also purchase your line of products AND telegraph your messages and benefits to their contacts, friends and followers.
While it is hard to determine which came first, guerilla marketing and network marketing are two viable concepts for selling goods and services. Networking and Guerilla learned from each other. Their activities are patterned along similar lines of promotion, which is why today bringing into your networking campaigns imaginative doses of your own brand of guerilla marketing is good medicine.
A Take-away Idea:
Here’s a simple balloon campaign concept you could try: turn loose thousands of colorful balloons with product messages (or samples or coupons) inside, and see what happens!
“When you view marketing from the vantage point of the guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that.”
– Jay Conrad Levinson, Best-selling Author of Guerilla Marketing