Let’s start this off by looking at the definition of guerilla marketing. Its meaning is said to be, “innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.” In looking online for descriptions of it, I also saw the word ‘surprise’ used, as well as “advertisement strategy” and “a type of publicity.”
If you spend some time reflecting on the above and consider – objectively – what these might look like, you’ll likely conclude that while they might seem spontaneous, they were actually well thought out. Re-read the above and focus on “obtaining maximum exposure” and “strategy.”
Promoting my podcast coaching services, I had a table in the vendor area last week at an event that was for all intents and purposes geared towards professionals in the real estate industry. That audience could range from realtors to insurance agents to title companies to home inspectors and more.
At one point I walked away from my display long enough that when I came back there was a business card from a realtor that had been tossed onto my table. What was it supposed to mean? Okay, you threw your business card there. A hit and run, so to speak. Now what? Were you disappointed that you missed me? If so, write, “Call me, I need podcasting help,” on there. Am I suddenly supposed to convince myself, “Wow, I should do business with this person,” simply because of that card? I guess any realtors I’ve already known to that point will have to take a back seat now for any referrals I need to pass along because someone new – who I haven’t even met – has now come onto my radar.
Let me remove my tongue from my cheek to say that that isn’t going to happen. In fact, to be honest with you, I threw the card away. Ironically, it landed in the trash can – one that lots of attendees of the event would use since it was right by the door – in a way that you didn’t have to be looking for it to see it almost standing up. Good, because a message needs to be sent that that’s not the way to try to attract business. If that’s your definition of guerilla marketing, you’ll be hard-pressed to convince me there was “strategy” involved. Plus, if you’re confident in your business, you want to look me in the eye and tell me all about what sets you apart so I’ll send referrals your way, and then hand me that business card.
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I remember the first time I went to the Winter NAMM Show in Anaheim. It was January 2017 and wow did I see artists wasting time, money, and resources. There were business cards, flyers, and postcards randomly tossed on countertops, ledges, and other flat surfaces where they could be abandoned. Ultimately I’m sure the convention center custodial staff were the only ones picking them up – for the trash or recycling, that is.
If you think I’m going to start listening to your music or, in some cases, come to your show (as if, on such short notice, I’m not already going to have plans during such a busy event for the industry) just because I found your card laying around somewhere, you’ve guessed wrong. Ask the people who DO come to your show how they found out about you and/or the performance and I seriously doubt any of them will say, “I found your postcard on a counter at the Anaheim Convention Center.”
On a day when people will be talking about memorable commercials they saw on yesterday’s Super Bowl broadcast, take time to develop well thought out marketing plans for your small business, your music career, or whatever it is you’re trying to make money from. With thorough planning I’m sure you won’t come up with throwing a card on an un-staffed table as part of your marketing strategy.
I’ve been helping independent artists across the U.S. with management, promotion, and booking for 18 years and would love to assist you as well. Book a private, one-on-one online video consultation with me and let’s roll up our sleeves with the challenges you’re facing and identify some actions you can take to ensure that you’re moving forward.