Guerrilla Marketing for Your Retail Business

The most powerful guerrilla suggestion for retailers is to keep track of your customers and prospects. Prospects have already expressed interest in you, so marketing to them should produce sales. Use a guest book in your business or hold a drawing and collect names and contact information from the entries. This pool of prospects will prove more valuable than any mass advertising. And remember, when you get contact information, put it in a database and be sure to get permission from your prospects before e-mailing them.

Guerrilla marketing can -- and often will -- push boundaries. It's OK to be on the edge, to test extremes, to get attention and to take calculated risks. Sending seasonal greeting cards falls into this calculated risk category. Imagine getting a greeting card from your favorite retailer wishing you a happy July 17. No special day, really, just an arbitrary greeting -- maybe including a promotional offer. People love getting greetings at unexpected times, and you'll get attention for your gesture.

Another easy way to get noticed is putting candy in with each item you sell, which will also help you gain attention and stand out from others. Brainstorm marketing ideas with co-workers and suppliers. Try a few. Repeat what works. Fix what doesn't. You may surprise yourself with how well your marketing takes off with your budget still intact.