Guerrilla Marketing Isn't Just Monkey Business

"If you're driving on the road and you see beautiful pastures and houses, you keep driving," explains Palumbo. "However, if you see a gruesome car accident and cops are there and fire trucks, you slow down and look, even though the police are waving you to go faster. You have to create something to make people stop and look."

Draw them in

Whatever campaign you do, drive people to your Web site, Palumbo recommends. Once they are there, offer them content or incentives that are more than run of the mill.

Speaking of value

Develop relationships with customers centered on how you can benefit them. Articles should be useful, with no hint of company promotion. Incentives can be as simple as a free month's worth of dry cleaning to the person who emails in the best dry-cleaning horror story. You've then captured their email addresses.

It could be offering help to those in need. Glogau's wife's medical-billing business landed new customers after offering to help medical offices get back on their feet after Hurricane Katrina.

Relationships are important

Customers rarely buy when you first reach out to them. Be persistent and so they grow to trust you, eventually taking the leap and buying your product or service. Too often, says Tom Marshall, a guerrilla-marketing coach and founder of G Marketing, entrepreneurs give up after the first try. "Guerrilla marketing is about having many different inexpensive relationship building marketing campaigns going at one time so that the prospect funnel is always full," he says.