Guerrilla Marketing Isn't Just Monkey Business

Money isn't everything

To be guerrilla is to do something memorable and newsworthy on little or no budget. It can be as basic as hosting a bike ride every Saturday morning that departs from your store. Before the ride, sell discounted water, snacks, T-shirts, whatever. It could be having signs printed for a local football game where one side says something like "Go Rams" and the other side has your menu, address, phone number and Web site. It could be letting customers vote what flavor you'll launch next, like Kettle Foods did with its People's Choice campaign.

But do set a budget

Just because you're going guerrilla doesn't mean you spend nothing. You have to spend something to get something. Lublin recommends allocating 10% of your budget to marketing.