Guerrilla Marketing Isn't Just Monkey Business

Your marketing budget is tight, maybe minuscule. What to do? Guerrilla marketing may be the answer. With imagination, sweat equity and time, you can give your competitors a run for their money without breaking the bank. But guerrilla marketing is more than a quirky slogan, a controversial ad or a low-budget flyer. Here are a dozen things to keep in mind when going guerrilla:

Be creative and fun

The essence of a guerrilla campaign is that it's witty, has a lot of personality and strikes a chord. Meanwhile, the message -- to buy your product or service -- is so subtle, viewers or readers don't feel they're being pressured to make a purchase. For example, 1-800-FLOWERS launched Boykame.com, a virtual way to send flowers to others. "It was a fun way of doing something," recalls Jordan Glogau, founder of Haiku Marketing. "Now, we're brainstorming how can we get more people to use it? How to monetize it?" ...