Guerilla Marketing on a Shoestring Budget

[RoxaMan300]

Hi, I was just wondering if any small ecommerce business owners had any experience with guerilla marketing on a shoestring budget. At the moment all I do in terms of offline marketing is leaving business cards inside books at the library etc. and I'm really stuck for ideas. I would really appreciate it if anyone could help. We sell unique stationery, gadgets, gifts and postcards.
Thanks! ☺

 

[Calvin Crane]

PM me your link I would like to see what you sell. I love stationary!

 

[RoxaMan300]

PM me your link I would like to see what you sell. I love stationary!

Thanks, I have just sent you the link!

 

[Nochexman]

...At the moment all I do in terms of offline marketing is leaving business cards inside books at the library etc. and I'm really stuck for ideas...

Who do you sell to? Are your major customers people who visit libraries?

 

[RoxaMan300]

Who do you sell to? Are your major customers people who visit libraries?

No, I put business cards in books related to my industry, sorry I didn't explain that very well! ☺

 

[Monica Meiers]

Why not try to use social media marketing? It's virtually costless.

 

[WebshopMechanic]

In the past, I've had the most success with sending 'surprise and delight' parcels to existing customers.

This strategy not only creates an impact but it reminds customers you are there, it shows them you care about them and it reinforces your brand so you are front of mind when they need more of what you sell.

How the strategy works

1. Identify your top 10% of customers in terms of spend.
2. Create a package that will surprise, delight and put a smile on their face. THIS IS KEY! A simple business card with their name on it or a pen with their company name on it will not suffice. It needs to be unique, possibly funny but deliver impact. It could be valuable too like an Amazon gift card or even more premium.
3. Write a personalised letter from the founder to say how much you appreciate their business and ask them to get in touch with their feedback. Not only is the feedback highly value, they will appreciate being asked and the fact it comes from the founder is important.
4. Add a card in the package that says follow us on social.
5. Send the package.
6. Wait.

In my experience, this strategy has fantastically well because customers don't expect a company to give them the time of day, never mind something for free. They also don't expect a little bit of love.

What you are doing here is reinforcing your relationship instead of just forcing your way in like a 'bull in a china shop'.

Most marketing online is disruptive and forced which means it's often short-lived and has limited impact. Looking after your existing customers who already know you opens up the opportunity to get them to buy more.

They already trust you so the biggest barrier is already overcome.

Matt

 

[Nochexman]

No, I put business cards in books related to my industry, sorry I didn't explain that very well! ☺

There are two things I'd suggest if you have not tried them already: 1) who are your customers? Do they tend to be corporate or regular Joes? Where do they live? What are they using your products for? What can the information about them tell you what you could do to get more business? For example, if they all live in the same area why not do a mail drop to the offices / businesses in the same area. 2) Without any of the above you could send them all a letter / email / message and offer them a refer a friend deal e.g. "Introduce a friend to our service and when they pay we take 20% off of your next order and 20% off of their next order." Then use the incentive to promote your business in whatever way you promote it now e.g. print up some business cards with that message on and leave them in library books - does leaving cards in library books work by the way? Hope this helps.

 

[UKSBD]

In the past, I've had the most success with sending 'surprise and delight' parcels to existing customers.

Reminds me of an old story.

20+ Years ago my father in law was head of marketing at Kenco and ran a campaign where they sent out unmarked suitcases (with combination locks) containing a pack of Kenco coffee.

Unfortunately, the week they sent them out coincided with some IRA bombing campaigns.

They weren't popular with the police.

 

[Calvin Crane]

"sending 'surprise and delight' parcels" I would worry that you charged me too much if you can afford to do that! I just want the job doing well IMO.

 

[Ann watson]

There is an upcoming business show event at excel in London November 14 and 15th
All types of business owners including yourself obviously perhaps can hand out business cards there

 

[ethical PR]

"sending 'surprise and delight' parcels" I would worry that you charged me too much if you can afford to do that! I just want the job doing well IMO.

Sorry that doesn't make too much sense. All businesses invest in their marketing and that marketing has a cost; whether it is putting together a 'surprise and delight' parcel , exhibiting at an event, networking, PR or paying for on or offline advertising,

Why would the cost of one marketing activity ie the parcels concern you more than say the cost of an online ad campaign or employing a company like yours to do SEO or digital marketing.

 

[Ann watson]

Reminds me of an old story.

20+ Years ago my father in law was head of marketing at Kenco and ran a campaign where they sent out unmarked suitcases (with combination locks) containing a pack of Kenco coffee.

Unfortunately, the week they sent them out coincided with some IRA bombing campaigns.

They weren't popular with the police.

Lol

 

[Ann watson]

I agree with the social media idea, not necessarily Facebook, but maybe a lesser one like Instagram? Livejournal?...There are so many popping up where one can get an audience. And because many are relatively new it means free or cheap exposure.

Have you tried eBay, tonnes of stationary sold there but maybe just with the established players!
This is a tough nut to crack because am guessing that stationary has low profit margin compared to many

 

[The Byre]

Open an eBay shop. That way, people will actually be able to find you.

 

[Ann watson]

Open an eBay shop. That way, people will actually be able to find you.

Yes thank you!

 

[PowaGarageRollerDoors]

Hi all, Has anyone here got any experience with using Yell for advertising? If so, what was your experience with it?

 

[Clinton]

There is an upcoming business show event at excel in London November 14 and 15th
All types of business owners including yourself obviously perhaps can hand out business cards there

I've been going to the business show for many years but the show has been going downhill, IMO. I'm sick to death of the number of Get Rich schemes being promoted, the snake oil salesmen, the loud speakers booming out nonsense that drowns conversations in all nearby stands ....

And that's not to mention the hard sell by the show's organisers themselves - they keep bombarding me with emails and even phone calls to "remind" me about booking my FREE ticket. They also turn down good speakers who could add considerable value to their audience (like me! ) ... unless the speaker pays a ridiculous amount to book a stand.

At various speaking events over the course of my average year I used to recommend that business owners attend this show and I've often used it as a venue to meet many of them. I've driven probably hundreds of people to the Business Show over the years. But I've stopped recommending it now. I might make this the first year in a long while that I don't attend the business show.

</rant>

Sorry to go off topic.

 

[AllUpHere]

Hi all, Has anyone here got any experience with using Yell for advertising? If so, what was your experience with it?

This should be good. Anyone out there ever had a good experience with Yell?
I help the type of businesses who would traditionally advertise on Yell / in the Yellow pages, for a living. I can only think of a handful (out of thousands of such businesses I've helped), who were satisfied with Yell. Additionally, I can't think of a single client who wouldn't have been better off not advertising with Yell, or at least changing the way in which they did.

 

[The Byre]

Hi all, Has anyone here got any experience with using Yell for advertising? If so, what was your experience with it?

In a word - don't!

 

[Ann watson]

Hi all, Has anyone here got any experience with using Yell for advertising? If so, what was your experience with it?

That's one

This should be good. Anyone out there ever had a good experience with Yell?
I help the type of businesses who would traditionally advertise on Yell / in the Yellow pages, for a living. I can only think of a handful (out of thousands of such businesses I've helped), who were satisfied with Yell. Additionally, I can't think of a single client who wouldn't have been better off not advertising with Yell, or at least changing the way in which they did.

There can be no harm done since they have free listing, granted there are thousands on there already but it's a case of if you don't do it then you'll never know, free is free! I do get the question is deeper but it may also depend on how in demand your product is in your category and your area..

 

[Ann watson]

Hi all, Has anyone here got any experience with using Yell for advertising? If so, what was your experience with it?

That's one

I've been going to the business show for many years but the show has been going downhill, IMO. I'm sick to death of the number of Get Rich schemes being promoted, the snake oil salesmen, the loud speakers booming out nonsense that drowns conversations in all nearby stands ....

And that's not to mention the hard sell by the show's organisers themselves - they keep bombarding me with emails and even phone calls to "remind" me about booking my FREE ticket. They also turn down good speakers who could add considerable value to their audience (like me! ) ... unless the speaker pays a ridiculous amount to book a stand.

At various speaking events over the course of my average year I used to recommend that business owners attend this show and I've often used it as a venue to meet many of them. I've driven probably hundreds of people to the Business Show over the years. But I've stopped recommending it now. I might make this the first year in a long while that I don't attend the business show.

</rant>

Sorry to go off topic.

Dare I ask why were you turned down Clinton?, So you are saying there were better quality opportunities along time b4, that's a pity, I will still try go attend since its quite new to me

 

[Clinton]

Dare I ask why were you turned down Clinton?

Sure. It was only because I wasn't willing to spend several thousand pounds to have a stand.

 

[Ann watson]

Sure. It was only because I wasn't willing to spend several thousand pounds to have a stand.

I had no idea the investment was so huge Clinton, someone is making bucket loads, that could be a deposit on a house in many placres

 

[UKSBD]

Yell can be fine if you know what you are doing.

 

[Clinton]

I had no idea the investment was so huge Clinton...

That's not to mention the £0.12 text message you have to send to stop their SMS spam! Multiply £0.12 but a few hundred thousand people and it starts to add up. I'm not very happy with The Business Show and have decided I'm not going to attend it this year and I'm not going to recommend anybody else attend it.

 

[Mr D]

There is an upcoming business show event at excel in London November 14 and 15th
All types of business owners including yourself obviously perhaps can hand out business cards there

Its too close to Black Friday for me, cannot get away to spend time in London, next business event I'm planning on is maybe the Christmas Fair at Harrogate in January if I'm in the area or else Spring Fair at the NEC.
Anyone sees me give me a kick and say hi.

 

[Ann watson]

Its too close to Black Friday for me, cannot get away to spend time in London, next business event I'm planning on is maybe the Christmas Fair at Harrogate in January if I'm in the area or else Spring Fair at the NEC.
Anyone sees me give me a kick and say hi.

Will certainly give you a kick lol if I knew who you were, anyway yes thanks for those ideas, but I have another how about Amazon seller advertising?, you could put your stuff on Amazon, then use there internal advertising to drive more traffic to it

 

[Mr D]

Will certainly give you a kick lol if I knew who you were, anyway yes thanks for those ideas, but I have another how about Amazon seller advertising?, you could put your stuff on Amazon, then use there internal advertising to drive more traffic to it

Yes that works so long as you keep a close eye on returns for your money. Amazon advertising can be cost effective or can be a major drain on money.
Too many appear to spend a fortune on keywords that do not generate enough in sales. Or even no sales.

 

[ethical PR]

I agree with the social media idea, not necessarily Facebook, but maybe a lesser one like Instagram? Livejournal?...There are so many popping up where one can get an audience. And because many are relatively new it means free or cheap exposure.

Have you tried eBay, tonnes of stationary sold there but maybe just with the established players!
This is a tough nut to crack because am guessing that stationary has low profit margin compared to many

Why not Facebook, surely the social media or other channels you use - should be the ones your customers are likely to hang out on to make purchases.

Social media is not free. It takes time and knowledge to make the most of it. Time = money.

 

[Nochexman]

Hi, I was just wondering if any small ecommerce business owners had any experience with guerilla marketing on a shoestring budget. At the moment all I do in terms of offline marketing is leaving business cards inside books at the library etc. and I'm really stuck for ideas. I would really appreciate it if anyone could help. We sell unique stationery, gadgets, gifts and postcards.
Thanks! ☺

You received some interesting suggestions - would be interested to know what you decided to do?

 

[Haindiary]

I thought I knew a little about marketing. But the gift boxes surprised me. It seems to be just such an offline marketing, but so cool. I, as a client, would be more pleasant than spam mail.
If you are looking for cheap ways to promote - online marketing will help you. Social networks (Facebook, Instagram), advertisements in thematic blogs, viral mailing lists and yes, SEO optimization of your site. In the trends of marketing 2019, you can search for ideas.