SlideShare ist ein Scribd-Unternehmen logo
1 von 2
Downloaden Sie, um offline zu lesen
865 words
                            Guerilla Marketing vs. Big Bucks

Many entrepreneurs market via outreach events, be it trade shows or presenting seminars,
and budgets to schmooze clients and impress friends are getting tight.

Now that the economy is back in the spotlight, with gasoline at $2.60+ a gal., big
companies announcing layoffs, and prices rising across the board, the time is here to
tighten our belts and squeeze that marketing dollar until it squeals. Believe me the
rhetoric that the economy is getting better is just that – political rhetoric, and isn’t coming
from the business community in the trenches. We know better!

Even though lavish budgets are history, the creative entrepreneur can still use events as a
marketing tool if he/she rolls up sleeves and goes into “guerilla marketing” mode.
Creativity is the key! The time for promoting an event and waiting to see who registers
within 6 to 8 weeks is past. The first’s thing to remember, is that no amount of cajoling,
marketing, or freebies will compel attendance at your event if it doesn’t offer real value
to the attendee.

People expect to be exposed to valuable content, and aren’t attending just for the
networking. With that as a given, let me give you some guerilla marketing tips.

   1. Save the expensive advertising you usually do 6 to 8 weeks before the event and
      use “referrals”. Many of your pasts attendees are either employees of companies
      or in business themselves, and have contacts and friends they talk with regularly.
      This source is often overlooked, and you’ve got direct access to them. Send them
      an invitation as if they were customers, and ask them to pass it on to one or two
      people they know that might be interested. You could even make it more enticing
      by having a form at the door for attendees that asks who referred them, and
      providing some incentive for the person that referred the most attendees.

   2. Don’t overlook clubs, associations or other local groups. Many not-for-profit
      groups have charters that state their members will be informed about
      opportunities that will enhance their membership, career and education. Put
      together a promotional kit announcing your event, an agenda, and offering a
      discount to the group’s members. You can also offer the association something
      for free – a full registration, print ad, magazine rack, exhibit space or a sponsoring
      logo on your Website – whatever is feasible in you line of business. Don’t miss
      the opportunity of offering your services as a speaker at some of the group or
      association meetings, and even bringing some event brochures with you after you
      have the leader’s approval.


   3. Local business – the bookmark brigade. If your event relies heavily on local
      participation, then work through the businesses used every day. A most
      successful and fun outreach program is to implement a Bookmark Brigade on
behalf of the businesses. These are special announcement bookmarks printed
       with the name of the event, dates, location, and Website on one side and the local
       business name on the other. Make them big and bright, and get a team loaded
       with bookmarks to visit every business shop, coffee shop, bookstore, grocery
       stores, newsstands, cleaners, music stores, and libraries all over the area. Some
       stores may even let you hang a poster. Give something to the manager or in-store
       sales personnel as you do this. Maybe a free T-shirt, or pass to the event. The
       printing bill is bound to run less than half or full-page ads in the relevant weekend
       newspapers.

   4. Your event sponsors and exhibitors are your best allies, as well as a support
      network of resources for recruiting attendees. Twenty percent of them will
      support your event because they can, the rest won’t due to limited resources or
      conflicting agendas. Use any of the tools already mentioned with your partners,
      or trade a contact database of theirs to be used for telemarketing for promoting the
      sponsor in the telephone blitz. Offer this database a discounted rate and attribute
      the discount to the sponsor for their client. Everyone wins!


   5. Offer your sponsors tools like posters or tabletop signs they can post in their
      lobbies. Visitors can learn about the event while waiting for their appointments.
      This expands your word of mouth, and may even draw additional sponsors. Of
      course, you’ve already negotiated an event logo and listing presence on your
      sponsor’s website – haven’t you?

Some key points to remember in any outreach promotion are to build in a tracking
method on each marketing piece, such as unique URLs and/or codes on registration. Be
ready to offer incentives such as discounts or gifts to gain access to clubs or sponsors
members, lists or audience. Lastly, have the appropriate marketing tool kit ready before
you start. It should contain such things as Web banners, email templates, sample sales
copy, and special offer announcements packaged for easy access.

In good times or bad, these tips will help any entrepreneur draw more interest in their
activity or event. A good outreach program promotes special relationships with your
sponsors, community and attendees better than any other marketing activity can before
the event. Using guerilla marketing tactics in lieu of bucks takes creativity, elbow grease,
and luck.

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisalgomezdominic3
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshopP&CO
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfRobertPhillips265023
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Six Sigma Improvement Process: Transforming Processes, Elevating Performance
Six Sigma Improvement Process: Transforming Processes, Elevating PerformanceSix Sigma Improvement Process: Transforming Processes, Elevating Performance
Six Sigma Improvement Process: Transforming Processes, Elevating PerformanceOperational Excellence Consulting
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Kürzlich hochgeladen (20)

Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisal
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshop
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Six Sigma Improvement Process: Transforming Processes, Elevating Performance
Six Sigma Improvement Process: Transforming Processes, Elevating PerformanceSix Sigma Improvement Process: Transforming Processes, Elevating Performance
Six Sigma Improvement Process: Transforming Processes, Elevating Performance
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

Empfohlen

How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationErica Santiago
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellSaba Software
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming LanguageSimplilearn
 

Empfohlen (20)

How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming Language
 

Guerilla-Marketing-Tactics

  • 1. 865 words Guerilla Marketing vs. Big Bucks Many entrepreneurs market via outreach events, be it trade shows or presenting seminars, and budgets to schmooze clients and impress friends are getting tight. Now that the economy is back in the spotlight, with gasoline at $2.60+ a gal., big companies announcing layoffs, and prices rising across the board, the time is here to tighten our belts and squeeze that marketing dollar until it squeals. Believe me the rhetoric that the economy is getting better is just that – political rhetoric, and isn’t coming from the business community in the trenches. We know better! Even though lavish budgets are history, the creative entrepreneur can still use events as a marketing tool if he/she rolls up sleeves and goes into “guerilla marketing” mode. Creativity is the key! The time for promoting an event and waiting to see who registers within 6 to 8 weeks is past. The first’s thing to remember, is that no amount of cajoling, marketing, or freebies will compel attendance at your event if it doesn’t offer real value to the attendee. People expect to be exposed to valuable content, and aren’t attending just for the networking. With that as a given, let me give you some guerilla marketing tips. 1. Save the expensive advertising you usually do 6 to 8 weeks before the event and use “referrals”. Many of your pasts attendees are either employees of companies or in business themselves, and have contacts and friends they talk with regularly. This source is often overlooked, and you’ve got direct access to them. Send them an invitation as if they were customers, and ask them to pass it on to one or two people they know that might be interested. You could even make it more enticing by having a form at the door for attendees that asks who referred them, and providing some incentive for the person that referred the most attendees. 2. Don’t overlook clubs, associations or other local groups. Many not-for-profit groups have charters that state their members will be informed about opportunities that will enhance their membership, career and education. Put together a promotional kit announcing your event, an agenda, and offering a discount to the group’s members. You can also offer the association something for free – a full registration, print ad, magazine rack, exhibit space or a sponsoring logo on your Website – whatever is feasible in you line of business. Don’t miss the opportunity of offering your services as a speaker at some of the group or association meetings, and even bringing some event brochures with you after you have the leader’s approval. 3. Local business – the bookmark brigade. If your event relies heavily on local participation, then work through the businesses used every day. A most successful and fun outreach program is to implement a Bookmark Brigade on
  • 2. behalf of the businesses. These are special announcement bookmarks printed with the name of the event, dates, location, and Website on one side and the local business name on the other. Make them big and bright, and get a team loaded with bookmarks to visit every business shop, coffee shop, bookstore, grocery stores, newsstands, cleaners, music stores, and libraries all over the area. Some stores may even let you hang a poster. Give something to the manager or in-store sales personnel as you do this. Maybe a free T-shirt, or pass to the event. The printing bill is bound to run less than half or full-page ads in the relevant weekend newspapers. 4. Your event sponsors and exhibitors are your best allies, as well as a support network of resources for recruiting attendees. Twenty percent of them will support your event because they can, the rest won’t due to limited resources or conflicting agendas. Use any of the tools already mentioned with your partners, or trade a contact database of theirs to be used for telemarketing for promoting the sponsor in the telephone blitz. Offer this database a discounted rate and attribute the discount to the sponsor for their client. Everyone wins! 5. Offer your sponsors tools like posters or tabletop signs they can post in their lobbies. Visitors can learn about the event while waiting for their appointments. This expands your word of mouth, and may even draw additional sponsors. Of course, you’ve already negotiated an event logo and listing presence on your sponsor’s website – haven’t you? Some key points to remember in any outreach promotion are to build in a tracking method on each marketing piece, such as unique URLs and/or codes on registration. Be ready to offer incentives such as discounts or gifts to gain access to clubs or sponsors members, lists or audience. Lastly, have the appropriate marketing tool kit ready before you start. It should contain such things as Web banners, email templates, sample sales copy, and special offer announcements packaged for easy access. In good times or bad, these tips will help any entrepreneur draw more interest in their activity or event. A good outreach program promotes special relationships with your sponsors, community and attendees better than any other marketing activity can before the event. Using guerilla marketing tactics in lieu of bucks takes creativity, elbow grease, and luck.