We’ll start with the good stuff:
• Guerilla marketing is cheap. At the high end, you may end up investing a few hundred dollars in promotional items or a major, centralized piece that you can build a number of different campaigns around. At the low end, it’s free — and you can’t beat free!
• In addition to growing your business, guerilla marketing involves networking, both with your customers and with other businesses. In the process of executing and maintaining your campaign, you will make a lot of new friends and allies.
• Guerilla marketing is specifically tailored to meet the needs of small businesses, whereas traditional advertising venues are complicated and expensive to the point of exclusion (bordering on snobbishness).
• Many aspects of creative guerilla marketing campaigns are just plain fun! You get to perform wacky stunts and engage in unusual activities, all in the name of working for a living.
• Guerilla marketing works. If you do your research, plan your campaign, and stick with it, you will more than likely end up with a better and more profitable business.
And now, the bad:
• Guerilla marketing works — but it is not completely failsafe. It is, after all, advertising; which is far from an exact science. The number of variables involved in advertising guarantees that nothing is 100 percent effective.
• As with any advertising campaign, you will not be able to pinpoint exactly what works and what doesn’t. Obtaining measurable results is difficult (but not impossible, unlike other marketing techniques).
• Guerilla marketing requires a greater level of dedication and energy than traditional advertising venues, which often consist of throwing large amounts of money at other people to do the work for you.
• If you’re looking for a quick fix, guerilla marketing is not your solution. You will not see instant or overnight results stemming from your efforts. An investment of time is required in order to achieve your business sales goals.
• Guerilla marketing is not for the thin-skinned or faint of heart. At the very least, you will have a few detractors who find fault in your methods. At worst, you may be threatened with legal action (which is why it’s so important to check your local laws before engaging in a guerilla marketing campaign).