Bunker 17 

Jay's Corner 

MARKETING YOUR MARKETING

Don't limit your marketing merely to the media you're using. Market it all over the place. Anything worth promoting is worth cross-promoting.  

Guerrillas know that all the media work better if they're supported by the other media. Put your web site onto your TV commercial. Mention your advertising in your direct mail. Refer to your direct mail in your telemarketing. Plants the seeds of your offering with some kinds of marketing and fertilize them with other kinds.   

You're not really promoting unless you're cross-promoting. Your trade show booth will be far more valuable to you if you promote it in trade magazines and withfliers put under the doors of hotels near the trade show. Guerrillas try to markettheir marketing. 

Your prospects, being humans, are eclectic people. They pay attention to a lot of media so you can't depend on a mere one medium to motivate a purchase. You're got to introduce a notion, remind people of it, say it again, then repeat it in different words somewhere else. That share of mind for which guerrilla strive? They get it with they combine several media. They say in their ads, "Call or write for our free brochure."   

They say in their Yellow Pages ad, "Get even more details at our website." They enclose a copy of their magazine ad in their mailing. They blow up a copy to use as a sign. Their website features their print ads. 

Guerrillas are quick to mention their use of one medium while using another because they realize that people equate broadscale marketing with quality and success. They know that people trust names they've heard of much more than strange and new names;and guerrillas are realistic enough to know that people miss most marketing messages -- often intentionally. The remote control is not only a way to save their steps but also a method of eliminating marketing messages. 

Didn't You Get The Memo?  

Featured Article  

The 7 Deadly Sins of Commercial Podcasting 

1. Podcasting Without a Plan - Variations of this sin include podcasting because you can, podcasting because everybody else is doing it, and podcasting because it' a cool new way to get your message out. But podcasting without being clear about why you're creating the "show", what the business plan is for the program, and what value you can reasonably expect to get from the venture is cardinal sin number one. 

2. Podcasting Without Providing Unique Value - The media landscape is exploding with new content bringing consumers a mind-numbing number of media options. To reach consumers overwhelmed by choices, the most important question you'll need to be able to answer is, Give me one really good reason why I should tune into your program. Your chances of significant commercial success without creating a program that offers unique value is slim to slimmer.

Read More >>> 

Worth a Thousand Words... 

 Guerrilla Marketing Photo of the Month  

      Place Your Ad Here  

These Guerrillas decided to take advantage of the media circus at Paris Hilton's home to promote their Paris Hilton exposed web site. The site sells Paris Hilton stuff from sex videos, to Diaries. Can't begin to imagine how much free advertising this group will get out of tagging Paris' home, but even after paying the bail and fine they'll probably end up ahead.

More >>>