| When Guerrilla Marketing fails |
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“Guerrilla marketing is overrated”, I heard him say to the colleague sitting next to me. The three of us were seated together in one row of an aircraft on a 90 minute journey.
I chuckled – understanding much more than he knew about marketing. We had boarded the plane several minutes earlier and I had noted that his bag had the logo of an eye wear franchise that I knew very little about. I had noticed one in my local neighborhood but had not yet scoped it out. |
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| Creating reality and putting it into practice |
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How often have you awaken, jumped out of bed and begun your workday before you have even really thought about it? Many of us live very busy lives – we work until we cannot think any more at night and we jump out of bed with a list of things that need to be done. We are on auto-pilot.
Being on auto-pilot really indicates that we already know where we are going and often we are just recreating the same journey and destination as we had yesterday, last week, last month or last year. We could compare it to the daily non-stop flight from Vancouver to Montreal. |
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| The Value of Connecting |
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“I am so tired of going to business meetings that turn into social event – they are a waste of time”.
Attending a networking event or business meeting is only as valuable as you make it. Many of us tire of attending events where we feel it turns into a social event – and we wonder at the value we receive by attending. Sure we may get a meal, or free drink or snacks – but let’s be realistic – it takes time out of our schedules and costs money too. |
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Question:
How do I get the media to pay attention to my business?
Answer:
The Media reports on 'News' or items of interest to the general public. They struggle from day to day to put good information or information the public shows interest in - into their media. However most media is not paid for by the purchaser but by the advertiser. So the more the media sells its prduct - the more they can charge for their advertising. It is in their interest to sell as many issues (or views) as possible and to do that they must give the public what it is looking for.
So - as a business owner if you can tie your product or service into a trend or a story that the media is already reporting - then they can expand by speaking with you. Keep in touch with trends and current events. When something is reported about your industry and you have more information - contact a reporter or issue a press release and offer them good information. They may not use your story this time - but they may keep it on file for the future.
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