Guerrilla Marketing For Clayton Retailers

Tips for the Upscale Retail Store

ALBERT EINSTEIN and related rights™/© of HUJ, used under license. Represented by Corbis Corporation.

April 2009

 

  Ervin Marketing Creative Communications

Introduction ………………………………………………….………….
Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
o

Guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally.
o

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources.
o

 

 

2

Unexpected Gift or Discount ………………………………………………….………….

Traffic Trade
Select a retail partner that targets the same type of customer you do.
o

When a customer makes a purchase at your store, give the customer an unexpected and private “gift certificate” for a free item, a discount or a special service at your retail partner’s store.
o

As an example, when a customer makes a purchase at KendallJackson in Healdsburg, CA, a gift certificate for a free wine tasting at Le Crema (just down the street) is presented to the K-J customer.
o o

 

You can use your business card as the gift certificate and hand-write your customer’s name on it, as well as your retail partner’s name and offer.
  3

Unexpected Display ………………………………………………….………….

Trade Merchandise
Select a retail partner whose products or services are compatible with yours.
o o

Provide product from your store for your partner to display as window décor, cash/wrap décor or in other display areas in your store.

As an example, a Kansas City retailer that carries designer clothing displayed prescription sunglasses by the same designer from a nearby eyewear retailer.
o

 

  4

Unexpected Invitation ………………………………………………….………….

Use Chalkboards & Chalk
o

Intercept passersby and invite them into your store for a special offer, new product intro or register-to-win drawing using a decorated chalkboard invitation. Use sidewalk chalk to draw attention to your store with an unexpected message. As an example, a Manhattan lingerie store wrote in chalk on the sidewalk in front of their store, “From here, it looks like you need new underwear.”

o

o

 

  5

Unexpected Intercept ………………………………………………….………….

Restaurant Modeling
o

Partner with an upscale restaurant to intercept new customers through table-to-table modeling of jewelry, fashion, shoes, etc. Make business-card-size note cards to leave at each table or create table tents with your store’s name, address, hours and Web site. Reciprocate with a register-to-win drawing in your store for a dinner for two at the partner restaurant.

o

o

 

  6

Unexpected Offers ………………………………………………….………….

Restaurant Table Tents
o

Multiple retailers can partner with area restaurants to provide three-sided tent cards promoting retail shopping in Clayton.

Each retailer would have one panel of the table card to promote a special retail offer.
o

 

  7

Clayton VIPs ………………………………………………….………….

Employees Only
o

Reward Clayton businesses with unexpected offers for their employees only. Work with business owners or Employee Communications representatives at targeted companies to put your special offer on the employee Web site (intranet) or on the company bulletin board.

o

o

As an example, in Burbank, CA, retailers offer discounts to Warner Bros. employees who simply show their WB badges. The retailers submit their offers to the Employee Communications department, and employees are informed via email and intranet.

 

  8

Clayton Shopper’s Card ………………………………………………….………….

Build Loyalty to Clayton
o

Create a Clayton Retail Shoppers Program, whereby customers carry a punch card when shopping in Clayton. After a total $500 purchase, the Clayton Shopper would be rewarded with a gift certificate for a Clayton retailer (including restaurants) of their choice. The Hallmark Gold Crown Program started this way and is the largest retail loyalty program in existence today.

o

o

 

  9

Unexpected Service ………………………………………………….………….

Clayton Concierge
Display a tent card in your store and a message on your Web site offering concierge shopping services.
o o o

Partner with a personal shopper/concierge to provide services. Market the Clayton Concierge to Clayton employers and residents, through the Clayton Chamber communications and through PR stories in the Clayton Word.

 

  10

Unexpected Parking Space ………………………………………………….………….

Park Free!
o

Partner with the City to purchase parking tokens compatible with parking meters to reward customers who shop your store.

o

Display a window decal or static cling that announces your free parking token policy.

 

  11

Unexpected Privilege ………………………………………………….………….

Get Out of Jail Free Card!
o

Partner with the City to issue “get-out-of-jail-free” cards to customers who have received parking tickets in Clayton. “Violators” will have their parking ticket paid by a participating retailer if the ticket is presented at the retailer within an hour receiving the ticket.

o

of

o

Display a window decal or static cling that announces your “get-out-of-jail-free” policy.

 

  12

Unexpected Treat ………………………………………………….………….

Wine Tasting Today!
Use your chalkboard to announce unexpected or unusual treats such as wine tasting or chocolate fountain service to attract new customers.
o

The Diamond Shop does wine tastings, and Carlton retailers in the Cleveland area do well with chocolate fountains.
o

 

  13

Unexpected Call ………………………………………………….………….

Sell Phone
o o

Keep track of customer purchases and preferences.

When items in the color, brand, size or design a customer loves arrive in your store, give the customer a call.
o

When Teddi’s was in Clayton, they were masters at this.

 

  14

Contact Info ………………………………………………….………….
Sallie Ervin, CEO/Chief Creative Officer DeLancey Smith, President Ervin Marketing Creative Communications, Inc. 9120 Olive Boulevard St. Louis, MO 63132 Phone: Fax: 314.994.1155 314.994.1159

Web site: www.ervin-marketing.com E-mail addresses: servin@ervin-marketing.com dsmith@ervin-marketing.com WBE Certified