Here are a few pointers on how a dose of low budget marketing results in success for small business. One B2B telecoms supplier has used inventiveness to punch through the endless telesales noise generated by competitors.
Guerrilla marketing is an advertising strategy in which economic means are used to generate customer interest. It often rotates around creating “buzz” and discussion about the technique. Traditionally this meant getting the press featuring the likes of publicity stunts. Since the advent of the internet it is now more commonly associated with creating something for viral discussion across social media.
Tony Raynor of Abbey Telecom says, “Nobody wants to hear, we sell telephone systems repeatedly. My formula is to stop selling and start communicating with your audience. We try to give things away of high value to businesspeople that cost us frumpence!”
Previous campaigns have included the 20 phone etiquette training clips already featured on TheMarketingblog. Another example was when they placed adverts on sheep got on TV exposure. The media are hungry for content and so they love stories with a difference.
The secret is to think outside of the box and be original. The embedded clip highlights that although video is cheap to make it has great impact, even if it isn’t centric on telephone systems.
Abbey Telecom Logic House, Ordnance Street
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She was stark naked! As I was reeling from the shock, I heard my 5-year-old shout from the back seat, "Mom! That lady isn't wearing a seat belt!"