100 Guerrilla Marketing Weapons

Your marketing arsenal can be much more potent than it is right now, and it won’t even require much of an investment.  

Ask the average business owner what marketing is and you'll be told that it's advertising. Guerrillas know that this is nonsense. Advertising is only one weapon of marketing. How many weapons are most business owners aware of? Maybe five or ten. How many do they use? Possibly three. But guerrillas are aware of a full 100 guerrilla marketing weapons and make use of about 40 of them. More than half of the weapons are free! Here, because this course wants you to be as lethal as possible, are ALL 100 weapons. 

I present them in no particular rank or order because there's a 100-way tie for first place. Still, you will come across a few weapons that deserve red neon asterisks inside your head. Your job now as a business owner is to do what you can to use as many weapons as possible. Okay?

1. Marketing plan 
2. Marketing calendar 
3. Niche/Positioning 
4. Name of company 
5. Identity 
6. Logo 
7. Theme 
8. Stationery 
9. Business card 
10. Inside signs 
11. Outside signs 
12. Hours of operation 
13. Days of operation 
14. Package and label 
15. Flexibility 
16. Word-of-mouth 
17. Community involvement 
18. Neatness 
19. Referral program 
20. Sharing with others 
21. Guarantee or warranty 
22. Telemarketing scripts 
23. Gift certificates 
24. Printed brochures 
25. Electronic brochures 
26. Location
27. Advertising
28. Sales training
29. Networking
30. Quality 
31. Reprints and blow-ups
32. Flipcharts
33. Opportunities to upgrade
34. Contests/sweepstakes
35. Barter options
36. Club memberships
37. Partial payment plans
38. Phone demeanor
39. Toll-free phone number
40. Cause (environment)
41. Free consultations 
42. Free seminars
43. Free demos or tours
44. Free samples
45. Giver vs. taker stance
46. Fusion marketing
47. Marketing on hold
48. Past success stories
49. Attire
50. Service
51. Follow-up 
52. Yourself and your employees 
53. Free gifts 
54. Catalog 
55. Yellow pages ad 
56. Column in a publication 
57. Article in a publication 
58. Speaker at a club 
59. Newsletter 
60. All your audiences 
61. Benefits of your offering 
62. Computer 
63. Selection 
64. Contact time with customers 
65. How you say hello and goodbye 
66. Public relations 
67. Publicity contacts 
68. Online marketing 
69. Classified ads 
70. Newspaper ads 
71. Magazine ads 
72. Radio commercials 
73. TV spots 
74. Infomercials 
75. Movie commercials  
76. Direct mail letters
77. Direct mail postcards
78. Postcard for postcard deck
79. Outdoor billboards
80. Fax-on-demand
81. Special events
82. Show displays and staff 
83. Audio-visual aids
84. Posters
85. Prospect mailing lists
86. Research studies
87. Competitive advantages
88. Marketing insight
89. Speed
90. Testimonials
91. Reputation
92. Enthusiasm
93. Credibility
94. Spying on self and others
95. Easy to do business with
96. Brand name awareness
97. Designated guerrilla
98. Customer mailing list
99. Competitiveness
100. Satisfied customers