As a single company, it is impossible to provide your customers with all the services they desire for every aspect of their life; but with guerilla marketing, you can come close. By partnering with companies that provide different, yet complimentary, services to your Business, you can create a network of reliable resources for your customers. In turn, your company will gain credibility and strength from the size and stature of the group.
The goal of the guerilla network is to expand your customer base by being a part of a diverse web of companies that will appeal to a wide range of customers. Because your company will be the only one in this web to offer your unique product category, every customer who enters into the web will be referred to you for that specific service.
1. Brainstorm
To establish a guerilla network, you must first consider what other resources could be provided for your customer outside of the products and services that you have available at your company. Get to know your customers to discover what other services they generally need when considering your products.
Could they use a designer to help decorate a Home gym for the new treadmill they just bought from you? Or how about pet supplies for the dog they walk when using their new pedometer? Whatever it is, think outside the box! More variety means more customers.
2. Make a list
After brainstorming potential additional services, it is time to narrow your search and prepare for the recruitment process. Make a list of the product and service categories that you think will be beneficial in the guerilla network that you wish to create. Then, list specific companies that fall under these categories. Naturally, you should start with companies that you have referred customers to in the past, and who have, in turn, referred customers to you.
Expand that list by thumbing through your local yellow pages or searching the internet. Choosing local companies will give you the flexibility of working with partners who are able to make marketing decisions at the local level, without the inconvenience of running it by their corporate office first. Add companies that you instinctively feel may be fitting for your network. Do not forget to continuously update this list, even after you have moved on to the next step. The longer your list, the better chance you have at building a large and powerful network.
3. Do your Homework
Once you have a substantial list of companies in which you are interested, begin researching them. You will want to know if they are a high-end store and if you want their customers frequenting your Business. Determine whether or not the company is one you would like to be associated with. Do they exemplify the values that are most important within your own company? Be selective and remember that you will be sending your best customers to their company. Their service will be a reflection of your company and its values.
Look for companies that have taken the time to create and maintain an impressive website. This will give you the opportunity to learn more about their Business and will provide countless opportunities for marketing within your network
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