SMART SALES
PEOPLE
DON’T ADVERTISE:
10 Ways To Out Smart
Your Competition With
Guerilla Marketing
Tom Richard
Copyright © by Richard Stowell Enterprises, LLC. All Rights Reserved.
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Table Of Contents
Introduction
What Is Guerilla Marketing? 8
What To Expect From This Book 10
Guerilla Marketing Expectations
Increased Traffic 13

Providing V
alue On Your Website 71
Capture Information
At All Costs 72
Guerilla Marketing Ideas
Creating Your Guerilla Programs 75
Outdoor Recreation 78
Scuba Diving 78
The Boat Store 81
The Outdoor Retail Specialty Shop 86
The
Appliance Store 90
The Casual Dining Restaurant 94
The Chain of Sandwich Shops 98
The Dry Cleaner 106
The Newsletter Idea 108
The Running Club 1
12
Get Active America 1
16
Summary You Get The Point 1
19
Strength Of The Team
Strength In Numbers 121
Your Marketing Calender
Set Goals Have A Plan 127
Talk To Your Customers 129
Final Word
Traditional Marketing 131
Desktop Publishing 134

marketing is all about.
What Is Guerilla Marketing?
Guerilla Marketing is more about out smarting
your competition than it is about out spending your
competition. With Guerilla Marketing, you will
be able to increase the amount of traffic that comes
into your business without spending a lot of money.
Guerilla Marketing allows small businesses to compete
effectively with big businesses.
Guerilla Marketing can be defined as the means of
getting maximum results from minimum budget.
There is no set definition as to what is and what is
Tom Richard 9
Smart Sales People Don’t Advertise
Introduction
not categorized as guerilla marketing. This type of
marketing can be broadly described as the spirit of
working with your friends and neighbors to find ways
to help one anotherʼs businesses grow.
With guerilla marketing, the possibilities are as endless
as your imagination. If you sit back and apply some
creativity to your guerilla marketing plan, you will be
able to come up with a variety of ways to improve
your business, as well as help other businesses in your
community.
Guerilla Marketing allows you to get your brand and
your product in front of your customers at other places
they shop have already grown to know and trust.
By co-branding with these other companies, your
company and your brand will be able to capitalize on

ideas will be discussed in terms of a particular type of
guerilla partner. You are expected to be able to take the
ideas presented in this book and adopt them to many
different types of businesses in different industries.
Tom Richard 11
Smart Sales People Don’t Advertise
Introduction
Guerilla tactics are effective in every business and in
every industry. It is for illustrative purposes that we
have chosen to discuss them in the context of specific
businesses in specific industries.
This book is intended to get you thinking about guerilla
marketing. By the time you finish this book, you will
develop your own unique way of establishing your
guerilla network. When you find your mind racing
with new ideas, we have accomplished what we have
set out to do. Enjoy!
Tom Richard 12
Tom Richard 13
Chapter 2:
Guerilla Marketing
Expectations
Increased Traffic
Guerilla strategies will generate qualified “chatter”
about your business in the community, thereby
significantly increasing traffic into your business. You
will find that some methods will generate more traffic
than others. It is important to track which sources are
producing the most traffic for you so you can revise
14 Tom Richard

how often people think of you, that you have in the
community. This increased mind share will keep the
top-of-mind awareness that you need in your future
customerʼs minds.
With top-of-mind awareness, when a
person realizes that they have a need
for your product, you will be the first
company that they think of.
There
are many companies that spend hundreds of
thousands of dollars creating top-of-mind awareness
and you are going to accomplish it for pennies on the
dollar using effective guerilla marketing strategies.
Sound to good to be true? Read on
Exactly
how well you are doing in the brand
strengthening department is an unmeasurable variable
in guerilla marketing. Community exposure to your
logo and message creates a familiarity with your
brand, even to those who are not in the market to buy
16 Tom Richard
Smart Sales People Don’t Advertise
Guerilla Marketing Expectations
whatever you are selling at the time. With that said, if
your brand is stronger and your mind share is greater
than your competitionʼs, then you will win in the long
run every time. For this reason, do not become
discouraged if a certain guerilla marketing partner or
program is not immediately yielding results. It may
be doing wonders at strengthening your brand and this

these programs. This quantitative data will also be
a fantastic tool when you are trying to recruit your
guerilla partners.
Guerilla
marketing can be taken lightly and often
times does not command the respect it deserves. As
you begin to run programs with other businesses, it is
important to collect quantitative information that will
help you ʻsellʼ it to other businesses. These identifiable
and measurable results will be your only tool to help
you ʻsellʼ the guerilla concept to those whom you so
desperately would like to partner up with.
18 Tom Richard
Smart Sales People Don’t Advertise
Guerilla Marketing Expectations
Pre-Qualified Traffic
In addition to a lower average cost per lead, guerilla
marketing increases ʻqualifiedʼ traffic as opposed to
ʻcoldʼ traffic that more traditional forms of expensive
marketing creates. The reason they are more qualified
is because they already trust you, and they will walk
in with a certain amount of rapport established before
they even talk with you.
This trust and rapport is a direct result of
them having been ‘referred’ to you.
Not
only have they been referred to you, but they have
been referred to you from a business with which they
have already grown to trust and have an established
relationship. If you are good enough to be associated

treadmill in the store because they sell more shoes.
The woman who bought the shoes has just had a
wonderful experience in her favorite store and on your
best treadmill. She has now associated her wonderful
experience and her favorite store with your company
and your top treadmill. When she is in the market
20 Tom Richard
Smart Sales People Don’t Advertise
Guerilla Marketing Expectations
for a treadmill, where do you think sheʼll stop first,
and what treadmill do you think she will want to buy?
When she comes into your store, she will have already
come to trust your company and your product. She is
a perfect example of pre-qualified traffic.
Pre-qualified traffic, combined with a
lower average cost per lead, equals real
bottom line results.
It
is because of these results, you are reading this book
right now. Guerilla marketing is a force to be reckoned
with and can be adopted by any company regardless
of size and stature.
Referral Partners A Bonus
When you establish a guerilla marketing network, in
addition to the creation of a smart marketing team,
you will have a built-in networking team eager and
actively passing referrals. What does this mean?
When you establish your team of 5 - 20 partner
businesses, these businesses will not only run guerilla
Tom Richard 21

it simply as a by-product of your guerilla marketing
initiative.
As you start to receive referrals from your
partner businesses, you NEED to treat
these customers like they are royalty.
Imagine
how great you would feel if you referred one
of your own customers to a guerilla partner and the
customer later thanked you for the help you gave them
and was elated at how well they were treated.
When
you do this for the customers your partner
businesses send to you, you are creating this great
feeling for them and for their customers. This makes
your guerilla partner look like a hero and they will
love you for it. They will be eager to refer more and
more people to your business, and they will treat the
customers that you refer to them with the same level
of service and personal attention.
In
addition to strengthening the relationship between
the two businesses, when a customer is treated like
royalty, the customer will bring you unsolicited
Tom Richard 23
Smart Sales People Don’t Advertise
Guerilla Marketing Expectations
referrals as well. They will tell their friends and family
to stop into your store and to make sure they tell you
who they were sent by. It is the fact they want to tell
you who they were sent by that proves they felt you

establish rapport with, and keeps that top-of-mind
awareness amongst your future customers. Moreover,
strengthening your brand in the area where it matters
most locally.
There is nothing stronger than being
perceived as a true community player.
Most
companies are under the false impression that
throwing money at the community will have the same
effect of an established Grass Roots Campaign. It is
not that easy; if it were, then everybody would have
the perception of being a grass roots company. It takes
more finesse and more tact to win over the community
at large. It takes combined guerilla marketing
initiatives along with earned media to develop this
perception. When it happens, you will notice that this