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
………………………………………………….………….
o 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.

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 Unexpected Gift or Discount
………………………………………………….………….
Traffic Trade
o 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 Kendall-

Jackson 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 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.

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

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.

o As an example, a Kansas City retailer that carries designer clothing

displayed prescription sunglasses by the same designer from a
nearby eyewear retailer.

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 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.

o Use sidewalk chalk to draw attention to your store with an

unexpected message.

o 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.”

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 Unexpected Intercept
………………………………………………….………….
Restaurant Modeling
o Partner with an upscale restaurant to intercept new customers
through table-to-table modeling of jewelry, fashion, shoes, etc.

o 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.

o Reciprocate with a register-to-win drawing

in your store for a dinner for two at the
partner restaurant.

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 Unexpected Offers
………………………………………………….………….
Restaurant Table Tents
o Multiple retailers can partner with area restaurants to provide
three-sided tent cards promoting retail shopping in Clayton.

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

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Clayton VIPs
………………………………………………….………….
Employees Only
o Reward Clayton businesses with unexpected offers for their
employees only.

o 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 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.

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 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.

o After a total $500 purchase, the Clayton Shopper would be

rewarded with a gift certificate for a Clayton retailer (including
restaurants) of their choice.

o The Hallmark Gold Crown Program started this

way and is the largest retail loyalty program in
existence today.

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

o Partner with a personal shopper/concierge to provide services.

o Market the Clayton Concierge to Clayton employers

and residents, through the Clayton Chamber
communications and through PR stories in the
Clayton Word.

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 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.

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 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.

o “Violators” will have their parking ticket paid by a participating

retailer if the ticket is presented at the retailer within an hour of
receiving the ticket.

o Display a window decal or static cling that

announces your “get-out-of-jail-free” policy.

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 Unexpected Treat
………………………………………………….………….
Wine Tasting Today!
o 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.

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 Unexpected Call
………………………………………………….………….
Sell Phone
o Keep track of customer purchases and preferences.

o 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.

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 Contact Info
………………………………………………….………….

Sallie Ervin, CEO/Chief Creative Officer

DeLancey Smith, President
Ervin Marketing Creative Communications, Inc.
9120 Olive Boulevard
St. Louis, MO 63132

Phone: 314.994.1155
Fax: 314.994.1159

Web site:
www.ervin-marketing.com

E-mail addresses:
servin@ervin-marketing.com
dsmith@ervin-marketing.com

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