How to Spend your Marketing Budget and get Results

How to Spend your Marketing Budget and get Results
Your marketing budget is like your weekly income. You need to dedicate a certain
proportion to rent, food and bills. The rest can either go into savings or you spend
it on things you want, like tickets to a concert or if you’re like me new shoes!!!
Either way there is a tangible result at the end, you have food in your mouth and
a fabulous pair of shoes.
So how are you going to spend your marketing budget this year and get results? If
you haven’t got guerrilla marketing on the list then you better add it and here is
why;
Stats show, those who spend marketing dollars on guerrilla marketing strategies
usually see results of 30% increase in sales. Now that is a staggering figure, which
is equally comforted by the fact a guerrilla marketing strategy can be executed on
a smaller budget than other types of marketing and marketing materials.
Guerrilla marketing is covert marketing, leveraging off other marketing hype and
materials to insert your own brand or product into the event. However as
guerrilla marketing can be spontaneously executed in the way that it will capture
the audience’s attention, it needs to be carefully designed and executed to ensure
maximum impact and results!
Here are some ideas for guerrilla marketing that will guarantee results;
1. Get Personal
Bespoke and custom made has the connotation of more expensive to create and
purchase, you probably think your product is unable to gain economies of scale,
however let me provide you with an example to ease your mind.
Remember when Coca Cola started to personalise their iconic Coke labels with
individual’s names? Well, not only did they Coca Cola see a 2% increase in their
sales, but they also reversed a decade long decline in consumption of Coca Cola.
More than 150 million personalised bottles were sold, and 111,000 fans used the
#ShareaCoke hash tag increasing the reach, a massive result. Granted that the

price that the bottle was sold at was higher than usual, however as it was not
seen as too outrageously priced and individuals were willing to pay the extra.
Coca Cola even picked up seven awards at the Cannes Lions Festival for this
brilliant guerrilla marketing strategy. With all the new technology these days
almost anything is possible and personalising products does not require you to
reinvent your packaging costing an arm and a leg.
Did you see the personalised Nutella over Christmas, it was such a hit there was a
queue a mile long at Myer Emporium Giftorium. All they did was to print out
stickers with the personalised names, stick it over a normal tub and hey presto! I
bet you that didn’t break the bank and drove sales through the roof. I’ll be looking
forward to seeing those results.
2. Touch it, Feel it, Smell it
Guerrilla marketing is super effective as it captures consumer’s attention by
creating a deeper emotional connection. It makes the brand or product more
memorable by encouraging consumers to seek out the product and play with it.
Allocating a reasonable portion of your marketing budget to place the actual
product in the customer’s hands will definitely go a long way, it has been proven
consumers are more likely to increase their purchase behavior if they are able to
touch and feel the product.
Developing a guerrilla marketing campaign, which includes elements that
consumers are able to experience through some or all of their senses will give
them the opportunity to imagine how they will be able to use the product in their
daily lives.
To prove the point here are some results;
98% of people who took an EventTrack survey expressed that they would be more
likely to purchase a product, which was marketed through an experiential process
or brand experience.

81% of individuals surveyed expressed they were more attracted to free products
and samples. However the catch is for the products to be of some meaning to the
consumers, so do your research!
3. Let’s Talk About It
Guerrilla marketing campaigns catch consumers off guard and as a result increase
buzz and conversation around the product and brand. Hearing about a brand or
product from a family or friend is more likely to be more memorable and
trustworthy then an ad in a magazine or a TVC, as you trust them and we have all
been taught to be wary of the Ad Man. A guerrilla marketing campaign, which hits
the spot with onlookers, can leave a very positive impression on consumers,
giving them the information and story to tell their friends and family of their
experience. Word of mouth is priceless, so ensure your guerilla marketing
campaign has the right strategy to get them talking.
At the end of the day, a marketing budget is a financial tool that allows brands to
successfully carry out marketing campaigns to drive awareness and generate
sales. So how are you going to spend your budget to get those results? I know
what I’d do.
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