Guerrilla Marketing for Mortgage Advisersshootermk
Notice its guerrilla and not gorilla, “guerrilla a small unconventional form of warfare which rather than tackling a superior force head on, uses surprise and stealth to achieve its objectives”. Gorilla, a large hairy creature that eats Cadbury’s chocolate and plays the drums on Phil Collins tracks.
As a small or medium size business within the financial sector, guerrilla marketing is not just the best way to run your marketing, some people would say it’s becoming the only practical way. Just look at the massive adverts taken out in newspapers, TV advertising and sports sponsorship deals the banks take out. Impressive, but you can be more local, you are a real person not a corporate identity, you can be massively more flexible, and the big banks need to pull in billions of pounds worth of business every year to cover their billions of pounds in running costs. You only need to pull in the tiniest fraction of that money to cover your equally tiny costs and make a substantial profit, just remember “Size isn’t everything”, I’m pleased to say. Life would become very tough if big companies could do this, but because of their big structure and big overheads they can’t, I feel sorry for them already.
Now then, down to brass tacks, dotted around this blog and the Adviser Information section of the web site you will find several bits of guerrilla marketing advice. These are low cost or no cost marketing solutions. Some of them you will already have tried, but don’t discount them unless you’ve really tried them, not just looked at them. If you are currently using them, that’s brilliant, just move on to the next. However, don’t discount anything, just because you have a gut feeling that it won’t work (unless of course you’re really a psychic with a proven track record), remember the now legendary account of the birth of the Microsoft operating system for the first PC’s.
Digital Research who were then the most established company in the sector were approached by IBM to come and meet them with a view to being given the contract to write an operating system for their new “Personal Computer” they no doubt considered it, but they were doing well writing programs for main frames which were big business at the time and IBM themselves had said they didn’t expect the total numbers of these PC’s to ever exceed 300, So the Digital Research team just didn’t go. As a backup plan IBM then asked Microsoft if they would be interested in the project, a Mr Bill Gates sold them an operating system known as “DOS”, for $20,000 and it now makes in excess of £ 5 billion per year .
The moral of the story being don’t discount anything without checking it out thoroughly remember things change, so just because something didn’t work really well 5 years ago, or didn’t bring in sufficient business for the effort, doesn’t mean it’s not worth doing now.