Guerrillas know that all the media work better if they’re supported by the other media. Put your web site onto your TV commercial. Mention your advertising in your direct mail. Refer to your direct mail in your telemarketing. Plants the seeds of your offering with some kinds of marketing and fertilize them with other kinds.
You’re not really promoting unless you’re cross-promoting. Your trade show booth will be far more valuable to you if you promote it in trade magazines and with fliers put under the doors of hotels near the trade show. Guerrillas try to market their marketing.
Your prospects, being humans, are eclectic people. They pay attention to a lot of media so you can’t depend on a mere one medium to motivate a purchase. You’re got to introduce a notion, remind people of it, say it again,...
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