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How can you use guerrilla marketing to stand out in a crowded market?

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Guerrilla marketing is a creative and unconventional way of promoting your photography business in a crowded market. It can help you attract attention, generate buzz, and create memorable impressions on your potential clients. In this article, you will learn how to use guerrilla marketing to stand out in a crowded market.

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Nigel Pun

Strategic Operations & Marketing Specialist | Business Analytics | GTM Strategy

1 Define your goals and target audience

Before you launch any guerrilla marketing campaign, you need to have a clear idea of what you want to achieve and who you want to reach. Do you want to increase your brand awareness, generate leads, or boost sales? Who are your ideal customers and where can you find them? What are their pain points, needs, and desires? Having a clear vision of your goals and target audience will help you craft a more effective and relevant guerrilla marketing strategy.

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Nigel Pun

Strategic Operations & Marketing Specialist | Business Analytics | GTM Strategy
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The term guerilla marketing is often misused and defined incorrectly. It comes from guerilla warfare which is using small independent forces to disrupt the operations of the enemy which in this case is your competition. Your customers are not your enemy. Guerrilla warfare relies on the support of the locals which are customers and your enemy's enemy, which often in the case marketing, are regulators or people outside your target audience. How can can you get your customers to support your guerrilla warfare on your competition, where they can launch their own independent attacks?

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2 Choose a suitable location and time

Guerrilla marketing relies on surprising and engaging your audience in unexpected places and moments. Therefore, you need to choose a location and time that are suitable for your campaign and your target audience. For example, if you are a wedding photographer, you might want to set up a fake wedding proposal in a busy park or a flash mob in a shopping mall. If you are a portrait photographer, you might want to offer free headshots in a co-working space or a street fair. The key is to find a place and time where you can capture your audience's attention and curiosity.

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Nigel Pun

Strategic Operations & Marketing Specialist | Business Analytics | GTM Strategy
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All brands are monitoring the large social media platforms for trending hashtags and have public relations strategies to counter attack the most expected guerrilla marketing which I define as guerrilla warfare used for marketing attacks. However, social media is the best because most companies cannot control what goes viral and has the largest reach and potential for organic growth. In order to go viral, the narrative must be tightly controlled and incite very strong emotions. The most successful content often draws from empathy, anger or conflict. It must achieve this goal by any means necessary, as long as result ends positively for your firm. That is true guerrilla marketing.

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3 Create a unique and memorable concept

The most important element of guerrilla marketing is the concept. You need to create a unique and memorable concept that showcases your photography skills, style, and personality. Your concept should also resonate with your target audience and communicate your value proposition. For example, if you are a pet photographer, you might want to create a giant doghouse with your photos and slogan on it. If you are a travel photographer, you might want to create a fake passport booth with your photos and destination tips on it. The key is to create a concept that is original, creative, and relevant.

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Nigel Pun

Strategic Operations & Marketing Specialist | Business Analytics | GTM Strategy
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For the example of a photography firm, what is your competitive advantage of your firm over your competitors? As an example, school photo sessions are bland and repetitive. Your campaign's call to action can be to post their worst experience with photos and social media will rally potential customers and normal people to criticize your competitors. In this case, they are the standard school photos which cost a lot and are worse. If your firm truly has a competitive advantage in fun, unique, memorable photo sessions, your guerilla marketing campaign against your competitors will succeed.

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4 Execute your campaign and measure your results

Once you have your concept ready, you need to execute your campaign and measure your results. You need to plan ahead and prepare all the necessary materials, equipment, and permissions for your campaign. You also need to have a team of helpers or collaborators who can assist you with the execution. During your campaign, you need to interact with your audience and encourage them to take action. For example, you might want to hand out your business cards, flyers, or coupons. You might also want to ask them to follow you on social media, sign up for your newsletter, or book a session with you. After your campaign, you need to track and analyze your results. You need to measure how many people saw your campaign, how many people engaged with your campaign, and how many people converted into customers.

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5 Follow up with your leads and customers

The last step of guerrilla marketing is to follow up with your leads and customers. You need to nurture the relationships that you have built with your audience and turn them into loyal fans and advocates. You need to thank them for their interest, feedback, or purchase. You need to provide them with valuable content, offers, or incentives. You need to ask them for referrals, testimonials, or reviews. The key is to keep in touch with your leads and customers and make them feel appreciated and valued.

Guerrilla marketing can be a powerful and fun way of marketing your photography business in a crowded market. It can help you stand out from the competition, showcase your creativity and skills, and connect with your audience on a deeper level. By following these steps, you can create and execute a successful guerrilla marketing campaign for your photography business.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use guerrilla marketing to stand out in a crowded market?

1

2

3

4

5

6

1 Define your goals and target audience

2 Choose a suitable location and time

3 Create a unique and memorable concept

4 Execute your campaign and measure your results

5 Follow up with your leads and customers

6 Here’s what else to consider

Photography

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How can you use guerrilla marketing to stand out in a crowded market?

1

2

3

4

5

6

1 Define your goals and target audience

2 Choose a suitable location and time

3 Create a unique and memorable concept

4 Execute your campaign and measure your results

5 Follow up with your leads and customers

6 Here’s what else to consider

Photography

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