Let me first start by saying that this article is not to promote any single idea, but rather to get you thinking about ideas for your own business.

I have been recently discussing with my business partner about how we can gain a larger share of the marketplace in the cleaning and restoration industry. As everyone knows, the industry is saturated with the big boys and the fly-by-nights. So how can the small company, with the same costs of doing business, compete?  

The answer? Guerrilla marketing. Guerrilla marketing is the use of a business’s energy and imagination to convey or promote a product or service by using low-cost means. What does this mean for you? You don't have to follow the conventional ways of advertising by using direct mail, radio, billboards, TV, etc.

Now that we have covered what guerrilla marketing is, how can it help your small business? 

Let me first divulge some classified, top secret information — my ideas for my own company.

Like I stated earlier, guerrilla marketing is generated with a little imagination and a low budget. The general demographics for the cleaning and restoration industry are women ranging in age from 35 to 65, give or take. But what we need to think about is how can we convey our message to this demographic?

We first need to think about what these women like to do or have to do. Most women in this age group have kids or grand kids. One of my favorite ideas was to sponsor a Little League Baseball team. I thought, “Who takes Johnny to baseball practice? Who watches Johnny's games? Who washes Johnny's clothes?” The answer: Most likely his mother. She will be exposed to my company’s name multiple times a week. And the best part, it's cheap! It is only $150 to sponsor a team in my area.

That’s a steal to me.

Another idea that we started implementing into our business was participating in parades. Imagine having a billboard that people will actually pay attention to and at a fraction of the cost. Try talking to the local Chamber of Commerce to find out when they are having parades. We have a parade for each season in my town. Don't miss being exposed! And just one piece of advice: don't go cheap on the candy. Kids can have an effect on the perception of your company. Just imagine little Johnny saying to his mom, "This candy is terrible." It may not sound like much, but it will have a residual effect on the mother’s perception of your business.

I will finish with one last idea: Market where your demographic enjoys spending time. A recent idea my colleague and I discussed is marketing at nail salons. This idea may cost you a little more than the previous two, but you will gain keen exposure time with your demographic. That's what it's all about, getting in front of your market and teaching them about your services and/or products.

I would like to say that I would still use the conventional ways of advertising to help support your guerrilla marketing efforts. Remember what is true in all of life; diversify, diversify, diversify! Not one idea will completely work for you. You must use multiple methods to get in front of your demographic.

So get out there, use a little imagination, and soon your competition won't know what hit them. 

Kevin Leonard has been in the cleaning and restoration industry for six years. He has a B.A. in Marketing from Marietta College. He is co-owner of of ServiceMaster Restoration by Just In Time Services in Pennsylvania.