While their bargain-basement counterparts are just moving boxes, guerrillas are designing solutions to customer problems. Attractive merchandising can boost sales and strengthen anemic margins. This includes warm lighting, cool music, and soft chairs. Guerrillas create a comfortable environment that encourages browsing. Market Aggressively, But Carefully Mass-merchandisers have to mass market with broadcast advertising.
Guerrillas compete by narrowcasting their message to specific groups most likely to buy.
Say something to somebody or you may spend a lot of money saying nothing to everybody. Build a database of everyone who walks into your store, then use regular mailings of postcards or coupons to push in-store promotions. Publish a newsletter to keep in touch, announce new products, classes, user-group meetings and special deals. Once the primary need has been filled, secondary needs are going to surface. Within a few months, your customers are going to start looking for new software, and expansion items like tape backup, expanded memory, or a color printer, and they would rather buy from someone they know.