When it comes to marketing, guerrillas become creative in very special ways and they're not the ways that are demonstrated by most marketing.

Guerrillas view creativity in marketing the same way that drivers view steering wheels in their cars. The creativity is supposed to guide the marketing toward its goal of producing profits just as the steering wheel is supposed to guide the car toward its goal of arriving safely at the destination.

It doesn't always work out that way. The bummer is that although there are tragedies on the highway because accidents happen, there are tragedies in marketing and none of them have to happen. Worse yet, they don't even happen by accident People actually plan, sweat over and focus hard upon marketing that is headed from the start directly towards disaster.

Creativity in marketing is very much different from creativity in the arts, although marketing is as eclectic an art form as has ever been devised by humankind. Marketing embraces writing, design, photography, video, special effects, music, dancing, and acting-and yet its purposes are not those of the arts.

Guerrillas view marketing with ten insights into marketing creativity that illuminates the path for them. These insights prevent them from going over the edge, losing their way or wasting their time and money. Why wait? Here are the ten insights:

1. Creativity in marketing should be measured solely by how well it contributes to your overall profitability. If it helps you sell at profit, it is creative and if it doesn't, it's not creative. That makes creativity easy to measure. Awards and compliments have nothing to do with it.

2. Creativity should always be blended with its ability to withstand repetition because purchase decisions are made with the unconscious mind and repetition is the best way to access the unconscious. If your creative marketing idea can get stronger with repetition, you've got a winner.

3. Using creativity in marketing that resorts to humor is like reaching into a bag filled with poisonous snakes. Not only might you get hurt on your very first time reach into the bag, but the more you reach the more it works against you because repetition helps marketing but murders humor.

4. Creativity in marketing not directed towards motivating a purchase is like employing a vampire in your marketing. The vampire sucks attention away from your prime offer, your benefits and your main idea in an inane attempt to be creative at the expense of your profitability.

5. Creativity should be seen as an opportunity not for show business but for sell business. Marketing is business far more than entertainment, and although it may be entertaining, that is not its prime requirement. It exists mainly to create a desire to buy and not mainly to entertain.

6. Creativity is a way to implant your name and not an excuse not to mention your name. Gain awareness and a crucial share of mind by showing and saying your name creatively, helping people remember your name the next time they're in the market for what you sell.

7. Creativity in marketing is the challenge of demonstrating your benefit in a way that people will remember. It is important that your prospects remember your name and equally important to know what makes you special and why they should own what you are offering.

8. Creativity comes not from inspiration or even perspiration. It comes from knowledge. The more knowledge you have, the more creative you can be. You require knowledge of your benefits, prospects, industry, competition, media options, and the Internet-for starters.

9. Creativity begins not with a headline, graphic idea, special effect or jingle; it begins with an idea. The idea should center around your offer, your competitive advantage or your main benefit-and it should come singing clearly through your marketing in any medium.

10. Creativity of the highest form in marketing has longevity and improves with age. How long has the Green Giant been ho-ho-ho-ing in his valley? Have United's skies been friendly? Has the Maytag repairman been lonely? Great marketing creativity is both flexible and enduring.

* * * * *

It's a cinch to sit here in my comfy chair typing out a bunch of insights about how you should be creative. It's easy for me and hard for you. But hey, I've got my job and you've got yours. I'd like to tell you that it's going to be simple and that list of businesses with timeless marketing creativity goes on and on.

But I'd be lying because it's a short list. Amazingly brief. Most business owners have this ridiculous notion that their marketing is supposed to constantly change. And most people who create marketing have their eyes on their awards wall on not on your bottom line.

So it's going to be a tough job for you to separate the true creativity from the pretend creativity. Most marketing you see these days is of the pretend variety. Still, armed with these insights, the creativity that you employ will be guerrilla creativity and will lead not down the garden path but directly to your bank vault.

Jay Conrad Levinson is the author of the "Guerrilla Marketing" series of books, now in 34 languages and the best-selling marketing books in history with over 1,000,000 copies sold. You can call Jay at 800-748-6444, and his website is at http://www.gmarketing.com/.

Conventional and unconventional ideas that work

"Without promotion, something terrible happens ... Nothing!"
-- P.T. Barnum

Try to put yourself in the shoes of a customer or prospect walking the show floor at your next event. You're likely to be overwhelmed by an endless array of Frisbees, coffee mugs, paper weights and squeeze toys. What exactly does it take to catch your eye or to make an impression

Before opening a catalog or visiting a Web site and drooling over all the shiny items available to promote your organization, think about what you can do that will stick in someone's mind and remain cost-effective. Think about what you want the promotional products to do. What do you want to achieve at your next event? Do you want to generate "buzz" and attract attendees to your exhibit? Do you want to make sure every attendee goes home with something in his or her "goodie bag?" Or do you want to be more selective, rewarding actual prospects with something significant?

The best promotional strategies work toward one of two goals -- reinforcing your branding or emphasizing a call to action. Different products work better to help you achieve each of these goals. Let's start considering three types of promotional giveaways: practical, somewhat risky and green products.

Practical and "safe" options with staying power

When branding is your primary objective, give out high-quality, useful, practical items. Choose something that people will appreciate receiving, and will use often -- preferably several times a day. Some popular imprintable options:

• Tape measures.
• Mouse pads.
• Calculators.
• Hand sanitizers.
• Wine openers.
• Key chains.
• Magnets.
• Suntan lotion.
• Ice scrapers.
• Flash drives.
• Pens and highlighters.

Pens? Doesn't everyone give these out? Aren't they old hat? Well, pens remain popular for good reason. They are cost-effective, come in a wide array of colors, are easy to customize and offer a wide rage of prices. Every time your customers reach for a pen, they'll see your logo, your Web site or your phone number. Whenever customers use it, they'll connect with your company. However, don't be too cheap and buy pens that don't work. Request four to five samples in different price ranges and test them out.

Different than the rest but riskier, too

Creative, whimsical or different items will set you apart and are memorable. But they carry some risk unless you find a way to connect with booth visitors or appeal to sentiment. Otherwise, they may get tossed. If you go this route -- be creative and be prepared to spend a little more to make a statement. Some popular options on the show circuit:

• Removable tattoos.
• Earplugs in an imprinted carrying case (for the plane ride home).
• Business cards that turn into a sponge when wet.
• Stress relievers (squeeze toys, Weebles, yo-yos, Rubik's cubes).
• Piggy banks.
• Mint and gumball tins in the shape of a truck, computer, home, etc.
• Chocolate bars.
• Gift cards.

If you are a new company, attend many shows each year or have a new product release, take a chance on a different item and see what happens. Whimsical items are often a great idea for customization -- to really fit your target audience. Earplugs are perfect for road warriors while a Rubik's cube is excellent for engineers or others who solve puzzles for a living.

For instance, one successful promotion at a bank involved sending a letter marked "Gift Enclosed" to key clients. Inside was a single dollar bill. Try giving away a silver dollar and business card to a qualified prospect who takes the time to listen to a full presentation. What's the downside -- $100? It's original, and they'll remember you long afterward -- that silver "cartwheel" will go home with them for sure.

And who doesn't love receiving gift cards? You'll want to save these for those you consider "premiere" customers, but a $10 gift card for Starbucks, ITunes or Amazon will make them remember you.

Green -- Good word of mouth, growing list of options

Recycled, biodegradable, organic -- you name it, it's available. Choose a green promotional item, and you make a statement about your organization and your values. You'll enhance your reputation and foster goodwill. Remember those pens and mugs? Both are available in an eco-friendly form. Some other green ideas:

• Tote bags. Giving out an eco-friendly tradeshow bag provides attendees with something useful for the show and for years to come.
• USB flash drives. Consider offering an imprinted USB flash drive filled with electronic versions of your slide show, printed collateral and an order form. If your budget is tight, hold a drawing, perhaps once or twice a day, for anyone who gives you a business card.
• Water-powered calculators. Just fill the compartment with water as instructed -- and they work! Better still, they don't require batteries.
• Apparel. For those attending an event, eco-friendly t-shirts and polos made from recycled materials are also very popular and cost-effective.

Green items are typically pricier than standard giveaways -- but shop around, and you'll see a lot more eco-friendly items available from suppliers, which indicates an increased demand from consumers.

Consider your audience -- One size doesn't fit all

Do your booth visitors spend their workday in a cubicle, or are they out in the field? Do they work from home, or are they road warriors who live in hotels and airports? Consider these important questions when purchasing branded items.

Gifts -- like promotional products -- have to be appropriate for the recipient. So, choose them carefully. Tradeshow exhibitors have long known this secret to success, and as an event planner, you can learn a great deal from their experiences.

Here's a sampling of giveaways at a recent high-tech event:

• Digital cameras.
• Computer accessories.
• Ergonomic aids like grippers and "stress-relievers" (mouse pads and wrist rests are a little passé at this point).

Tip: You may also consider two sets of giveaways: 1) those specifically for "good" customers or potential leads, and 2) those for general attendees and other vendors walking the show floor, shoving anything they can get for free into their tote bags.

Think strategically ...

Looking for products that will act as a call to action? These items should have less clutter for higher impact. They should also be highly visible and contain top-level information about your company. Your logo, a tagline and one or two forms of contact are usually the most information that will fit comfortably on this type of item. Keep it simple. Choose a product that will comfortably hold your message.

Looking to get your attendees really engaged with your promotion? A software company recently found a good way to launch a new product. To boost traffic in its tradeshow booth, staff sent a timed series of mailings to their top prospects. Each mailing contained a unique promotional item. In this case, the recipients really couldn't tell what the product was or how to use it. The only way to find the answer was to come to the booth.

This unique approach got people to the booth, and it gave the sales reps time to talk to the customers. As soon as they were done explaining the promotional product, they had a foot in the door to talk about their featured product. Even customers who took the promotional product and ran were exposed to the company's booth and basic message.

As an organizer, you now have a multitude of options that didn't exist even a few years ago. If price is not a major concern, you can really make your items stand out with your logo. Offering eco-friendly items is a great way to make a statement and set your organization apart -- especially since there's a growing demand for green giveaways. The list of eco-friendly options is long and getting longer. Most promotional-product companies offer some green choices, while other companies devote themselves to them entirely.

2. Trade Shows – One of the most popular reasons businesses use promotional products are trade shows. Be creative and start planning early to come up with creative and unique ideas to draw people into your booth and thank them for stopping by.

3  Direct Mail – Realtors use this a lot. Ever open your mail and receive a calendar or magnet from your local area realtor? These are usually handy items to keep on your fridge, school locker or desk. Just be creative and mix it up a bit.

4  Fundraising – Non-profit organizations and government agencies often use promotional items as a thank you for giving gift. The federal government recently spent $10 million dollars on a promotional campaign for the US Census.

5  Thank you – Great way of rewarding a loyal client, employee, vendor etc… There is nothing better than showing appreciation.

6  Staff Motivators – Many companies offer incentives to their employees to help reduce the absentee rate, reduce workplace accidents and increase productivity. Among the most popular types of promotional items used as employee motivators are apparel and trophies.

7  Brand Identity – Promotional items are one of the best ways to introduce a new product or service to your clients. Raise awareness and make the public aware of new policies and services.

8  Safety Programs – Many companies have implemented safety rewards programs to encourage employee safety and safety around the workplace.

9  Leave Behinds – Be sure to leave a little something behind on your next sales call to thank them for their time. Make it something memorable and something worth keeping.

10  Community – Is your company participating in your towns parade? What are you handing out? Sponsoring an event through your town or Chamber of Commerce? A 5K Race, a community Easter egg hunt? Movie Night in the Park? Whatever the event may be make sure your sponsorship is known and your logo is shown! Be sure to hand out something tangible at these events and not just a postcard with your name on it otherwise you might just find your name in the garbage.

Need some ideas to get started on your next promotional program? Let us help, its what we do and better yet our ideas are free! www.gizmogroup.com

Four out of five people say they are still buying green products and services today - which sometimes cost more - even in the midst of a U.S. recession, according to a new study commissioned by Green Seal and EnviroMedia Social Marketing.

Half of the 1,000 people surveyed buy just as many green products now as before the economic downturn, while 19 percent say they are buying more green products. Fourteen percent say they are buying fewer environmentally green products.

Just 9 percent of respondents say green advertising is their primary influencer. Twenty-one percent of consumers say a product´s reputation is the biggest factor they weigh when making purchasing decisions followed by word of mouth (19%) and brand loyalty (15%).

About one in three consumers say they don´t know how to tell if green product claims are true. One in 10 consumers blindly trusts green product claims.

Consumers are verifying green claims by reading the packaging (24%) and turning to research (going online, reading studies; 17%).

Having just recently returned from the largest tradeshow in our industry, I can honestly say our industry is filling up with green and eco-friendly promotional products. I was amazed at how many items were now offered in an eco-friendly format.

The thing that troubled me was how many items were listed as eco-friendly, but are made with oil derivatives or other materials not especially green. While many of these products are re-useable, it does not make them especially "green" given their production methods and materials used. Let us help you find items that are properly eco-friendly, green and come from sustainable methods. They are there and we can help!

I like this jotter above. It features:

• 100% Recycled chipboard cover and 95% recycled content pages.
• Die-cut window design on lower front cover
• Expandable pen loop
• Specify green, black, blue, red or yellow first sheet.

It is at a pretty good price point at just over $6. Smaller sized juornals are available for around $3. Not bad and you can feel good!

Before deciding on a “give-away” for your next show, spend some time answering the following questions:

WHAT ARE YOU LOOKING TO ACCOMPLISH BY GIVING AWAY A PROMOTIONAL ITEM?
When choosing your “give-away” item and “message” make sure you are accomplishing one or more of the following:

- Increasing your Memorability
- Communicating
- Motivating
- Promoting
- Increasing Recognition

HOW WILL YOU SELECT YOUR PROMOTIONAL ITEM?
Be sure to base your decision on your company’s stated objectives for the show

"WHO" WILL BE RECEIVING THE PROMOTIONAL ITEM?
Consider having several levels of “give-aways” for different types of visitors;
- Key Customers
- Prospects
- General Passers By

DID YOU REMEMBER TO TIE THE PROMOTIONAL ITEM TO YOUR MARKETING THEME?
- Choose an item that naturally complements your marketing message
- When imprinting the message on the item, make sure that it ties into the marketing theme/campaign messaging as well

WHAT TYPE OF BUDGET HAVE YOU DECIDED ON?
- “Give-Aways” have a wide range of pricing that are based on many factors; such as
quality, quantity and special orders. Once you have an overall budget amount determined, then you can figure out what items fall into your budget range, based on the quantity you need!
- Keep in mind that you can always lower the individual unit price by ordering a higher quantity!

ARE ATTENDEES GOING TO BE "QUALIFIED" FIRST BEFORE RECEIVING THE PROMOTIONAL ITEM?
If you are just leaving items out for anyone to grab as they walk by, the value of the item is diminished and has NO memorability factor...
Consider one these qualifying strategies instead:
-- Reward the visitors that take the time to participate in a demonstration,
presentation, or contest
-- Have visitors first give qualifying information about their specific needs by filling in a Lead Form with pre-printed questions & responses
-- Receive item after conversing with a company staff member about their specific needs

IS THIS PROMOTIONAL ITEM GOING TO DIRECTLY AID FUTURE SALES?
- Consider requiring the attendee to contact for a consultation after the show to receive the promotional item
- You can do this by handing them a coupon, gift certificate or business card