Meet Melissa Davenport
Meeting Your Customers Where They Are
3 Guerrilla Marketing Tactics to Grow Your Business
Guerrilla marketing strategies, with their low-cost methods and innovative approaches to advertising, can be the key to growing both large and small businesses. Here are three examples of guerrilla advertising that, with enough creativity and boldness, you can use to maximize business growth. Leave no surface untouched and no medium unused. Ambient marketing is one of the more common guerrilla marketing strategies, and it is a great way to raise local awareness for your brand. It involves advertising in unusual spaces with unusual methods. A recent example of this is how Taco Bell announced their presence in London in 2018. They created the illusion that Big Ben was ringing by mixing its sound with Taco Bell’s signature bell sound. They played it on speakers attached to rickshaws, which were driven around the city. While this is certainly a more elaborate example, ambient marketing can be as easy as using more unconventional surfaces, like sidewalks and drinking glasses, to market your product — so long as it is creative enough to make a potential customer take notice. Engage internet users where they are. The marketing strategy that used to be known as “word-of-mouth,” “network marketing,” or “creating a buzz,” is now known as “viral marketing” on the internet. This is not a new concept in and of itself, but it can be made even more effective with some creativity. Major fast-food chainWendy’s utilizes this strategy with their Twitter account. Their account takes on a personality, as opposed to just being a place to make announcements, which works well in their quest to get away from the cynical idea of the soulless, profit-mongering corporation. Having an online presence that engages people where they are, instead of making posts and waiting for potential customers to happen upon This tactic, sometimes known as a grassroots movement, has many different facets. However, the goal is to ultimately win a customer’s business by engaging with them on a more personal level. This approach often involves using the internet to ask supporters of your business to repost or retweet material from your social media pages. You can also encourage your employees to engage with real people in places where your target demographic likes to spend their time. The goal is to foster genuine relationships with customers that make them feel cared for by your company and eager to keep coming back. them, can help your business stand out online. Form real relationships with customers.
When you’re working to mitigate risk within your organization, there’s more than money at stake. Your business; your livelihood; the livelihood of your family, not to mention all your employees and their families, are on the line. That’s why it’s absolutely essential that you have more than just an insurance agent on your side; you need someone you can trust, someone genuinely invested in the future of your business. You need someone like Melissa Davenport, an account manager at Risk Services/Insurica for the past three years, with more than 10 years of experience in the insurance field. “It may sound corny,” Melissa says, “But honestly, I just enjoy helping my clients manage their risk. They rely on us to protect their most precious assets, to basically keep them in business and put food on the table for their families. With everything from buying a new car to a new building, that’s really what it comes down to.” It’s a responsibility Melissa takes seriously. In a field that can be bewildering to the average business owner, she knows that success hinges on getting everyone on the same page. “Every day, I’m teaching insurance to my clients,” she says. “I’m well aware that there are account managers outside of Insurica that refuse to make time for the people they serve, but that’s just not me. I try to stress that there are no ‘dumb questions’ when talking insurance, and that I’m here for all of them. I love that part of what I do.” Outside of the office, Melissa is usually busy running her two young kids, Isabella and Haley, around town and spending time with her husband, Stephen. When she’s not carting the kiddos from sport to sport, they’re together playing fun games and doing puzzles. The latest hit: “Greedy Granny,” a goofy game in which the kids have to carefully snatch toy biscuits from a “sleeping” grandma without tripping the mechanism to wake her up. But whether at home or on the phone with a client, Melissa throws herself fully into the task at hand. We’re honored to count her among our team, and eager to watch her continue to grow and thrive in her role at Risk Services/Insurica.
2 • www.insurica.com • Specialized Insurance Programs for Specialized Industries.
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