Anyone who attended the 2016 Northern and Central California Chamber of Commerce Ambassador Rally might remember the lunatic running around Boatique Winery in a gorilla suit touting the benefits of Guerrilla Marketing. Well, theatrics aside, the gorilla’s point was for merchants and service folks to think outside the box when promoting and marketing their business.

Our very own Kenny Parlet, Past President of the Lake County Chamber of Commerce and owner/operator of Lakeview Market & Deli in Lucerne held a very informative 59 Minute seminar on Guerrilla Marketing a couple of weeks ago in the Lakeport City Council chambers. All in attendance were treated to a passionate and motivational presentation on the benefits of creating a marketing plan that sets you apart from the competition. If you have never attended a 59 Minute session with Kenny, do yourself and your business a favor and check it out. You can find information on upcoming topics on the Lake County Chamber of Commerce web site.

What is Guerilla Marketing you ask? The term was first coined by Jay Conrad Levinson in his 1984 book, Guerrilla Marketing. The origin being inspired by guerrilla warfare which uses the elements of sabotage, ambushes and surprise. Guerrilla Marketing uses these same types of tactics to surprise and create an impression on their consumers. The worse thing that can happen to any business is to be forgotten, so give them something to remember you by.

Whether it’s remembering your customer’s birthdays with a special offer or providing a “Cuz We Can” discount during your slow periods to entice sales, the main goal should be to create a buzz about your business. If people are talking about you, they are not forgetting about you.

The best thing about Guerrilla Marketing, is that it does not need to cost a lot in time, money or resources. You can find many examples of this type of marketing online or drop me a line at the chamber. You can be as wild or as tame as you wish, but keep in mind, wild will be remembered and tame less likely. Too wild could also get you in trouble so always keep in mind, whatever you do, own it and be remembered!

Joe Casteel

2018 President, Lake County Chamber of Commerce
Owner, North Bay Merchant Services

Joe Casteel is a 20 year veteran of the Electronic Payment industry and moved his business to Lake County in 2006. A proud member of the Lake County Chamber of Commerce and current President, Joe and his wife Jacie have called Lake County their home since 2001.