This chapter of Guerrilla Marketing focuses on Minimedia Marketing. Traditional marketing rarely resorts to things like canvassing, postcards, running ads in movie theaters, distributing circulars, running classified ads, and making business cards. The competition here will be less and the barrier to entry is also lower, but because of this, you will encounter more and more competition from other guerrilla marketing.
Pick a plan and stick with it once you have identified a way that works. Once you have established a customer base, it is important to leverage what should be the greatest strength of a small business: customer service. By being a smaller company with less clients and potentially being in close proximity to them, you offer an advantage as opposed to bigger companies that many people will utilize and return as customers if they are satisfied. You can also take this individualized approach to customer service into marketing by even doing things like writing personalized letters.
One other are of minimedia marketing discussed is phone calls. From personal experience, I think that things like phone cold calls are more of a nuisance than positive advertisement at this point. As scam calls are more and more prevalent, people will ignore unknown numbers. Phones have the ability to silence these types of calls as well so you aren't interrupted by a call from an unknown number and only see the missed call notification afterwards. Voicemails from unknown numbers can also be deleted without listening to them first, thus ensuring your messaging never reaches who you want it to.
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