guerilla marketing workshop

Guerilla Marketing WorkshopPresented By

Daniel Schutzsmith@schutzsmith

“They're so good at marketing what's bad, and we're so bad at marketing what's goodPeter Shumlin, Governor of Vermont (@GovPeterShumlin)

What is Guerilla

Marketing?

achieving conventional goals (profits and joy)

with unconventional methods (energy instead of money)

achieving conventional goals (profits and joy)

with unconventional methods (energy instead of money)

BIG BUDGETS

Time

Imagination

Energy

GM

Guerilla Marketing Principles

Its based on human psychology:

the way people think & react, instead of judgment & guesswork.

There's an emphasis on profits, not just sales.

It measures relationships just as much as profits.

Focus is on markets & target audiences vs. trying to be all things to mass markets.

Instead of competition, we support cooperation with other businesses.

Made of many elements all working together and supporting each component of the program.

Ecompasses the following & more:• Reverse Graffiti• Viral marketing• Presence marketing• Grassroots marketing• Alternative marketing• Buzz marketing• Undercover marketing• Astroturfing• Experiential marketing• Tissue-pack marketing• Live-in marketing• Wait marketing

Technology is the guerrilla marketer's friend.

Technology is the guerrilla marketer's friend. Live it.

Technology is the guerrilla marketer's friend. Live it. Love it.

Technology is the guerrilla marketer's friend. Live it. Love it. Profit from it!

Some Tools& Examples

Be An Expert

(AKA Make Friends w/ Journalists)

Write

Tell Your Story

BottleHood’s recycled glassware is made from wine, beer, liquor and soda bottles recycled from restaurants, bars, homes and events in the community. Our repurposed tumblers, juice glasses, vases, pendant beads and light fixtures are all eco-friendly products. Created out of a passion to create local jobs, stimulate our local retail economy and help our environment, BottleHood’s success is a reflection of neighborhood sentiment and support for what BottleHood stands for… a pride in our neighborhood, our local craftsmen and entrepreneurs, and our social responsibility.

BottleHood (bottlehood.com)

Mark & Phil provides marketing and philanthropic strategy for non-profits, foundations, and socially responsible companies. We’re built on the philosophy that all good causes deserve a chance to become great. Running a cause is hard enough without having to deal with the costly and time consuming aspects of marketing and philanthropy. Mark & Phil acts as an organizations external marketing and philanthropy department. Its really a partnership between you and us. We are your grant writer. We are your CMO. We are your press liason. And we are so much more.

Mark & Phil (markandphil.com)

Workshop Activity #1

Write your brand’s story in one paragraph.

(who, what, when, where, how, WHY)

Some Tools& Examples

Do An Event

Be Mobile

Use Social Media

YOUR BRAND

Target Audience

Show the Personalities

Partner Up

http://www.flickr.com/photos/chumpboy/

http://www.flickr.com/photos/chumpboy/

Build Ambassadors

http://www.flickr.com/photos/chumpboy/

Workshop Activity #2

Write down an outline for your ambassadors and partners. (expectations, support,

incentives, time, & tools)

Some Tools& Examples

Pictures Tell A Thousand

Words

http://www.flickr.com/photos/chumpboy/

http://www.flickr.com/photos/chumpboy/

Make It A Game

http://www.flickr.com/photos/chumpboy/

Make It Wearable

Be Green

Your Homework

Choose 1 idea you can do

starting Monday!

(define steps to success)

Tips For Success

Be Real, Don’t Lie

No Sales Speak

Encourage Cooperation

Let People Create

Make It A Team Effort

Keep Moving Forward

Stay Consistent

Show The ROI

Its Never A Nuisance

Make Time For Marketing

Slides Are Athttp://bit.ly/guerillaOG

Take the Green Marketing

Surveybit.ly/greenmarketingsurvey

Thanks!Daniel Schutzsmithdaniel@markandphil.com@schutzsmith

Mark & Philhttp://markandphil.com@markandphil