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Guerrilla Marketing . . In 30 DaysWelcome to . . .
Entrepreneurs’ Organization
Buffalo
presented by
Al LautenslagerCertified Guerrilla Marketing Coach
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Taco Bell
Guerrilla Marketing . . In 30 Days
Do you have all the customers you want?
Do you have a blank check book to spend on marketing?
Does everyone that could buy from you, know about you?
Guerrilla Marketing . . In 30 Days
Winning and keeping customers is the end result!
Guerrilla Marketing . . In 30 Days
6
Common Sense, Not Common Practice
Put the following into practice:
1. You must be committed to your marketing.
2. You must think of your marketing as an investment
3. You must see to it that your marketing is consistent
Guerrilla Marketing . . In 30 Days
Challenge Yourself – Marketing Truths1. The market is constantly changing
2. People forget fast
3. Your competition isn’t quitting
4. Marketing strengthens your brand and identity
5. Marketing is essential to survival and growth
Guerrilla Marketing . . In 30 Days
More Marketing Truths...
6. Marketing will give you an advantage over competitors who have stopped their marketing
7. Marketing allows you to continue operating
Guerrilla Marketing . . In 30 Days
The primary investments of a Guerrilla
Marketer should be Time, Energy and Imagination.
Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!
Theory of Guerrilla Marketing
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
ESPN
Brazil
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Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
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Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Show Up Where Your Target Market Is
• IF Branded Tennis Balls Toss in yard where a loose dog resides Note address Follow up with a call Put phone number on
ball
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
“Refreshed by KFC”
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Bonus Marketing Tactic
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing in 30 Days Definition
• Marketing is everything you do or say that a customer or prospect sees or hears.
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing in 30 Days provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint
Guerrilla Marketing . . In 30 Days
Day 1 – Guerrilla Marketing Mindset
Guerrilla Marketing . . In 30 Days
The Question to Focus On:
• “How am I building awareness with my prospects and clients through all of our marketing?”
Guerrilla Marketing . . In 30 Days
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list
Guerrilla Marketing . . In 30 Days
What is your Marketing Habit?
• What are some new things you can do to get you and keep in you the proper marketing mindset? ____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 2 – Goals/Purpose of Marketing
Guerrilla Marketing . . In 30 Days
What specific activity do you want customers to take?
Guerrilla Marketing . . In 30 Days
Specific Customer Activity• Send for information / Free Report
• Call your toll free 800 number
• Visit your website
• Enter a contest
• Visit your place of business
Guerrilla Marketing . . In 30 Days
Guerrilla Marketing . . In 30 Days
Calls To Action
• What are some calls to action for you?
__________________________________ ______________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 3 – Research / Competition
Guerrilla Marketing . . In 30 Days
Customer Research
• What problems do they have that need solved?
• How do they want them solved?
• What is it worth to them to have their problems solved?
Guerrilla Marketing . . In 30 Days
The Big 3
• What is your current supplier doing for you that you like?
• What is your current supplier doing for you that you don’t like?
• If you could wave a magic wand and change things about your current supplier, what would you change?
Guerrilla Marketing . . In 30 Days
What Problems Do Your Customers Have That Need Solved?
__________________________________ ______________________________________________________________________________________________________
What is it Worth To Them To Have Their Problems Solved?
Guerrilla Marketing . . In 30 Days
Day 4 – Target Market
Guerrilla Marketing . . In 30 Days
The Ultimate Targeting Exercise
• If you could magically
define the “ideal client,”
what would they look like?
Guerrilla Marketing . . In 30 Days
Your Best Prospect
….is a current customer
Second best is a past customer
Guerrilla Marketing . . In 30 Days
Your Ideal Customer
Define your ideal client/prospect:
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 5 – Positioning
Guerrilla Marketing . . In 30 Days
David Ogilvy:
“Marketing results depend less on how advertising is written than on how the product or service is positioned.”
Guerrilla Marketing . . In 30 Days
Al Ries and Jack Trout
• Positioning is not something you do with a product. Positioning is what you do in the mind of a prospect.
• All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.”
Guerrilla Marketing . . In 30 Days
Positioning Examples• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste
Guerrilla Marketing . . In 30 Days
Simple Positioning…
• We are now known as…
Guerrilla Marketing . . In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning Example
• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
Guerrilla Marketing . . In 30 Days
You Are an Expert!
Guerrilla Marketing . . In 30 Days
You Are An Expert In Something!
• Design Expert• Marketing Expert• Financial Expert• Wealth Expert• Home Environment Expert• New Home Expert• Transportation Expert
Guerrilla Marketing . . In 30 Days
What are You An Expert At?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
A Tagline Can Position A Business
• Do you have a Tagline?• Brainstorm some tagline ideas:
________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 8 – Competitive Advantages/Benefits
Guerrilla Marketing . . In 30 Days
Prospects Don’t Care About You
They want to know, “What’s in it for me? How will you benefit me?”
Guerrilla Marketing . . In 30 Days
Features vs. Benefits
Guerrilla Marketing . . In 30 Days
Features
• Self cleaning oven
• 200 Cd jukebox
• One click buying on Amazon
• Live operator on duty 24/7
• In business since 1910
• We have the biggest widget maker
• Award Winning
Guerrilla Marketing . . In 30 Days
These are the related Benefits
• Convenience
• Time savings
• Organization
• Easy access
• Immediate
• Less resources required
• Reliability
Guerrilla Marketing . . In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)
Guerrilla Marketing . . In 30 Days
What are you really selling?
Guerrilla Marketing . . In 30 Days
Dig Deep for Benefits
Guerrilla Marketing . . In 30 Days
What Do You Really Sell?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
What is Your Competitive Advantage?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 11 – Advertising / Media Plan
Guerrilla Marketing . . In 30 Days
Advertising
• Is a numbers game
• Repetition is key
• How many times does it take?
Guerrilla Marketing . . In 30 Days
Advertising
• The most visible form of marketing
• Shouldn’t be intimidating
• Can eat a budget very quick if not done right
Guerrilla Marketing . . In 30 Days
Advertising• 1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, "Oh brother!"
8. The eighth time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
Guerrilla Marketing . . In 30 Days
Advertising• 11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
The list you've just read was written by Thomas Smith of London in l885.
Guerrilla Marketing . . In 30 Days
“I do not regard advertising as an entertainment or an art form but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.”
-David Ogilvy
Guerrilla Marketing . . In 30 Days
Creative
• Market your product or service, not your creative, (unless you are in the creative business).
• Super Bowl commercials Herding cats - who was it?
Guerrilla Marketing . . In 30 Days
Day 12 – Business Networking
Guerrilla Marketing . . In 30 Days
50 People Instantly• Neighbor
• Banker
• Bartender
• Travel Agent
• #49
Guerrilla Marketing . . In 30 Days
Networking Tips• Set goals before arriving
• Arrive early, leave late
• Help at registration
• Power partners
• Show interest
• Act like a host, not a guest
Guerrilla Marketing . . In 30 Days
BONUS DAY !!!!Referral Strategies
• Ask for them – verbally and written
• Ask at the peak of enthusiasm
• Narrow the Universe of those you ask
• Define a good referral
• Offer an incentive or reward
Guerrilla Marketing . . In 30 Days
How can You Get Referrals from Your Network?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 13 – Fusion Marketing
Guerrilla Marketing . . In 30 Days
Fusion Marketing
• Business connections (non-customers) with other businesses; strategic alliances, affinity marketing, joint venturing, affiliate relationships.
Guerrilla Marketing . . In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing . . In 30 Days
Who Can You Partner With?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
What Can The Mutual Offers Be?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 17 – Direct Mail
Guerrilla Marketing . . In 30 Days
4 Key Components
• The message
• The vehicle
• The target
• The frequency
Guerrilla Marketing . . In 30 Days
Postcard Planner Exercise Headline Hook Benefits Attention Getter Call to Action
Guerrilla Marketing . . In 30 Days
What Has Your Experience Been With Direct Mail?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Day 19 – Marketing Hooks
Guerrilla Marketing . . In 30 Days
3000 marketing messages a day
• Low response rates are rampant
• Creative overwhelms the messages
• Action does not result
Guerrilla Marketing . . In 30 Days
500 marketing messages a day in 1970 to 5000+ messages today…
Yankelovich Consumer Research:
Guerrilla Marketing . . In 30 Days
Make a Dramatic / Compelling Statement or Offer
• “Things the Government Wont Tell You About Terrorism in the U.S.”
• “Triple Your Income and Take More Time Off”
• “Four Things the FBI Can Do With Your Smartphone When It is Powered Off”
Guerrilla Marketing . . In 30 Days
More Good hook examples• Special Report:
7 Mistakes People Make When Choosing A _______________Supplier
Before You Purchase __________________ You Should Read this Report
This is what our competition won’t tell you about ____________________
12 ways to Get Twice as Much Value at Half the Cost
Guerrilla Marketing . . In 30 Days
What’s The Title of Your Report?
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
What about Free Consultations
• GM 3rd
• Savvy consumers
Guerrilla Marketing . . In 30 Days
Placement of Marketing Hooks
• On or offline
• Brochures or other marketing communication material
• Point of purchase
• Packaging materials
• Bounce back offers
Guerrilla Marketing . . In 30 Days
Day 20 – PR
Guerrilla Marketing . . In 30 Days
• Tie Yourself to Current News Event
Guerrilla Marketing . . In 30 Days
What’s In The News?• Interest Rates – Mortgage Broker, Real
Estate, Financial Advisor
• Prisoner Sentences – Social Workers
• Business Startups – Marketing, Sales, Consultants
• Running and Sporting Events – Chiropractors, Physical Therapists
Guerrilla Marketing . . In 30 Days
PR• Ideas for a Press Release:
• New service• Awards• Promotions• Reorganizations• New employees• Celebrations (anniversaries)• Survey results
Guerrilla Marketing . . In 30 Days
• How to Get That Extra Boost From PR
• Use quotes like, “As seen in the Chicago Tribune or Time Magazine”
• Post Press Releases on your website• Attach reprints to letters/handouts• Use in mailings• Include in kits
Guerrilla Marketing . . In 30 Days
Press Release Topics
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Marketing Wrap Up – What Works
What Doesn’t? ____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Three Things to Do Now…
____________________________________________________________________________________________________________________
Guerrilla Marketing . . In 30 Days
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
Guerrilla Marketing . . In 30 Days
Does Guerrilla Marketing Really
Work?
Guerrilla Marketing . . In 30 Days
One Way Mind vs. Two Way Mind
Guerrilla Marketing . . In 30 Days
Happy Marketing!
www.marketforprofits.com
630-740-1397
Guerrilla Marketing . . In 30 Days
HotSeat Marketing Plan
• Guerrilla Marketing Mindset• Call to Action• Target Market
• Positioning• Benefits• Fusion Marketing • Networking• Direct Mail
• Marketing Hook / Content Marketing• PR• Social Media• Marketing Calendar
Guerrilla Marketing . . In 30 Days
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