guerilla marketing workshop

96
Guerilla Marketing Workshop Presented By Daniel Schutzsmith @schutzsmith

Upload: mark-phil

Post on 21-Jan-2015

907 views

Category:

Design


1 download

DESCRIPTION

We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.

TRANSCRIPT

Page 1: Guerilla Marketing Workshop

Guerilla Marketing WorkshopPresented By

Daniel Schutzsmith@schutzsmith

Page 2: Guerilla Marketing Workshop

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

Page 3: Guerilla Marketing Workshop

What is Guerilla

Marketing?

Page 4: Guerilla Marketing Workshop

achieving conventional goals (profits and joy)

with unconventional methods (energy instead of money)

Page 5: Guerilla Marketing Workshop

achieving conventional goals (profits and joy)

with unconventional methods (energy instead of money)

Page 6: Guerilla Marketing Workshop

BIG BUDGETS

Page 7: Guerilla Marketing Workshop

Time

Imagination

Energy

GM

Page 8: Guerilla Marketing Workshop

Guerilla Marketing Principles

Page 9: Guerilla Marketing Workshop

Its based on human psychology:

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

Page 10: Guerilla Marketing Workshop

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

Page 11: Guerilla Marketing Workshop

It measures relationships just as much as profits.

Page 12: Guerilla Marketing Workshop

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

Page 13: Guerilla Marketing Workshop

Instead of competition, we support cooperation with other businesses.

Page 14: Guerilla Marketing Workshop

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

Page 16: Guerilla Marketing Workshop

Technology is the guerrilla marketer's friend.

Page 17: Guerilla Marketing Workshop

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

Page 18: Guerilla Marketing Workshop

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

Page 19: Guerilla Marketing Workshop

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

Page 20: Guerilla Marketing Workshop

Some Tools& Examples

Page 21: Guerilla Marketing Workshop

Be An Expert

(AKA Make Friends w/ Journalists)

Page 22: Guerilla Marketing Workshop
Page 24: Guerilla Marketing Workshop

Write

Page 25: Guerilla Marketing Workshop
Page 26: Guerilla Marketing Workshop
Page 27: Guerilla Marketing Workshop

Tell Your Story

Page 29: Guerilla Marketing Workshop

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)

Page 31: Guerilla Marketing Workshop

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)

Page 32: Guerilla Marketing Workshop

Workshop Activity #1

Page 33: Guerilla Marketing Workshop

Write your brand’s story in one paragraph.

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

Page 34: Guerilla Marketing Workshop

Some Tools& Examples

Page 35: Guerilla Marketing Workshop

Do An Event

Page 36: Guerilla Marketing Workshop
Page 38: Guerilla Marketing Workshop

Be Mobile

Page 41: Guerilla Marketing Workshop

Use Social Media

Page 42: Guerilla Marketing Workshop
Page 43: Guerilla Marketing Workshop

YOUR BRAND

Target Audience

Page 46: Guerilla Marketing Workshop

Show the Personalities

Page 47: Guerilla Marketing Workshop
Page 48: Guerilla Marketing Workshop
Page 49: Guerilla Marketing Workshop

Partner Up

Page 50: Guerilla Marketing Workshop

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

Page 51: Guerilla Marketing Workshop

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

Page 52: Guerilla Marketing Workshop

Build Ambassadors

Page 53: Guerilla Marketing Workshop
Page 54: Guerilla Marketing Workshop

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

Page 55: Guerilla Marketing Workshop
Page 56: Guerilla Marketing Workshop
Page 57: Guerilla Marketing Workshop
Page 58: Guerilla Marketing Workshop
Page 59: Guerilla Marketing Workshop
Page 60: Guerilla Marketing Workshop

Workshop Activity #2

Page 61: Guerilla Marketing Workshop

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

incentives, time, & tools)

Page 62: Guerilla Marketing Workshop

Some Tools& Examples

Page 63: Guerilla Marketing Workshop

Pictures Tell A Thousand

Words

Page 66: Guerilla Marketing Workshop

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

Page 67: Guerilla Marketing Workshop

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

Page 68: Guerilla Marketing Workshop
Page 69: Guerilla Marketing Workshop

Make It A Game

Page 70: Guerilla Marketing Workshop

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

Page 71: Guerilla Marketing Workshop

Make It Wearable

Page 72: Guerilla Marketing Workshop
Page 73: Guerilla Marketing Workshop
Page 74: Guerilla Marketing Workshop
Page 75: Guerilla Marketing Workshop

Be Green

Page 79: Guerilla Marketing Workshop
Page 80: Guerilla Marketing Workshop
Page 81: Guerilla Marketing Workshop

Your Homework

Page 82: Guerilla Marketing Workshop

Choose 1 idea you can do

starting Monday!

(define steps to success)

Page 83: Guerilla Marketing Workshop

Tips For Success

Page 84: Guerilla Marketing Workshop

Be Real, Don’t Lie

Page 85: Guerilla Marketing Workshop

No Sales Speak

Page 86: Guerilla Marketing Workshop

Encourage Cooperation

Page 87: Guerilla Marketing Workshop

Let People Create

Page 88: Guerilla Marketing Workshop

Make It A Team Effort

Page 89: Guerilla Marketing Workshop

Keep Moving Forward

Page 90: Guerilla Marketing Workshop

Stay Consistent

Page 91: Guerilla Marketing Workshop

Show The ROI

Page 92: Guerilla Marketing Workshop

Its Never A Nuisance

Page 93: Guerilla Marketing Workshop

Make Time For Marketing

Page 95: Guerilla Marketing Workshop

Take the Green Marketing

Surveybit.ly/greenmarketingsurvey