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Guerrilla Marketing . . In 30 DaysWelcome to . . .

Guerrilla Marketing in

30 dayspresented by

Al LautenslagerCertified Guerrilla Marketing Coach

Guerrilla Marketing . . In 30 Days


Taco Bell


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?


Winning and keeping customers is the end result!


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

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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

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More Marketing Truths...

6. Marketing will give you an advantage over competitors who have stopped their marketing

7. Marketing allows you to continue operating

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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


ESPN

Brazil


http://www.ibelieveinadv.com/commons/BITPdogposterslowrez_1.jpg


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


“Refreshed by KFC”

http://blogs.cars.com/.a/6a00d83451b3c669e201156e6609ea970c-pi


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 provides:

• Proven Guerrilla Marketing ideas

• Step by step

• Day by day blueprint


Day 1 – Guerrilla Marketing Mindset


The Question to Focus On:

• “How am I building awareness with my prospects and clients through all of our marketing?”


What is your Marketing Habit?

• 3-5 things a day

• Put Marketing on your to-do list


What is your Marketing Habit?

• What are some new things you can do to get you and keep in you the proper marketing mindset? ____________________________________________________________________________________________________________________


Day 2 – Goals/Purpose of Marketing


What specific activity do you want customers to take?


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


Calls To Action

• What are some calls to action for you?

__________________________________ ______________________________________________________________________________________________________


Day 3 – Research / Competition


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?


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?


What Problems Do Your Customers Have That Need Solved?

__________________________________ ______________________________________________________________________________________________________

What is it Worth To Them To Have Their Problems Solved?


Day 4 – Target Market


The Ultimate Targeting Exercise

• If you could magically

define the “ideal client,”

what would they look like?


Your Best Prospect

….is a current customer

Second best is a past customer


Your Ideal Customer

Define your ideal client/prospect:

____________________________________________________________________________________________________________________


Day 5 – Positioning


David Olgivy:

“Marketing results depend less on how advertising is written than on how the product or service is positioned.”


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.”


Positioning Examples• Southwest Airlines

• 7-Up

• United Airlines

• Fed-Ex

• Crest Toothpaste


Simple Positioning…

• We are now known as…


A Revenue Exploding Guerrilla Marketing Positioning Example

• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.


You Are an Expert!


You Are An Expert In Something!

• Design Expert• Marketing Expert• Financial Expert• Wealth Expert• Home Environment Expert• New Home Expert• Transportation Expert


What are You An Expert At?

____________________________________________________________________________________________________________________


A Tagline Can Position A Business

• Do you have a Tagline?• Brainstorm some tagline ideas:

________________________________________________________________________________________________


Day 8 – Competitive Advantages/Benefits


Prospects Don’t Care About You

They want to know, “What’s in it for me? How will you benefit me?”


Features vs. Benefits


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


These are the related Benefits

• Convenience

• Time savings

• Organization

• Easy access

• Immediate

• Less resources required

• Reliability


Your competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)


What are you really selling?


Dig Deep for Benefits


What Do You Really Sell?

____________________________________________________________________________________________________________________


What is Your Competitive Advantage?

____________________________________________________________________________________________________________________


Day 11 – Advertising / Media Plan


Advertising

• Is a numbers game

• Repetition is key

• How many times does it take?


Advertising

• The most visible form of marketing

• Shouldn’t be intimidating

• Can eat a budget very quick if not done right


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.


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.


“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 Olgivy


Creative

• Market your product or service, not your creative, (unless you are in the creative business).

• Super Bowl commercials Herding cats - who was it?


Day 12 – Business Networking


50 People Instantly• Neighbor

• Banker

• Bartender

• Travel Agent

• #49


Networking Tips• Set goals before arriving

• Arrive early, leave late

• Help at registration

• Power partners

• Show interest

• Act like a host, not a guest


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


Day 13 – Fusion Marketing


Fusion Marketing

• Business connections (non-customers) with other businesses; strategic alliances, affinity marketing, joint venturing, affiliate relationships.


Fusion Marketing

Hotel Room Key


Who Can You Partner With?

____________________________________________________________________________________________________________________


What Can The Mutual Offers Be?

____________________________________________________________________________________________________________________


Day 17 – Direct Mail


Junk Mail vs. Love Mail

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4 Key Components

• The message

• The vehicle

• The target

• The frequency


Postcard Planner Exercise Headline Hook Benefits Attention Getter Call to Action


What Has Your Experience Been With Direct Mail?

____________________________________________________________________________________________________________________


Day 19 – Marketing Hooks


3000 marketing messages a day

• Low response rates are rampant

• Creative overwhelms the messages

• Action does not result


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


What about Free Consultations

• GM 3rd

• Savvy consumers


Placement of Marketing Hooks

• On or offline

• Brochures or other marketing communication material

• Point of purchase

• Packaging materials

• Bounce back offers


What is Content Marketing?

• Information that is of interest that draws target market clients to you to get that information; usually online content

• Distribution of the information – make it available

• Engage with the audience

= connection


What Content Marketing is Not

• Bland, repetitive content written only for SEO

• Sales pitches

• All about me


Why Content Marketing

• Caters to potential client’s desire for information they want (when they want it and in a form they like).

• Search engines love it – relevancy

• Lets your target market know who you are and why you are the preferred choice


Why Content Marketing

• People choose products based on: Google search Company website Facebook/Twitter postings Blog postings Comments from previous or current

clients


Benefit of Content Marketing

• A steady, consistent, helpful, valuable stream of information linked to the agency can overcome any negative content by one unsatisfied past client


Benefit of Content Marketing

• You can control your online reputation more

• Establishes expertise and positioning

• Cost per lead is 30-40% lower than paid search

• Value is cumulative


Content Marketing Plan

• Define target market

• Define what questions they have

• Define what problems need solved

• Answer questions in an interesting, compelling, valuable and engaging way

• How do they want content delivered


Developing the Content

• Write it

• Repurpose offline and other content

• Outsource the development


The Content

• Accurate & Complete

• Informative & Useful

• Valuable & Relevant

• Trusted – you are the “go-to” source

• Understandable

• Shareable


Now Market The Content


The Content – Kicking It Up A Notch

• See attachment in handout


Content Marketing – The Real Secret


Other Content Marketing Thoughts

• It’s a long term commitment and process

• You can’t do it all


Content Along The Way


Day 20 – PR


• Tie Yourself to Current News Event


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


PR• Ideas for a Press Release:

• New service• Awards• Promotions• Reorganizations• New employees• Celebrations (anniversaries)• Survey results


Press Release Topics

_________________________________________________________________________________________________________________________________________________


Marketing Wrap Up – What Works

What Doesn’t? ____________________________________________________________________________________________________________________


Three Things to Do Now…

____________________________________________________________________________________________________________________


Wrap Up/Conclusion/Action

• Launch what is comfortable

• Get help if you need it

• Do something…in 30 Days


Does Guerrilla Marketing Really

Work?


One Way Mind vs. Two Way Mind


Happy Marketing!

[email protected]

www.marketforprofits.com

630-740-1397