Marketing 201 Day 2 - EO Cleveland - Workshop

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWelcome to . . .Welcome to . . .Marketing

201Entrepreneurs’ Organization

Cleveland

presented by

Al LautenslagerCertified Guerrilla Marketing Coach

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysTaco Bell

Guerrilla Marketing

. . In 30 Days . . 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 . . In 30 Days

Winning and keeping customers is the end

result!

Guerrilla Marketing

. . In 30 Days . . 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 . . In 30 Days Challenge Yourself – Marketing Truths

1. 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 . . 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 . . 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 . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysESPN

Brazil

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysShow 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 . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days“Refreshed by KFC”

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysBonus Marketing Tactic

Guerrilla Marketing

. . In 30 Days . . In 30 DaysGuerrilla 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 . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysGuerrilla Marketing in 30

Days provides:

• Proven Guerrilla Marketing ideas

• Step by step

• Day by day blueprint

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 1 – Guerrilla Marketing Mindset

Guerrilla Marketing

. . In 30 Days . . In 30 DaysThe Question to Focus On:

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

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat is your Marketing Habit?

• 3-5 things a day

• Put Marketing on your to-do list

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat 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 . . In 30 Days

Day 2 – Goals/Purpose of Marketing

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat specific activity do you want customers to take?

Guerrilla Marketing

. . In 30 Days . . In 30 DaysSpecific 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 . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 DaysCalls To Action

• What are some calls to action for you?

__________________________________ ______________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 3 – Research / Competition

Guerrilla Marketing

. . In 30 Days . . In 30 DaysCustomer 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 . . In 30 DaysThe 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 . . In 30 DaysWhat Problems Do Your Customers Have That Need Solved?

__________________________________ ______________________________________________________________________________________________________

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

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 4 – Target Market

Guerrilla Marketing

. . In 30 Days . . In 30 DaysThe Ultimate Targeting

Exercise

• If you could magically define the “ideal client,” what would they look like?

Guerrilla Marketing

. . In 30 Days . . In 30 DaysYour Best Prospect

….is a current customer

Second best is a past customer

Guerrilla Marketing

. . In 30 Days . . In 30 DaysYour Ideal Customer

Define your ideal client/prospect:

____________________________________________________________________________________________________________

________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 5 – Positioning

Guerrilla Marketing

. . In 30 Days . . In 30 DaysDavid Ogilvy:

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

Guerrilla Marketing

. . In 30 Days . . In 30 DaysAl 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 . . In 30 DaysPositioning Examples

• Southwest Airlines

• 7-Up

• United Airlines

• Fed-Ex

• Crest Toothpaste

Guerrilla Marketing

. . In 30 Days . . In 30 DaysSimple Positioning…

• We are now known as…

Guerrilla Marketing

. . In 30 Days . . In 30 DaysA 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 . . In 30 Days

You Are an Expert!

Guerrilla Marketing

. . In 30 Days . . In 30 DaysYou 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 . . In 30 DaysWhat are You An Expert At? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysA Tagline Can Position A Business

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

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 8 – Competitive

Advantages/Benefits

Guerrilla Marketing

. . In 30 Days . . In 30 DaysProspects 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 . . In 30 Days

Features vs. Benefits

Guerrilla Marketing

. . In 30 Days . . In 30 DaysFeatures

• 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 . . In 30 DaysThese are the related Benefits• Convenience• Time savings• Organization• Easy access• Immediate• Less resources required• Reliability

Guerrilla Marketing

. . In 30 Days . . In 30 DaysYour competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat are you really selling?

Guerrilla Marketing

. . In 30 Days . . In 30 DaysDig Deep for Benefits

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat Do You Really Sell? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat is Your Competitive Advantage? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 11 – Advertising / Media Plan

Guerrilla Marketing

. . In 30 Days . . In 30 DaysAdvertising

• Is a numbers game

• Repetition is key

• How many times does it take?

Guerrilla Marketing

. . In 30 Days . . In 30 DaysAdvertising

• 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 . . In 30 DaysAdvertising

• 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 . . In 30 DaysAdvertising

• 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 . . 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 . . In 30 DaysCreative

• 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 . . In 30 Days

Day 12 – Business Networking

Guerrilla Marketing

. . In 30 Days . . In 30 Days50 People Instantly

• Neighbor

• Banker

• Bartender

• Travel Agent

• #49

Guerrilla Marketing

. . In 30 Days . . In 30 DaysNetworking 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 . . In 30 DaysBONUS 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 . . In 30 DaysHow can You Get Referrals from Your Network? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 13 – Fusion Marketing

Guerrilla Marketing

. . In 30 Days . . In 30 DaysFusion Marketing

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

Guerrilla Marketing

. . In 30 Days . . In 30 DaysFusion Marketing

Hotel Room Key

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWho Can You Partner With? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat Can The Mutual

Offers Be? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 17 – Direct Mail

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Junk Mail vs. Love Mail

Guerrilla Marketing

. . In 30 Days . . In 30 Days4 Key Components

• The message

• The vehicle

• The target

• The frequency

Guerrilla Marketing

. . In 30 Days . . In 30 DaysPostcard Planner Exercise

Headline Hook Benefits Attention Getter Call to Action

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat Has Your Experience Been With Direct Mail? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Day 19 – Marketing Hooks

Guerrilla Marketing

. . In 30 Days . . In 30 Days3000 marketing messages a

day

• Low response rates are rampant

• Creative overwhelms the messages

• Action does not result

Guerrilla Marketing

. . In 30 Days . . In 30 DaysMore 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 . . In 30 DaysWhat’s The Title of Your Report? ____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat about Free Consultations

• GM 3rd

• Savvy consumers

Guerrilla Marketing

. . In 30 Days . . In 30 DaysPlacement 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 . . In 30 Days

Day 20 – PR

Guerrilla Marketing

. . In 30 Days . . In 30 Days

• Tie Yourself to Current News Event

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWhat’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 . . In 30 Days

Guerrilla Marketing

. . In 30 Days . . 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 . . 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 . . In 30 DaysPress Release Topics

____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysMarketing Wrap Up –

What WorksWhat Doesn’t?

____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Three Things to Do Now…

____________________________________________________________________________________________________________________

Guerrilla Marketing

. . In 30 Days . . In 30 DaysWrap

Up/Conclusion/Action

• Launch what is comfortable

• Get help if you need it

• Do something…in 30 Days

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Does Guerrilla Marketing

Really Work?

Guerrilla Marketing

. . In 30 Days . . In 30 Days

One Way Mind vs. Two Way Mind

Guerrilla Marketing

. . In 30 Days . . In 30 Days

Happy Marketing!

al@allautenslager.com

www.marketforprofits.com

630-740-1397