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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
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Guerrilla Marketing
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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!
www.marketforprofits.com
630-740-1397
