Upload
patience-matthews
View
213
Download
1
Tags:
Embed Size (px)
Citation preview
Welcome to Welcome to
GUERRILLA
MARKETING In 30 Days In 30 Days presented by
Al LautenslagerCertified Guerrilla Marketing Coach
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Taco 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
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Taco 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
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Taco 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
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
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
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Winning and keeping customers is the end result
Guerrilla Marketing In 30 Days In 30 Days
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The primary investments of a
Guerrilla Marketer should be Time Energy and Imagination
Since Guerrillarsquos 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 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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
SonyEricsson Picture Phone Debut
Guerrilla Marketing In 30 Days In 30 Days
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
This Seafood Restaurant in India placed these fake shells
on the beach with ads for their restaurant
Guerrilla Marketing In 30 Days In 30 Days
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
McDonaldrsquos
Billboard
Guerrilla Marketing In 30 Days In 30 Days
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
A Vacuum Cleaner Company
Guerrilla Marketing In 30 Days In 30 Days
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Great use of space at the Venice Airport
for the Venice Casino
Guerrilla Marketing In 30 Days In 30 Days
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
ESPN
Brazil
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Apple Gets In The Guerrilla Game
Guerrilla Marketing In 30 Days In 30 Days
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Marketing ndash Just Look Around
bull Free Ticket
bull Billboard Message
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Definition
bull 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 Days
Guerrilla Marketing in 30 Days provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 provides
bull Proven Guerrilla Marketing ideas
bull Step by step
bull Day by day blueprint
Guerrilla Marketing In 30 Days In 30 Days
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 1 ndash Guerrilla Marketing Mindset
Guerrilla Marketing In 30 Days In 30 Days
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The Question to Focus On
bull ldquoHow am I building awareness with my prospects and clients through all of our marketingrdquo
Guerrilla Marketing In 30 Days In 30 Days
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Mark Landiak of Corporate Dynamics
ldquoCustomer Service is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Al Lautenslager of Guerrilla Marketing in 30 Days
ldquoMarketing is not a departmentrdquo
Guerrilla Marketing In 30 Days In 30 Days
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Ways to Develop Mindsetbull Seek out the help of experts
bull Continuous improvement books tapes seminars e-zines etc
bull Record your marketing journey activities successes and failures
bull Write and help others as you learn
Guerrilla Marketing In 30 Days In 30 Days
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Marketing Mindset
bull Today is your first day in business
bull What would you do if you lost your largest customer
Guerrilla Marketing In 30 Days In 30 Days
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
What is your Marketing Habit
bull 3-5 things a day
bull Put Marketing on your to-do list
Guerrilla Marketing In 30 Days In 30 Days
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 2 ndash GoalsPurpose of Marketing
Guerrilla Marketing In 30 Days In 30 Days
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
What specific activity do you want customers to take
Call to Action
Guerrilla Marketing In 30 Days In 30 Days
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Specific Customer Activitybull Send for information Free Report
bull Call your toll free 800 number
bull Visit your website
bull Enter a contest
bull Visit your place of business
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing In 30 Days In 30 Days
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 3 ndash Research Competition
Guerrilla Marketing In 30 Days In 30 Days
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
In the spirit of Free Enterprise competition is a good thinghellip
Guerrilla Marketing In 30 Days In 30 Days
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Customer Researchbull What problems do they have that
need solved
bull How do they want them solved
bull What is it worth to them to have their problems solved
Guerrilla Marketing In 30 Days In 30 Days
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The Big 3
bull What is your current supplier doing for you that you like
bull What is your current supplier doing for you that you donrsquot like
bull 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 Days
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 4 ndash Target Market
Guerrilla Marketing In 30 Days In 30 Days
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Targeting Involves
bull Who buys what
bull Why they buy it
bull Where they buy it
Guerrilla Marketing In 30 Days In 30 Days
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Target Market Considerations
bull Characteristics
bull Habits
bull Desires
bull Activity
bull Geography
Guerrilla Marketing In 30 Days In 30 Days
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Taking Dead Aim
bull Who will benefit most from my products and services
bull Why do customers do business with you
bull What do your customers have in common
Guerrilla Marketing In 30 Days In 30 Days
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The Ultimate Targeting Exercise
bull If you could magically define the ldquoideal clientrdquo what would they look like
Guerrilla Marketing In 30 Days In 30 Days
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Your Best Prospect
hellipis a current customer
Second best is a past customer
Guerrilla Marketing In 30 Days In 30 Days
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 5 ndash Positioning
Guerrilla Marketing In 30 Days In 30 Days
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
David Olgivy
ldquoMarketing results depend less on how advertising is written than on how the product or service is positionedrdquo
Guerrilla Marketing In 30 Days In 30 Days
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Al Ries and Jack Trout
bull Positioning is not something you do with a product Positioning is what you do in the mind of a prospect
bull All that exists in the world of marketing are perceptions in the minds of the customer or the prospect The perception is realityrdquo
Guerrilla Marketing In 30 Days In 30 Days
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Positioning Examplesbull Southwest Airlines
bull 7-Up
bull United Airlines
bull Fed-Ex
bull Crest Toothpaste
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Positioning Examplesbull Expert Plumbing ndash we never
close
bull Inline Chiropractic ndash chiropractors to figure skaters
bull The Diabetic Chef ndash take out meals for diabetics
Guerrilla Marketing In 30 Days In 30 Days
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Simple Positioninghellip
bull We are now known ashellip
Guerrilla Marketing In 30 Days In 30 Days
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
A Revenue Exploding Guerrilla Marketing Positioning
Example
bull 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 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
You Are an Expert
Guerrilla Marketing In 30 Days In 30 Days
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
You Are An Expert In Something
bull Marketing Expertbull Advertising Expertbull Gift Expertbull Recognition Expertbull Personalization Expertbull Ad Specialty Expert
Guerrilla Marketing In 30 Days In 30 Days
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 6 ndash Niche Uniqueness
Guerrilla Marketing In 30 Days In 30 Days
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
ldquoEverybody is not a nicherdquo
Guerrilla Marketing In 30 Days In 30 Days
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
ldquoGet Rich in Your Nicherdquo-Mark Victor
Hansen
Guerrilla Marketing In 30 Days In 30 Days
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
ldquoA niche market is a limited crystal clear range of products or services sold to a tightly focused target group all with particular wants and needs served by the niche products and servicesrdquo
Guerrilla Marketing In 30 Days In 30 Days
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The opposite of niche marketing is mass marketing
Niche marketing is precision marketing a rifle shot to a small target
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Niche Marketing is present in the legal and medical fieldsbull Patent Attorney
bull Defense Attorney
bull Corporate Attorney
Guerrilla Marketing In 30 Days In 30 Days
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Niche Marketing is present in the legal and medical fieldsbull Heart Surgeon
bull Bone Specialist
bull Disease Prevention Researcher
Guerrilla Marketing In 30 Days In 30 Days
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Niche Strategy
bull Your niche will give you an identity that your competitor doesnrsquot have
Guerrilla Marketing In 30 Days In 30 Days
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Market Niches can be defined by products and services sold ie the Pizza Market
Guerrilla Marketing In 30 Days In 30 Days
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Niche Rulesbull Expertise
bull Exclusivity
bull Efficiency
bull Customer Satisfaction
bull Loyalty
bull Uniqueness in Experience
Guerrilla Marketing In 30 Days In 30 Days
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Niche Market for Ad Specialty Examples
bull Pencil and Pen Marketbull Recognition Marketbull High End Premium Marketbull Electronic Gadgetsbull Golf Outing Marketing
Guerrilla Marketing In 30 Days In 30 Days
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 7 ndash Marketing Plan
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 is Simple
Marketing Plan in 7 Sentences
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The 7 sentence marketing plan1 The purpose of your marketing
(see Day 2) and how to achieve that purpose
2 Target Market (see Day 4)
3 Niche (see Day 6)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The 7 sentence marketing plan4 Benefits Competitive
Advantage (see Day 8)
5 Your Identity (see Day 9)
6 Weapons (many various days to follow)
Guerrilla Marketing In 30 Days In 30 Days
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The 7 sentence marketing plan7 Budget (see Day 25)
Guerrilla Marketing in 30 Days adds one more component
8 New market opportunities to be investigated in the next year
Guerrilla Marketing In 30 Days In 30 Days
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 8 ndash Competitive
AdvantagesBenefits
Guerrilla Marketing In 30 Days In 30 Days
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Prospects Donrsquot Care About You
They want to know ldquoWhatrsquos in it for me How will you benefit merdquo
Guerrilla Marketing In 30 Days In 30 Days
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Features vs Benefits
Guerrilla Marketing In 30 Days In 30 Days
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Features
bull Self cleaning ovenbull 200 Cd jukeboxbull One click buying on Amazonbull Live operator on duty 247bull In business since 1910bull We have the biggest widget
makerbull Award Winning
Guerrilla Marketing In 30 Days In 30 Days
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
These are the related Benefitsbull Conveniencebull Time savingsbull Organizationbull Easy accessbull Immediatebull Less resources requiredbull Reliability
Guerrilla Marketing In 30 Days In 30 Days
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Identifying the Competitorrsquos Achilles Heel
Guerrilla Marketing In 30 Days In 30 Days
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Your competitive advantage is the benefit you offer that your competition does not (Day 4 ndash benefits)
Guerrilla Marketing In 30 Days In 30 Days
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
What are you really selling
Guerrilla Marketing In 30 Days In 30 Days
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Dig Deep for Benefits
Guerrilla Marketing In 30 Days In 30 Days
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 11 ndash Advertising Media Plan
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Advertising
bull Is a numbers game
bull Repetition is key
bull How many times does it take
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Advertising
bull The most visible form of marketing
bull Shouldnrsquot be intimidating
bull Can eat a budget very quick if not done right
Guerrilla Marketing In 30 Days In 30 Days
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Advertising
bull The most elusive seductive and expensive branch of the marketing tree
Guerrilla Marketing In 30 Days In 30 Days
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Advertisingbull 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 Heres 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 Days
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Advertisingbull 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 youve just read was written by Thomas Smith of London in l885
Guerrilla Marketing In 30 Days In 30 Days
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
ldquoI do not regard advertising as an entertainment or an art form but as a medium of information When I write an advertisement I donrsquot want you to tell me that you find it creative I want you to find it so interesting that you buy the productrdquo
-David Olgivy
Guerrilla Marketing In 30 Days In 30 Days
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Creative
bull Market your product or service not your creative (unless you are in the creative business)
bull Super Bowl commercials Herding cats - who was it
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Components of Advertising
bull Consistency
bull Focus
bull Positioning
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Advertisingbull Talk to your target market
bull Brief yet compelling
Got Milk
Got Guerrilla Marketing
Got Consulting
Guerrilla Marketing In 30 Days In 30 Days
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Action Planbull What primary message do you
want your advertising to convey
bull What target market is your advertising directed at
bull What vehicles are most cost effective
Guerrilla Marketing In 30 Days In 30 Days
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 12 ndash Business Networking
Guerrilla Marketing In 30 Days In 30 Days
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
50 People Instantlybull Neighbor
bull Banker
bull Bartender
bull Travel Agent
bull 49 wwwnetworkingworkbookcom
Guerrilla Marketing In 30 Days In 30 Days
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The Networking Processbull Planning the eventsbull Networking Goalsbull Knowing who to targetbull Relationship buildingbull Establishing trust and
showing interestbull Follow upbull Continuing the relationship
Guerrilla Marketing In 30 Days In 30 Days
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Networking Goalsbull Meet 10 new people
bull Receive 8 business cards
bull Note something of interest
bull Write a follow up note to 5
bull Call to meet 3
bull Continue a relationship with 2
Guerrilla Marketing In 30 Days In 30 Days
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Networking Tipsbull Set goals before arriving
bull Arrive early leave late
bull Help at registration
bull Power partners
bull Show interest
bull Act like a host not a guest
Guerrilla Marketing In 30 Days In 30 Days
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 13 ndash Fusion Marketing
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Fusion Marketing
bull Business connections (non-customers) with other businesses strategic alliances affinity marketing joint venturing affiliate relationships
Guerrilla Marketing In 30 Days In 30 Days
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Fusion Marketing
Hotel Room Key
Guerrilla Marketing In 30 Days In 30 Days
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 17 ndash Direct Mail
Guerrilla Marketing In 30 Days In 30 Days
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Junk Mail vs Love Mail
Guerrilla Marketing In 30 Days In 30 Days
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Direct Mailbull One of the most efficient and
cost-effective ways to get a message to a target audience
bull Catalogs brochures flyers newsletters letters self-mailers
bull Highly targeted
Guerrilla Marketing In 30 Days In 30 Days
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
4 Key Components
bull The message
bull The vehicle
bull The target
bull The frequency
Guerrilla Marketing In 30 Days In 30 Days
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 19 ndash Marketing Hooks
Guerrilla Marketing In 30 Days In 30 Days
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
More Good hook examplesbull Special Report
7 Mistakes People Make When Choosing A _______________
Before You Purchase __________________ You Should Read this Report
This is what our competition wonrsquot tell you about ____________________
12 ways to enjoy your home twice as much at half the cost
Guerrilla Marketing In 30 Days In 30 Days
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Placement of Marketing Hooks
bull On or offlinebull Brochures or other marketing
communication materialbull Point of purchasebull Packaging materialsbull Bounce back offers
Guerrilla Marketing In 30 Days In 30 Days
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
What about Free Consultations
bull GM 3rd
bull Savvy consumers
Guerrilla Marketing In 30 Days In 30 Days
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 20 ndash PR - More
Guerrilla Marketing In 30 Days In 30 Days
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PRbull Whom will you contact in the
media
bull Call to find out who covers your types of issues
bull Ask about demographics
bull Ask about preferences for sending information
Guerrilla Marketing In 30 Days In 30 Days
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Whatrsquos In The Newsbull Interest Rates ndash Mortgage Broker
Real Estate Financial Advisor
bull Prisoner Sentences ndash Social Workers
bull Business Startups ndash Marketing Sales Consultants
bull Running and Sporting Events ndash Chiropractors Physical Therapists
Guerrilla Marketing In 30 Days In 30 Days
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PRbull Ideas for a Press Release
bull New servicebull Awardsbull Promotionsbull Reorganizationsbull New employeesbull Celebrations (anniversaries)bull Survey results
Guerrilla Marketing In 30 Days In 30 Days
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PRbull Why do you want media
attention
bull Top of Mind Awareness
Guerrilla Marketing In 30 Days In 30 Days
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PR Targetsbull Local weekly newspapers
bull Magazines
bull RadioTV
bull Online
bull Press Release Driven
Guerrilla Marketing In 30 Days In 30 Days
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Wear two pair of shoes
bull Editorrsquos
bull Readerrsquos
Guerrilla Marketing In 30 Days In 30 Days
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PR is not Promotion
Master Card
Guerrilla Marketing In 30 Days In 30 Days
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
PRbull How to Get That Extra Boost
From PRbull Use quotes like ldquoAs seen in the Chicago Tribune or Time Magazinerdquo
bull Post Press Releases on your websitebull Attach reprints to lettershandoutsbull Use in mailingsbull Include in kits
Guerrilla Marketing In 30 Days In 30 Days
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 21 ndash Marketing Calendar
Guerrilla Marketing In 30 Days In 30 Days
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Primary Guerrilla Principles
bull Guerrilla Marketing uses an assortment of weapons
bull Marketing is made up of many many many things all working together
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Marketing Calendar
bull Doesnrsquot have to be fancy
bull Is a management tool ndash measurement
bull Used to spot efficiencies and inefficiencies
Guerrilla Marketing In 30 Days In 30 Days
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Marketing Calendar
bull Guerrilla Marketers measure
bull 1-10
bull Repeat what works
bull Fix or delete what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 23 ndash Online Marketing
Guerrilla Marketing In 30 Days In 30 Days
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
The Number One Reason to Have a Website is hellip
First Name
Email Address
Guerrilla Marketing In 30 Days In 30 Days
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
4 Online Fundamentals
bull Make it Interactive
bull Be a Resource ndash you are the expert
bull Give people a reason to return
bull Make it easy to respondorder
Guerrilla Marketing In 30 Days In 30 Days
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 27 ndash Budget
Guerrilla Marketing In 30 Days In 30 Days
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Marketing Budget
bull The 7th step of the marketing plan
bull Average in 1998 was 4 of sales
bull Your competitors are average Guerrillas are above average
Guerrilla Marketing In 30 Days In 30 Days
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Establish the marketing budget and stick to it like rent paying your bills and
breathing
Guerrilla Marketing In 30 Days In 30 Days
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 28 Plan Execution and
Implementation
Guerrilla Marketing In 30 Days In 30 Days
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Making the Plan WorkWorking the Plan
bull Do it yourself vs hiring a professional
bull Stay accountable ndash hire a coach
bull Launch comfortably ndash financially and emotionally
bull Launch as much as you can do properly
Guerrilla Marketing In 30 Days In 30 Days
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Day 29 ndash ExpansionNew MarketsNew
ProductsNew Services
Guerrilla Marketing In 30 Days In 30 Days
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Product ExpansionAdditionbull Waterbedsbull Other bedsbull Futonsbull Mattress designbull Space saving furniturebull Childrenrsquos furniturebull Specialized beds from Europe
and America
Guerrilla Marketing In 30 Days In 30 Days
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Re-capSummary9 Marketing ldquoTake-Awaysrdquo
Guerrilla Marketing In 30 Days In 30 Days
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
1 Have a product that people want to buy
bull ldquoSelling is getting people to buy what you have Marketing is having what they want to buy
bull If they donrsquot want it donrsquot need it donrsquot see how it can improve their lifehellipthey wont buy it
Guerrilla Marketing In 30 Days In 30 Days
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
2 You have to reach the people who might buy
bull Find out where they are who they are where they hang out what they read who they talk to their interests etchellip
bull We will discuss target market later The better this is defined the better your chance of reaching the people who might buy
Guerrilla Marketing In 30 Days In 30 Days
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
3 Market and Sell for Profits
bull Donrsquot apologize for making a profit
bull Make it part of your mission statement
bull Profits = total revenue ndash total cost
bull Pay yourself
bull Think about return on investment this includes your time investment
Guerrilla Marketing In 30 Days In 30 Days
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Selling and Marketing For Profits
bull Some companies lose money and they donrsquot know it These are sometimes the guys with a low ball quote
Guerrilla Marketing In 30 Days In 30 Days
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
4 Meet or Exceed Customer Expectations
bull Understand their hot buttonsbull Its not always pricebull Maybe its
bull Installationbull Reliabilitybull Availabilitybull No or low maintenancebull Product benefits ndash size color noise etcbull Etc etc etc
Guerrilla Marketing In 30 Days In 30 Days
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
5 Make sure customers are satisfied
bull Were they delighted
bull Was it a positive experience
bull Will they share their story
bull Strive for fans not just testimonials
Guerrilla Marketing In 30 Days In 30 Days
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
6 Attract those interested in the benefits you offer
bull Prospects
bull Benefits not features
bull Products and services
bull Be sensitive to the cost of attracting prospects
bull Look at return on investment
Guerrilla Marketing In 30 Days In 30 Days
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
7 Turn Prospects into buying Customers
bull Special offers
bull You are a resource of information
bull Provide value
bull Relationships friends network
bull Sellcloseask for the order
bull Also be sensitive to costs here too
Guerrilla Marketing In 30 Days In 30 Days
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
8 Encourage Repeat Business
bull Loyalty
bull Keep in touch
bull New solutionsnew informationnew ideas
bull Appreciation and attention
Guerrilla Marketing In 30 Days In 30 Days
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
9 No Yo Yo Marketing No Yo Yo Selling
bull Organize these steps- Have a Plan
bull Make them automatic
bull Ongoing
bull Follow through
bull Know what works and what doesnrsquot
Guerrilla Marketing In 30 Days In 30 Days
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Comments on these Business Building Tactics
bull These arenrsquot quick
bull These arenrsquot easy
bull They must be complete and planned out
bull It takes work and commitment
bull Watch the costs
bull hellipWhile making a profit
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
One Way Mind vs Two Way Mind
Guerrilla Marketing In 30 Days In 30 Days
Happy Marketing
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Happy Marketing
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
All it takes ishellip
bull Implementation
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 1
bull Understand your market your
position your products and services your competition your industry and your options in the media
bull Understand what impacts your customer
bull Prioritize
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 2
bull Write your benefits list
bull Brainstorm with employees customers prospects others
bull Select your competitive advantagesbull Benefits and advantages is what you
will market
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 3
bull Select your weaponsbull Prioritizebull Focusbull Put on a calendar (more later) bull Who is responsiblebull Be realistic bull Donrsquot miss dates
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 4
bullMaintain your attack
bull Stick with the planbull This is tough because you donrsquot get
instant gratificationbull Re the marlboro man ndash Jay Levinson
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 5bull Keep trackbull Some weapons will workbull Some will not workbull Continue to use the ones that workbull Ask customers how they found out
about you
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 6
bull Make a calendar
bull Week message vehicle cost resultsbull Grade itbull Eliminate all but the Arsquos and Brsquos
Guerrilla Marketing In 30 Days In 30 Days
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Implementation Step No 7
bull Put it all together in a marketing
plan
bull This doesnrsquot have to be fancybull It is a living document
bull Process not event
Guerrilla Marketing In 30 Days In 30 Days
Guerrilla Marketing Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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 Attack
ldquoCommit to your plan and yoursquoll get not miracles but profitsrdquo
Guerrilla Marketing In 30 Days In 30 Days
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Wrap UpConclusionAction
bull Launch what is comfortable
bull Get help if you need it
bull Do somethinghellipin 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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
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
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
One Way Mind vs Two Way Mind
Guerrilla Marketing In 30 Days In 30 Days
Happy Marketing
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Happy Marketing
almarket-for-profitscom
wwwmarket-for-profitscom
wwwgm30com
Guerrilla Marketing In 30 Days In 30 Days
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
bull 7 Guerilla Marketing Invisible Fence Brand ADM January 2006 Existing
Tennis Balls1048729Carry IF Branded tennis balls
1048729Toss in yard where a loose dog resides
1048729Note address 1048729Follow up with a call
Guerrilla Marketing In 30 Days In 30 Days
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
Invisible FenceregBranded ldquoTreatrdquobox1048729Fill IFB branded ldquodonutrdquoboxes with food for the influencer staff such as donuts or cookies
1048729Fill IFB branded boxes full of dog treats for influencers office
1048729Deliver them periodically to strengthen relationship and reposition salespeople to ldquoPet Safety Specialistsrdquo
Guerrilla Marketing In 30 Days In 30 Days
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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
How it works1048729Personally visit city or county governing body for citations ndashanimal control municipal government or county collector
1048729Develop relationship with administrative or office personnel
1048729Request list of pet owners cited or warned about pet-related issues
1048729Send postcard or letter informing them of you and your services
1048729Capture names and addresses to add to database
1048729Visit governing body monthly 1048729Track results
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