Michael mc lauglin_imc_presen

Institute of Management ConsultantsSan Diego ChapterSan Diego Chapter

The Guerrilla Marketing Mindset: Choice, Challenge, and Growth

Presented by Michael McLaughlin

June 5, 2008

MindShare Consulting LLC IMC San Diego: The Guerrilla Marketing Mindset

Th t f l f i l The most successful professional service firms have strong cultures of

marketing and sales marketing and sales.

1MindShare Consulting LLC 1 IMC San Diego: The Guerrilla Marketing Mindset

Page 1

Time Is a Consultant’s Most Precious Resource


Page 2

Business Development in a Box

• Strategy and Service• Targeting• Intellectual Capital• Execution


Page 3

Guerrilla Marketing Principle:Guerrilla Marketing Principle:

Without a clear and compelling offer, marketing is irrelevant.


Page 4

“…if you want to make it rain, have a great service ”great service.

Guy Kawasakiy


Source: Management Consulting NewsPage 5

The Problem with Most Service Offers

• Vague

• Sales-centric

• Not specificp

• Easily copied

• Process oriented not results based• Process oriented, not results-based

• Laden with jargon

• Subject to interpretation


Page 6

How Strong Is Your Service Offer?

1 Differentiated1. Differentiated

2. Strong value-to-fee ratio

3 Flawless delivery

Eight Components of a Compelling Service

3. Flawless delivery

4. Mitigates risk

5 Creates client capability5. Creates client capability

6. Demonstrable

7 Results not process-based7. Results, not process-based

8. Specific


Page 7

Guerrilla Marketing Principle:Guerrilla Marketing Principle:

The smaller the target, the more likely you are to hit it.


Page 8

“What does the average professional service firm stand for? Nothing ”service firm stand for? Nothing.

Al Ries, Coauthor, PositioningAl Ries, Coauthor, Positioning


Source: Management Consulting News Page 9

Put the Target in Target Marketing

Target Marketing for Consultants

Functional/Process Human Resources Finance Functional/Process Human Resources, Finance, Information Technology

Industry Automotive Manufacturers, Financial Services Public SectorFinancial Services, Public Sector

Geography Southwest US, North America

Organization Size Small to Mid Sized Businesses Organization Size Small to Mid-Sized Businesses, Fortune 100 companies

Role CEOs, COOs, Brand Managers

Event Mergers, Acquisitions, IPOs, Organizational Transformation


Page 10

Clarity and Focus Draw Attention to Your Practice

Vague“…is an organizational development consulting firm committed to helping both individuals and organizations achieve desired results through strategic and

Purposeg g

tactical approaches to coping with change.”Benefit

TargetClearer

Niche “…helps CEOs and CFOs in the Financial Services and High Tech industries create substantial, new value by improving

Clearer

customer relationship management strategies and programs.”


Page 11

Guerrilla Marketing Principle:

Your ideas, not Web sites or brochures, create demand for your services. That

k k ti lmakes marketing personal.


Page 12

Intellectual Capital Drives Market Positioning

Plans for businesses

Approaches for organization

Five Options for Developing Intellectual

Ways to measure performance

CapitalPlanned outcomes

Emerging trends


Page 13


Rainmakers focus activities on the highest probability markets—existing clients and probability markets existing clients and

their networks.


Page 14

What Existing Clients Want

Objectivity

Actionable Information

Brainstorming

Competitive Assessments

g

Education


Page 15

Client-Level Marketing Is the Key to Selling Follow-on Work

Align Issues with Individuals--Examples

Improve Productivity

Decrease Turnover Manager of Transportation

VP of Logistics

Decrease Turnover

Plan for Succession

Manager of Transportation

SVP Customer Care

Find New Suppliers VP of Logistics

Reduce Overhead Director of Sales


Page 16

Base Your Client Marketing Plan on the Client’s Issues

Targeted

Capturing Small

Markets

CompellingPerspective

g

Long-Term


Page 17

Getting Started: Pick Your Tools

Walk Around Deck

Newsletter

Ed iEducation

Joint Workshops

Speeches

Introductions


Page 18


Industry Visibility—It takes years of hard work to become an overnight success.work to become an overnight success.


Page 19

Creating High-Impact Intellectual Capital for the Market

Areas for Analysis• Customers

l

Areas for Analysis• Performance

Process People • Employees• Suppliers• Competitors• Stakeholders• Regulators

• Integration• Education• Suitability• Support

Systems

Regulators

y

A f A l iAreas for Analysis• Responsiveness• Integration• Knowledge• Stability


y• Support

Page 20

Choose the Tactics that Work for You--Examples

Direct Mail

Perspective ArticlesPublicity

Special Report


Page 21


Marketing combinations work.


Page 22

The Secrets of Guerrilla Marketing:

Focus, Action, Consistency.


Page 23

Additional Resources

Free Monthly Newsletters for Professional Service Providers at:

www.GuerrillaConsulting.comwww.ManagementConsultingNews.com

Complimentary eBooks:

Consult This!: 62 Steps to Consulting Success by Michael McLaughlin Download at: mindshareconsulting.com/ebook_download.html

Guide to Guerrilla Marketing for Consultantsby Michael McLaughlinDownload at: www.guerrillaconsulting.com/downloads/g-guide.pdf


Page 24

About the Presenter

Michael W. McLaughlin is a Principal with MindShare Consulting, LLC, and thecoauthor of Guerrilla Marketing for Consultants.

MindShare Consulting specializes in helping professional service firms createg p p g popportunities for profitable, long-term client relationships and offers assistancewith:

• Market planning and strategy• Sales lead generation• Sales lead generation• Proposal development• Account management• Web site effectiveness

McLaughlin also offers seminars, workshops, and keynote presentations on marketing, sales,and business management.

H i th bli h f t l tt di t ib t d t f i l i He is the publisher of two newsletters distributed to professional service providers around the world: Management Consulting News and The Guerrilla Consultant. For more than twenty years, he was with Deloitte Consulting, most recently as a Partner in that firm’s strategy and operations practice.


Page 25

Thank You
