Guerrilla Marketing for the Advanced Professional Speaker Orvel Ray Wilson, CSP Sr. Partner, THE GUERRILLA GROUP

Orvel Ray Wilson, CSP

Sr. Partner, THE GUERRILLA GROUP

It’s a Jungle Out There!

It’s a Jungle Out There! Economic Uncertainty

Economic Uncertainty

We Apologize

It’s a Jungle Out There! Economic Uncertainty Tough Competition

Economic Uncertainty

Tough Competition

Grape?

It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients

Economic Uncertainty

Tough Competition

Demanding Clients

It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients Advancing Technology

Economic Uncertainty

Tough Competition

Demanding Clients

Advancing Technology

More More More

It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients Advancing Technology Pressure on Prices and Margins

Economic Uncertainty

Tough Competition

Demanding Clients

Advancing Technology

Pressure on Prices and Margins

Slowly but Surely

What is Marketing? Everything that helps, or hinders, the sale of your goods or services.

Everything that helps, or hinders, the sale of your goods or services.

What do we mean by “Guerrilla”? Time Energy Imagination

Time

Energy

Imagination

10 Principles of Guerrilla Marketing

1. Investment The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

1. Investment (cont.) People Technology Yourself

People

Technology

Yourself

Invest in People Hire first for Attitude Collect Competitive Literature Tag Team Training Resource Center Outside Seminars Outside Expertise

Hire first for Attitude

Collect Competitive Literature

Tag Team Training

Resource Center

Outside Seminars

Outside Expertise

Invest in Technology Good wireless microphones Digital audio recorder Laptop Digital Camera Video editing platform

Good wireless microphones

Digital audio recorder

Laptop

Digital Camera

Video editing platform

Invest in Yourself Build Your Library Get active in NSA Master Mind

Build Your Library

Get active in NSA

Master Mind

2. Consistent “Poor marketing done consistently will be more effective than great marketing done sporadically.” Consistency is interpreted as longevity, credibility, and trust.

“Poor marketing done consistently will be more effective than great marketing done sporadically.”

Consistency is interpreted as longevity, credibility, and trust.

Image vs. Identity Use your own stuff People will always pay more for an original.

Use your own stuff

People will always pay more for an original.

3. Confident “Guerrillas believe in their products and their people.”

“Guerrillas believe in their products and their people.”

Mr. Colton, do we stand behind our products? “ Mr. Colton, do we stand behind our products?”

3. Confident (cont..) Expect the Sale Collect Testimonials Don’t play games with your fees.

Expect the Sale

Collect Testimonials

Don’t play games with your fees.

Low Bidder “ How did I wind up here? I was the low bidder!”

4. Patient Fine-tuning your skills takes time Think about quitting

Fine-tuning your skills takes time

Think about quitting

Gretsch kit

Prospect Learning Curve Number of Impressions Total Apathy Purchase Readiness

5. Assortment “It’s easier to find a new audience than it is to write a new speech.” --Ira Hayes

“It’s easier to find a new audience than it is to write a new speech.” --Ira Hayes

Move Them Up the Curve Fill the Curve

Fill the Curve

5. Assortment Keynote Super-keynote Breakout session Half-day and Full-day Seminar Multi-day Destination Workshop Long-term Ongoing Program

Keynote

Super-keynote

Breakout session

Half-day and Full-day Seminar

Multi-day Destination Workshop

Long-term Ongoing Program

Form and Format: Keynote Super-keynote Break-out Session Half-day and Full-day Seminars Destination Intensives Ongoing Programs

Keynote

Super-keynote

Break-out Session

Half-day and Full-day Seminars

Destination Intensives

Ongoing Programs

Positioning: Local – National - International Stock vs. Customized Corporate vs. Non-profit Flat vs. Gain-share Inclusive? Pro-bono

Local – National - International

Stock vs. Customized

Corporate vs. Non-profit

Flat vs. Gain-share

Inclusive?

Pro-bono

Publishing and Product Single CD or DVD Book and extensions Sets and courses On-line audio and videos Virtual and TeleSeminars Continuity programming

Single CD or DVD

Book and extensions

Sets and courses

On-line audio and videos

Virtual and TeleSeminars

Continuity programming

6. Subsequent “ Guerrillas wage their marketing campaign simultaneously on three fronts.”

“ Guerrillas wage their marketing campaign simultaneously on three fronts.”

6. Subsequent (cont..) “It takes 11 positive impressions to overcome a single negative impression.” Repetition, Repetition, Repetition You’re always on stage You Oughta’ Be In Pictures

“It takes 11 positive impressions to overcome a single negative impression.”

Repetition, Repetition, Repetition

You’re always on stage

You Oughta’ Be In Pictures

Photo Note Pad Dear Pat, THANK YOU for the opportunity to serve NSA/Houston. What a FUN group! We had a GREAT time! OrvelRay From the desk of Orvel Ray Wilson, CSP 34316 Gap Road, Golden, CO 80403 800-247-9145

7. Convenient “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”

“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”

Show Up “ 90% of sex is showing up.” -- Woody Allen

7. Convenient “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” Message in a bottle Zero “Prima Donna” factor

“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”

Message in a bottle

Zero “Prima Donna” factor

7. Convenient (cont.) Available 24/7

Available 24/7

He’s on another line “ He’s on another line at the moment, would you like to hold?”

7. Convenient (cont.) Available 24/7 Send out a detailed contract and rider Setup instructions Small room Big room Bring your own tools

Available 24/7

Send out a detailed contract and rider

Setup instructions

Small room

Big room

Bring your own tools

8. Measurement “What you measure is what you get. Inspect what you expect.” – Tom Peters

“What you measure is what you get. Inspect what you expect.” – Tom Peters

Five Levels of Metrics: Did they Like it? Did they Remember it? Did they Use it? Did it Work ? How much was that Worth ?

Did they Like it?

Did they Remember it?

Did they Use it?

Did it Work ?

How much was that Worth ?

8. Measurement Track your evaluations Track product and BOR sales Customer Survey Talk to Lost Clients

Track your evaluations

Track product and BOR sales

Customer Survey

Talk to Lost Clients

9. Excitement Have Fun! People will happily pay more to be entertained than they will to be educated. “How’s business?” A Good Word for Everyone Never Complain.

Have Fun!

People will happily pay more to be entertained than they will to be educated.

“How’s business?”

A Good Word for Everyone

Never Complain.

Brussels Sprouts

10. Commitment “ If you're not 100% committed to your clients, your product and your organization, you'll never survive.” Do your homework Become an insider Get there early Take control to make your client look good

“ If you're not 100% committed to your clients, your product and your organization, you'll never survive.”

Do your homework

Become an insider

Get there early

Take control to make your client look good

Guerrilla Marketing Weapons for Professional Speakers

Ranking the Weapons A: I’m using this weapon now, and I’m using it correctly. B: I’m using this weapon now, but could be improved. C: I’m not using this weapon now, and I should. D: This weapon is not appropriate for my practice.

A: I’m using this weapon now, and I’m using it correctly.

B: I’m using this weapon now, but could be improved.

C: I’m not using this weapon now, and I should.

D: This weapon is not appropriate for my practice.

Marketing Plan Seven Sentences Forces you to focus Can show it to your employees, or your banker

Seven Sentences

Forces you to focus

Can show it to your employees, or your banker

Marketing Plan – Step One The Purpose of your Marketing

The Purpose of your Marketing

Marketing Plan – Step Two How this purpose will be achieved, focusing upon the benefits of your offering

How this purpose will be achieved, focusing upon the benefits of your offering

Marketing Plan – Step Three Your target audience

Your target audience

Marketing Plan – Step Four Proposed Marketing Weapons

Proposed Marketing Weapons

Marketing Plan – Step Five Your niche in the market What’s the first thing that enters peoples’ minds when they hear your name? Topic Industry Style Format

Your niche in the market

What’s the first thing that enters peoples’ minds when they hear your name?

Topic

Industry

Style

Format

Marketing Plan – Step Six Your identity Not the same as image Build a list of adjectives

Your identity

Not the same as image

Build a list of adjectives

Marketing Plan – Step Seven Your marketing budget expressed as a percentage of your gross sales

Your marketing budget expressed as a percentage of your gross sales

Marketing Calendar Week Number Thrust Media Cost Results

Week Number

Thrust

Media

Cost

Results

Theme Grows from your identity Doubles the memorability of your message “ Finger lickin’ ________.” “ Mmm-mmm good.” “ Unconventional Weapons and Tactics. . .”

Grows from your identity

Doubles the memorability of your message

“ Finger lickin’ ________.”

“ Mmm-mmm good.”

“ Unconventional Weapons and Tactics. . .”

Uniqueness “It’s better to be different than to be better.” People will pay more for an original Add 15 minutes of new material every time you speak

“It’s better to be different than to be better.”

People will pay more for an original

Add 15 minutes of new material every time you speak

Credibility Get the facts straight Always cite your sources Avoid unspecified attribution Do your own original research Become an author

Get the facts straight

Always cite your sources

Avoid unspecified attribution

Do your own original research

Become an author

Public Relations Write press releases for everything! PRWeb.com Put your Bio on Wikipedia

Write press releases for everything!

PRWeb.com

Put your Bio on Wikipedia

Write an Article Photo in the by-line Toll-free number in the footnote Make 1,000 reprints Add it to your website Peter Shankman's "If I Can Help a Reporter Out”

Photo in the by-line

Toll-free number in the footnote

Make 1,000 reprints

Add it to your website

Peter Shankman's "If I Can Help a Reporter Out”

Write a White Paper “How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting” “Why You Should Hire (Your Name Here)”

“How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting”

“Why You Should Hire (Your Name Here)”

Write a Column Editors are always looking for fresh ideas A big commitment, that pays big

Editors are always looking for fresh ideas

A big commitment, that pays big

Write a Blog Keep it short and relevant LOTS of links back to your other stuff GREAT way to drive website traffic and SEO

Keep it short and relevant

LOTS of links back to your other stuff

GREAT way to drive website traffic and SEO

Write a Book “Author” = “Authority” Consider Collaborators or Ghosts Start with an outline Develop a Proposal New York vs. Self-Publishing?

“Author” = “Authority”

Consider Collaborators or Ghosts

Start with an outline

Develop a Proposal

New York vs. Self-Publishing?

Competitive Advantages Exclusive benefits you offer Promise outcomes, not features What’s your “WOW Factor”?

Exclusive benefits you offer

Promise outcomes, not features

What’s your “WOW Factor”?

Photos Glam shot Action shots Show the audience B&W and Color

Glam shot

Action shots

Show the audience

B&W and Color

Stationery Carries a important message about your identity Invest in professional design and quality paper Include name, theme, address, phone numbers website and email

Carries a important message about your identity

Invest in professional design and quality paper

Include name, theme, address, phone numbers website and email

Toll-free Number People are eight times as likely to call Don’t spell a word Can increase your response rate from 30% to 700%

People are eight times as likely to call

Don’t spell a word

Can increase your response rate from 30% to 700%

Business Cards Turn them into mini-brochures All contact information Include your picture Print on both sides Consider odd shape and size Don’t leave home without them

Turn them into mini-brochures

All contact information

Include your picture

Print on both sides

Consider odd shape and size

Don’t leave home without them

One-Sheet Single sheet, two sides Can convey all the details Make it about them! Turn it into a reference piece

Single sheet, two sides

Can convey all the details

Make it about them!

Turn it into a reference piece

Testimonials Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss ’ attention?” Highlight the strongest sentence Staple 12 together in sequence

Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss ’ attention?”

Highlight the strongest sentence

Staple 12 together in sequence

E-mail THE preferred vector of communication for bureaus and clients Include photo, contact info, and a link to your demo in the signature Create an e-mail “one sheet” with basic bio and multiple links to demos, etc.

THE preferred vector of communication for bureaus and clients

Include photo, contact info, and a link to your demo in the signature

Create an e-mail “one sheet” with basic bio and multiple links to demos, etc.

Success Stories Confidence is the #1 buying motive “I was just in Dubai last month doing a program for IBM , and one of the things I learned was. . .” “Our customers tell us. . .”

Confidence is the #1 buying motive

“I was just in Dubai last month doing a program for IBM , and one of the things I learned was. . .”

“Our customers tell us. . .”

Demo CD/DVD WYSIWYG version Charge fees for being recorded Ask for the Masters in lieu of the fee Get right into your best clip Include the full-length version NSA Research Report on “What Makes Meeting Planners Want To Hire You”

WYSIWYG version

Charge fees for being recorded

Ask for the Masters in lieu of the fee

Get right into your best clip

Include the full-length version

NSA Research Report on “What Makes Meeting Planners Want To Hire You”

Put it on YouTube Post short videos 3-5 minutes Create your own “channel” Link everything back to your website

Post short videos 3-5 minutes

Create your own “channel”

Link everything back to your website

Develop Products: Tip-sheets Checklists Advertising Specialties Audio CD Video DVD

Tip-sheets

Checklists

Advertising Specialties

Audio CD

Video DVD

Develop Products: Custom CD/DVD albums Workbooks and courseware Packages and Bundles Webinars and E-Courses

Custom CD/DVD albums

Workbooks and courseware

Packages and Bundles

Webinars and E-Courses

Fusion Marketing Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant.

Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant.

Contact Time Get on-site Watch all the other speakers ExpoVendaMeis Stay and hang out

Get on-site

Watch all the other speakers

ExpoVendaMeis

Stay and hang out

Showcase Opportunities Service Clubs, Chambers, CVB, networking groups, university classes MPI, ASTD, SGMP, NSA Invite VIPs to be your guest Establishes you as an authority

Service Clubs, Chambers, CVB, networking groups, university classes

MPI, ASTD, SGMP, NSA

Invite VIPs to be your guest

Establishes you as an authority

Community Involvement Co-Op events with local Chambers, SBDCs, BBB, Trade Associations Gain-share programs Make it turn-key

Co-Op events with local Chambers, SBDCs, BBB, Trade Associations

Gain-share programs

Make it turn-key

Courses & Seminars Conduct free “How To” Courses Continuing Education Universities and community colleges

Conduct free “How To” Courses

Continuing Education

Universities and community colleges

Follow-up 48 hour Thank you card 30 day note 90 day letter offering new products 6 months ask for names for mailing list 9 months Customer Questionnaire 1 year Anniversary card

48 hour Thank you card

30 day note

90 day letter offering new products

6 months ask for names for mailing list

9 months Customer Questionnaire

1 year Anniversary card

Websites 182,226,259 Web sites* 1,463,632,361** Internet users worldwide 430,800,000 English-speakers Web Survey: Convenience (65%) Availability of vendor information (60%) No pressure from salespeople (55%) Saving time (53%) *Netcraft Survey, Nov 2008 ** InternetWorldStats.com Nov 2008

182,226,259 Web sites*

1,463,632,361** Internet users worldwide

430,800,000 English-speakers

Web Survey:

Convenience (65%)

Availability of vendor information (60%)

No pressure from salespeople (55%)

Saving time (53%)

Bureaus Rapidly being displaced by Internet Still an important source of business for some speakers You can only manage a handful Make their job easy

Rapidly being displaced by Internet

Still an important source of business for some speakers

You can only manage a handful

Make their job easy

Social Networking MySpace LinkedIn.com Own NSA Group SpeakerMatch Plaxo

MySpace

LinkedIn.com

Own NSA Group

SpeakerMatch

Plaxo

eSpeakers & eVentPro Essential if you want to work with bureaus

Essential if you want to work with bureaus

Reputation Build it consciously Market consistently Eliminate unhappy clients, at any cost

Build it consciously

Market consistently

Eliminate unhappy clients, at any cost

Competitiveness Of 100 Marketing Weapons: Sophisticated marketers are using 10 or 15 Most use only 5 or 10 Guerrillas use 40 or 50

Of 100 Marketing Weapons:

Sophisticated marketers are using 10 or 15

Most use only 5 or 10

Guerrillas use 40 or 50

Advertising Only 1% of marketing Always do it last Doesn’t work unless you do all the other things first.

Only 1% of marketing

Always do it last

Doesn’t work unless you do all the other things first.

Satisfied Clients Every one is another weapon in your arsenal What you do makes a real difference.

Every one is another weapon in your arsenal

What you do makes a real difference.

Sailed to 11 locations Conducted on board operations for tumours, cysts, lymphomas, ganglions and reconstructive surgery Provided treatment and education to 103,459 persons. Built 100+ of tube wells and dozens of septic systems

Sailed to 11 locations

Conducted on board operations for tumours, cysts, lymphomas, ganglions and reconstructive surgery

Provided treatment and education to 103,459 persons.

Built 100+ of tube wells and dozens of septic systems