Guerrilla Marketing For The Professional Speaker Nsa Houston
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  • I was recently trying to shape a 'Call-to-action' for the end of a webinar that I presented for Active Management. I searched for some suggestions and found this slide presentation that Orvel had uploaded. It is jammed pack full of useful information fo professional speakers.
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  • 1. Guerrilla Marketing for the Advanced Professional Speaker
    • Orvel Ray Wilson, CSP
    • Sr. Partner, THE GUERRILLA GROUP
  • 2. It’s a Jungle Out There!
  • 3. It’s a Jungle Out There!
    • Economic Uncertainty
  • 4. We Apologize
  • 5. It’s a Jungle Out There!
    • Economic Uncertainty
    • Tough Competition
  • 6. Grape?
  • 7. It’s a Jungle Out There!
    • Economic Uncertainty
    • Tough Competition
    • Demanding Clients
  • 8. It’s a Jungle Out There!
    • Economic Uncertainty
    • Tough Competition
    • Demanding Clients
    • Advancing Technology
  • 9. More More More
  • 10. It’s a Jungle Out There!
    • Economic Uncertainty
    • Tough Competition
    • Demanding Clients
    • Advancing Technology
    • Pressure on Prices and Margins
  • 11. Slowly but Surely
  • 12. What is Marketing?
    • Everything that helps, or hinders, the sale of your goods or services.
  • 13. What do we mean by “Guerrilla”?
    • Time
    • Energy
    • Imagination
  • 14. 10 Principles of Guerrilla Marketing
  • 15. 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.”
  • 16. 1. Investment (cont.)
    • People
    • Technology
    • Yourself
  • 17. Invest in People
    • Hire first for Attitude
    • Collect Competitive Literature
    • Tag Team Training
    • Resource Center
    • Outside Seminars
    • Outside Expertise
  • 18. Invest in Technology
    • Good wireless microphones
    • Digital audio recorder
    • Laptop
    • Digital Camera
    • Video editing platform
  • 19. Invest in Yourself
    • Build Your Library
    • Get active in NSA
    • Master Mind
  • 20. 2. Consistent
    • “Poor marketing done consistently will be more effective than great marketing done sporadically.”
    • Consistency is interpreted as longevity, credibility, and trust.
  • 21. Image vs. Identity
    • Use your own stuff
    • People will always pay more for an original.
  • 22. 3. Confident
    • “Guerrillas believe in their products and their people.”
  • 23. Mr. Colton, do we stand behind our products? “ Mr. Colton, do we stand behind our products?”
  • 24. 3. Confident (cont..)
    • Expect the Sale
    • Collect Testimonials
    • Don’t play games with your fees.
  • 25. Low Bidder “ How did I wind up here? I was the low bidder!”
  • 26. 4. Patient
    • Fine-tuning your skills takes time
    • Think about quitting
  • 27. Gretsch kit
  • 28. Prospect Learning Curve Number of Impressions Total Apathy Purchase Readiness
  • 29. 5. Assortment
    • “It’s easier to find a new audience than it is to write a new speech.” --Ira Hayes
  • 30. Move Them Up the Curve
      • Fill the Curve
  • 31. 5. Assortment
    • Keynote
    • Super-keynote
    • Breakout session
    • Half-day and Full-day Seminar
    • Multi-day Destination Workshop
    • Long-term Ongoing Program
  • 32. Form and Format:
    • Keynote
    • Super-keynote
    • Break-out Session
    • Half-day and Full-day Seminars
    • Destination Intensives
    • Ongoing Programs
  • 33. Positioning:
    • Local – National - International
    • Stock vs. Customized
    • Corporate vs. Non-profit
    • Flat vs. Gain-share
    • Inclusive?
    • Pro-bono
  • 34. Publishing and Product
    • Single CD or DVD
    • Book and extensions
    • Sets and courses
    • On-line audio and videos
    • Virtual and TeleSeminars
    • Continuity programming
  • 35. 6. Subsequent
    • “ Guerrillas wage their marketing campaign simultaneously on three fronts.”
  • 36. 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
  • 37. 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
  • 38. 7. Convenient
    • “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”
  • 39. Show Up “ 90% of sex is showing up.” -- Woody Allen
  • 40.  
  • 41. 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
  • 42. 7. Convenient (cont.)
    • Available 24/7
  • 43. He’s on another line “ He’s on another line at the moment, would you like to hold?”
  • 44. 7. Convenient (cont.)
    • Available 24/7
    • Send out a detailed contract and rider
    • Setup instructions
      • Small room
      • Big room
    • Bring your own tools
  • 45. 8. Measurement
    • “What you measure is what you get. Inspect what you expect.” – Tom Peters
  • 46. Five Levels of Metrics:
    • Did they Like it?
    • Did they Remember it?
    • Did they Use it?
    • Did it Work ?
    • How much was that Worth ?
  • 47. 8. Measurement
    • Track your evaluations
    • Track product and BOR sales
    • Customer Survey
    • Talk to Lost Clients
  • 48. 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.
  • 49. Brussels Sprouts
  • 50. 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
  • 51.  
  • 52. Guerrilla Marketing Weapons for Professional Speakers
  • 53. 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.
  • 54. Marketing Plan
    • Seven Sentences
    • Forces you to focus
    • Can show it to your employees, or your banker
  • 55. Marketing Plan – Step One
    • The Purpose of your Marketing
  • 56. Marketing Plan – Step Two
    • How this purpose will be achieved, focusing upon the benefits of your offering
  • 57. Marketing Plan – Step Three
    • Your target audience
  • 58. Marketing Plan – Step Four
    • Proposed Marketing Weapons
  • 59. 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
  • 60. Marketing Plan – Step Six
    • Your identity
      • Not the same as image
      • Build a list of adjectives
  • 61. Marketing Plan – Step Seven
    • Your marketing budget expressed as a percentage of your gross sales
  • 62. Marketing Calendar
    • Week Number
    • Thrust
    • Media
    • Cost
    • Results
  • 63. Theme
    • Grows from your identity
    • Doubles the memorability of your message
      • “ Finger lickin’ ________.”
      • “ Mmm-mmm good.”
      • “ Unconventional Weapons and Tactics. . .”
  • 64. 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
  • 65. Credibility
    • Get the facts straight
    • Always cite your sources
    • Avoid unspecified attribution
    • Do your own original research
    • Become an author
  • 66. Public Relations
    • Write press releases for everything!
      • PRWeb.com
    • Put your Bio on Wikipedia
  • 67. 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”
  • 68. 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)”
  • 69. Write a Column
    • Editors are always looking for fresh ideas
    • A big commitment, that pays big
  • 70. Write a Blog
    • Keep it short and relevant
    • LOTS of links back to your other stuff
    • GREAT way to drive website traffic and SEO
  • 71. Write a Book
    • “Author” = “Authority”
    • Consider Collaborators or Ghosts
    • Start with an outline
    • Develop a Proposal
    • New York vs. Self-Publishing?
  • 72. Competitive Advantages
    • Exclusive benefits you offer
    • Promise outcomes, not features
    • What’s your “WOW Factor”?
  • 73. Photos
    • Glam shot
    • Action shots
    • Show the audience
    • B&W and Color
  • 74. Stationery
    • Carries a important message about your identity
    • Invest in professional design and quality paper
    • Include name, theme, address, phone numbers website and email
  • 75. 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%
  • 76. 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
  • 77. One-Sheet
    • Single sheet, two sides
    • Can convey all the details
    • Make it about them!
    • Turn it into a reference piece
  • 78. 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
  • 79. 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.
  • 80. 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. . .”
  • 81. 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”
  • 82. Put it on YouTube
    • Post short videos 3-5 minutes
    • Create your own “channel”
    • Link everything back to your website
  • 83. Develop Products:
    • Tip-sheets
    • Checklists
    • Advertising Specialties
    • Audio CD
    • Video DVD
  • 84. Develop Products:
    • Custom CD/DVD albums
    • Workbooks and courseware
    • Packages and Bundles
    • Webinars and E-Courses
  • 85. Fusion Marketing
    • Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant.
  • 86. Contact Time
    • Get on-site
    • Watch all the other speakers
      • ExpoVendaMeis
    • Stay and hang out
  • 87. 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
  • 88. Community Involvement
    • Co-Op events with local Chambers, SBDCs, BBB, Trade Associations
    • Gain-share programs
    • Make it turn-key
  • 89. Courses & Seminars
    • Conduct free “How To” Courses
    • Continuing Education
    • Universities and community colleges
  • 90. 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
  • 91. 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
  • 92. 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
  • 93. Social Networking
    • MySpace
    • LinkedIn.com
      • Own NSA Group
      • SpeakerMatch
    • Plaxo
  • 94. eSpeakers & eVentPro
    • Essential if you want to work with bureaus
  • 95.  
  • 96.  
  • 97. Reputation
    • Build it consciously
    • Market consistently
    • Eliminate unhappy clients, at any cost
  • 98. Competitiveness
    • Of 100 Marketing Weapons:
      • Sophisticated marketers are using 10 or 15
      • Most use only 5 or 10
      • Guerrillas use 40 or 50
  • 99. Advertising
    • Only 1% of marketing
    • Always do it last
    • Doesn’t work unless you do all the other things first.
  • 100. Satisfied Clients
    • Every one is another weapon in your arsenal
    • What you do makes a real difference.
  • 101.  
  • 102.  
  • 103.  
  • 104.  
  • 105.  
  • 106.  
  • 107.  
  • 108.  
  • 109.  
  • 110.  
  • 111.  
  • 112.
    • 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
  • 113.