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Guerrilla Marketing
Orvel Ray Wilson, CSP
Sr. Partner
THE GUERRILLA GROUPinc
Google me
“Thank you, Farnsworth. We get the picture.”
What do We Mean
by “Guerrilla”?
Jay Conrad Levinson
1933 - 2013
The most successful marketing series in history:
The most successful marketing series in history:
What is Marketing?
Everything that the world sees that
represents you and your business.
Instead of brute force, we use. . .
What Is Guerrilla Marketing?
The Guerrilla Group
34316 Gap Road
Golden, CO 80403
“You like it? I borrowed it from Orvel Ray Wilson.”
Time
4 to 1
Golden Selling Hour
Don’t waste a lunch
One more stop
Energy
–Eat Right
–20 Minutes a Day
–Time Out
–Reward Yourself
“. . .and thank you
Jesus for my
wonderful job.”
Imagination
Think Big
Think Small
Visualize Success
Idea-of-the-Week Book
“Imagination is more important
than intellig...
Unusual stocking placement
BBDO
Copenhagen
Alberta Ski Tourism
Swiss ad column
reminds us not to
drink and drive.
“Never, ever, think outside
the box.”
If you’re going to be Tweeting:
I’m in London listening
to @OrvelRay Wilson
speak about #Guerrilla
Marketing and it’s
exce...
If found, please do not return.
My Next Generation Nissan Altima has
Intelligent Key with Push Button Ignition, and I
no l...
MONSTER TRUCKS
ARE HERE
Rogers Centre, Toronto Jan 21-22
Apple
Handled by Virgin Atlantic
National Museum, Washington D.C.
“Screever” Julian Beever
Sky HDTV, Waterloo Station, London
Greenville, SC
Altschul
Orthodontics
Crawfordsville, IN
FedEx Kinko’s, New York
Clean Graffiti
GreenGraffiti, Philadelphia, New York and LA
Paul “Moose” Curtis
Broadway Tunnel, San Francisco
Will it Blend?
Tom Dickson
CEO
K-Tek Corporation
“Keep your hands clean. Don’t give or take a bribe.”
Vilnius, Lithuania
Alzheimer's Awareness, Hamberg
HSBC Bank
Mumbai
Plastic Pollution Coalition
Vancouver
Father Bob Maguire Foundation
Sydney
Australian Childhood Foundation
Melbourne
CALM, New Zealand
“To make a donation, Text CALM to 336”
Calgary, Alberta
Spar Seafood Restaurant
Mumbai
“Looking for seafood? Spar Seafood Festival”
Elmex Toothpaste
“We also thought it might be a good time for a refresher on
the do’s and don’ts of i-502”
Malaysia Airlines
Copenhagen Zoo
Foro Mundial de Marketing y Ventas, Monterrey
Alfa Romeo
Brussels
Car Fair
Sukle Advertising
& Design
14,080 gallons, 64,000 liters
Sushi Roll
World Square Mall Sydney
35%
Pizza Kingdom, Beijing
Pizza Kingdom, Beijing
Superman, The Movie
Kill Bill
Gold’s Gym
Sabina Stobrawe, 2nd floor
Fiat Punto parking sensor
“Save the Pillars. Fiat Stilo with parking sensors.”
Vodafone Insurance, Romania
Makati City, Philippines
Somewhere in Minnesota
HBO
HBO
BMW, Moscow
Rentokil Initial, New Zealand
Labello Lip Balm,
Paris
“McDonald’s serves shelter”
Copenhagen adshell
Dulcolax
Dusseldorf
10 Guerrilla Strategies to
Build Your Business
1. Investment
The Law of The Slight Edge:
“The difference between a
champion and an also-ran,
more often than not, is a v...
1. Investment
People
Technology
Yourself
Your Community
Invest in People
Hire first for Attitude
–“Help Wanted”
–Jack Welsh 20/70/10
Train Constantly
Resource Center
Outside ...
Invest in Technology
4 Big Trends Affecting Sales:
–Tablets
–Mobile
–Big Data
–Social Media
Invest in Yourself
Join Professional Groups
Master Mind
Get an accountability coach
Build your library.
Invest in Your Community
Volunteer and network
Sponsor the local sports team
Raise funds for your Fire Department,
Char...
“This billboard absorbs air pollution”
Coke/WWF
Manilla
2. Consistent
“Poor marketing done consistently will be
more effective than great marketing done
sporadically.”
Consiste...
Why Customers Quit:
15% quit for quality - found better product
15% quit for price - found cheaper product
20% quit for la...
“He’s on another line at the moment, would you like to hold?”
3. Confident
“Guerrillas believe in their products and
their people.”
Why Customers Buy:
1. Confidence
2. Quality
3. Service
4. Selection
5. Price
“I’ll tell you why I don’t trust him.
It’s that damn sheepskin vest.”
3. Confident
Expect the Sale
Collect Testimonials
Defend your prices and margins
–The Gradient
3. Confident
Guarantee Everything
–No longer a differentiator
–Sunshine Trash Service
Double your Price
“Mr. Colton,
do we stand behind our products?”
4. Patient
Fine-tuning your knowledge and skills
takes time.
Number of Impressions
Total
Apathy
Purchase
Readiness
Prospect Learning Curve
Don’t Quit
48% quit after the first contact
20% quit after the second contact
7% quit after the third contact
5% quit afte...
5. Assortment
“The old days when Henry Ford could get
by with,‘Any color you want - as long as
it’s black’ are long gone....
Path of Least Resistance
Customers
Products
New
New
Old
Current
Easiest
Most
Profitable
Harder
Less
Profit
Harder
Some Pro...
Move Them Up the Curve
–Fill the Curve
–Show the Best First
–Opportunities to Upgrade
6. Subsequent
“Guerrillas wage their marketing
campaign simultaneously on three
fronts.”
Lifetime Customer Value
It takes AT LEAST nine impressions to create a
new customer.
Average cost of an industrial sales...
6. Subsequent
“It takes 11 positive impressions to
overcome a single negative impression.”
–Repetition, Repetition, Repet...
Dear Tony,
THANK YOU
for the opportunity
to come to London.
What a FANTASTIC
SEMINAR! We had a
GREAT time!
OrvelRay
From t...
Show Up
“80% of sex is
showing up.”
-- Woody Allen
René
Neuman
Show Up
“Happy Easter”
Park Yourself
7. Convenient
“Guerrillas are user friendly. They
are in touch, easy to reach, and
they do everything immediately.”
–Cust...
8. Measurement
“What you measure is what you get.
Inspect what you expect.”
– Tom Peters
–“28 great years.”
Total Sales
Volume
Number of
Transactions
Gross Margin
%
Jeannie $16,550.00 25 31.1%
Cindy $20,196.00 26 30.2%
Kathy $24,9...
9. Excitement
9. Excitement
Greet them with a “10”
A Good Word for Everyone
Never Complain.
10. Commitment
Isolate the “Trigger Event"
Put your customers second
Keep your Promises
Build it now
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London
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What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London

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International keynote speaker Orvel Ray Wilson, CSP presents a 3 hour session on "What's NEW in Guerrilla Marketing" at Tony Robbins' 2013 "Business Mastery"event in London.

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Transcript of "What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery London"

  1. 1. Guerrilla Marketing Orvel Ray Wilson, CSP Sr. Partner THE GUERRILLA GROUPinc Google me
  2. 2. “Thank you, Farnsworth. We get the picture.”
  3. 3. What do We Mean by “Guerrilla”?
  4. 4. Jay Conrad Levinson 1933 - 2013
  5. 5. The most successful marketing series in history:
  6. 6. The most successful marketing series in history:
  7. 7. What is Marketing? Everything that the world sees that represents you and your business.
  8. 8. Instead of brute force, we use. . . What Is Guerrilla Marketing?
  9. 9. The Guerrilla Group 34316 Gap Road Golden, CO 80403 “You like it? I borrowed it from Orvel Ray Wilson.”
  10. 10. Time 4 to 1 Golden Selling Hour Don’t waste a lunch One more stop
  11. 11. Energy –Eat Right –20 Minutes a Day –Time Out –Reward Yourself “. . .and thank you Jesus for my wonderful job.”
  12. 12. Imagination Think Big Think Small Visualize Success Idea-of-the-Week Book “Imagination is more important than intelligence.” -- Albert Einstein
  13. 13. Unusual stocking placement BBDO
  14. 14. Copenhagen
  15. 15. Alberta Ski Tourism
  16. 16. Swiss ad column reminds us not to drink and drive.
  17. 17. “Never, ever, think outside the box.”
  18. 18. If you’re going to be Tweeting: I’m in London listening to @OrvelRay Wilson speak about #Guerrilla Marketing and it’s excellent! (96 Characters)
  19. 19. If found, please do not return. My Next Generation Nissan Altima has Intelligent Key with Push Button Ignition, and I no longer need these.”
  20. 20. MONSTER TRUCKS ARE HERE Rogers Centre, Toronto Jan 21-22
  21. 21. Apple
  22. 22. Handled by Virgin Atlantic
  23. 23. National Museum, Washington D.C.
  24. 24. “Screever” Julian Beever
  25. 25. Sky HDTV, Waterloo Station, London
  26. 26. Greenville, SC
  27. 27. Altschul Orthodontics Crawfordsville, IN
  28. 28. FedEx Kinko’s, New York
  29. 29. Clean Graffiti
  30. 30. GreenGraffiti, Philadelphia, New York and LA
  31. 31. Paul “Moose” Curtis Broadway Tunnel, San Francisco
  32. 32. Will it Blend? Tom Dickson CEO K-Tek Corporation
  33. 33. “Keep your hands clean. Don’t give or take a bribe.” Vilnius, Lithuania
  34. 34. Alzheimer's Awareness, Hamberg
  35. 35. HSBC Bank Mumbai
  36. 36. Plastic Pollution Coalition Vancouver
  37. 37. Father Bob Maguire Foundation Sydney
  38. 38. Australian Childhood Foundation Melbourne
  39. 39. CALM, New Zealand
  40. 40. “To make a donation, Text CALM to 336”
  41. 41. Calgary, Alberta
  42. 42. Spar Seafood Restaurant Mumbai
  43. 43. “Looking for seafood? Spar Seafood Festival”
  44. 44. Elmex Toothpaste
  45. 45. “We also thought it might be a good time for a refresher on the do’s and don’ts of i-502”
  46. 46. Malaysia Airlines
  47. 47. Copenhagen Zoo
  48. 48. Foro Mundial de Marketing y Ventas, Monterrey
  49. 49. Alfa Romeo Brussels Car Fair
  50. 50. Sukle Advertising & Design
  51. 51. 14,080 gallons, 64,000 liters
  52. 52. Sushi Roll World Square Mall Sydney 35%
  53. 53. Pizza Kingdom, Beijing
  54. 54. Pizza Kingdom, Beijing
  55. 55. Superman, The Movie
  56. 56. Kill Bill
  57. 57. Gold’s Gym
  58. 58. Sabina Stobrawe, 2nd floor
  59. 59. Fiat Punto parking sensor
  60. 60. “Save the Pillars. Fiat Stilo with parking sensors.”
  61. 61. Vodafone Insurance, Romania
  62. 62. Makati City, Philippines
  63. 63. Somewhere in Minnesota
  64. 64. HBO
  65. 65. HBO
  66. 66. BMW, Moscow
  67. 67. Rentokil Initial, New Zealand
  68. 68. Labello Lip Balm, Paris
  69. 69. “McDonald’s serves shelter” Copenhagen adshell
  70. 70. Dulcolax Dusseldorf
  71. 71. 10 Guerrilla Strategies to Build Your Business
  72. 72. 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.”
  73. 73. 1. Investment People Technology Yourself Your Community
  74. 74. Invest in People Hire first for Attitude –“Help Wanted” –Jack Welsh 20/70/10 Train Constantly Resource Center Outside Expertise
  75. 75. Invest in Technology 4 Big Trends Affecting Sales: –Tablets –Mobile –Big Data –Social Media
  76. 76. Invest in Yourself Join Professional Groups Master Mind Get an accountability coach Build your library.
  77. 77. Invest in Your Community Volunteer and network Sponsor the local sports team Raise funds for your Fire Department, Charity, Service Clubs Special events draw a lot of press attention
  78. 78. “This billboard absorbs air pollution” Coke/WWF Manilla
  79. 79. 2. Consistent “Poor marketing done consistently will be more effective than great marketing done sporadically.” Consistency is interpreted as longevity, credibility, and trust. –Burbank Russet
  80. 80. Why Customers Quit: 15% quit for quality - found better product 15% quit for price - found cheaper product 20% quit for lack of contact or individual attention 49% quit because contact was poor and inconsistent. Forum Corporation study of commercial customers lost by 14 major manufacturing and service companies.
  81. 81. “He’s on another line at the moment, would you like to hold?”
  82. 82. 3. Confident “Guerrillas believe in their products and their people.”
  83. 83. Why Customers Buy: 1. Confidence 2. Quality 3. Service 4. Selection 5. Price
  84. 84. “I’ll tell you why I don’t trust him. It’s that damn sheepskin vest.”
  85. 85. 3. Confident Expect the Sale Collect Testimonials Defend your prices and margins –The Gradient
  86. 86. 3. Confident Guarantee Everything –No longer a differentiator –Sunshine Trash Service Double your Price
  87. 87. “Mr. Colton, do we stand behind our products?”
  88. 88. 4. Patient Fine-tuning your knowledge and skills takes time.
  89. 89. Number of Impressions Total Apathy Purchase Readiness Prospect Learning Curve
  90. 90. Don’t Quit 48% quit after the first contact 20% quit after the second contact 7% quit after the third contact 5% quit after the fourth contact 4% quit after the fifth contact Yet 80% close AFTER the sixth call
  91. 91. 5. Assortment “The old days when Henry Ford could get by with,‘Any color you want - as long as it’s black’ are long gone.” –“But Dad?
  92. 92. Path of Least Resistance Customers Products New New Old Current Easiest Most Profitable Harder Less Profit Harder Some Profit Very Hard No Profit
  93. 93. Move Them Up the Curve –Fill the Curve –Show the Best First –Opportunities to Upgrade
  94. 94. 6. Subsequent “Guerrillas wage their marketing campaign simultaneously on three fronts.”
  95. 95. Lifetime Customer Value It takes AT LEAST nine impressions to create a new customer. Average cost of an industrial sales call = €1,200 Calls needed to close an industrial sale = 4.3 Average cost per sale = €5,160 McGraw Hill, Laboratory of Advertising Performance Report #8051
  96. 96. 6. Subsequent “It takes 11 positive impressions to overcome a single negative impression.” –Repetition, Repetition, Repetition –You Oughta’Be In Pictures
  97. 97. Dear Tony, THANK YOU for the opportunity to come to London. What a FANTASTIC SEMINAR! We had a GREAT time! OrvelRay From the desk of Orvel Ray Wilson 34316 Gap Road, Golden, CO 80403 800-247-9145
  98. 98. Show Up “80% of sex is showing up.” -- Woody Allen
  99. 99. René Neuman
  100. 100. Show Up “Happy Easter” Park Yourself
  101. 101. 7. Convenient “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” –Customer Expectations –Message in a bottle
  102. 102. 8. Measurement “What you measure is what you get. Inspect what you expect.” – Tom Peters –“28 great years.”
  103. 103. Total Sales Volume Number of Transactions Gross Margin % Jeannie $16,550.00 25 31.1% Cindy $20,196.00 26 30.2% Kathy $24,952.00 30 29.3% Chris $19,252.00 32 32.1% Pat $22,532.00 31 34.9% Michelle $21,036.00 25 26.0% Ryan $26,382.00 19 31.0% Average $21,557.14 26.86 30.7% Monthly Sales Performance
  104. 104. 9. Excitement
  105. 105. 9. Excitement Greet them with a “10” A Good Word for Everyone Never Complain.
  106. 106. 10. Commitment Isolate the “Trigger Event" Put your customers second Keep your Promises Build it now
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