For the World of Ashphalt conference in 2013

1. Welcome to . .
.
ssN ow
tB usine
Ge
presented by
Al Lautenslager
Certified Guerrilla Marketing Coach

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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?

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Theory of Guerrilla Marketing
The primary investments of a Guerrilla
Marketer should be Time, Energy and
Imagination.
Since Guerrilla’s do not have big bucks to
invest, the marketing arsenal must work
harder and smarter!

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Taco Bell

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ESPN
Brazil

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Guerrilla Marketing in 30 Days
Definition
• Marketing is everything you do or
say that a customer or prospect sees
or hears.

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Guerrilla Marketing in 30 Days
provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint

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Day 1 – Guerrilla Marketing
Mindset

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The Question to Focus On:
• “How am I building awareness with
my prospects and clients through all
of our marketing?”

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What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your
to-do list

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Day 2 – Goals/Purpose of
Marketing

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What specific activity do you
want customers to take?
Call to Action

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Specific Customer Activity
• Send for information / Free Report
• Call your toll free 800 number
• Visit your website
• Enter a contest
• Visit your place of business

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Day 4 – Target Market

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The Ultimate Targeting
Exercise
• If you could magically
define the “ideal client,”
what would they look like?

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Your Best Prospect
….is a current customer
Second best is a past customer

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Biggest Target Market Tip
• Keep track of your customers
• Keep track of prospects
To Get Names:
• Enter to Win
• Marketing Hook
• Fusion Marketing

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Day 5 – Positioning

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David Olgivy:
“Marketing results depend less on how
advertising is written than on how the
product or service is positioned.”

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Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste

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Simple Positioning…
• We are now known as…

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A Revenue Exploding Guerrilla
Marketing Positioning Example
• An appliance business that can
provide the most affordable kitchen
appliances to cost conscious buyers.

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You Are an Expert!

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You Are An Expert
• Parking Lot Expert
• Shopping Center Lot Expert
• Road Expert
• Sports Surfaces Expert
• Driveway Expert

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YOU ARE AN EXPERT!
• What are you an expert at?

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Day 8 –
Competitive Advantages/Benefits

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Prospects Don’t Care About You
They want to know, “What’s in it
for me? How will you benefit
me?”

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Features vs. Benefits

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Features
• Self cleaning oven
• 200 Cd jukebox
• One click buying on Amazon
• Live operator on duty 24/7
• In business since 1910
• We have the biggest widget maker
• Award Winning

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These are the related Benefits
• Convenience
• Time savings
• Organization
• Easy access
• Immediate
• Less resources required
• Reliability

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Identifying the Competitor’s
Achilles Heel

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Your competitive advantage
is the benefit you offer that your
competition does not (Day 4 –
benefits)

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What are you really selling?

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Your Benefits
• Longevity
• Environmental
• Economics
• Safety
• Appearance
• Easy to Do Business With

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Dig Deep for Benefits

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Day 11 – Advertising / Media Plan

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Advertising
• Is a numbers game
• Repetition is key
• How many times does it take?

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Advertising
• The most visible form of marketing
• Shouldn’t be intimidating
• Can eat a budget very quick if not
done right

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Advertising
• 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, "Here's 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.

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Advertising
• 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 you've just read was written by Thomas Smith of London in l885.

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“I do not regard advertising as an
entertainment or an art form but as a
medium of information. When I write an
advertisement, I don’t want you to tell me
that you find it creative. I want you to find
it so interesting that you buy the product.”
-David Olgivy

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Creative
• Market your product or service, not
your creative, (unless you are in the
creative business).
• Super Bowl commercials

Herding cats - who was it?

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Day 12 – Business Networking

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50 People Instantly
• Neighbor
• Banker
• Bartender
• Travel Agent
• #49 www.networkingworkbook.com

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Networking Goals
• Meet 10 new people
• Receive 8 business cards
• Note something of interest
• Write a follow up note to 5
• Call to meet 3
• Continue a relationship with 2

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Networking Tips
• Set goals before arriving
• Arrive early, leave late
• Help at registration
• Power partners
• Show interest
• Act like a host, not a guest

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Day 13 – Fusion Marketing

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Fusion Marketing
• Business connections (non-
customers) with other businesses;
strategic alliances, affinity marketing,
joint venturing, affiliate relationships.

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Fusion Marketing
Hotel Room Key

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Day 17 – Direct Mail

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Junk Mail vs. Love Mail

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4 Key Components
• The message
• The vehicle
• The target
• The frequency

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Day 19 – Marketing Hooks

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3000 marketing messages a day
• Low response rates are rampant
• Creative overwhelms the messages
• Action does not result

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More Good hook examples
• Special Report:

7 Mistakes People Make When
Choosing An Asphalt

Before You Purchase Asphalt You Should Read this
Report

This is what our competition won’t tell
you about Asphalt services

The importance of driveway maintenance to preserve
the value of your home

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What about Free Consultations
• GM 3rd
• Savvy consumers

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Website & Email Marketing
• Change your website. Change gets noticed.
• Put up some new photos
• add a materials calculator
• add new case studies or testimonials.

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Website & Email Marketing
• Blog on popular blog topics that serve your community.
• Portfolio of Products & Services
• Newsletter Archive, Services
• FAQ page.

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Environmental Marketing
• Consider another area that is attracting more
attention, and that is green marketing.
• There is such a thing as green dye for asphalt
surfaces, and there are new environmentally
beneficial products and techniques in the
industry, such as warm mixes and geotech
products.

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Environmental Marketing
• What Environmental Marketing can you do?
• What do your customers and prospects want?
• What will they respond to, environmentally
speaking?

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Day 20 – PR

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PR
“All publicity is good publicity except in
an obituary”
-Brendan Behan

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Wear two pair of shoes
• Editor’s
• Reader’s

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PR is not Promotion!
Master Card

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What’s In The News?
• New Shopping Center
• County/State Road Projects
• Sporting Surfaces
• Highway Safety
• Pot Holes / Longevity of Surfaces

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PR
• Ideas for a Press Release:
• New service
• Awards
• Promotions
• Reorganizations
• New employees
• Celebrations (anniversaries)
• Survey results

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Wrap Up/Conclusion/Action
(…continued)
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days

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Prioritize and Implement
• Marketing Attack # 1: website, email marketing,
tele-follow up, referral program
• Marketing Attack #2: all in # 1 plus press
releases, brochure/flyers, special reports

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Prioritize and Implement
• Marketing Attack #3: all in #2 plus social media
marketing, blogging, contests
• Marketing Attack #4: all in #3 plus an
appreciation or recognition event

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Does Guerrilla
Marketing Really
Work?

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One Way Mind vs. Two Way Mind

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Happy Marketing!
al@allautenslager.com
www.marketforprofits.com