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Loudoun SBDC Guerrilla Marketing in 30 Days Seminar
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Loudoun SBDC Guerrilla Marketing in 30 Days Seminar

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Presentation by renown Al Lautenslager, co-author of Guerrilla Marketing in 30 Days, at GWU Ashburn Campus in May 2012!

Presentation by renown Al Lautenslager, co-author of Guerrilla Marketing in 30 Days, at GWU Ashburn Campus in May 2012!

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  • 1. Welcometo . . . Guerrilla Marketing in 30 Days presented by Al Lautenslager Certified Guerrilla Marketing Coach
  • 2. lla Marketing in 30 DaysGuerri
  • 3. lla Marketing in 30 DaysGuerri Taco Bell
  • 4. lla Marketing in 30 DaysGuerri • 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?
  • 5. lla Marketing in 30 DaysGuerri Winning and keeping customers is the end result!
  • 6. lla Marketing in 30 DaysGuerri Guerrilla Marketing is . . . “. . . unconventional ways of pursuing conventional goals. “ . . .achieving conventional goals, with unconventional methods, such as investing time, energy and imagination instead of money.
  • 7. lla Marketing in 30 DaysGuerriCommon Sense, Not Common Practice Put the following into practice: 2. You must be committed to your marketing.3. You must think of your marketing as an investment4. You must see to it that your marketing is consistent 7
  • 8. lla Marketing in 30 DaysGuerriChallenge Yourself – Marketing Truths 1. The market is constantly changing 2. People forget fast 4. Your competition isn’t quitting 5. Marketing strengthens your brand and identity 6. Marketing is essential to survival and growth
  • 9. lla Marketing in 30 DaysGuerri More Marketing Truths...6. Marketing will give you an advantage over competitors who have stopped their marketing 7. Marketing allows you to continue operating
  • 10. lla Marketing in 30 DaysGuerri 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!
  • 11. lla Marketing in 30 DaysGuerri
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  • 14. lla Marketing in 30 DaysGuerri Show Up Where Your Target Market Is • IF Branded Tennis Balls  Toss in yard where a loose dog resides  Note address  Follow up with a call  Put phone number on ball
  • 15. lla Marketing in 30 DaysGuerri
  • 16. lla Marketing in 30 DaysGuerri ESPN Brazil
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  • 50. lla Marketing in 30 DaysGuerri 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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  • 53. lla Marketing in 30 DaysGuerri Guerrilla Marketing in 30 Days provides: • Proven Guerrilla Marketing ideas • Step by step • Day by day blueprint
  • 54. lla Marketing in 30 DaysGuerri Day 1 – Guerrilla Marketing Mindset
  • 55. lla Marketing in 30 DaysGuerri The Question to Focus On: • “How am I building awareness with my prospects and clients through all of our marketing?”
  • 56. lla Marketing in 30 DaysGuerri What is your Marketing Habit? • 3-5 things a day • Put Marketing on your to-do list
  • 57. lla Marketing in 30 DaysGuerri What is your Marketing Habit? • What are some new things you can do to get you and keep in you the proper marketing mindset? _____________________________ _____________________________ _____________________________ _____________________________
  • 58. lla Marketing in 30 DaysGuerri Day 2 – Goals/Purpose of Marketing
  • 59. lla Marketing in 30 DaysGuerri What specific activity do you want customers to take? Call to Action
  • 60. lla Marketing in 30 DaysGuerri 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
  • 61. lla Marketing in 30 DaysGuerri
  • 62. lla Marketing in 30 DaysGuerri Calls To Action • What are some calls to action for you? __________________________________ __________________________________ __________________________________ __________________________________
  • 63. lla Marketing in 30 DaysGuerri Day 3 – Research / Competition
  • 64. lla Marketing in 30 DaysGuerri Customer Research• What problems do they have that need solved?• How do they want them solved?• What is it worth to them to have their problems solved?
  • 65. lla Marketing in 30 DaysGuerri The Big 3 • What is your current supplier doing for you that you like? • What is your current supplier doing for you that you don’t like? • If you could wave a magic wand and change things about your current supplier, what would you change?
  • 66. lla Marketing in 30 DaysGuerri Day 4 – Target Market
  • 67. lla Marketing in 30 DaysGuerri Taking Dead Aim • Who will benefit most from my products and services? • Why do customers do business with you? • What do your customers have in common?
  • 68. lla Marketing in 30 DaysGuerri The Ultimate Targeting Exercise • If you could magically define the “ideal client,” what would they look like?
  • 69. lla Marketing in 30 DaysGuerri Your Best Prospect ….is a current customer Second best is a past customer
  • 70. lla Marketing in 30 DaysGuerri Your Ideal Customer Define your ideal client/prospect: _____________________________ _____________________________ _____________________________ _____________________________
  • 71. lla Marketing in 30 DaysGuerri Day 5 – Positioning
  • 72. lla Marketing in 30 DaysGuerri David Ogilvy:“Marketing results depend less on how advertising is written than on how the product or service is positioned.”
  • 73. lla Marketing in 30 DaysGuerri Al Ries and Jack Trout • Positioning is not something you do with a product. Positioning is what you do in the mind of a prospect. • All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.”
  • 74. lla Marketing in 30 Days Guerri Positioning Examples• Southwest Airlines• 7-Up• United Airlines• Fed-Ex• Crest Toothpaste
  • 75. lla Marketing in 30 Days Guerri Guerrilla Positioning Examples• Expert Plumbing – we never close• Inline Chiropractic – chiropractors to figure skaters• The Diabetic Chef – take out meals for diabetics
  • 76. lla Marketing in 30 DaysGuerri Simple Positioning… • We are now known as…
  • 77. lla Marketing in 30 DaysGuerri A Revenue Exploding Guerrilla Marketing Positioning Example• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
  • 78. lla Marketing in 30 DaysGuerri You Are an Expert!
  • 79. lla Marketing in 30 DaysGuerri What are You An Expert At? _____________________________ _____________________________ _____________________________ _____________________________
  • 80. lla Marketing in 30 DaysGuerri A Tagline Can Position A Business • Do you have a Tagline? • Brainstorm some tagline ideas: ________________________________ ________________________________ ________________________________
  • 81. lla Marketing in 30 DaysGuerri Day 7 – Marketing Plan
  • 82. lla Marketing in 30 DaysGuerri Guerrilla Marketing is Simple  Marketing Plan in 7 Sentences
  • 83. lla Marketing in 30 DaysGuerri The 7 sentence marketing plan 1. The purpose of your marketing (see Day 2) and how to achieve that purpose 3. Target Market (see Day 4) 6. Niche (see Day 6)
  • 84. lla Marketing in 30 DaysGuerri The 7 sentence marketing plan 4. Benefits / Competitive Advantage (see Day 8) 5. Your Identity (see Day 9) 6. Weapons (many various days to follow)
  • 85. lla Marketing in 30 DaysGuerri The 7 sentence marketing plan 7. Budget (see Day 25) Guerrilla Marketing in 30 Days adds one more component: 8. New market opportunities to be investigated in the next year.
  • 86. lla Marketing in 30 DaysGuerri Day 8 – Competitive Advantages/Benefits
  • 87. lla Marketing in 30 DaysGuerri Prospects Don’t Care About You They want to know, “What’s in it for me? How will you benefit me?”
  • 88. lla Marketing in 30 DaysGuerri Features vs. Benefits
  • 89. lla Marketing in 30 Days Guerri 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
  • 90. lla Marketing in 30 Days Guerri Benefits• Convenience• Time savings• Organization• Easy access• Immediate• Less resources required• Reliability
  • 91. lla Marketing in 30 DaysGuerri Identifying the Competitor’s Achilles Heel
  • 92. lla Marketing in 30 DaysGuerri Your competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)
  • 93. lla Marketing in 30 DaysGuerri What are you really selling?
  • 94. lla Marketing in 30 DaysGuerri Dig Deep for Benefits
  • 95. lla Marketing in 30 DaysGuerri What Do You Really Sell? _____________________________ _____________________________ _____________________________ _____________________________
  • 96. lla Marketing in 30 DaysGuerri What is Your Competitive Advantage? _____________________________ _____________________________ _____________________________ _____________________________
  • 97. lla Marketing in 30 DaysGuerri Day 11 – Advertising / Media Plan
  • 98. lla Marketing in 30 DaysGuerri Advertising • Is a numbers game • Repetition is key • How many times does it take?
  • 99. lla Marketing in 30 DaysGuerri Advertising • The most visible form of marketing • Shouldn’t be intimidating • Can eat a budget very quick if not done right
  • 100. lla Marketing in 30 DaysGuerri 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, "Heres 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.
  • 101. lla Marketing in 30 DaysGuerri 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 youve just read was written by Thomas Smith of London in l885.
  • 102. lla Marketing in 30 DaysGuerri “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
  • 103. lla Marketing in 30 DaysGuerri Creative• Market your product or service, not your creative, (unless you are in the creative business).• Super Bowl commercials  Herding cats - who was it?
  • 104. lla Marketing in 30 DaysGuerri Day 12 – Business Networking
  • 105. lla Marketing in 30 DaysGuerri 50 People Instantly• Neighbor• Banker• Bartender• Travel Agent• #49
  • 106. lla Marketing in 30 DaysGuerri The Networking Process• Planning the events• Networking Goals• Knowing who to target• Relationship building• Establishing trust and showing interest• Follow up• Continuing the relationship
  • 107. lla Marketing in 30 Days Guerri 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
  • 108. lla Marketing in 30 DaysGuerri Networking Tips• Set goals before arriving• Arrive early, leave late• Help at registration• Power partners• Show interest• Act like a host, not a guest
  • 109. lla Marketing in 30 DaysGuerri Day 13 – Fusion Marketing
  • 110. lla Marketing in 30 DaysGuerri Fusion Marketing • Business connections (non- customers) with other businesses; strategic alliances, affinity marketing, joint venturing, affiliate relationships.
  • 111. lla Marketing in 30 DaysGuerri Fusion Marketing Hotel Room Key
  • 112. lla Marketing in 30 DaysGuerri Day 17 – Direct Mail
  • 113. lla Marketing in 30 DaysGuerri Junk Mail vs. Love Mail
  • 114. lla Marketing in 30 DaysGuerri 4 Key Components • The message • The vehicle • The target • The frequency
  • 115. lla Marketing in 30 DaysGuerri Day 20 – PR - More
  • 116. lla Marketing in 30 DaysGuerri PR • Whom will you contact in the media • Call to find out who covers your types of issues • Ask about demographics • Ask about preferences for sending information
  • 117. lla Marketing in 30 DaysGuerri PR Targets • Local weekly newspapers • Magazines • Radio/TV • Online • Press Release Driven
  • 118. lla Marketing in 30 DaysGuerri What’s In The News?• Interest Rates – Mortgage Broker, Real Estate, Financial Advisor, Credit Unions• Prisoner Sentences – Social Workers• Business Startups – Marketing, Sales, Consultants• Running and Sporting Events – Chiropractors, Physical Therapists
  • 119. lla Marketing in 30 DaysGuerri
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  • 121. lla Marketing in 30 DaysGuerri PR • Ideas for a Press Release: • New service • Awards • Promotions • Reorganizations • New employees • Celebrations (anniversaries) • Survey results
  • 122. lla Marketing in 30 DaysGuerri PR• Why do you want media attention? • Top of Mind Awareness
  • 123. lla Marketing in 30 DaysGuerri Wear two pair of shoes • Editor’s • Reader’s
  • 124. lla Marketing in 30 DaysGuerri PR is not Promotion! Master Card
  • 125. lla Marketing in 30 DaysGuerri Workbook Exercises / Interaction
  • 126. lla Marketing in 30 DaysGuerri PR • How to Get That Extra Boost From PR • Use quotes like, “As seen in the Chicago Tribune or Time Magazine” • Post Press Releases on your website • Attach reprints to letters/handouts • Use in mailings • Include in kits
  • 127. lla Marketing in 30 DaysGuerri Press Release Topics _____________________________ _____________________________ _____________________________ _____________________________
  • 128. lla Marketing in 30 DaysGuerri Marketing Wrap Up – What Works What Doesn’t? _____________________________ _____________________________ _____________________________ _____________________________
  • 129. lla Marketing in 30 DaysGuerri Three Things to Do Now… _____________________________ _____________________________ _____________________________ _____________________________
  • 130. lla Marketing in 30 DaysGuerri Wrap Up/Conclusion/Action• Launch what is comfortable• Get help if you need it• Do something…in 30 Days
  • 131. lla Marketing in 30 DaysGuerri Does Guerrilla Marketing Really Work?
  • 132. lla Marketing in 30 DaysGuerri One Way Mind vs. Two Way Mind
  • 133. lla Marketing in 30 DaysGuerri Happy Marketing! • al@allautenslager.com • www.marketforprofits.com
  • 134. lla Marketing in 30 DaysGuerri