Guerrilla marketing for Entrepreneurs - Nov 2011 - Ramon Ray

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Ramon Ray, Editor and Technology Evangelist, Smallbiztechnology.com on Guerrilla Marketing for Entrepreneurs - presentation given to NYIT students

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  • Guerrilla marketing for Entrepreneurs - Nov 2011 - Ramon Ray

    1. 1. NYIT’s Guerrilla Marketing for Entrepreneurs
    2. 2. Where Did The Word Come From Spanish word for: “little war” Irregular warfare, small group of combatants, sabotoge, element of surprise, extraordinary mobility
    3. 4. Why Guerrilla Marketing? <ul><li>No Money </li></ul><ul><li>Few Resources </li></ul><ul><li>No brand name </li></ul><ul><li>No one knows you </li></ul><ul><li>Need to get publicity for product/service </li></ul>
    4. 5. Key Concepts for Guerrilla Marketing <ul><li>Hot Product </li></ul><ul><li>Customers (more on this) </li></ul><ul><li>Be Creative (very important) </li></ul><ul><li>Get Media Attention </li></ul>http://www.youtube.com/watch?v=1uYBJnOTUmM Scott Hintz, co-founder, Tripit (fanatical customers)
    5. 6. Hot Products <ul><li>Don’t Waste Your Time On Products that Suck </li></ul><ul><li>Hot Does Not Mean Perfect </li></ul><ul><li>Product Recalls and Severed Limbs Are Not Good </li></ul>
    6. 7. Customers <ul><li>Listen To Customers </li></ul><ul><li>Nurture & Find Fanatical Customers </li></ul><ul><li>Big Sneezer Customers Are Awesome </li></ul><ul><li>Enable Fanatical Customers To Tell Others </li></ul><ul><li>Customers Make Virality Happen </li></ul>
    7. 8. Enable Easy Sharing <ul><li>For Products Or Services Enable Customers To Share </li></ul><ul><li>Enable Customers To Give Feedback </li></ul><ul><li>Respond Fast to Feedback </li></ul>
    8. 9. The Importance of Creativity <ul><li>Boring Products with Lots of Money Will Often Beat You </li></ul><ul><li>Hot Products with Lots of Money Will Beat You </li></ul><ul><li>Creativity Gets You In the Game </li></ul>
    9. 10. Creativity Exercise
    10. 12. The Powerful Internet <ul><li>More Opportunities for Exposure & Finding Customers </li></ul><ul><li>Faster Time to Fail or Succeed </li></ul><ul><li>Virality goes two ways (Herman Cain) </li></ul>
    11. 13. Digital Tools of Guerrilla Marketing <ul><li>eBook </li></ul><ul><li>Podcast </li></ul><ul><li>Video </li></ul><ul><li>Blog </li></ul><ul><li>Website </li></ul>
    12. 14. Guerrilla Marketing Tidbits <ul><li>Track what works </li></ul><ul><li>Everything won’t be a “hit” </li></ul><ul><li>Most things might not be a “hit” </li></ul><ul><li>Keep going </li></ul><ul><li>Low cost, high results </li></ul><ul><li>Be professional (cheap and crappy is not the same as frugal and scrappy) </li></ul>
    13. 15. Free Publicity Through Media Attention. It’s An Art.
    14. 16. SIX THINGS TO REMEMBER
    15. 17. Have a plan
    16. 18. Follow Your Customers <ul><li>What media are they reading, watching, listening to? </li></ul>
    17. 19. Know the Media (Print, Online, TV, etc) <ul><li>Deadlines, editors, stories they like, special sections, etc </li></ul>
    18. 20. Know the editor, producer, top dog, big cheese, etc <ul><li>Editor’s assign stories to staff journalists and to free lancers </li></ul>
    19. 21. Know the journalist <ul><li>Journalists write the stories and are looking for sources, quotes, insight, etc </li></ul>
    20. 22. Timing… <ul><li>Your priority is not their priority; respect deadlines </li></ul>
    21. 23. THE NEWS EQUATION
    22. 25. YOUR OPP!
    23. 26. REMEMBER – IT’S ALL ABOUT NEWS AND STORIES
    24. 27. News = Food for Journalists
    25. 28. News? Psst…Creativity
    26. 29. But Wait There’s More…
    27. 30. Your Customers <ul><li>Variety of scenarios. Great </li></ul><ul><li>stories. News Gold Mine! </li></ul>
    28. 31. Being Attractive To Journalists
    29. 32. The Interview
    30. 33. QUICK TIP <ul><li>Can you clearly explain what you do? Elevator pitch </li></ul>
    31. 34. Thank you! Ramon Ray Editor, Technology Evangelist Smallbiztechnology.com

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