In this presentation we are going look at
 What is Guerrilla marketing?
 Why the traditional ways won‟t work anymore: Gu...
What is Marketing &
Guerrilla marketing?
What is Marketing?
Marketing is
every bit of contact
your company has
with anyone in the
outside world. Marketing is the...
It is also…
 NAME of your business,
 The decision whether you will be selling a
PRODUCT or a SERVICE
 THE METHOD of man...
And …
Web site, branding, email
signature, voicemail message
on your machine and sales
presentation, the telephone
inquir...
What is Guerrilla Marketing?
 In simplistic definition, Guerrilla Marketing is achieving CONVENTIONAL
GOALS of revenue wi...
Why the traditional ways won‟t work
anymore,
Guerrilla marketing VS Traditional marketing
Traditional marketing VS Guerrilla marketing
Invest money.
Mostly based on
judgments & Guesswork.
Focuses efforts on ma...
Focuses on eliminating the
competitors
Urges to use a LOGO
Most of the time its „ME‟
marketing.
Traditional marketing V...
Is driven by disjointed or
single method of marketing
like advertising or PR
Is aimed at LARGER groups
Traditional mark...
Your Focus
60%
Existing
customers
10%
Universe(target
customers/market
30%
On prospects
What is a Meme
• a visual or verbal symbol that represents your company and
product/idea.
• Examples of MEME
Guerrilla Marketing Psychology: The
difference that makes the difference
to your bottom-line profit
Guerrilla Marketing Psychology
Why customers buy and is it always rational?
To make your
material or
content enticing
to b...
Guerrilla Marketing Psychology
Unconscious
mind
Brain uses
images to help
the conscious
mind
understand
The
unconscious
mi...
Why you must switch to Guerrilla
Marketing esp. if you are an
entrepreneur?
Entrepreneur ? Time to be a Guerrilla
Because the COMPETITION IS TOUGHER, smarter and more
aggressive than before.
You m...
How to develop a
Guerrilla Marketing
Plan?
Your prospect is asking 2questions
marketing plan that works
Engage in
research
Attend to all
details
Develop
a core
story
Pre-work before creating the plan?
Guerrilla Research
Research
Free/Inexpensive
Questionnaires
Talk to your
competitors
Internet
Library and
journals
Paid
La...
ATTEND TO ALL DETAILS
1. Find the INHERENT DRAMA within your offering.
 Something in your product must be inherently inte...
2 most important thing you should know if you want to succeed
as a Guerrilla Marketer
1. Start with a plan
2.Commit to tha...
Ask yourself ….
 What business am I in?
 Who is my target customer/markets?
 What is my goal?
 What benefits do I offe...
What is your Niche?
• Niche: A recess in a wall, as for
holding a statue or urn.
→In marketing sense it means a
gap in the...
Clarifying your POSITION :-
When you have clearly focused on Your market, you can clarify your market position
Measure it ...
1. The purpose of the marketing-the physical action you want your prospects to take, {ex. Clicking to
a website, visiting ...
And you must remember
 Your Marketing Plan should be SHORT because then you
will be focused.
 It should be SIMPLE so tha...
When practicing Guerrilla Marketing you must be MORE
CREATIVE THAN YOUR COMPETITION in every aspect of
marketing. Be sure...
WHY TO BE CREATIVE?
The test of creativity is PROFIT
Creativity = profit
Creativity comes knowledge. You must have KNOW...
Know If your marketing is
working for you?
Your marketing is NOT WORKING IF
i. Your sales are driven MOSTLY BY PRICE.
ii. Customer cannot distinguish your products o...
Selecting MOST LETHAL Marketing
methods and maximizing their
power
How to select, maximize and eliminate?
 STUDY ALL marketing methods esp. the ones
compatible with your business.
 Assumi...
And you must remember
They all should point in one direction
 Your marketing plan
 Your marketing tools
 Your communica...
Guerrilla Wisdom
The most important thing is to reach the greatest number of
eyes (or ears) in the most effective way pos...
 Differentiate where it counts. If your store, service, or product is just
another "me too" player in a crowded field, yo...
 Your customers are looking for THE EXPERIENCE! In a world of nearly
infinite choices, easy price comparisons, and instan...
THERE IS NO „ONE‟ solution to marketing to consumers.
While tactics such as permission marketing, viral
marketing, wirele...
Jumping into the latest fad of the minute is one sure way to
waste a lot of money, especially as new technologies come
al...
RESOURCES
• Gmarketing.com
• Gmarketing.com>Newsletter
• YouTube>Guerrilla Marketing
• Marketing.about.com/od/
• Google>Gu...
An Entrepreneur's Guide to Guerrilla Marketing: A Condensed Crash Course
An Entrepreneur's Guide to Guerrilla Marketing: A Condensed Crash Course
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An Entrepreneur's Guide to Guerrilla Marketing: A Condensed Crash Course

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A must if you are an entrepreneur or run a small business. The "know-how" of low cost and effective marketing crash course.

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An Entrepreneur's Guide to Guerrilla Marketing: A Condensed Crash Course

  1. 1. In this presentation we are going look at  What is Guerrilla marketing?  Why the traditional ways won‟t work anymore: Guerrilla marketing VS Traditional marketing  Guerrilla Marketing Psychology: The difference that makes the difference to your bottom- line profit  Why you must switch to G Marketing esp. if you are an entrepreneur?  How to develop a Guerrilla Marketing Plan?  Know If your marketing is working for you?  Selecting MOST LETHAL Marketing methods and maximizing their power  Eye opening real world Case studies of G marketing Guerrilla Marketing Introduction The Street SMART way to market your product, idea and YourSELF!
  2. 2. What is Marketing & Guerrilla marketing?
  3. 3. What is Marketing? Marketing is every bit of contact your company has with anyone in the outside world. Marketing is the art of getting people to change their minds or to maintain their mindsets if they are already inclined to do business with you. It is also truth made fascinating and it depends on vivid imagination.
  4. 4. It is also…  NAME of your business,  The decision whether you will be selling a PRODUCT or a SERVICE  THE METHOD of manufacturer or servicing,  The COLOR, SIZE, and SHAPE of your product,  The PACKAGING & LOCATION of your business  Advertising, Public Relations. What is Marketing?
  5. 5. And … Web site, branding, email signature, voicemail message on your machine and sales presentation, the telephone inquiries, the sales training, the problem solving, the growth plan and the referral plan and the people who represent you and your follow up. What is Marketing?
  6. 6. What is Guerrilla Marketing?  In simplistic definition, Guerrilla Marketing is achieving CONVENTIONAL GOALS of revenue with UNCONVENTIONAL MEANS.  Meant for the entrepreneur who is LOW ON BUDGET but want to SERVE AND EARN WELL  It is NOT a PARTICULAR TYPE of marketing which is different than all other rather it is a result of PARTICULAR WAY OF THINKING which is ready to utilize everything and pay attention to details leading to the goal of SERVING and EARNING WELL.
  7. 7. Why the traditional ways won‟t work anymore, Guerrilla marketing VS Traditional marketing
  8. 8. Traditional marketing VS Guerrilla marketing Invest money. Mostly based on judgments & Guesswork. Focuses efforts on making the sale with a notion that marketing ends once the sale is made. Invest Time, Energy, Information & Imagination. Based on Psychology and Behavior. Focuses on Creating Relation and Consistent Follow Up.
  9. 9. Focuses on eliminating the competitors Urges to use a LOGO Most of the time its „ME‟ marketing. Traditional marketing VS Guerrilla marketing Focuses on Collaborating with the Competitor in Joint Marketing effort Instead of LOGO it uses MEME Its always „YOU‟ marketing
  10. 10. Is driven by disjointed or single method of marketing like advertising or PR Is aimed at LARGER groups Traditional marketing is a MONOLOGUE Is driven by Marketing Combinations, all aimed at a single purpose of making profit Is aimed at SMALLER Groups Guerrilla marketing is a DIALOGUE. Traditional marketing VS Guerrilla marketing
  11. 11. Your Focus 60% Existing customers 10% Universe(target customers/market 30% On prospects
  12. 12. What is a Meme • a visual or verbal symbol that represents your company and product/idea. • Examples of MEME
  13. 13. Guerrilla Marketing Psychology: The difference that makes the difference to your bottom-line profit
  14. 14. Guerrilla Marketing Psychology Why customers buy and is it always rational? To make your material or content enticing to both include all the factors Right brained people are appealed by pictures, color, design, rhythm and space Understand how decisions are made not in the conscious but in the Unconscious mind Logical or left brained people respond numbers, logic(why?), bulleted lists and details Different people respond to different things
  15. 15. Guerrilla Marketing Psychology Unconscious mind Brain uses images to help the conscious mind understand The unconscious mind can link multiple messages The unconscious makes the decision before consulting the conscious The unconscious mind controls the internal dialogue The unconscious is much smarter than the conscious mind The difference that makes the difference to your bottom-line profit
  16. 16. Why you must switch to Guerrilla Marketing esp. if you are an entrepreneur?
  17. 17. Entrepreneur ? Time to be a Guerrilla Because the COMPETITION IS TOUGHER, smarter and more aggressive than before. You must rely on something EFFECTIVE but LESS COSTLY. The MORE AWARE of marketing you are the MORE ATTENTION you will pay to it. INCREASED ATTENTION will result in BETTER MARKETING of your offerings. Guerrilla marketing SIMPLIFIES THE COMPLEXITIES in marketing and explains how enterpreneurs can use marketing to generate maximum profits from minimum investments. Why Guerrilla Marketing?
  18. 18. How to develop a Guerrilla Marketing Plan?
  19. 19. Your prospect is asking 2questions
  20. 20. marketing plan that works Engage in research Attend to all details Develop a core story Pre-work before creating the plan?
  21. 21. Guerrilla Research Research Free/Inexpensive Questionnaires Talk to your competitors Internet Library and journals Paid Later when you have money!
  22. 22. ATTEND TO ALL DETAILS 1. Find the INHERENT DRAMA within your offering.  Something in your product must be inherently interesting. 2. Translate that inherent drama into a MEANINGFUL BENEFIT. 3. State your benefits in as believable a way as possible.  For ex. The word „almost‟ lends believability 4. Get people‟s ATTENTION.  Don‟t create ads that people remember the ad and forget the product 5. Motivate your audience to Get Involved.  Tell your audience what do you want them to do 6. Be sure you are communicating clearly.  Zero ambiguity is your goal Making YOUR PRODUCT Irresistible
  23. 23. 2 most important thing you should know if you want to succeed as a Guerrilla Marketer 1. Start with a plan 2.Commit to that plan Guerrilla marketing plan
  24. 24. Ask yourself ….  What business am I in?  Who is my target customer/markets?  What is my goal?  What benefits do I offer?  What are my competitive advantages(niche)?  Who are my direct competitors? What are their strengths and weaknesses?  Who are my perceived competitors?  Have I researched the demography and psychograph of my market? Guerrilla marketing plan
  25. 25. What is your Niche? • Niche: A recess in a wall, as for holding a statue or urn. →In marketing sense it means a gap in the existing market that your product can fill. Guerrilla marketing plan
  26. 26. Clarifying your POSITION :- When you have clearly focused on Your market, you can clarify your market position Measure it against 4 criteria: 1. Does it offer a benefit that my target audience really wants? 2. Is it an honest to goodness benefit? 3. Does it truly separate me from my competition 4. Is it unique and/or difficult to copy? Guerrilla marketing plan
  27. 27. 1. The purpose of the marketing-the physical action you want your prospects to take, {ex. Clicking to a website, visiting you store, clipping a coupon, calling a toll free number, looking for your product when shopping, taking test drive, asking the doctor about your product.} 2. What is your COMPETITIVE ADVANTAGE and BENEFITS? 3. Who are Your TARGET CUSTOMERS /Market? 4. What MARKETING WEAPONS will you use? 5. What is Your NICHE and your POSITION that you stand for? 6. What is the IDENTITY of your business(what your business is really about, your personality)? 7. What is your BUDGET IN % of your projected revenue? Guerrilla marketing plan The 7 step blue print
  28. 28. And you must remember  Your Marketing Plan should be SHORT because then you will be focused.  It should be SIMPLE so that when you read it later yourself or with your allies, partners they should understand it immediately because your strategy is CLEAR and DIRECT.  The shorter it is the easier it is to follow.  A good marketing plan is not changed too frequently .  COMMIT To Your Marketing Plan after you have started.
  29. 29. When practicing Guerrilla Marketing you must be MORE CREATIVE THAN YOUR COMPETITION in every aspect of marketing. Be sure that you create your marketing plan properly, intelligently, clearly, creatively and consistently. And you must remember
  30. 30. WHY TO BE CREATIVE? The test of creativity is PROFIT Creativity = profit Creativity comes knowledge. You must have KNOWLEDGE of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. Guerrillas should be attuned to world happenings, the situation and trends around. Guerrillas are GENERALISTS not specialists.
  31. 31. Know If your marketing is working for you?
  32. 32. Your marketing is NOT WORKING IF i. Your sales are driven MOSTLY BY PRICE. ii. Customer cannot distinguish your products or services from those of your competitors. So NO COMPETITIVE ADVANTAGE. iii. You use DISCONNECTED SALES METHOD. iv. You do NOT HAVE A UNIFIED PLAN for imparting your message to your customers and to the trade. v. Most sales leads come from your sales staff. vi. Long time customers say that “I didn‟t know you offered that”. vii. You do NOT HAVE a customer or prospect database.
  33. 33. Selecting MOST LETHAL Marketing methods and maximizing their power
  34. 34. How to select, maximize and eliminate?  STUDY ALL marketing methods esp. the ones compatible with your business.  Assuming you have identified your target customers LAUNCH MANY METHODS depending upon your target audience and budget.  KEEP TRACK of the methods.  Double up on the ones which are working, FOCUS MORE on them, Sharpen them and MAXIMIZE their power.  ELIMINATE the ones which are Failing. MOST Lethal marketing weapons
  35. 35. And you must remember They all should point in one direction  Your marketing plan  Your marketing tools  Your communication  Your advertisements  Your product design  Your presentation
  36. 36. Guerrilla Wisdom The most important thing is to reach the greatest number of eyes (or ears) in the most effective way possible.
  37. 37.  Differentiate where it counts. If your store, service, or product is just another "me too" player in a crowded field, you're doomed. And just being different isn't enough -- being different in this economy means BEING DIFFERENT IN A WAT THAT MAKES SENSE TO CONSUMERS. Guerrilla Wisdom
  38. 38.  Your customers are looking for THE EXPERIENCE! In a world of nearly infinite choices, easy price comparisons, and instant access to perfect information, consumers are going to base their buying decisions on what company provides the MOST COMPELLING EXPERIENCE (all other things being equal). The winning marketers of the future are those that have the best stories to tell, not necessarily the best prices. Guerrilla Wisdom
  39. 39. THERE IS NO „ONE‟ solution to marketing to consumers. While tactics such as permission marketing, viral marketing, wireless advertising, and location-based marketing all have very good applications, none of them are or ever will be THE answer in every situation. Guerrilla Wisdom
  40. 40. Jumping into the latest fad of the minute is one sure way to waste a lot of money, especially as new technologies come along. TEST, MEASURE, OPTIMIZE and keep your eyes on the lookout for better ways to reach your targets. Chances are the BEST way will always be a COMBINATION of new and old ways. Guerrilla Wisdom
  41. 41. RESOURCES • Gmarketing.com • Gmarketing.com>Newsletter • YouTube>Guerrilla Marketing • Marketing.about.com/od/ • Google>Guerrilla marketing • Amazon.com>Books

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