Get bu s i nes s nowDo 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?
Get Bus iness Now 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!
Get bu s i nes s nowDay 11 – Advertising / Media Plan
Get Bus iness Now Advertising• Is a numbers game• Repetition is key• How many times does it take?
Get Bus iness Now Advertising• The most visible form of marketing• Shouldn’t be intimidating• Can eat a budget very quick if not done right
Get Bus iness Now 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.
Get Bus iness Now 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.
Get bu s i nes s now“I do not regard advertising as anentertainment or an art form but as amedium of information. When I write anadvertisement, I don’t want you to tell methat you find it creative. I want you to findit so interesting that you buy the product.” -David Olgivy
Get Bus iness Now Creative• Market your product or service, not your creative, (unless you are in the creative business).• Super Bowl commercials Herding cats - who was it?
Get bu s i nes s nowDay 12 – Business Networking
Get Bus iness Now 50 People Instantly• Neighbor• Banker• Bartender• Travel Agent• #49 www.networkingworkbook.com
Get Bus iness Now 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
Get Bus iness Now Networking Tips• Set goals before arriving• Arrive early, leave late• Help at registration• Power partners• Show interest• Act like a host, not a guest
Get Bus iness Now 3000 marketing messages a day• Low response rates are rampant• Creative overwhelms the messages• Action does not result
Get Bus iness Now 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
Get Bus iness NowWhat about Free Consultations• GM 3rd• Savvy consumers
Get Bus iness NowWebsite & Email Marketing• Change your website. Change gets noticed.• Put up some new photos• add a materials calculator• add new case studies or testimonials.
Get Bus iness NowWebsite & Email Marketing• Blog on popular blog topics that serve your community.• Portfolio of Products & Services• Newsletter Archive, Services• FAQ page.
Get Bus iness NowEnvironmental 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.
Get Bus iness NowEnvironmental Marketing• What Environmental Marketing can you do?• What do your customers and prospects want?• What will they respond to, environmentally speaking?
Get Bus iness Now Wrap Up/Conclusion/Action (…continued)• Launch what is comfortable• Get help if you need it• Do something…in 30 Days
Get Bus iness NowPrioritize 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
Get Bus iness NowPrioritize 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
Get Bus iness NowDoes GuerrillaMarketing Really Work?
Get Bus iness NowOne Way Mind vs. Two Way Mind
Get bu s i nes s now Happy Marketing! firstname.lastname@example.org www.marketforprofits.com