Marketing Secrets of
Successful Entrepreneurs
       Pampanga Negosem June 2010
                 Ardy Roberto
        Co-F...
+ The Relevance of Marketing
+ Marketing Mindset
+ Basics of Marketing
Bebot: “Pangarap ko to earn
P250,000 a month – like my Papa!”

Tata: “Wow! You’re Papa is making
       P250,000 a month?”...
Who would like to have lots of
money?
Exercise:
Define money

“What is money?”
“How do you make money if you
don’t know or can’t define what
money is?”
Money is simply…

-A medium (or unit) that can be
exchanged for goods and service;

-Measure of value
Q: Now that you know what money is
and it's definition,
how do you get a million pesos or a
million units of money?
Answer:

Find a customer willing to exchange his
million units of money for your product
or service that he/she thinks is ...
In other words provide a million units worth
of service or product (that will solve a
problem/frustration, or fill or supp...
What's the problem?

You need to find someone -- or in business
terms -- a customer who will give you one
million units of...
Now let’s learn marketing!

Whatever position or business you
are in, you will need to learn
marketing
EVERY FRIDAY – PHIL DAILY INQUIRER
BUSINESS SECTION


                                     1
Philip Kotler with Dr Ned Roberto
How Salt & Light Ventures became
 #1 niche seminar producer and
            promoter
 We started small
 and dreamed BIG
Start up: Salt & Light Ventures 2000




                                       How do I grow
                            ...
Start small: 15 to 50
people workshops


                        How do I grow
                        this business?
Then… 100 to 250 people
      seminars
Then… 300 to
 500 to 1,000
   people
 conferences
Okay – let’s go! Think BIG:
Araneta Coliseum and PICC
10 years after the “most successful failure” concert
 business in CDO…a seminar with 14,000 people!
PICC: 4,000 people
Total for 2 days: 18,000 people
My “Miracle” Patient @ Sea of Galilee
                                              Miracle:
                             ...
“Everyone wants success, but most
  people lack two very important
            qualities:
          persistence
          ...
Who is involved in
marketing?



   www.saltandlight.ph
Who is involved in
marketing?
a. The President/CEO/GM
b. The marketing manager
c. The receptionist
d. The messenger
e. The...
Everyone should be involved
in marketing.
Your enterprise should have a
marketing mindset!


   www.saltandlight.ph
Everyone who has potential
contact with the customer
has a marketing impact


   www.saltandlight.ph
A - Basic concepts :
marketing mix (4ps)

B – Practical advice on how
to reach market at little cost

   www.saltandlight....
Basics of marketing.

4 Ps of marketing
1 - Product
2 - Pricing
3- Promotions (A&P) – using Guerrilla Mktg
4- Place (distr...
What is your PRODUCT or service?
-Describe it in 1 or 2 sentences
(for those who are employed, you are your
own product)
-...
HOW will your customers buy your
PRODUCT or service?
-How often? (frequency –
daily/weekly/monthly/lifetime?)
-How many wi...
WHERE will your customers come from?
-MACRO
   -International / Philippines?
   -By province, Key Cities, etc?
   -WWW (in...
www.saltandlight.ph
• Started 1894               • Bata Kenya
• Czechoslovakia             • Now with over 80
• Tomas Bata                   s...
Bata Kenya lesson:


“Uy wala pang _____
 sa _______. “
China job fair
Product


   Differentiate or Die!
                  - Al Ries



www.saltandlight.ph


“But everything that has been invented
     has been invented already!”


“DIFFERENTIATE = COPYING
    (with a slight difference)”
        - Dean Pax Lapid
HOW TO DIFFERENTIATE?
MODIFY
   -SHAPE – Maggoo’s Pizza (Square not round)
   -FORM – C2 (iced tea in pet bottle)
-MAGNIFY...
Al Ries’
      22 Immutable Laws of Marketing:

   #2 -The Law of the Category
“If you can’t be first in a category, chang...
* Annual World Wife Carrying Contest
          (Sonkajarvi, Finland)
              1st in new category:
       Wife Carryi...
* Annual World Wife Carrying Contest (Sonkajarvi, Finland)
                     July 3-4, 2010
* Annual World Wife Carrying Contest (Sonkajarvi, Finland)
                     July 3-4, 2010
* Annual World Wife Carrying Contest
 (Sonkajarvi, Finland) - July 3-4, 2010
* Annual World Wife Carrying Contest
         (Sonkajarvi, Finland)
              Grand Prize:
Beer (equivalent to your we...
* Annual World Wife Carrying Contest
         (Sonkajarvi, Finland)

      Result of marketing genius:
     local economy ...
What’s next? After Wife Carrying
Contest… what other category can
         we be first in?
* Annual Husband Dragging Contest!
* Annual Husband Dragging Contest!
* Breadtalk (Singapore)
    1st in new category:
Experiential buying of bread.
* Breadtalk (Singapore)
    1st in new category:
Experiential buying of bread.

      “Cute bread”
* Breadtalk (Singapore)
Started in 2000 by George Quek when he was 46
Today does $123M in sales
30+ different countries

E...
Insect Inter (Thailand).
#1 in Insect-fastfood category
Insect Inter (Thailand).

Differentiators:
- Serves hygenic insects
-organically grown, grown and
harvested in a no pestic...
Insect Inter (Thailand).
                    #1 in Insect-fastfood category




Slogan:

“Never
mind the
look, it
tastes
g...
Insect Inter (Thailand)
                          RESULT
                          60+ outlets

                        ...
Insect Inter (Thailand)




 "I have absolutely no doubt that our crispy,
 crunchy crickets will replace popcorn as a
 fav...
All-you-can-eat Rice in Mang Inasal
Category:
First and #1 in
Budget Chicken Inasal with Unlimited Rice
Founder: Edgar Injap Sia
Iloilo City (2003)
Now over 1...
www.saltandlight.ph
…BUT WILL THE MARKET WANT to buy
your new product? Will there be a
demand for it?

Invention (no or little market)

Innova...
www.saltandlight.ph
Read Part 2:
                      Mastering Opportunities
                      To get ideas
                      Storie...
Ways to expand
                      your market

                      What was Listerine
                      originall...
Ways to expand
                      your market

                      What was Listerine
                      originall...
Ways to expand
                      your market

                      1. Find a new use
                      for your p...
Ways to expand
                      your market

                      Then was finally
                      launched as...
Targeted executives
                      and salesmen who
                      talked a lot.

                      Resu...
Targeted executives
                      and salesmen who
                      talked a lot.




www.saltandlight.ph
Result:
                      revived “old-dead” product

                      Q: What “new” use can you
                ...
PROMOTIONS
Advertising
PR / Publicity

“How do you communicate your
USP or brand positioning—without
the big budgets of MN...
PROMOTIONS

How will your chosen market
become aware of your product
or service?



  www.saltandlight.ph
PROMOTIONS

Awareness => share of mind =>
market share




  www.saltandlight.ph
PROMOTIONS
Traditional media?
-Radio
-TV
-Print



  www.saltandlight.ph
PROMOTIONS
Digital
marketing
New “tri-media”




  www.saltandlight.ph
PROMOTIONS
Digital
marketing
tri-media




  www.saltandlight.ph
PROMOTIONS
Anton Diaz used FB to promote
– Ultimate Taste Test event
- Over 1,000 people responded and bought
tickets




...
OR USE Guerrilla Marketing! Low cost…
PROMOTIONS
– Guerrilla Marketing
Guerrilla Marketing
Definition: An unconventional, low-cost way of performing
marketing a...
Guerrilla Marketing was coined and defined by Jay Conrad
Levinson in his 1983 book Guerrilla Marketing. The term has since...
GUERRILLA MARKETING
Over 200 low cost/free Guerrilla Marketing
     Weapons. Here are my 5 favorites
GUERRILLA MARKETING              Weapons
               Check list [ ]
 Q? – How many of these weapons are you
          u...
Weapon #1:
        [ ] Database / list
[ ] A list of customers with relevant data.

[ ] Purpose – to communicate relevant ...
How do you start a
 database of customers?
1. Registrations –
e.g. Hotel – upon checking in

2. During Ordering – Pizza ch...
Do you have Guerrilla
     Weapon #1:
   Database/List?
         [ ] Yes
    [ ] No/Not yet
Guerrilla Weapon # 2:

          [ ] Email

“Sending product information and
  regular updates is a customer
            s...
By the way…

What to say?

 The truth!
Do you agree with
this book’s title?
But what is a marketer?
According to Godin.
A marketer is a story teller.

The best marketers know how to tell
a story.
Create “little stories”, anecdotes, how you
started-- that other people will talk about…
“Successful marketers don’t talk about
      features or even benefits. Instead, they tell
      a story.
            A st...
Consumers will be able to tell if and when
      you are not telling the truth / lie.



      E.g. A property developer i...
Guerrilla Weapon # 2:

          [ ] Email

“Sending product information and
  regular updates is a customer
            s...
Instead of attachments – send html emailers




                                              117
118
119
121
Guerrilla Weapon # 3:

[ ] Mobile marketing
       SMS Blast
    Text coupons
     Blue tooth /
   GPRS marketing
Guerrilla Weapon # 3   Mobile marketing
 Advantages:
 1. 1. Personal and Deliverable- Celphone is
    almost always with t...
Guerrilla Weapon # 3   Mobile marketing
 Sample SMS marketing plan:
 1. 1. Build Celphone list of customers
 2. 2. Create ...
SINGAPORE GOV’T CAMPAIGN

•Singapore Govt
   –WHO declared Singapore
    SARS Free
•Objectives
   –SMS info campaign to
  ...
GOSSARD LINGERIE : G-STRING
Promote Gossard G-string
• Build Opt-in Dbase
• Name and address for
 questionnaire
 • Text in...
NIKE Sponsored NBA News

• NIKE could sponsor Sports News
• Advertisement thru Mobile Media
• Main Objectives:
     Targe...
HMO/Doctor’s Clinic
• Utilize SMS to send reminders to
 patients on their next doctor appt
Help Heal With words of HOPE




     www.saltandlight.ph
FREE! Text your name, company,
comment/s and email address to me:
       +0920-9519618
  Get FREE copy of this presentatio...
Are you using Guerrilla
Weapon #3: SMS/Mobile
      Marketing?
         [ ] Yes
    [ ] No/Not yet
Guerrilla Weapon # 4:

          [ ] Direct Mail



Cases:
Tom Peters Seminar
Guerrilla marketing direct mailer to CEOs

• DM - Mailer to CEOs
  of top corporations
• Had to be more than
  just a broc...
Result: Full house on event day
Results of Straightjacket mailer
                                                           • Got through the
            ...
Case Study:
 BCD Pinpoint - Philippine Animal Welfare Society
• Key Challenge: using
  as little cash as
  possible, raise...
Are you using Guerrilla
Weapon #4: Direct Mail?
         [ ] Yes
    [ ] No/Not yet
Guerrilla Weapon # 5:

         [ ] Barter/ Ex-deal
Barter = big savings on
marketing budget
Case study:
John Maxwell Lead...
Guerrila Marketing case study


Results:
Araneta
• 14,000+
PICC
4,000 people

Total for 2
days:
18,000 people
vs target of
11,500
Are you using Guerrilla
     Weapon #5:
   Barter/Ex-Deal?
         [ ] Yes
    [ ] No/Not yet
PRICING
Pricing is a marketing strategy

How do you price your products or services?

A. Charge what we can get away with ...
PRICING
Overview:
+ Case: Ford Model T, Cebu Pacific, Lucky Me!
- Case: TV Shopping experience



(+Packaging, +Promotions...
Lucky Me!

• At P3.50 to P5.00 has become staple
  in homes across SEC markets A-E.
• DE market rely on it as daily
  sust...
Best practice in CSR pricing: Ford
“Set the price where the market
wants it. Then let those in
purchasing, finance and
man...
"I will build a car for the great multitude. It
will be large enough for the family, but small
enough for the individual t...
Case study:
                                         Cebu Pacific’s P1
                                         price prom...
Wine menu at a Greenbelt2 restaurant

         2002 Crane Lake Merlot : P1,200


   2000 Chateau Mouton Rothschild: P84,38...
Space travel.

  Virgin Air. Richard Branson is going into space
                    tourism.

       Ticket price: US$20M...
Formula of short-sighted entrepreneur
 out for quick bucks
S=PxQ
Sales = Price x Quantity

Formula of long-sighted entrepr...
WHAT’S THE KEY?
Sales = Price x Quantity x Frequency


FREQUENCY!
Repeat Customers - Sukis!
         (or else you keep on ...
PLACE
Distribution

“Where can your product be found
or bought?”




   www.saltandlight.ph
PLACE:
Alternative distribution
channels – Direct Selling

Case Study: Mundo Cristao
Brazil


   www.saltandlight.ph
www.saltandlight.ph
“Thanks to the creative marketing of Mundo
Cristao publishers (MC), Brazilian women are
ordering their cosmetics and quali...
E-store / E-commerce


Multiply is used by
over 30,000 SMEs
in the Philippines




          www.saltandlight.ph
Place : Are you found online yet?

                        Edwin Pages
                        story:
                    ...
-Edwin Pages
Fresh Direct:
New York City
online grocer
does US$215M
in sales per
year!




     www.saltandlight.ph
Bring the store to your customers (OAP)




     www.saltandlight.ph
PERSISTENCE


“Matira matibay...”

How is your Adversity Quotient?



   www.saltandlight.ph
Exciting Times

Crisis, Cry-sis.
Syn. – Adventure

Adventurer, French
= Entrepreneur!

Guerrilla entrepreneurs learn and e...
Adventures/crises develop
        your AQ
  Adversity Quotient.

Gives you stories to share
An AQ Story / Adventure
       Early 90s - 2X Swindled…
         Mid 90s - Bankrupt…
2000 - Almost lost wife to lupus (alm...
“Everyone wants success, but most
  people lack two very important
            qualities:
          persistence
          ...
PRAYER


Many are the plans in a man’s
heart but it’s the Lord’s purpose
that prevails...



   www.saltandlight.ph
“God has a purpose behind
 every problem. …He uses
     circumstances to
develop our character.”
   - Rick Warren, The Pur...
Salamat!
 From the
   Roberto
   family.




+0920-9519618
ardy@saltandlight.ph
www.Saltandlight.ph
             www.salta...
Gonegosyo pampanga-marketing-ardy-2010
Gonegosyo pampanga-marketing-ardy-2010
Gonegosyo pampanga-marketing-ardy-2010
Gonegosyo pampanga-marketing-ardy-2010
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Gonegosyo pampanga-marketing-ardy-2010

  1. 1. Marketing Secrets of Successful Entrepreneurs Pampanga Negosem June 2010 Ardy Roberto Co-Founder, Salt & Light Ventures, Inc Inspire Leadership Consultancy, Inc. Entrep10 Awardee, Microsoft Most Inspiring Entrepreneur Co-Columnist, Philippine Daily Inquirer’s MarketingRx Author, S4, Heart of Healing, Buhay na Hindi Bitin www.saltandlight.ph
  2. 2. + The Relevance of Marketing + Marketing Mindset + Basics of Marketing
  3. 3. Bebot: “Pangarap ko to earn P250,000 a month – like my Papa!” Tata: “Wow! You’re Papa is making P250,000 a month?” Bebot: Ah, hindi pangarap din niya kumita ng P250,000 a month”
  4. 4. Who would like to have lots of money?
  5. 5. Exercise: Define money “What is money?”
  6. 6. “How do you make money if you don’t know or can’t define what money is?”
  7. 7. Money is simply… -A medium (or unit) that can be exchanged for goods and service; -Measure of value
  8. 8. Q: Now that you know what money is and it's definition, how do you get a million pesos or a million units of money?
  9. 9. Answer: Find a customer willing to exchange his million units of money for your product or service that he/she thinks is valued at or worth his million units of money.
  10. 10. In other words provide a million units worth of service or product (that will solve a problem/frustration, or fill or supply a need or want ) and you'll make a million units of money -- whether it is in pesos, dollars, etc. OkaY, SIMPLE LANG DIBA? So, now everybody! Make your one million units of money! Go! …
  11. 11. What's the problem? You need to find someone -- or in business terms -- a customer who will give you one million units of money for that product or service of yours. Ah.. how do you find or reach and “convince” that someone -- that customer? A: MARKETING!
  12. 12. Now let’s learn marketing! Whatever position or business you are in, you will need to learn marketing
  13. 13. EVERY FRIDAY – PHIL DAILY INQUIRER BUSINESS SECTION 1
  14. 14. Philip Kotler with Dr Ned Roberto
  15. 15. How Salt & Light Ventures became #1 niche seminar producer and promoter We started small and dreamed BIG
  16. 16. Start up: Salt & Light Ventures 2000 How do I grow this business?
  17. 17. Start small: 15 to 50 people workshops How do I grow this business?
  18. 18. Then… 100 to 250 people seminars
  19. 19. Then… 300 to 500 to 1,000 people conferences
  20. 20. Okay – let’s go! Think BIG: Araneta Coliseum and PICC
  21. 21. 10 years after the “most successful failure” concert business in CDO…a seminar with 14,000 people!
  22. 22. PICC: 4,000 people Total for 2 days: 18,000 people
  23. 23. My “Miracle” Patient @ Sea of Galilee Miracle: From bankrupt to giving www.saltandlight.ph back
  24. 24. “Everyone wants success, but most people lack two very important qualities: persistence and patience.” - Denis Waitley
  25. 25. Who is involved in marketing? www.saltandlight.ph
  26. 26. Who is involved in marketing? a. The President/CEO/GM b. The marketing manager c. The receptionist d. The messenger e. The finance dept www.saltandlight.ph
  27. 27. Everyone should be involved in marketing. Your enterprise should have a marketing mindset! www.saltandlight.ph
  28. 28. Everyone who has potential contact with the customer has a marketing impact www.saltandlight.ph
  29. 29. A - Basic concepts : marketing mix (4ps) B – Practical advice on how to reach market at little cost www.saltandlight.ph
  30. 30. Basics of marketing. 4 Ps of marketing 1 - Product 2 - Pricing 3- Promotions (A&P) – using Guerrilla Mktg 4- Place (distribution) www.saltandlight.ph
  31. 31. What is your PRODUCT or service? -Describe it in 1 or 2 sentences (for those who are employed, you are your own product) -Who is your market? -Why would your market want to buy your product? (Motivation?) -What problem does it solve better than competition? What benefits does it provide? www.saltandlight.ph
  32. 32. HOW will your customers buy your PRODUCT or service? -How often? (frequency – daily/weekly/monthly/lifetime?) -How many will they buy at a time? (quantity) – Container load? Bulk, individual, sachet/tingi -How much will they be willing to pay for your product? (cheaper/same/more) www.saltandlight.ph
  33. 33. WHERE will your customers come from? -MACRO -International / Philippines? -By province, Key Cities, etc? -WWW (internet) ? -MICRO -Inside mall, food court, schools, offices? -Facebook, Multiply, Friendster, Google? www.saltandlight.ph
  34. 34. www.saltandlight.ph
  35. 35. • Started 1894 • Bata Kenya • Czechoslovakia • Now with over 80 • Tomas Bata stores in Kenya, leading • Now: 50 countries, retailer Production: 26 countries • Has sold over 14 billion pairs of shoes • 1939 - Bata Shoe Co, Kenya
  36. 36. Bata Kenya lesson: “Uy wala pang _____ sa _______. “
  37. 37. China job fair
  38. 38. Product Differentiate or Die! - Al Ries www.saltandlight.ph
  39. 39.  “But everything that has been invented has been invented already!”
  40. 40.  “DIFFERENTIATE = COPYING (with a slight difference)” - Dean Pax Lapid
  41. 41. HOW TO DIFFERENTIATE? MODIFY -SHAPE – Maggoo’s Pizza (Square not round) -FORM – C2 (iced tea in pet bottle) -MAGNIFY -Enlarge (LCD TVs), Monster Burgers -MINIFY - Cars (Chery), Netbooks, Apple (iPod mini, iPad) -SUBSTITUTE -Electric bikes, Human Nature (organic) www.saltandlight.ph
  42. 42. Al Ries’ 22 Immutable Laws of Marketing: #2 -The Law of the Category “If you can’t be first in a category, change the nature of the category or set up a new category you can be first in.”
  43. 43. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) 1st in new category: Wife Carrying Content Category Tourism market targeted at families looking at a different kind of experience
  44. 44. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) July 3-4, 2010
  45. 45. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) July 3-4, 2010
  46. 46. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) - July 3-4, 2010
  47. 47. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) Grand Prize: Beer (equivalent to your weight) + “Fun”
  48. 48. * Annual World Wife Carrying Contest (Sonkajarvi, Finland) Result of marketing genius: local economy turned around. Contest generates over US$250 in estimated economic benefits to the small town of Sonkajarvi
  49. 49. What’s next? After Wife Carrying Contest… what other category can we be first in?
  50. 50. * Annual Husband Dragging Contest!
  51. 51. * Annual Husband Dragging Contest!
  52. 52. * Breadtalk (Singapore) 1st in new category: Experiential buying of bread.
  53. 53. * Breadtalk (Singapore) 1st in new category: Experiential buying of bread. “Cute bread”
  54. 54. * Breadtalk (Singapore) Started in 2000 by George Quek when he was 46 Today does $123M in sales 30+ different countries Experiential buying of bread.
  55. 55. Insect Inter (Thailand). #1 in Insect-fastfood category
  56. 56. Insect Inter (Thailand). Differentiators: - Serves hygenic insects -organically grown, grown and harvested in a no pesticide-field - located in supermarkets/malls vs side walks -Menu : -Crispy Crickets, Deep Fried coco- worms, Grasshopper salad Cricket tempura
  57. 57. Insect Inter (Thailand). #1 in Insect-fastfood category Slogan: “Never mind the look, it tastes great“ founder – Satapol Polprapas
  58. 58. Insect Inter (Thailand) RESULT 60+ outlets Over 15M Baht in sales @ year 100 new franchisees
  59. 59. Insect Inter (Thailand) "I have absolutely no doubt that our crispy, crunchy crickets will replace popcorn as a favourite snack in cinemas“ - Mr Satapol Polprapas, InsectInter Founder, 29 yrs old (started with just P160 investment)
  60. 60. All-you-can-eat Rice in Mang Inasal
  61. 61. Category: First and #1 in Budget Chicken Inasal with Unlimited Rice Founder: Edgar Injap Sia Iloilo City (2003) Now over 150 stores Entrep10 Awardee in 2009
  62. 62. www.saltandlight.ph
  63. 63. …BUT WILL THE MARKET WANT to buy your new product? Will there be a demand for it? Invention (no or little market) Innovation (market demand larger than supply; e.g. iPad) www.saltandlight.ph
  64. 64. www.saltandlight.ph
  65. 65. Read Part 2: Mastering Opportunities To get ideas Stories of ... Splash – Hortaleza Buhi Worldwide – Live Fish Binalot – Rommel Juan www.saltandlight.ph
  66. 66. Ways to expand your market What was Listerine originally for? www.saltandlight.ph
  67. 67. Ways to expand your market What was Listerine originally for? www.saltandlight.ph
  68. 68. Ways to expand your market 1. Find a new use for your product – Ad in 1952 e.g. Listerine can also cure dandruff by washing hair 2x a day… www.saltandlight.ph
  69. 69. Ways to expand your market Then was finally launched as cure for “Halitosis” www.saltandlight.ph
  70. 70. Targeted executives and salesmen who talked a lot. Result: revived “old-dead” product www.saltandlight.ph
  71. 71. Targeted executives and salesmen who talked a lot. www.saltandlight.ph
  72. 72. Result: revived “old-dead” product Q: What “new” use can you come up with your product? www.saltandlight.ph
  73. 73. PROMOTIONS Advertising PR / Publicity “How do you communicate your USP or brand positioning—without the big budgets of MNCs?” www.saltandlight.ph
  74. 74. PROMOTIONS How will your chosen market become aware of your product or service? www.saltandlight.ph
  75. 75. PROMOTIONS Awareness => share of mind => market share www.saltandlight.ph
  76. 76. PROMOTIONS Traditional media? -Radio -TV -Print www.saltandlight.ph
  77. 77. PROMOTIONS Digital marketing New “tri-media” www.saltandlight.ph
  78. 78. PROMOTIONS Digital marketing tri-media www.saltandlight.ph
  79. 79. PROMOTIONS Anton Diaz used FB to promote – Ultimate Taste Test event - Over 1,000 people responded and bought tickets www.saltandlight.ph
  80. 80. OR USE Guerrilla Marketing! Low cost…
  81. 81. PROMOTIONS – Guerrilla Marketing Guerrilla Marketing Definition: An unconventional, low-cost way of performing marketing activities. +uses a combination of cheap or free unconventional, non-traditional media or traditional media purchased or negotiated via barter or ex-deal +invest time, energy, imagination and knowledge instead +profits, not sales, as the main yardstick. ARE YOU USING GUERRILLA MARKETING TACTICS? .
  82. 82. Guerrilla Marketing was coined and defined by Jay Conrad Levinson in his 1983 book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Over 14 million copies sold worldwide (best-selling marketing series). Translated in over 1 dozen languages.
  83. 83. GUERRILLA MARKETING Over 200 low cost/free Guerrilla Marketing Weapons. Here are my 5 favorites
  84. 84. GUERRILLA MARKETING Weapons Check list [ ] Q? – How many of these weapons are you using in your business?
  85. 85. Weapon #1: [ ] Database / list [ ] A list of customers with relevant data. [ ] Purpose – to communicate relevant offers “It is 6 x more expensive to sell to a new prospect than to an old customer.”
  86. 86. How do you start a database of customers? 1. Registrations – e.g. Hotel – upon checking in 2. During Ordering – Pizza chain (Yellow Cab – keeps your info to avoid repetition; customer convenience) 3. Get business cards – use business card reader to encode (restaurants use fishbowl for raffles) 4. Warranty cards, invoices, receipts, raffle entries, webstie, etc …then encode and organize it. No need for IT guy. Even admin or sec can do it. Very low cost!
  87. 87. Do you have Guerrilla Weapon #1: Database/List? [ ] Yes [ ] No/Not yet
  88. 88. Guerrilla Weapon # 2: [ ] Email “Sending product information and regular updates is a customer service.” – Drayton Bird
  89. 89. By the way… What to say? The truth!
  90. 90. Do you agree with this book’s title?
  91. 91. But what is a marketer? According to Godin. A marketer is a story teller. The best marketers know how to tell a story.
  92. 92. Create “little stories”, anecdotes, how you started-- that other people will talk about…
  93. 93. “Successful marketers don’t talk about features or even benefits. Instead, they tell a story. A story we want to believe.” – Seth Godin 107
  94. 94. Consumers will be able to tell if and when you are not telling the truth / lie. E.g. A property developer in the south says: “It’s only 15 minutes away from Makati” 108
  95. 95. Guerrilla Weapon # 2: [ ] Email “Sending product information and regular updates is a customer service.” – Drayton Bird
  96. 96. Instead of attachments – send html emailers 117
  97. 97. 118
  98. 98. 119
  99. 99. 121
  100. 100. Guerrilla Weapon # 3: [ ] Mobile marketing SMS Blast Text coupons Blue tooth / GPRS marketing
  101. 101. Guerrilla Weapon # 3 Mobile marketing Advantages: 1. 1. Personal and Deliverable- Celphone is almost always with the person 2. 2. Inexpensive (vs. Printed coupons/brochures) e.g. P.70 via Globe TxtConnect 3. 3. Higher response rates (see CH8 of MarketingRx for Entrepreneurs) 10-30% vs 1-2% for email or direct mail.
  102. 102. Guerrilla Weapon # 3 Mobile marketing Sample SMS marketing plan: 1. 1. Build Celphone list of customers 2. 2. Create your offer (free or discount/sale) and keep within 160 characters 3. 3. Launch! (Timing: e.g. If Resto, send between 11.30am and 12noon or 5-6pm) 4. 4. Measure. Track down responses and do ROI.
  103. 103. SINGAPORE GOV’T CAMPAIGN •Singapore Govt –WHO declared Singapore SARS Free •Objectives –SMS info campaign to disseminate good news –SARS free party invite 130
  104. 104. GOSSARD LINGERIE : G-STRING Promote Gossard G-string • Build Opt-in Dbase • Name and address for questionnaire • Text in slogan and get £1 OFF voucher GET JUST WHAT YOU WANT 25,000 texted for Voucher 62% info dbase 131
  105. 105. NIKE Sponsored NBA News • NIKE could sponsor Sports News • Advertisement thru Mobile Media • Main Objectives:  Target Bulls-Eye NBA Sports Fans  Value-for-Money Ad Spend  Drive Sales thru periodic promotional activities MIAMI HEAT RETIRE JORDAN'S No. 23 Michael Jordan showd little emotion as he stared @ a hilight video of hs career on d giant tv screen. He watchd d hi-flying, 132
  106. 106. HMO/Doctor’s Clinic • Utilize SMS to send reminders to patients on their next doctor appt
  107. 107. Help Heal With words of HOPE www.saltandlight.ph
  108. 108. FREE! Text your name, company, comment/s and email address to me: +0920-9519618 Get FREE copy of this presentation. + First 21 who text also get FREE copy (Send text only after my presentation.) 22nd texter onwards gets free ebook
  109. 109. Are you using Guerrilla Weapon #3: SMS/Mobile Marketing? [ ] Yes [ ] No/Not yet
  110. 110. Guerrilla Weapon # 4: [ ] Direct Mail Cases: Tom Peters Seminar
  111. 111. Guerrilla marketing direct mailer to CEOs • DM - Mailer to CEOs of top corporations • Had to be more than just a brochure or an ordinary invite • Cost: +- P350 per mailer - handmade • Paid  • Delivered in DHL box (sponsored) 
  112. 112. Result: Full house on event day
  113. 113. Results of Straightjacket mailer • Got through the gate keepers • Sold P22,000 seats to target crowd of CEOs • Received “aliw” calls from CEOs (except banker CEOs) • Awards: Best Creative work in DMAsia, and Best use of Medium iCongress Jajo Quintos, CEO, IBM, Joey Cuisia, CEO, Philam, Tessie Sy Coson, CEO/COO, SM, Fernando Zobel, Ayala Corp. Etc.
  114. 114. Case Study: BCD Pinpoint - Philippine Animal Welfare Society • Key Challenge: using as little cash as possible, raise funds for PAWS to save stray dogs (in a country where people catch dogs to eat them). • Results: – 55% response from the mail-out – donations amounting to US$ 3,220 – ROI of 26,833.33%
  115. 115. Are you using Guerrilla Weapon #4: Direct Mail? [ ] Yes [ ] No/Not yet
  116. 116. Guerrilla Weapon # 5: [ ] Barter/ Ex-deal Barter = big savings on marketing budget Case study: John Maxwell Leadership Summit
  117. 117. Guerrila Marketing case study Results: Araneta • 14,000+
  118. 118. PICC 4,000 people Total for 2 days: 18,000 people vs target of 11,500
  119. 119. Are you using Guerrilla Weapon #5: Barter/Ex-Deal? [ ] Yes [ ] No/Not yet
  120. 120. PRICING Pricing is a marketing strategy How do you price your products or services? A. Charge what we can get away with (or cost + maximum profit) -- or B. Find out what the market can afford and work back... www.saltandlight.ph
  121. 121. PRICING Overview: + Case: Ford Model T, Cebu Pacific, Lucky Me! - Case: TV Shopping experience (+Packaging, +Promotions) Marketing by the Book (c) Ardy Roberto 158 2008
  122. 122. Lucky Me! • At P3.50 to P5.00 has become staple in homes across SEC markets A-E. • DE market rely on it as daily sustenance • Monde Nissin has not increased price in 4 years although price of wheat has increased by 200% • Owner feels social responsibility to keep price low Marketing by the Book (c) Ardy Roberto 159 2008
  123. 123. Best practice in CSR pricing: Ford “Set the price where the market wants it. Then let those in purchasing, finance and manufacturing manage costs so that you can sell at the price that the market wants.” ~ Henry Ford Model T Prices 1909 Result: Model T democratized car ownership from :US$1850; 1909-1927 (more than 15 million cars 1913: $550, sold!) 1915: $440 Marketing by the Book (c) Ardy Roberto 160 2008
  124. 124. "I will build a car for the great multitude. It will be large enough for the family, but small enough for the individual to run and care for. It will be constructed of the best materials, by the best men to be hired, after the simplest designs that modern engineering can devise. But it will be low in price that no man making a good salary will be unable to own one--and enjoy with his family the blessing of hours of pleasure in God's great open spaces.“ - Henry Ford in 1908/9 (Source: Wikipedia) Marketing by the Book (c) Ardy Roberto 161 2008
  125. 125. Case study: Cebu Pacific’s P1 price promos Democratization of air travel in Philippines through socially responsible pricing “Now every Juan can fly” Marketing by the Book (c) Ardy Roberto 162 2008
  126. 126. Wine menu at a Greenbelt2 restaurant 2002 Crane Lake Merlot : P1,200 2000 Chateau Mouton Rothschild: P84,380 (marketed as the ‘wine of the century’) 1997 Harlan Estate Cabernet: P138,094 1996 Screaming Eagle Cabernet: P195,705
  127. 127. Space travel. Virgin Air. Richard Branson is going into space tourism. Ticket price: US$20M++ Why would someone pay US$20M++ to go into space or around the milky way?
  128. 128. Formula of short-sighted entrepreneur out for quick bucks S=PxQ Sales = Price x Quantity Formula of long-sighted entrepreneur out for quick bucks S=PxQxF Sales = Price x Quantity x Frequency Marketing by the Book (c) Ardy Roberto 168 2008
  129. 129. WHAT’S THE KEY? Sales = Price x Quantity x Frequency FREQUENCY! Repeat Customers - Sukis! (or else you keep on looking for new customers to replace those who tried and gave up on you…) Marketing by the Book (c) Ardy Roberto 169 2008
  130. 130. PLACE Distribution “Where can your product be found or bought?” www.saltandlight.ph
  131. 131. PLACE: Alternative distribution channels – Direct Selling Case Study: Mundo Cristao Brazil www.saltandlight.ph
  132. 132. www.saltandlight.ph
  133. 133. “Thanks to the creative marketing of Mundo Cristao publishers (MC), Brazilian women are ordering their cosmetics and quality Christian books and Bibles all via the Avon catalog. In only two years, women have purchased more than 1.2 million MC books and bibles via Avon.” "Go where the readers are," exhorted Claudinei Franzini, marketing director of MC www.saltandlight.ph
  134. 134. E-store / E-commerce Multiply is used by over 30,000 SMEs in the Philippines www.saltandlight.ph
  135. 135. Place : Are you found online yet? Edwin Pages story: from beerhouse business to Online real estate magnate
  136. 136. -Edwin Pages
  137. 137. Fresh Direct: New York City online grocer does US$215M in sales per year! www.saltandlight.ph
  138. 138. Bring the store to your customers (OAP) www.saltandlight.ph
  139. 139. PERSISTENCE “Matira matibay...” How is your Adversity Quotient? www.saltandlight.ph
  140. 140. Exciting Times Crisis, Cry-sis. Syn. – Adventure Adventurer, French = Entrepreneur! Guerrilla entrepreneurs learn and earn from these crises, problems and adventures!
  141. 141. Adventures/crises develop your AQ Adversity Quotient. Gives you stories to share
  142. 142. An AQ Story / Adventure Early 90s - 2X Swindled… Mid 90s - Bankrupt… 2000 - Almost lost wife to lupus (almost widower) ; went bankrupt again AQ Developed: 2001 > Started 4 different businesses Recognized as 1 of EntrepTop10 in ’06* Enjoying new adventures…
  143. 143. “Everyone wants success, but most people lack two very important qualities: persistence and patience.” - Denis Waitley
  144. 144. PRAYER Many are the plans in a man’s heart but it’s the Lord’s purpose that prevails... www.saltandlight.ph
  145. 145. “God has a purpose behind every problem. …He uses circumstances to develop our character.” - Rick Warren, The Purpose Driven Life
  146. 146. Salamat! From the Roberto family. +0920-9519618 ardy@saltandlight.ph www.Saltandlight.ph www.saltandlight.ph

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