The New Guerrilla Marketing Workshop For Full Day

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The New Guerrilla Marketing Workshop For Full Day

  1. 2. Making the impossible mission Possible
  2. 3. The Guerrilla Marketing Masterclass My guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘love’ this lecture.
  3. 4. How WE are going to do this. <ul><li>Different from a normal workshop – interactive </li></ul><ul><li>Using your minds – thinking more than usual </li></ul><ul><li>This 1 st half is NOT passive  by any means. </li></ul><ul><li>The 2 nd half is writing and thinking a lot more. </li></ul><ul><li>Be mobile - you will move around sometimes. </li></ul><ul><li>Phones on silent – if important - go for it outside. </li></ul><ul><li>There may NOT be any notes…so… </li></ul><ul><li>Take notes – don’t rely on my handwriting! </li></ul><ul><li>Talk to each other – work with each other. </li></ul><ul><li>Remember we are all at different levels of business owning – i.e. some not started yet. </li></ul><ul><li>You will all have great ideas so write them down. </li></ul><ul><li>There is a LOT of learning and it works… </li></ul>
  4. 5. How do I know this? Because this is what was said about my last session: In the space of just 5 hours, can Dan Sodergren cause you to completely change the way you think about marketing your business? Can he offer proven tips and strategies that yield instant and positive results? Can he save you lots of money? Can he make you lots of money? Can he make it easy to understand whilst at the same time make it fun? In my view the answer is yes, Dan Can , he offers a completely new way of marketing and advertising your business that is not only fresh, innovative and based on scientifically proven principles, it is also fun and easy to learn. Glenn Taylor (owner of Urban Paradise ltd: www.urbanpaltd.com)
  5. 6. The plan for this morning: <ul><li>What type of marketing person are you? </li></ul><ul><li>What is guerrilla marketing? </li></ul><ul><li>Making the most of market research: </li></ul><ul><li>Before you start </li></ul><ul><li>Branding and psychology of colours: </li></ul><ul><li>To create something people like. </li></ul><ul><li>Market research: </li></ul><ul><ul><li>To give the people what they want. </li></ul></ul><ul><li>Below the line and what to use: </li></ul><ul><li>First impression materials: A GM Guide to.. </li></ul><ul><li>POS of sale materials: With examples. </li></ul>
  6. 7. The plan for this afternoon: <ul><li>Clever words and NLP: </li></ul><ul><li>how to use them: for flyers etc </li></ul><ul><li>Concept partners: who else can share the costs of my marketing to save me money. </li></ul><ul><li>The new guerrilla marketing – online marketing and a brief overview. </li></ul><ul><li>The importance of data collection: </li></ul><ul><li>LTV – life time value: and how better thinking can help us make more money. </li></ul>
  7. 8. What kind of person am I? Dan Sodergren: Motivational, marketing, man.
  8. 9. What kind of person are we? ‘ Know thyself’ Socrates – 409 BC
  9. 10. Draw a pig. It’s as simple as that. As simple as this 
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  13. 15. Hmmm.
  14. 16. The psychological pig: <ul><li>IF THE PIG IS DRAWN ON THE TOP OF THE PAGE, THE PERSON IS AN OPTIMIST AND VERY POSITIVE PERSON. </li></ul><ul><li>IF THE PIG IS DRAWN IN THE MIDDLE OF THE PAGE, THE PERSON IS REALISTIC AND FACTUAL. </li></ul><ul><li>IF THE PIG IS DRAWN ON THE BOTTOM OF THE PAGE, THE PERSON IS A PESSIMIST OR TENDS TO HAVE A NEGATIVE OUTLOOK. </li></ul><ul><li>IF THE PIG IS FACING LEFT, THE PERSON IS TRADITIONAL, FRIENDLY AND REMEMBERS BIRTHDAYS AND DATES. </li></ul><ul><li>IF THE PIG IS FACING STRAIGHT, THE PERSON IS DIRECT, LIKES TO PLAY DEVIL’S ADVOCATE AND DOESN’T AVOID ISSUES. </li></ul><ul><li>IF THE PIG IS FACING RIGHT, THE PERSON IS INNOVATIVE, ACTION-ORIENTATED, NOT FAMILY OR DATE ORIENTATED. </li></ul>
  15. 17. The psychological pig: <ul><li>IF THE PIG IS VERY DETAILED, THE PERSON IS ANALYTICAL, CAUTIOUS AND SUSPICIOUS. </li></ul><ul><li>IF THE PIG HAS LITTLE DETAIL, THE PERSON IS EMOTIONAL, BORED BY DETAIL, NAÏVE AND A RISK TAKER. </li></ul><ul><li>IF THE PIG HAS FOUR FEET, THE PERSON IS SECURE, STUBBORN AND HAS FIRM BELIEFS. </li></ul><ul><li>IF THE PIG HAS LESS THAN FOUR FEET, THE PERSON IS INSECURE OR GOING THROUGH MAJOR CHANGES IN LIFE. </li></ul><ul><li>THE LARGER THE PIGS EARS, THE BETTER LISTENER THE PERSON IS. </li></ul><ul><li>AND LAST, BUT NOT LEAST, THE LONGER THE PIGS TAIL, THE BETTER THE PERSON'S SEX LIFE. </li></ul>
  16. 18. What kind of marketing person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life.
  17. 19. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY
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  21. 24. Now this shows us values. Now let’s give each animal a colour Cow = Black Tiger = Red Sheep = Green Horse = Blue Pig = Yellow Write your name and surround it in the colour of your 1 st choice.
  22. 25. Ok let’s move about a bit. Find a partner, who shares the same animal 1 st choice / colour around their name as you.
  23. 26. Ok introduce yourself To your new work partner ‘ Know someone else’ Sodergren 2009 – B D
  24. 27. 3
  25. 28. 2
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  27. 31. What is marketing? And the mind set of the marketeer <ul><li>Marketing is traditionally the 4 P’s </li></ul><ul><li>Price, place, position and product. </li></ul><ul><li>And even more P’s as well to make the 7 P’s….. </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Physical evidence. </li></ul><ul><li>Yet………. </li></ul><ul><li>Behind this is something more…. </li></ul><ul><li>The mind of the marketeer and it’s principles: </li></ul>
  28. 32. The mind set of the marketeer <ul><li>Cunning </li></ul><ul><li>So you use different ways of getting them </li></ul><ul><li>Humble </li></ul><ul><li>So you don’t get too cocky, you’re here to serve </li></ul><ul><li>Always learning </li></ul><ul><li>So you are always up to date as marketing changes everyday. </li></ul><ul><li>Simplicity </li></ul><ul><li>So everyone understands (KISS) </li></ul><ul><li>Empathy </li></ul><ul><li>So you can appeal to all </li></ul><ul><li>KISS CHASE…. Go get em…. </li></ul>
  29. 33. Marketing: an obsession? <ul><li>Why should it be an obsession? </li></ul><ul><li>Makes you the most money, the quickest way, and when your business is small i.e. turnover / people </li></ul><ul><li>Maybe the only way. </li></ul><ul><li>And marketing is the factor we can really change , really quickly, with real results in our businesses. </li></ul><ul><li>Obsession with details , so look at the little things, those things people don’t notice. </li></ul><ul><li>Marketing therefore often works with / on the subconscious mind , it uses clever tricks and cutting edge technology to get the advantage. </li></ul><ul><li>It’s a total 24 hour job where ideas come all the time, so it’s ‘pen’s by your beds time’ from NOW. </li></ul>
  30. 34. What makes people buy? Different ways of thinking <ul><li>Why do you buy? </li></ul><ul><li>Some main reasons: </li></ul><ul><li>Brand – which is then the psychology of colours, logos, name, attraction, materials used etc </li></ul><ul><li>Way it was sold – advertising value and magic words as well as reading about it. </li></ul><ul><li>Price – usually the first thought but actually about the 5 th reason why </li></ul><ul><li>Needed the product – an essential or seen as such i.e. foodstuff vs.. car brand. </li></ul><ul><li>Person who sold it – interpersonal skills, rapport building, sales skills. </li></ul><ul><li>You were caught by a ‘guerrilla’ marketeer. </li></ul>
  31. 35. What makes people buy? The study <ul><li>Why do you buy? </li></ul><ul><li>In a United States they held a nationwide test to determine why people bought from companies: </li></ul><ul><li>The results: </li></ul><ul><li>price came in fifth, </li></ul><ul><li>selection fourth, </li></ul><ul><li>service third, </li></ul><ul><li>quality second, </li></ul><ul><li>and, in first place </li></ul><ul><li>Confidence. </li></ul>
  32. 36. What is Guerrilla marketing? <ul><li>Think….. </li></ul><ul><li>Warfare…. </li></ul><ul><li>Who were known as guerrilla fighters? </li></ul><ul><li>ninjas vs. samurai, </li></ul><ul><li>The freedom fighters of Cuba, </li></ul><ul><li>The Viet cong vs. the Americans, </li></ul><ul><li>The Jedi knights vs.. the Imperial forces. </li></ul><ul><li>Basically those with no money vs. those with </li></ul><ul><li>Which ones are we…..? </li></ul>
  33. 37. Guerrilla marketing THINK
  34. 38. Guerrilla marketing NOT
  35. 39. The Principles of Guerrilla Warfare: <ul><li>Guerrilla means small war , the diminutive of the Spanish word guerra ( war ). </li></ul><ul><li>Mobility and speed are the keys and wherever possible, the guerrilla must live off the land, or draw support from the civil population in which he is embedded. </li></ul><ul><li>Able to choose the time and place to strike, guerrilla fighters will usually possess the tactical initiative and the element of surprise. </li></ul><ul><li>Intelligence is also extremely important , and detailed knowledge of the target's dispositions, weaponry and morale is gathered before any attack. </li></ul><ul><li>The guerrilla fighters also traditionally used weapons which were unlike any others, adapting them from farm use, coupling traditional and non traditional weapons together to create new forms of attack. </li></ul><ul><li>The guerrilla fighters would also target their strikes and cause the greatest amount of fear with each tactical strike , taking out key generals rather than a whole army. </li></ul>
  36. 40. Traditional Marketing vs. GM <ul><li>What would traditional marketing use? </li></ul><ul><li>Above the line </li></ul><ul><li>Expensive </li></ul><ul><li>Brand led </li></ul><ul><li>Newspaper adverts </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Billboards </li></ul><ul><li>SEO </li></ul><ul><li>Any thing that costs lots to impress </li></ul><ul><li>Anything which is meant to teach people to buy. </li></ul>
  37. 41. Traditional Marketing vs. GM <ul><li>What would GM - guerrilla marketing use? </li></ul><ul><li>Below the line </li></ul><ul><li>Inexpensive </li></ul><ul><li>Customer focused </li></ul><ul><li>Targeted Flyers </li></ul><ul><li>Shock tactics </li></ul><ul><li>PPC / Adwords </li></ul><ul><li>Direct response advertising </li></ul><ul><li>Competitions </li></ul><ul><li>Anything which creates a positive emotional response </li></ul>
  38. 42. The Psychological Principles of Guerrilla Marketing: <ul><li>commitment, </li></ul><ul><li>effort, </li></ul><ul><li>simplicity, </li></ul><ul><li>patience, </li></ul><ul><li>knowing your customer, </li></ul><ul><li>psychology, </li></ul><ul><li>clever language use, </li></ul><ul><li>rewards and profit. </li></ul><ul><li>In essence : We win the hearts before we win the minds! </li></ul>
  39. 43. Are we all Guerrilla fighters? Are we to be Guerrilla marketeers? YES WE ARE! Get yourself first star! You may win more. You may lose them.
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  43. 48. So is this Guerrilla Marketing? Run VT.
  44. 49. Vote for it Who says yes? Who says no? Who says some is?
  45. 50. Who says yes? Lose a star Who says no? Smile Who says some of it was? Gain a star Vote for it
  46. 51. How do we Guerrilla market? <ul><li>How do we make the mission impossible </li></ul><ul><li>Possible? </li></ul><ul><li>Cue music. </li></ul><ul><li>We go for one customer…. Not all of them </li></ul><ul><li>We go for high personal impact…. to affect them </li></ul><ul><li>We get clever and use psychology… and get to them </li></ul><ul><li>We use what traditional marketing people use but in better, more precise ways…. </li></ul><ul><li>An example: the Bootstrap Billboard Moment. </li></ul><ul><li>Using traditional methods but in brilliant ways. </li></ul>
  47. 52. Guerrilla marketing (GM) <ul><li>What is the most important quality for a GM? </li></ul><ul><li>According to the fore father (Jay Conan Livingston) it is </li></ul><ul><li>Patience….. </li></ul><ul><li>Why? </li></ul><ul><li>How many times to do you think it takes for someone to see your offer and want to buy from you? On average..? </li></ul><ul><li>Vote now…… </li></ul><ul><li>From total apathy to buying the product or service it takes 9 times… </li></ul><ul><li>The bad news is for every 3 times, your customer on average only listens only once. So….. </li></ul>
  48. 53. When do people buy? The study 1 time = 3 times – nothing 2 times = 6 times - nothing 3 times = 9 times - I have heard of you (marketing starts to work) 4 times = 12 times – You must be doing something right (most people give up then i.e. as no one buys)
  49. 54. <ul><li>5 times = 15 times - I like the product, you like me, you investing in me with time. </li></ul><ul><li>6 times = 18 times – When you think ‘When might I like to make the purchase?’ </li></ul><ul><li>7 times = 21 times – How can I buy it? </li></ul><ul><li>8 times = 24 times – Why shouldn’t I? </li></ul><ul><li>9 times = 27 times – When you buy it…..   </li></ul>When do people buy? The study
  50. 55. SO how is this relevant?
  51. 56. If we are having to connect with someone many times, we MUST narrow down the number of people.
  52. 57. The power of market research: Have you asked the people what they want? A friend of mine has an idea for a good food restaurant. This restaurant cooked food, beautiful food, from every corner of the world. His idea was that everyone loved food, everyone loved every type of food. And he would serve every type of food for them. You would have a Japanese starter, a Mexican main and an English desert. Not only this but everyone would go to his restaurant.
  53. 58. Did this restaurant work?
  54. 59. Did this restaurant work? <ul><li>I would guess we all guessed it didn’t: Why not? </li></ul><ul><li>He never asked the people in the locality if they wanted it. </li></ul><ul><li>He wanted to market to every person no matter what age, sex or race they were. </li></ul><ul><li>He didn’t have enough money to market to everyone. </li></ul><ul><li>It is easy to be critical of the idea. But maybe we miss the point. </li></ul><ul><li>Have we asked our potential customers if they really want what we </li></ul><ul><li>have created? </li></ul><ul><li>How many have we asked? Can we ask them again? </li></ul><ul><li>Market research is NOT to our friends and family! </li></ul><ul><li>But done in the real world which says NO (occasionally.) </li></ul>
  55. 60. The power of market research: What questions have you asked already? Explain the market research you have done with your partner. And if you haven’t done any – then let them come up with some questions you can ask. Write down a goal of what you shall do this week to help with your market research. Remember the restaurant. Remember your target demographic – and if you don’t have one – Let’s get you one. Split it by: sex, race, age, wage, location, buying power, decisions.
  56. 61. Has anyone not done this before?
  57. 62. If not then have a think over the break. Back in 3 minutes.
  58. 63. 3
  59. 64. 2
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  61. 67. Guerrilla marketing: <ul><li>What can we use / do better? </li></ul><ul><li>More market research. </li></ul><ul><li>Create a positive brand: so let’s learn about attraction psychology </li></ul><ul><li>The power of first impression materials: </li></ul><ul><li>The power of good POS materials: </li></ul><ul><li>Selling into the market: features vs. benefits. </li></ul><ul><li>The way it was sold to me – magic words </li></ul><ul><li>Who else can help? Using the local resources. </li></ul><ul><li>The web: helping people to find us. </li></ul><ul><li>The way of your website: helping Google help us </li></ul><ul><li>A new way of thinking: life time value and data. </li></ul><ul><li>We can use our minds better….. </li></ul>
  62. 68. People ARE different
  63. 69. People think differently <ul><li>In your pairs….. </li></ul><ul><li>One be A </li></ul><ul><li>One be B </li></ul><ul><li>Think………. </li></ul><ul><li>Who went first? Who decided and why? </li></ul><ul><li>What if B goes first? </li></ul><ul><li>When are you happiest? Ask two B’s </li></ul><ul><li>Favourite colours and why? Pick on 2 A’s </li></ul>
  64. 70. What can we use / do better? Our brands
  65. 71. Brands <ul><li>Brands </li></ul><ul><li>Brands are made up of several elements. </li></ul><ul><li>Some obvious i.e. conscious </li></ul><ul><li>And each one of them important subconsciously. </li></ul><ul><li>They are: </li></ul><ul><li>Your name: The importance of a name. </li></ul><ul><li>Your logo: And how a logo can change your company. </li></ul><ul><li>Your Id: The power of colours. </li></ul><ul><li>A tag-line: Why have a strap line work for you. </li></ul>
  66. 72. Brand – psychology of colours, logos, name etc <ul><li>Name first: </li></ul><ul><li>Can we think of any famous ones? </li></ul><ul><li>What do these companies do? </li></ul><ul><li>Who has a business name? </li></ul><ul><li>Why does it work? Does it work? </li></ul><ul><li>Have you market researched it? </li></ul><ul><li>Market research and monitoring are the cornerstones of any modern marketing methodology and / or success mechanism. </li></ul><ul><li>Is it good for SEO? Search engine optimisation? Have you googled it? </li></ul><ul><li>If can’t change name, maybe change the other elements to make up for it. </li></ul>
  67. 73. <ul><li>Logos – the power of ID. </li></ul><ul><li>We all know these……. </li></ul><ul><li>But how much did it cost so that we did? </li></ul><ul><li>And why do they work? </li></ul><ul><li>Discussion time </li></ul>The logos that make a company
  68. 74. <ul><li>Telecoms monolith BT decided to change its old logo in the 80’s </li></ul><ul><li>New logo hated by all. The Sun , as we recall, was moved to emblazon its front page with &quot;BT blows £5m on trumpet!&quot; </li></ul><ul><li>In fact, the eventual cost of the discordant fanfare was a cool £50 million and heralded mass redundancies at the company </li></ul><ul><li>Why does the last logo work so well? </li></ul>The logos that ruined a company
  69. 75. Can we all see the power of the wrong logo? Losing £50 million
  70. 76. What would be the right logo for an anti hair-loss shampoo? The products called Hairsense (I preferred Hairactiff) But that’s market research for you.
  71. 77. You choose Logo 1
  72. 78. You choose Logo 2
  73. 79. You choose Logo 3
  74. 80. You choose Logo 4
  75. 81. You choose Logo 1
  76. 82. You choose Logo 2
  77. 83. You choose Logo 3
  78. 84. You choose Logo 4
  79. 85. Which one did you like? Vote time! And why did you like that one?
  80. 86. What can we use / do better? Our brands colour
  81. 87. What’s in a colour? <ul><li>From surveys…. colour is important. </li></ul><ul><li>92.6 percent said that they put most importance on visual factors when purchasing products. </li></ul><ul><li>84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products. </li></ul><ul><li>Research reveals people make a subconscious judgment about a brand product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. </li></ul>
  82. 88. What’s in a colour? <ul><li>They make us do things… </li></ul><ul><li>Colour boosts memory for scenes in the natural world. </li></ul><ul><li>Ads in color are read up to 42% more often than the same ads in black and white </li></ul><ul><li>Color improves readership by 40%, learning from 55 to 78%, and comprehension by 73%. </li></ul>
  83. 89. How is this relevant? <ul><li>Tests indicate that a black and white image may sustain interest for less than two-thirds a second , whereas a colored image may hold the attention for two seconds or more. </li></ul><ul><li>Black and white flyers therefore CANNOT work by their very nature. </li></ul><ul><li>Save yourself money and never advertise in black and white. </li></ul><ul><li>Color can be used as a tool to emphasize or de-emphasize areas i.e. headlines – special offers. </li></ul>
  84. 90. What can we use / do better? Our brands’ actual colour What should it be? Our favourite colour?
  85. 91. No!
  86. 92. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Black </li></ul><ul><li>Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Priests wear black to signify submission to God. </li></ul><ul><li>White </li></ul><ul><li>Brides wear white to symbolize innocence and purity . White reflects light and is considered a summer color. White is light, neutral, and goes with everything. Doctors wear white to imply sterility. </li></ul>
  87. 93. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Red </li></ul><ul><li>The most emotionally intense color , red stimulates a faster heartbeat and breathing. It is also the color of love. In decorating, red is used as a appetite stimulant (look at curry houses) Red cars are stolen the most. </li></ul><ul><li>Blue </li></ul><ul><li>Peaceful, tranquil blue causes the body to produce calming chemicals , so it is often used in bedrooms. Blue can also be cold and depressing . Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty . </li></ul>
  88. 94. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Yellow </li></ul><ul><li>Cheerful sunny yellow is an attention getter. An optimistic color , yet people lose their tempers more often in yellow rooms, and babies will cry more. </li></ul><ul><li>Yellow enhances concentration , hence its use for legal pads. It also speeds the metabolism. </li></ul><ul><li>Brown </li></ul><ul><li>Solid, reliable brown is the color of earth and is abundant in nature. Light brown implies genuineness while dark brown is similar to wood or leather. Men are more apt to say brown is one of their favorite colors . </li></ul>
  89. 95. GOOGLE the psychology of colours Do this when you get home. Write it down. And align your colours to your companies USP’s and values.
  90. 96. <ul><li>Think </li></ul><ul><li>Why are these logos these colours? </li></ul><ul><li>Is it by accident? </li></ul><ul><li>Is this obsessive attention to detail? </li></ul><ul><li>Do different colours really work? </li></ul>Now we know about colours
  91. 97. Which one would you vote for? <ul><li>How does each of these make you feel? </li></ul><ul><li>Why? Can you verbalise it? </li></ul><ul><li>Which ones should Hair and Scalp go for? </li></ul><ul><li>What makes the difference? </li></ul><ul><li>What is the question we should be really asking… </li></ul>
  92. 98. Do THEY like it – and WHO are they!! <ul><li>Who are they? </li></ul><ul><li>Who are the target demographic ? </li></ul><ul><li>For this product – it was surprising. </li></ul><ul><li>40% men. </li></ul><ul><li>60% women. </li></ul><ul><li>70% white, 30% BEM. </li></ul><ul><li>70% under 40. </li></ul><ul><li>Most earning more than £40,000 a year. </li></ul><ul><li>More than half living in London. </li></ul>
  93. 99. After asking 600 people of the client’s target demographic: The one voted the most for was:
  94. 100. This one
  95. 101. And here’s the product.
  96. 102. But do different colours really work?
  97. 103. 3
  98. 104. 2
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  100. 107. Yes!
  101. 108. Straplines: <ul><li>What’s a strap line? Or a tagline? </li></ul><ul><li>This is something that goes after the logo – which people associate with your brand as much as the logo – but no more than the name. </li></ul><ul><li>McDonalds – I’m loving it. </li></ul><ul><li>They can be changed and they give an emotional response or channel for your offering. </li></ul><ul><li>They can be used to change your market position rather than your whole brand i.e. </li></ul><ul><li>Easyjet - no longer the UK’s favourite low cost airline  </li></ul>
  102. 109. Straplines: <ul><li>What’s in a strap line? Or a tagline? </li></ul><ul><li>You can use them to express your market position as well. </li></ul><ul><li>Using humour or alliteration tends to cheaper the value associated with the company. </li></ul><ul><li>Using statements works well i.e. you’ve got great taste. </li></ul><ul><li>Try to always add something with your strapline – not just explain. </li></ul><ul><li>They can create emotions and so are useful. </li></ul><ul><li>Let’s think of one for one company in particular. </li></ul>
  103. 110. The power of your brand: <ul><li>Why is brand so important? </li></ul><ul><li>When you have a strong brand with all the different elements based on psychology and market research and NOT your own feelings, then this brand extends into all your marketing materials. </li></ul><ul><li>Flyers </li></ul><ul><li>Posters </li></ul><ul><li>POS </li></ul><ul><li>Business cards. </li></ul><ul><li>Yet remember the psychology of colours in ALL of these moments – always use this to help you make more money. </li></ul><ul><li>What happens when it goes wrong? </li></ul>
  104. 111. Below the line and what to use – what ideas can we use better? <ul><li>Flyers – as long as they are targeted. </li></ul><ul><li>How can we target flyers? </li></ul><ul><li>By post code – where they live. </li></ul><ul><li>By cultural event. </li></ul><ul><li>By type of person. </li></ul><ul><li>How much does it cost? </li></ul><ul><li>£25 per 1000 by post code into houses. </li></ul><ul><li>A lot of time if by type of person. </li></ul><ul><li>How can we get guerrilla on it ? </li></ul><ul><li>Make sure they have some kind of emotional response. </li></ul><ul><li>Can we reward people who keep them? </li></ul><ul><li>Can they take people to the website? </li></ul>
  105. 112. Below the line and what to use – what ideas can we use better? <ul><li>Posters – in cultural hotspots for your target demographic. </li></ul><ul><li>Where are cultural hotspots? </li></ul><ul><li>Depends on the demographic. </li></ul><ul><li>Who are your demographic? </li></ul><ul><li>Where do they naturally congregate? </li></ul><ul><li>Who else goes for the same type of person? </li></ul><ul><li>How can we get guerrilla on it ? </li></ul><ul><li>Can we reward people who look at them? </li></ul><ul><li>Can they take people to a specific part of the website? </li></ul>
  106. 113. Below the line and what to use – what ideas can we use better? <ul><li>Alternative advertising: where else can you do it? </li></ul><ul><li>Think different places perfect for your market. </li></ul><ul><li>Where they are. </li></ul><ul><li>What they do. </li></ul><ul><li>What they need. </li></ul><ul><li>What their habits are. </li></ul><ul><li>Example of one business in particular </li></ul><ul><li>e.g. Galaxy 102 and head shaving. </li></ul><ul><li>Why did it work for them? Think demographic and usage </li></ul><ul><li>Group discussion: </li></ul><ul><li>Can we create an alternative advertising area for a company? </li></ul>
  107. 114. Below the line and what to use – what ideas can we use better? <ul><li>Our business cards – our first impression materials. </li></ul><ul><li>Business cards…. </li></ul><ul><li>Why do we call them business cards? </li></ul><ul><li>How much business do you get from them? </li></ul><ul><li>How many business cards do you have? </li></ul><ul><li>How much did they cost you…? </li></ul><ul><li>The power (or lack of power) in business cards. </li></ul><ul><li>Take a look at a few…. </li></ul><ul><li>Pick your favourite in your pairs. </li></ul><ul><li>Pick 5. </li></ul>
  108. 115. So what do people like? Write these ideas down as all these ideas Make great first impressions.
  109. 116. What are first impression materials? <ul><li>Your thoughts please…. </li></ul><ul><li>How can we get more Guerrilla on them? </li></ul><ul><li>Can we use different materials? </li></ul><ul><li>Can we change the shapes? </li></ul><ul><li>What else can we pop on them? </li></ul><ul><li>What else can we use? </li></ul><ul><li>Example of the Sam Du Pres plumbing business. </li></ul>
  110. 117. What can we use / do better? Our POS materials
  111. 118. Our POS materials (Point of Sale) <ul><li>POS materials are materials given to or taken by the purchaser which typically persuade that person to buy…right then. They are ‘the moment’. </li></ul><ul><li>It may have taken you up to £1000 of marketing to get them to that point </li></ul><ul><li>So what you do next is vital </li></ul><ul><li>In AIDA – it’s the Action moment i.e. Attention, interest, desire, action </li></ul><ul><li>Let’s have a think of a POS material used everyday by an everyday industry, which we all know and love…. </li></ul><ul><li>Restaurants…. </li></ul><ul><li>How many different ways can someone sell food? </li></ul>
  112. 119. Our POS materials (Point of Sale) <ul><li>Restaurants…. </li></ul><ul><li>How many different ways can someone sell food? </li></ul><ul><li>Which ones to you like? </li></ul><ul><li>Which ones are the most expensive? </li></ul><ul><li>Which ones to you feel are the most expensive? </li></ul><ul><li>Why? </li></ul><ul><li>What do we learn from this? </li></ul><ul><li>However, remember demographics. Not everyone is going for top dollar. </li></ul>
  113. 120. What can we use / do better? Our energy levels  So let’s take a break. Back in 25 minutes.
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  117. 126. The plan for this afternoon: <ul><li>Clever words and NLP: </li></ul><ul><li>how to use them: for flyers etc </li></ul><ul><li>Concept partners: who else can share the costs of my marketing to save me money. </li></ul><ul><li>The new guerrilla marketing – online marketing and a brief overview. </li></ul><ul><li>The importance of data collection: </li></ul><ul><li>LTV – life time value: and how better thinking can help us make more money. </li></ul>
  118. 127. What can we use / do better? Our words
  119. 128. Selling into the market: features vs. benefits <ul><li>Hair and Scalp </li></ul><ul><li>Great company, help people with alopecia, balding men with a brand new product etc </li></ul><ul><li>They are very technical as the founder is the vice chairman in the institute of trichology (experts in hair growth) </li></ul><ul><li>People like the BBC, FHM etc come to him for advice for their readers / listeners. </li></ul><ul><li>He is Mr Hair in the North. </li></ul>
  120. 129. But he finds it hard to sell his products. Why do we think that is? Maybe its his language use: For example:
  121. 130. <ul><li>Menthogen (his product) has 5 selling points </li></ul><ul><li>(according to Frank) </li></ul><ul><li>5 Alpha Reductase inhibitors slow down the shedding phase of the hair decreasing hair loss and improving growth potential </li></ul><ul><li>Vasodilators stimulate the blood vessels in the scalp increasing capillary blood flow to the hair bulb and assisting in nutritional take-up of the hair bulb </li></ul><ul><li>Regular use can increase the diameters of the hair shafts by extending the growing phase of the hair cycle </li></ul><ul><li>Increases respiration of the skin cells and follicle cells promoting stronger hair growth. </li></ul><ul><li>Phyto-eostrogens help to block the action of the hair loss receptor cells. </li></ul>
  122. 131. Did anyone understand that? No, as too technical.
  123. 132. Why would we GM’s hate technical writing? <ul><li>Technical writing break a principles of GM chase: </li></ul><ul><li>What are they? </li></ul><ul><li>Simplicity </li></ul><ul><li>Why? </li></ul><ul><li>So everyone understands (KISS) </li></ul><ul><li>Empathy </li></ul><ul><li>So you can appeal to all </li></ul><ul><li>Remember his market aren’t fellow trichologists, there are normal non technical people. </li></ul><ul><li>Technical writing doesn’t let you KISS your customers </li></ul><ul><li>So love non technical writing … forever. </li></ul>
  124. 133. <ul><li>Menthogen (his product) has 5 selling benefits. </li></ul><ul><li>Slows down any hair thinning </li></ul><ul><li>Feeds hair </li></ul><ul><li>Makes it stronger </li></ul><ul><li>Let’s the scalp breath helping it grow more hair </li></ul><ul><li>Stops hair loss from happening in the first place </li></ul><ul><li>Where can you see the difference between the two ways? </li></ul><ul><li>How can you use this to help your business today ? </li></ul><ul><li>How did Frank use this knowledge to sell more Hairsense? </li></ul>
  125. 134. He KISSes his customers
  126. 135. Relevance to you? Everyone tends to market their business on the features of their business.
  127. 136. Pair work (2 minutes each) Market your business to the person you are paired with. B’s go first.
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  131. 141. Let’s do it again. Think of 3 unique selling points for your business. Let’s take one company as the example.
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  135. 146. Let’s do it again. Think of 3 unique selling points for your business and let’s make these USP’s into benefits as well. Let’s take that one company as the example.
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  139. 151. Can’t we use our words betterer? Actual language is ONLY 7 – 10 % of communication so we had best get it right!! Magic vs. Tragic words
  140. 152. The power of good words <ul><li>4 fantastic tricks of the trade </li></ul><ul><li>Use magic words – destroy tragic words </li></ul><ul><li>Use powerful questions – to bring people in </li></ul><ul><li>Use presuppositions – happily </li></ul><ul><li>Use positives – never sell on negatives </li></ul><ul><li>Why? </li></ul><ul><li>Why spend the money making mistakes? </li></ul>
  141. 153. Magic vs Tragic words. For years copywriters have study these words, they have compiled reports on them, they have produced millons of pounds worth of direct response advertising to get to know the Magic words which get people to buy and others which stop people buying. Here they are!
  142. 154. The power of good words Use magic words – destroy tragic words Magic words: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract
  143. 155. Think of an example for your company At these free workshops, we guarantee you will get some great results, as your business benefits from this alternative teaching practice from Dan Sodergren
  144. 156. Create a couple of sentences with 3 magic words in it each. Use this on your flyers, on your websites, on your business cards! Magic words to use are: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why.
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  148. 161. Can’t we use our words better? Good question but not a great GM question
  149. 162. The power of good words <ul><li>Use powerful questions – to bring people in </li></ul><ul><li>Using open questions - getting people into their world – what’s the difference in feeling between: </li></ul><ul><li>Can you create more profits? </li></ul><ul><li>V.s. </li></ul><ul><li>How can you create more profits from your existing clients? </li></ul><ul><li>Which one is better and why? </li></ul><ul><li>Why don’t you think of some questions for your business? You will realise how powerful they are. </li></ul>
  150. 163. Can’t we use our words betterer? Using presuppositions – happily when we realised that this was a great way to make more money, the whole group decided to make it really easy for us.
  151. 164. The power of good words <ul><li>Use presuppositions – happily </li></ul><ul><li>Presupposition – are the quickest and easiest most effective means of persuading the unconscious mind when used sparingly. </li></ul><ul><li>Different types are: </li></ul><ul><li>When, while, during = when will you place the order? </li></ul><ul><li>Or = when is better for you Monday or Tuesday </li></ul><ul><li>Ending in ‘ly’= How quickly can we arrange the meeting? </li></ul><ul><li>Fortunately……..we can now think of some more for your businesses. </li></ul><ul><li>Amazingly, you already know even more of them. </li></ul>
  152. 165. Think of an example for your company Remember simply: When, while, during, or, and anything ending in ‘ly’.
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  156. 170. Happily, we all now had a break. Think again about your feelings about these supposedly GM marketing campaigns.
  157. 171. So is this Guerrilla Marketing? http://uk.youtube.com/watch?v=QlBMF1MvAGY
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  161. 176. Can’t we use our words betterer? Use positives – never sell on negatives
  162. 177. No selling on problems - solutions <ul><li>No selling on pain / fear and then solution </li></ul><ul><li>e.g. when selling security systems. </li></ul><ul><li>TM = rise in crime figures </li></ul><ul><li>GM = strength of the product and positive state of safety. </li></ul><ul><li>Why? </li></ul><ul><li>To get repeat business </li></ul><ul><li>As repeat business, is the holy grail of small business success and we get more repeat business producing a positive state when customers buy from us. </li></ul><ul><li>It’s 14 times harder to get a new customer… </li></ul>
  163. 178. Think of an example for your company Remember simply: Market on the positive to produce a positive state.
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  167. 183. What else can we use better? Concept partners
  168. 184. Guerrilla marketing and the power of Concept partners <ul><li>Can you remember what we learnt earlier about guerrilla fighters? </li></ul><ul><li>the guerrilla must live off the land or draw…….. in which he is embedded. </li></ul><ul><li>the guerrilla must live off the land, or draw support from the civil population in which he is embedded. </li></ul><ul><li>So who else can help you pay for your war effort…. </li></ul><ul><li>Or your businesses need for exposure? Remember the ’27’ times. </li></ul><ul><li>Who is civil to you? </li></ul><ul><li>Think demographic sharing and co-opetition. </li></ul>
  169. 185. Guerrilla marketing and the power of Concept partners <ul><li>Think of different partners: every business has some i.e. </li></ul><ul><li>suppliers, </li></ul><ul><li>customers, </li></ul><ul><li>other people in the industry, </li></ul><ul><li>even competitors. </li></ul><ul><li>Examples in real life: </li></ul><ul><li>THTC and Oakley, </li></ul><ul><li>Easyjet and Manchester city council </li></ul><ul><li>All relevant Spearfish events (see examples) </li></ul><ul><li>Think </li></ul><ul><li>Make the pie bigger, not your slice of it…. </li></ul>
  170. 186. Make your pie bigger
  171. 187. Pair work (2 minutes each) Can you think of any concept partners for your partner? A’s to go first.
  172. 188. Guerrilla marketing and the power of Concept partners <ul><li>Why do concept partnerships work? </li></ul><ul><li>Your marketing cost less. </li></ul><ul><li>Your marketing can cost you less than half. </li></ul><ul><li>Or you could simply double your exposure. </li></ul><ul><li>The brand association for you is powerful. </li></ul><ul><li>Both parties win from the alliance. </li></ul><ul><li>You can share data from your partnership. </li></ul><ul><li>You can even create a new product / service. </li></ul><ul><li>Examples in real life: </li></ul><ul><li>Even the big brands are at it. </li></ul>
  173. 189. Mcvities
  174. 190. Muller
  175. 191. Become
  176. 192. Pair work (2 minutes each) Discuss what you could you do with your concept partners? B’s go first.
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  180. 197. Hold on  We going for a big one.
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  184. 202. Websites… So many of them, so little time How we search? This is to be an overview. As like with all these great topics you could come to the next workshops and find out more.
  185. 203. Websites… So many of them, so little time The Biggest Player on the web, the one ring who will bind them all, but hopefully not in darkness…. Google.
  186. 204. Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same
  187. 205. Google: <ul><li>SEO takes 6 months and is a separate lecture but PPC you can maximise right now. </li></ul><ul><li>Google adwords – PPC version for Google </li></ul><ul><li>Adwords is genius and a MUST for you </li></ul><ul><li>It contains several elements: </li></ul><ul><li>The adverts – teaches you how to monitor and how to create powerful concise copy / headlines. </li></ul><ul><li>Rewards and optimization – teaching you about relevance and how to maximise your spend. </li></ul><ul><li>Keywords – teaches you about meta tags and keywords for your own site and about SEO. </li></ul>
  188. 206. PPC adverts: where are they?
  189. 207. PPC adverts The differences and how powerful they can be
  190. 209. How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money
  191. 211. How Google PPC is so very cost effective compared to TM That’s 169 people to your website for around £30. Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors.
  192. 212. Let’s work that out. <ul><li>Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. </li></ul><ul><li>Flyer cost: £300 per 5000. </li></ul><ul><li>Flyer design cost: £100 </li></ul><ul><li>Flyer distribution: around £150 </li></ul><ul><li>5000 flyers at 1% = 50 people to website. </li></ul><ul><li>Flyer cost £450 = around £9 per person to the website plus brand awareness. </li></ul><ul><li>ROI analysis: PPC = 18p per person. </li></ul>
  193. 213. Google: <ul><li>Website traffic is also linked into off-line marketing like: </li></ul><ul><li>direct mail, </li></ul><ul><li>flyers, </li></ul><ul><li>posters </li></ul><ul><li>shock tactics. </li></ul><ul><li>And so we want to be able to monitor response to this on our website… </li></ul><ul><li>And so we use Google Analytics. </li></ul><ul><li>A tool to monitor the traffic to and from your site. </li></ul><ul><li>Why would this be important? </li></ul><ul><li>What other information can be get from this? </li></ul>
  194. 215. What other information?
  195. 216. Why do we want people to our website? <ul><li>So we can collect data! </li></ul><ul><li>Remember in GM intelligence is everything. </li></ul><ul><li>The more intelligence we have the better we can move our marketing. </li></ul><ul><li>Remember before: </li></ul><ul><li>Intelligence is also extremely important , and detailed knowledge of the target's dispositions, weaponry and morale is gathered before any attack. </li></ul>
  196. 217. Guerrilla marketing and the power of DATA COLLECTION <ul><li>What kind of data should we collect? </li></ul><ul><li>Market information and emails. Why emails? </li></ul><ul><li>As when potential customers have opted in to your database you can market to them forever </li></ul><ul><li>… . Just about….with an emailing system. </li></ul><ul><li>BUT….. </li></ul><ul><li>When was the last time you gave your information to a company? </li></ul>
  197. 218. It’s getting harder to get good data <ul><li>How can we get the information needed? </li></ul><ul><li>Competitions / prize draws </li></ul><ul><li>Special offers / Loyalty cards / membership </li></ul><ul><li>Newsletters / eshots / information </li></ul><ul><li>Free gifts i.e. software like hotmail. </li></ul><ul><li>Website membership. </li></ul><ul><li>Events: invite only </li></ul><ul><li>Think of a way your company is going to get good data. </li></ul>
  198. 219. Guerrilla marketing and the importance of Repeat business <ul><li>The importance of Repeat business </li></ul><ul><li>The Parento rule (80/20): </li></ul><ul><li>80% of your customer comes from 20% of your customers….. </li></ul><ul><li>FACT </li></ul><ul><li>It’s 14 times harder to get a new customer so retaining customers is vital especially for smaller businesses with less budgets i.e. ours! </li></ul><ul><li>FACT </li></ul><ul><li>34% of people who are asked as customers already would you buy again said yes </li></ul>
  199. 220. Guerrilla marketing and the importance of Repeat business <ul><li>Question: How do we get repeat business…. </li></ul><ul><li>Guarantees, warranties, pilot schemes, trail periods, deferred payment schemes why do they work? </li></ul><ul><li>Not always rational as they appeal to subconscious mind as they: </li></ul><ul><li>Project an image of total belief in your product / service </li></ul><ul><li>Says your marketing message must be true for you to put your money where your mouth is </li></ul><ul><li>You must want the purchaser to be happy in a long term way </li></ul><ul><li>Projects image of an established business </li></ul><ul><li>You must like the purchaser, as you trust them to be honest, which establishes rapport. </li></ul><ul><li>Gives people confidence to do business with you. </li></ul>
  200. 221. What could you offer? Discuss what you could you offer as a way of getting people to trust your company more.
  201. 222. Guerrilla marketing and the importance of Repeat business <ul><li>Examples in real life: </li></ul><ul><li>AOL launched on this basis alone in a very confused market place and secured dominance </li></ul><ul><li>Jessops started up on never knowingly undersold strap-line from day one. </li></ul><ul><li>Daewoo first to do three year guarantee and got foot hold in the market place. Now it’s 5 years. </li></ul><ul><li>Relevance for small business: </li></ul><ul><li>Costs a lot less than you think, as people are not really out to get you. </li></ul><ul><li>If guarantee is over 30 days and you have heard nothing then no worries. </li></ul><ul><li>Means that when you get it wrong you learn and get feedback on product </li></ul>
  202. 223. Life time value. <ul><li>Trust is very important – as with trust, respect and care comes a relationship. </li></ul><ul><li>And with a relationship comes LTV. </li></ul><ul><li>Life time value. </li></ul><ul><li>Have you ever worked out how much your potential customers are really worth to you? </li></ul><ul><li>Let’s take one company in particular. </li></ul><ul><li>Do you see now why you could spend more on each moment you interact with them? </li></ul>
  203. 224. Finding gold in our old. <ul><li>Spencer Grady – Grade A jewellery. </li></ul><ul><li>He was finding it hard to get people in to his jewellery shop. </li></ul><ul><li>But he had a list of people who had once bought jewellery from him. </li></ul><ul><li>It was gathering dust – using it was a must. </li></ul><ul><li>We collated it, it took time , we rang people up and checked emails, we got people to opt in with competitions. </li></ul><ul><li>We maximised this old data. </li></ul><ul><li>Results: he started selling wedding rings to engaged people, he started selling his repair service to people with broken forgotten jewellery, he made more money. </li></ul><ul><li>He used guerrilla marketing and now so will you. </li></ul>
  204. 225. Evaluation time. My guarantee to you was: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘love’ this lecture.
  205. 226. What you now have. <ul><li>What you now have at your disposal for your Guerrilla marketing is: </li></ul><ul><li>The understanding of how to do it. </li></ul><ul><li>An appreciation of the principles of guerrilla marketing. </li></ul><ul><li>A knowledge on importance of psychology in brand marketing. </li></ul><ul><li>A working practise on how we can change our marketing for the better so it has more retention value . </li></ul><ul><li>Usable examples of where you can use your language better for your marketing materials to convert your demographic. </li></ul><ul><li>An idea of the principles of concept partnering and a paradigm shift in thinking which will help you maximise your exposure. </li></ul><ul><li>An overview of e-marketing and how it can save you money . </li></ul><ul><li>An understanding of why you should collect data and practical ways of doing this. </li></ul><ul><li>A break through in the understanding of the importance of Repeat business and Life time value. </li></ul>
  206. 227. Evaluation time. Do we all have these things?
  207. 228. In conclusion: <ul><li>GM is a ‘way’ of marketing, a school of thought, a expression of difference. </li></ul><ul><li>It saves money by you being clever / using psychology. </li></ul><ul><li>We measure twice and cut once….. </li></ul><ul><li>Three Key things to remember: </li></ul><ul><li>Market research EVERYTHING you can </li></ul><ul><li>ALWAYS collect data , every time you can </li></ul><ul><li>Keep your customers as LONG as you can </li></ul><ul><li>MAIN THING: </li></ul><ul><li>SAVE MONEY, MAXIMISE IMPACT, AND ENJOY! </li></ul>
  208. 230. What kind of person am I? Dan Sodergren: Motivational, marketing, man.
  209. 231. If we have time Or for practise. Create a GM plan for one of the products / services on page 9 of your handouts.

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