Guerilla Marketing Workshop

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We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.

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Guerilla Marketing Workshop

  1. 1. GuerillaMarketingWorkshopPresented ByDaniel Schutzsmith@schutzsmith
  2. 2. “Theyre so good atmarketing whats bad,and were so bad atmarketing whats goodPeter Shumlin, Governor of Vermont(@GovPeterShumlin)
  3. 3. What is GuerillaMarketing?
  4. 4. achieving conventionalgoals (profits and joy)with unconventionalmethods (energy insteadof money)
  5. 5. achieving conventionalgoals (profits and joy)with unconventionalmethods (energy insteadof money)
  6. 6. BIG BUDGETS
  7. 7. Time Energy GM Imagination
  8. 8. GuerillaMarketingPrinciples
  9. 9. Its based onhuman psychology:the way people think &react, instead ofjudgment & guesswork.
  10. 10. Theres an emphasis onprofits, not just sales.
  11. 11. It measures relationshipsjust as much as profits.
  12. 12. Focus is on markets &target audiences vs.trying to be all things tomass markets.
  13. 13. Instead of competition,we support cooperationwith other businesses.
  14. 14. Made of many elementsall working together andsupporting eachcomponent of theprogram.
  15. 15. Ecompasses the following & more:• Reverse Graffiti• Viral marketing• Presence marketing• Grassroots marketing• Alternative marketing• Buzz marketing• Undercover marketing• Astroturfing• Experiential marketing• Tissue-pack marketing• Live-in marketing• Wait marketing
  16. 16. Technology is theguerrilla marketersfriend.
  17. 17. Technology is theguerrilla marketersfriend.Live it.
  18. 18. Technology is theguerrilla marketersfriend.Live it.Love it.
  19. 19. Technology is theguerrilla marketersfriend.Live it.Love it.Profit from it!
  20. 20. Some Tools& Examples
  21. 21. Be An Expert(AKA Make Friends w/ Journalists)
  22. 22. Write
  23. 23. Tell Your Story
  24. 24. BottleHood’s recycled glassware is made fromwine, beer, liquor and soda bottles recycled fromrestaurants, bars, homes and events in thecommunity. Our repurposed tumblers, juice glasses,vases, pendant beads and light fixtures are all eco-friendly products. Created out of a passion tocreate local jobs, stimulate our local retail economyand help our environment, BottleHood’s success isa reflection of neighborhood sentiment andsupport for what BottleHood stands for… a pride inour neighborhood, our local craftsmen andentrepreneurs, and our social responsibility.BottleHood (bottlehood.com)
  25. 25. Mark & Phil provides marketing and philanthropicstrategy for non-profits, foundations, and sociallyresponsible companies. We’re built on thephilosophy that all good causes deserve a chanceto become great. Running a cause is hard enoughwithout having to deal with the costly and timeconsuming aspects of marketing and philanthropy.Mark & Phil acts as an organizations externalmarketing and philanthropy department. Its really apartnership between you and us. We are your grantwriter. We are your CMO. We are your press liason.And we are so much more.Mark & Phil (markandphil.com)
  26. 26. WorkshopActivity #1
  27. 27. Write yourbrand’s story inone paragraph. (who, what, when, where, how, WHY)
  28. 28. Some Tools& Examples
  29. 29. Do AnEvent
  30. 30. Be Mobile
  31. 31. Use Social Media
  32. 32. YOUR TargetBRANDAudience
  33. 33. Show thePersonalities
  34. 34. Partner Up
  35. 35. http://www.flickr.com/photos/chumpboy/
  36. 36. http://www.flickr.com/photos/chumpboy/
  37. 37. BuildAmbassadors
  38. 38. http://www.flickr.com/photos/chumpboy/
  39. 39. WorkshopActivity #2
  40. 40. Write down anoutline for your ambassadors and partners. (expectations, support,incentives, time, & tools)
  41. 41. Some Tools& Examples
  42. 42. Pictures Tell A Thousand Words
  43. 43. http://www.flickr.com/photos/chumpboy/
  44. 44. http://www.flickr.com/photos/chumpboy/
  45. 45. Make ItA Game
  46. 46. http://www.flickr.com/photos/chumpboy/
  47. 47. Make ItWearable
  48. 48. Be Green
  49. 49. YourHomework
  50. 50. Choose 1 idea you can do starting Monday!(define steps to success)
  51. 51. Tips ForSuccess
  52. 52. Be Real,Don’t Lie
  53. 53. No Sales Speak
  54. 54. EncourageCooperation
  55. 55. Let People Create
  56. 56. Make It ATeam Effort
  57. 57. Keep Moving Forward
  58. 58. StayConsistent
  59. 59. ShowThe ROI
  60. 60. Its NeverA Nuisance
  61. 61. Make TimeFor Marketing
  62. 62. Slides Are Athttp://bit.ly/guerillaOG
  63. 63. Take the Green Marketing Surveybit.ly/greenmarketingsurvey
  64. 64. Thanks!Daniel Schutzsmithdaniel@markandphil.com@schutzsmithMark & Philhttp://markandphil.com@markandphil

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