The ‘Gorilla’ of“Cheap” Marketing  Putting Guerrilla Marketing to     Work For Your Business       Melinda A. Caughill, Pa...
Is “Cheap”                                    Marketing                                 Right for You?Every marketing stra...
The best way                        to choose “cheap”1. Understand the 8 Elements of Marketing    2. Identify Your Strengt...
The 8 Elements                                    of MarketingDefining the Audience   Crafting an Offer            Develop...
Identify Your      Strengths & Weaknesses     How well do you KNOW YOUR BUSINESS?                 • What makes your produc...
Identify Your      Strengths & Weaknesses     How well do you KNOW YOUR AUDIENCE?                        •      Location  ...
Identify Your      Strengths & Weaknesses     What is your MARKETING BUDGET?                        • No matter what your ...
Identify Your      Strengths & Weaknesses     Do you have TIME TO DO THE WORK?                      Assess of your priorit...
Identify Your      Strengths & Weaknesses     Do you have the SKILLS TO DO THE WORK?                      Assess your abil...
Identify Your      Strengths & Weaknesses     Does your marketing have a DEADLINE?                      Do you need to hav...
Is Guerrilla                                           Marketing                                       Right for You?     ...
Is Guerrilla                                          Marketing                                      Right for You?       ...
Examples ofGuerrilla Marketing
Is Guerrilla                                              Marketing                                          Right for You...
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Examples ofGuerrilla Marketing
Is Guerrilla                                       Marketing                                   Right for You?  •   Attract...
Is Guerrilla                            Marketing                        Right for You?• You must know your audience & pro...
Is Guerrilla                                Marketing                            Right for You?              Suggestions f...
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Guerrilla Marketing - Cheap Marketing Basics

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Guerrilla marketing can be very powerful for franchises and small businesses alike. It gets the attention of consumers in a way very few other things can. Plus, it can be a relatively cheap form of marketing. But, to make it work for your business, you've got to know how to do it right. Learn the secrets to successful guerrilla marketing!

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  • Ground rules: \nWave if use confusing lingo\nRaise your hand any time with ?\nPlease interact\n• Not so simple as “cheap” -- is cheap right for you? \nWill you get results? Do you have the skills to pull it off?\n
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  • Marketing that takes consumers by surprise, popping up where and when least expected, to make an indelible impression.\nMarketing that’s ideal for small businesses that need to ensure their message is received and big companies that need a grassroots component in mass media campaigns.\n
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  • Guerrilla Marketing - Cheap Marketing Basics

    1. 1. The ‘Gorilla’ of“Cheap” Marketing Putting Guerrilla Marketing to Work For Your Business Melinda A. Caughill, Partner franchise.third-person.net @thirdpersoninc 414-221-9810
    2. 2. Is “Cheap” Marketing Right for You?Every marketing strategy — cheap or not —has BENEFITS... Melinda A. Caughill, Partner ... and DRAWBACKS. franchise.third-person.net @thirdpersoninc 414-221-9810
    3. 3. The best way to choose “cheap”1. Understand the 8 Elements of Marketing 2. Identify Your Strengths & Weaknesses 3. Review #1 and #2 to identify your ideal “cheap” marketing method Melinda A. Caughill, Partner franchise.third-person.net @thirdpersoninc 414-221-9810
    4. 4. The 8 Elements of MarketingDefining the Audience Crafting an Offer Developing a Campaign Writing the Message Designing the Piece Producing the Piece Delivering the Piece Melinda A. Caughill, Partner franchise.third-person.net @thirdpersoninc 414-221-9810 Measuring the Results
    5. 5. Identify Your Strengths & Weaknesses How well do you KNOW YOUR BUSINESS? • What makes your product/service unique? • What do your customers like about your business and product/service? • What does your business offer that your competitors do not?Melinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    6. 6. Identify Your Strengths & Weaknesses How well do you KNOW YOUR AUDIENCE? • Location • Family • Age • Home • Gender • Marital Status • Income • Interests • Education • EmploymentMelinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    7. 7. Identify Your Strengths & Weaknesses What is your MARKETING BUDGET? • No matter what your budget is -- $5 or $500,000 -- define it.Melinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    8. 8. Identify Your Strengths & Weaknesses Do you have TIME TO DO THE WORK? Assess of your priorities. • What do you do that no one else can? • Are your unique skills critical to your business success? • What can you have other people do?Melinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    9. 9. Identify Your Strengths & Weaknesses Do you have the SKILLS TO DO THE WORK? Assess your abilities. • What marketing elements can you adequately accomplish?Melinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    10. 10. Identify Your Strengths & Weaknesses Does your marketing have a DEADLINE? Do you need to have your marketing completed by a certain crucial date? If so, identify your deadline.Melinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    11. 11. Is Guerrilla Marketing Right for You? What is it? Unconventional marketing that reliesheavily on energy and imagination, rather than big budgets and flashy effects. Melinda A. Caughill, Partner franchise.third-person.net @thirdpersoninc 414-221-9810
    12. 12. Is Guerrilla Marketing Right for You? What is it?• unexpected • unconventional • targeted • memorable • buzz-worthy • spreads virallyMelinda A. Caughill, Partnerfranchise.third-person.net@thirdpersoninc 414-221-9810
    13. 13. Examples ofGuerrilla Marketing
    14. 14. Is Guerrilla Marketing Right for You? Surprise is everything.Understand what is expected, then do the opposite. • Unexpected placement • Unexpected timing • Unexpected message Melinda A. Caughill, Partner franchise.third-person.net @thirdpersoninc 414-221-9810
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    23. 23. Is Guerrilla Marketing Right for You? • Attracts attention Much less expensive than • paying for media placements With low quantities, you can often produce it yourselfMelinda A. Caughill, Partner •franchise.third-person.net@thirdpersoninc 414-221-9810
    24. 24. Is Guerrilla Marketing Right for You?• You must know your audience & product Ideas must be creative & unexpected • Design must be of high quality • Distribution/set-up requires time • ROI can be difficult to measure •
    25. 25. Is Guerrilla Marketing Right for You? Suggestions for Use• “Break the rules” (within reason) • Let creativity run wild • Don’t be timid • Include a call to action • Have fun!

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