The document provides an overview of guerrilla marketing strategies and tactics for professional speakers. It discusses 10 principles of guerrilla marketing including investing in people, technology and yourself. It also outlines various marketing weapons like business cards, testimonials, demo CDs/DVDs, websites and social media. The goal is to use 40-50 different marketing tactics consistently to build reputation and a competitive advantage over other speakers.

1. Guerrilla Marketing for the Advanced Professional Speaker Orvel Ray Wilson, CSP Sr. Partner, THE GUERRILLA GROUP

2. It’s a Jungle Out There!

3. It’s a Jungle Out There! Economic Uncertainty

4. We Apologize

5. It’s a Jungle Out There! Economic Uncertainty Tough Competition

6. Grape?

7. It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients

8. It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients Advancing Technology

9. More More More

10. It’s a Jungle Out There! Economic Uncertainty Tough Competition Demanding Clients Advancing Technology Pressure on Prices and Margins

11. Slowly but Surely

12. What is Marketing? Everything that helps, or hinders, the sale of your goods or services.

13. What do we mean by “Guerrilla”? Time Energy Imagination

14. 10 Principles of Guerrilla Marketing

15. 1. Investment The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

16. 1. Investment (cont.) People Technology Yourself

17. Invest in People Hire first for Attitude Collect Competitive Literature Tag Team Training Resource Center Outside Seminars Outside Expertise

18. Invest in Technology Good wireless microphones Digital audio recorder Laptop Digital Camera Video editing platform

19. Invest in Yourself Build Your Library Get active in NSA Master Mind

20. 2. Consistent “Poor marketing done consistently will be more effective than great marketing done sporadically.” Consistency is interpreted as longevity, credibility, and trust.

21. Image vs. Identity Use your own stuff People will always pay more for an original.

22. 3. Confident “Guerrillas believe in their products and their people.”

23. Mr. Colton, do we stand behind our products? “ Mr. Colton, do we stand behind our products?”

24. 3. Confident (cont..) Expect the Sale Collect Testimonials Don’t play games with your fees.

25. Low Bidder “ How did I wind up here? I was the low bidder!”

26. 4. Patient Fine-tuning your skills takes time Think about quitting

27. Gretsch kit

28. Prospect Learning Curve Number of Impressions Total Apathy Purchase Readiness

29. 5. Assortment “It’s easier to find a new audience than it is to write a new speech.” --Ira Hayes

30. Move Them Up the Curve Fill the Curve

31. 5. Assortment Keynote Super-keynote Breakout session Half-day and Full-day Seminar Multi-day Destination Workshop Long-term Ongoing Program

32. Form and Format: Keynote Super-keynote Break-out Session Half-day and Full-day Seminars Destination Intensives Ongoing Programs

33. Positioning: Local – National - International Stock vs. Customized Corporate vs. Non-profit Flat vs. Gain-share Inclusive? Pro-bono

34. Publishing and Product Single CD or DVD Book and extensions Sets and courses On-line audio and videos Virtual and TeleSeminars Continuity programming

35. 6. Subsequent “ Guerrillas wage their marketing campaign simultaneously on three fronts.”

36. 6. Subsequent (cont..) “It takes 11 positive impressions to overcome a single negative impression.” Repetition, Repetition, Repetition You’re always on stage You Oughta’ Be In Pictures

37. Photo Note Pad Dear Pat, THANK YOU for the opportunity to serve NSA/Houston. What a FUN group! We had a GREAT time! OrvelRay From the desk of Orvel Ray Wilson, CSP 34316 Gap Road, Golden, CO 80403 800-247-9145

38. 7. Convenient “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”

39. Show Up “ 90% of sex is showing up.” -- Woody Allen

41. 7. Convenient “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” Message in a bottle Zero “Prima Donna” factor

42. 7. Convenient (cont.) Available 24/7

43. He’s on another line “ He’s on another line at the moment, would you like to hold?”

44. 7. Convenient (cont.) Available 24/7 Send out a detailed contract and rider Setup instructions Small room Big room Bring your own tools

45. 8. Measurement “What you measure is what you get. Inspect what you expect.” – Tom Peters

46. Five Levels of Metrics: Did they Like it? Did they Remember it? Did they Use it? Did it Work ? How much was that Worth ?

47. 8. Measurement Track your evaluations Track product and BOR sales Customer Survey Talk to Lost Clients

48. 9. Excitement Have Fun! People will happily pay more to be entertained than they will to be educated. “How’s business?” A Good Word for Everyone Never Complain.

49. Brussels Sprouts

50. 10. Commitment “ If you're not 100% committed to your clients, your product and your organization, you'll never survive.” Do your homework Become an insider Get there early Take control to make your client look good

52. Guerrilla Marketing Weapons for Professional Speakers

53. Ranking the Weapons A: I’m using this weapon now, and I’m using it correctly. B: I’m using this weapon now, but could be improved. C: I’m not using this weapon now, and I should. D: This weapon is not appropriate for my practice.

54. Marketing Plan Seven Sentences Forces you to focus Can show it to your employees, or your banker

55. Marketing Plan – Step One The Purpose of your Marketing

56. Marketing Plan – Step Two How this purpose will be achieved, focusing upon the benefits of your offering

57. Marketing Plan – Step Three Your target audience

58. Marketing Plan – Step Four Proposed Marketing Weapons

59. Marketing Plan – Step Five Your niche in the market What’s the first thing that enters peoples’ minds when they hear your name? Topic Industry Style Format

60. Marketing Plan – Step Six Your identity Not the same as image Build a list of adjectives

61. Marketing Plan – Step Seven Your marketing budget expressed as a percentage of your gross sales

62. Marketing Calendar Week Number Thrust Media Cost Results

63. Theme Grows from your identity Doubles the memorability of your message “ Finger lickin’ ________.” “ Mmm-mmm good.” “ Unconventional Weapons and Tactics. . .”

64. Uniqueness “It’s better to be different than to be better.” People will pay more for an original Add 15 minutes of new material every time you speak

65. Credibility Get the facts straight Always cite your sources Avoid unspecified attribution Do your own original research Become an author

66. Public Relations Write press releases for everything! PRWeb.com Put your Bio on Wikipedia

67. Write an Article Photo in the by-line Toll-free number in the footnote Make 1,000 reprints Add it to your website Peter Shankman's "If I Can Help a Reporter Out”

68. Write a White Paper “How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting” “Why You Should Hire (Your Name Here)”

69. Write a Column Editors are always looking for fresh ideas A big commitment, that pays big

70. Write a Blog Keep it short and relevant LOTS of links back to your other stuff GREAT way to drive website traffic and SEO

71. Write a Book “Author” = “Authority” Consider Collaborators or Ghosts Start with an outline Develop a Proposal New York vs. Self-Publishing?

72. Competitive Advantages Exclusive benefits you offer Promise outcomes, not features What’s your “WOW Factor”?

73. Photos Glam shot Action shots Show the audience B&W and Color

74. Stationery Carries a important message about your identity Invest in professional design and quality paper Include name, theme, address, phone numbers website and email

75. Toll-free Number People are eight times as likely to call Don’t spell a word Can increase your response rate from 30% to 700%

76. Business Cards Turn them into mini-brochures All contact information Include your picture Print on both sides Consider odd shape and size Don’t leave home without them

77. One-Sheet Single sheet, two sides Can convey all the details Make it about them! Turn it into a reference piece

78. Testimonials Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss ’ attention?” Highlight the strongest sentence Staple 12 together in sequence

79. E-mail THE preferred vector of communication for bureaus and clients Include photo, contact info, and a link to your demo in the signature Create an e-mail “one sheet” with basic bio and multiple links to demos, etc.

80. Success Stories Confidence is the #1 buying motive “I was just in Dubai last month doing a program for IBM , and one of the things I learned was. . .” “Our customers tell us. . .”

81. Demo CD/DVD WYSIWYG version Charge fees for being recorded Ask for the Masters in lieu of the fee Get right into your best clip Include the full-length version NSA Research Report on “What Makes Meeting Planners Want To Hire You”

82. Put it on YouTube Post short videos 3-5 minutes Create your own “channel” Link everything back to your website

83. Develop Products: Tip-sheets Checklists Advertising Specialties Audio CD Video DVD

84. Develop Products: Custom CD/DVD albums Workbooks and courseware Packages and Bundles Webinars and E-Courses

85. Fusion Marketing Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant.

86. Contact Time Get on-site Watch all the other speakers ExpoVendaMeis Stay and hang out

87. Showcase Opportunities Service Clubs, Chambers, CVB, networking groups, university classes MPI, ASTD, SGMP, NSA Invite VIPs to be your guest Establishes you as an authority

88. Community Involvement Co-Op events with local Chambers, SBDCs, BBB, Trade Associations Gain-share programs Make it turn-key

89. Courses & Seminars Conduct free “How To” Courses Continuing Education Universities and community colleges

90. Follow-up 48 hour Thank you card 30 day note 90 day letter offering new products 6 months ask for names for mailing list 9 months Customer Questionnaire 1 year Anniversary card

91. Websites 182,226,259 Web sites* 1,463,632,361** Internet users worldwide 430,800,000 English-speakers Web Survey: Convenience (65%) Availability of vendor information (60%) No pressure from salespeople (55%) Saving time (53%) *Netcraft Survey, Nov 2008 ** InternetWorldStats.com Nov 2008

92. Bureaus Rapidly being displaced by Internet Still an important source of business for some speakers You can only manage a handful Make their job easy

93. Social Networking MySpace LinkedIn.com Own NSA Group SpeakerMatch Plaxo

94. eSpeakers & eVentPro Essential if you want to work with bureaus

97. Reputation Build it consciously Market consistently Eliminate unhappy clients, at any cost

98. Competitiveness Of 100 Marketing Weapons: Sophisticated marketers are using 10 or 15 Most use only 5 or 10 Guerrillas use 40 or 50

99. Advertising Only 1% of marketing Always do it last Doesn’t work unless you do all the other things first.

100. Satisfied Clients Every one is another weapon in your arsenal What you do makes a real difference.

112. Sailed to 11 locations Conducted on board operations for tumours, cysts, lymphomas, ganglions and reconstructive surgery Provided treatment and education to 103,459 persons. Built 100+ of tube wells and dozens of septic systems