Guerrilla Marketing - Vistage - 3 hours coaching session
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The document is a presentation on guerrilla marketing techniques over 30 days. It discusses concepts like developing a marketing mindset, setting goals and calls to action, researching customers and competitors, defining an ideal target customer, positioning the business, identifying competitive advantages and benefits, developing an advertising and media plan, networking, fusion marketing partnerships, direct mail strategies, developing marketing hooks, and content marketing. The presentation provides exercises and examples to help apply these guerrilla marketing concepts.
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Guerrilla Marketing - Vistage - 3 hours coaching session
- 1. Guerrilla Marketing . . In 30 Days Welcome to . . . Guerrilla Marketing in 30 days presented by Al Lautenslager Certified Guerrilla Marketing Coach
- 2. Guerrilla Marketing . . In 30 Days
- 3. Guerrilla Marketing . . In 30 Days Taco Bell
- 4. Guerrilla Marketing . . In 30 Days Do you have all the customers you want? Do you have a blank check book to spend on marketing? Does everyone that could buy from you, know about you?
- 5. Guerrilla Marketing . . In 30 Days Winning and keeping customers is the end result!
- 6. Guerrilla Marketing . . In 30 Days 6 Common Sense, Not Common Practice Put the following into practice: 1. You must be committed to your marketing. 2. You must think of your marketing as an investment 3. You must see to it that your marketing is consistent
- 7. Guerrilla Marketing . . In 30 Days Challenge Yourself – Marketing Truths 1. The market is constantly changing 2. People forget fast 3. Your competition isn’t quitting 4. Marketing strengthens your brand and identity 5. Marketing is essential to survival and growth
- 8. Guerrilla Marketing . . In 30 Days More Marketing Truths... 6. Marketing will give you an advantage over competitors who have stopped their marketing 7. Marketing allows you to continue operating
- 9. Guerrilla Marketing . . In 30 Days The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination. Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter! Theory of Guerrilla Marketing
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- 14. Guerrilla Marketing . . In 30 Days ESPN Brazil
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- 29. Guerrilla Marketing . . In 30 Days
- 30. Guerrilla Marketing . . In 30 Days Show Up Where Your Target Market Is • IF Branded Tennis Balls Toss in yard where a loose dog resides Note address Follow up with a call Put phone number on ball
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- 34. Guerrilla Marketing . . In 30 Days “Refreshed by KFC”
- 35. Guerrilla Marketing . . In 30 Days
- 36. Guerrilla Marketing . . In 30 Days
- 37. Guerrilla Marketing . . In 30 Days Guerrilla Marketing in 30 Days Definition • Marketing is everything you do or say that a customer or prospect sees or hears.
- 38. Guerrilla Marketing . . In 30 Days
- 39. Guerrilla Marketing . . In 30 Days Guerrilla Marketing in 30 Days provides: • Proven Guerrilla Marketing ideas • Step by step • Day by day blueprint
- 40. Guerrilla Marketing . . In 30 Days Day 1 – Guerrilla Marketing Mindset
- 41. Guerrilla Marketing . . In 30 Days The Question to Focus On: • “How am I building awareness with my prospects and clients through all of our marketing?”
- 42. Guerrilla Marketing . . In 30 Days What is your Marketing Habit? • 3-5 things a day • Put Marketing on your to-do list
- 43. Guerrilla Marketing . . In 30 Days What is your Marketing Habit? • What are some new things you can do to get you and keep in you the proper marketing mindset? _____________________________ _____________________________ _____________________________ _____________________________
- 44. Guerrilla Marketing . . In 30 Days Day 2 – Goals/Purpose of Marketing
- 45. Guerrilla Marketing . . In 30 Days What specific activity do you want customers to take?
- 46. Guerrilla Marketing . . In 30 Days Specific Customer Activity • Send for information / Free Report • Call your toll free 800 number • Visit your website • Enter a contest • Visit your place of business
- 47. Guerrilla Marketing . . In 30 Days
- 48. Guerrilla Marketing . . In 30 Days Calls To Action • What are some calls to action for you? _________________________________ _ _________________________________ _________________________________ _________________________________ ___
- 49. Guerrilla Marketing . . In 30 Days Day 3 – Research / Competition
- 50. Guerrilla Marketing . . In 30 Days Customer Research • What problems do they have that need solved? • How do they want them solved? • What is it worth to them to have their problems solved?
- 51. Guerrilla Marketing . . In 30 Days The Big 3 • What is your current supplier doing for you that you like? • What is your current supplier doing for you that you don’t like? • If you could wave a magic wand and change things about your current supplier, what would you change?
- 52. Guerrilla Marketing . . In 30 Days What Problems Do Your Customers Have That Need Solved? _________________________________ _ _________________________________ _________________________________ _________________________________ ___
- 53. Guerrilla Marketing . . In 30 Days Day 4 – Target Market
- 54. Guerrilla Marketing . . In 30 Days The Ultimate Targeting Exercise • If you could magically define the “ideal client,” what would they look like?
- 55. Guerrilla Marketing . . In 30 Days Your Best Prospect ….is a current customer Second best is a past customer
- 56. Guerrilla Marketing . . In 30 Days Your Ideal Customer Define your ideal client/prospect: _____________________________ _____________________________ _____________________________ _____________________________
- 57. Guerrilla Marketing . . In 30 Days Day 5 – Positioning
- 58. Guerrilla Marketing . . In 30 Days David Olgivy: “Marketing results depend less on how advertising is written than on how the product or service is positioned.”
- 59. Guerrilla Marketing . . In 30 Days Al Ries and Jack Trout • Positioning is not something you do with a product. Positioning is what you do in the mind of a prospect. • All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.”
- 60. Guerrilla Marketing . . In 30 Days Positioning Examples • Southwest Airlines • 7-Up • United Airlines • Fed-Ex • Crest Toothpaste
- 61. Guerrilla Marketing . . In 30 Days Simple Positioning… • We are now known as…
- 62. Guerrilla Marketing . . In 30 Days A Revenue Exploding Guerrilla Marketing Positioning Example • An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
- 63. Guerrilla Marketing . . In 30 Days You Are an Expert!
- 64. Guerrilla Marketing . . In 30 Days You Are An Expert In Something! • Design Expert • Marketing Expert • Financial Expert • Wealth Expert • Home Environment Expert • New Home Expert • Transportation Expert
- 65. Guerrilla Marketing . . In 30 Days What are You An Expert At? _____________________________ _____________________________ _____________________________ _____________________________
- 66. Guerrilla Marketing . . In 30 Days A Tagline Can Position A Business • Do you have a Tagline? • Brainstorm some tagline ideas: _______________________________ _______________________________ _______________________________ ___
- 67. Guerrilla Marketing . . In 30 Days Day 8 – Competitive Advantages/Benefits
- 68. Guerrilla Marketing . . In 30 Days Prospects Don’t Care About You They want to know, “What’s in it for me? How will you benefit me?”
- 69. Guerrilla Marketing . . In 30 Days Features vs. Benefits
- 70. Guerrilla Marketing . . In 30 Days Features • Self cleaning oven • 200 Cd jukebox • One click buying on Amazon • Live operator on duty 24/7 • In business since 1910 • We have the biggest widget maker • Award Winning
- 71. Guerrilla Marketing . . In 30 Days These are the related Benefits • Convenience • Time savings • Organization • Easy access • Immediate • Less resources required • Reliability
- 72. Guerrilla Marketing . . In 30 Days Your competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)
- 73. Guerrilla Marketing . . In 30 Days What are you really selling?
- 74. Guerrilla Marketing . . In 30 Days Dig Deep for Benefits
- 75. Guerrilla Marketing . . In 30 Days What Do You Really Sell? _____________________________ _____________________________ _____________________________ _____________________________
- 76. Guerrilla Marketing . . In 30 Days What is Your Competitive Advantage? _____________________________ _____________________________ _____________________________ _____________________________
- 77. Guerrilla Marketing . . In 30 Days Day 11 – Advertising / Media Plan
- 78. Guerrilla Marketing . . In 30 Days Advertising • Is a numbers game • Repetition is key • How many times does it take?
- 79. Guerrilla Marketing . . In 30 Days Advertising • The most visible form of marketing • Shouldn’t be intimidating • Can eat a budget very quick if not done right
- 80. Guerrilla Marketing . . In 30 Days Advertising • 1. The first time a man looks at an advertisement, he does not see it. 2. The second time, he does not notice it. 3. The third time, he is conscious of its existence. 4. The fourth time, he faintly remembers having seen it before. 5. The fifth time, he reads it. 6. The sixth time, he turns up his nose at it. 7. The seventh time, he reads it through and says, "Oh brother!" 8. The eighth time, he says, "Here's that confounded thing again!" 9. The ninth time, he wonders if it amounts to anything. 10. The tenth time, he asks his neighbor if he has tried it.
- 81. Guerrilla Marketing . . In 30 Days Advertising • 11. The eleventh time, he wonders how the advertiser makes it pay. 12. The twelfth time, he thinks it must be a good thing. 13. The thirteenth time, he thinks perhaps it might be worth something. 14. The fourteenth time, he remembers wanting such a thing a long time. 15. The fifteenth time, he is tantalized because he cannot afford to buy it. 16. The sixteenth time, he thinks he will buy it some day. 17. The seventeenth time, he makes a memorandum to buy it. 18. The eighteenth time, he swears at his poverty. 19. The nineteenth time, he counts his money carefully. 20. The twentieth time he sees the ad, he buys what it is offering. The list you've just read was written by Thomas Smith of London in l885.
- 82. Guerrilla Marketing . . In 30 Days “I do not regard advertising as an entertainment or an art form but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.” -David Olgivy
- 83. Guerrilla Marketing . . In 30 Days Creative • Market your product or service, not your creative, (unless you are in the creative business). • Super Bowl commercials Herding cats - who was it?
- 84. Guerrilla Marketing . . In 30 Days Day 12 – Business Networking
- 85. Guerrilla Marketing . . In 30 Days 50 People Instantly • Neighbor • Banker • Bartender • Travel Agent • #49
- 86. Guerrilla Marketing . . In 30 Days Networking Tips • Set goals before arriving • Arrive early, leave late • Help at registration • Power partners • Show interest • Act like a host, not a guest
- 87. Guerrilla Marketing . . In 30 Days BONUS DAY !!!! Referral Strategies • Ask for them – verbally and written • Ask at the peak of enthusiasm • Narrow the Universe of those you ask • Define a good referral • Offer an incentive or reward
- 88. Guerrilla Marketing . . In 30 Days Day 13 – Fusion Marketing
- 89. Guerrilla Marketing . . In 30 Days Fusion Marketing • Business connections (non- customers) with other businesses; strategic alliances, affinity marketing, joint venturing, affiliate relationships.
- 90. Guerrilla Marketing . . In 30 Days Fusion Marketing Hotel Room Key
- 91. Guerrilla Marketing . . In 30 Days Who Can You Partner With? _____________________________ _____________________________ _____________________________ _____________________________
- 92. Guerrilla Marketing . . In 30 Days What Can The Mutual Offers Be? _____________________________ _____________________________ _____________________________ _____________________________
- 93. Guerrilla Marketing . . In 30 Days Day 17 – Direct Mail
- 94. Guerrilla Marketing . . In 30 Days Junk Mail vs. Love Mail
- 95. Guerrilla Marketing . . In 30 Days 4 Key Components • The message • The vehicle • The target • The frequency
- 96. Guerrilla Marketing . . In 30 Days Postcard Planner Exercise Headline Hook Benefits Attention Getter Call to Action
- 97. Guerrilla Marketing . . In 30 Days What Has Your Experience Been With Direct Mail? _____________________________ _____________________________ _____________________________ _____________________________
- 98. Guerrilla Marketing . . In 30 Days Day 19 – Marketing Hooks
- 99. Guerrilla Marketing . . In 30 Days 3000 marketing messages a day • Low response rates are rampant • Creative overwhelms the messages • Action does not result
- 100. Guerrilla Marketing . . In 30 Days More Good hook examples • Special Report: 7 Mistakes People Make When Choosing A _______________Supplier Before You Purchase __________________ You Should Read this Report This is what our competition won’t tell you about ____________________ 12 ways to Get Twice as Much Value at Half the Cost
- 101. Guerrilla Marketing . . In 30 Days What about Free Consultations • GM 3rd • Savvy consumers
- 102. Guerrilla Marketing . . In 30 Days Placement of Marketing Hooks • On or offline • Brochures or other marketing communication material • Point of purchase • Packaging materials • Bounce back offers
- 103. Guerrilla Marketing . . In 30 Days What is Content Marketing? • Information that is of interest that draws target market clients to you to get that information; usually online content • Distribution of the information – make it available • Engage with the audience = connection
- 104. Guerrilla Marketing . . In 30 Days What Content Marketing is Not • Bland, repetitive content written only for SEO • Sales pitches • All about me
- 105. Guerrilla Marketing . . In 30 Days Why Content Marketing • Caters to potential client’s desire for information they want (when they want it and in a form they like). • Search engines love it – relevancy • Lets your target market know who you are and why you are the preferred choice
- 106. Guerrilla Marketing . . In 30 Days Why Content Marketing • People choose products based on: Google search Company website Facebook/Twitter postings Blog postings Comments from previous or current clients
- 107. Guerrilla Marketing . . In 30 Days
- 108. Guerrilla Marketing . . In 30 Days Benefit of Content Marketing • A steady, consistent, helpful, valuable stream of information linked to the agency can overcome any negative content by one unsatisfied past client
- 109. Guerrilla Marketing . . In 30 Days Benefit of Content Marketing • You can control your online reputation more • Establishes expertise and positioning • Cost per lead is 30-40% lower than paid search • Value is cumulative
- 110. Guerrilla Marketing . . In 30 Days Content Marketing Plan • Define target market • Define what questions they have • Define what problems need solved • Answer questions in an interesting, compelling, valuable and engaging way • How do they want content delivered
- 111. Guerrilla Marketing . . In 30 Days Developing the Content • Write it • Repurpose offline and other content • Outsource the development
- 112. Guerrilla Marketing . . In 30 Days The Content • Accurate & Complete • Informative & Useful • Valuable & Relevant • Trusted – you are the “go-to” source • Understandable • Shareable
- 113. Guerrilla Marketing . . In 30 Days Now Market The Content
- 114. Guerrilla Marketing . . In 30 Days The Content – Kicking It Up A Notch • See attachment in handout
- 115. Guerrilla Marketing . . In 30 Days Content Marketing – The Real Secret
- 116. Guerrilla Marketing . . In 30 Days Other Content Marketing Thoughts • It’s a long term commitment and process • You can’t do it all
- 117. Guerrilla Marketing . . In 30 Days
- 118. Guerrilla Marketing . . In 30 Days Content Along The Way
- 119. Guerrilla Marketing . . In 30 Days Day 20 – PR
- 120. Guerrilla Marketing . . In 30 Days • Tie Yourself to Current News Event
- 121. Guerrilla Marketing . . In 30 Days What’s In The News? • Interest Rates – Mortgage Broker, Real Estate, Financial Advisor • Prisoner Sentences – Social Workers • Business Startups – Marketing, Sales, Consultants • Running and Sporting Events – Chiropractors, Physical Therapists
- 122. Guerrilla Marketing . . In 30 Days
- 123. Guerrilla Marketing . . In 30 Days PR • Ideas for a Press Release: • New service • Awards • Promotions • Reorganizations • New employees • Celebrations (anniversaries) • Survey results
- 124. Guerrilla Marketing . . In 30 Days Press Release Topics _____________________________ _____________________________ _____________________________ _____________________________ _____________________________
- 125. Guerrilla Marketing . . In 30 Days Marketing Wrap Up – What Works What Doesn’t? _____________________________ _____________________________ _____________________________ _____________________________
- 126. Guerrilla Marketing . . In 30 Days Three Things to Do Now… _____________________________ _____________________________ _____________________________ _____________________________
- 127. Guerrilla Marketing . . In 30 Days Wrap Up/Conclusion/Action • Launch what is comfortable • Get help if you need it • Do something…in 30 Days
- 128. Guerrilla Marketing . . In 30 Days Does Guerrilla Marketing Really Work?
- 129. Guerrilla Marketing . . In 30 Days One Way Mind vs. Two Way Mind
- 130. Guerrilla Marketing . . In 30 Days Happy Marketing! al@allautenslager.com www.marketforprofits.com 630-740-1397
Editor's Notes
- Re-freshed by KFC” The repairs are decorated with a white stencil saying the spot was “Re-freshed by KFC” — a play on KFC’s ad campaign stressing the freshness of their chickens. In addition to the Louisville project, KFC has issued an open offer to U.S. mayors to tell them about the state of their city streets and request assistance. The chain will select as many as four more cities at random for pothole assistance.