The document is a presentation on guerrilla marketing techniques over 30 days. It discusses the mindset of guerrilla marketing and focusing on building customer awareness. It provides tips like conducting customer research, defining an ideal target customer, developing a strong positioning strategy based on benefits rather than features, and creating a media plan using various low-cost marketing tactics like advertising, networking, direct mail, marketing hooks, and content marketing. The goal is to win and keep customers with limited budget by focusing time, energy and imagination into creative marketing strategies.
This document outlines an introduction to guerrilla marketing techniques over 30 days. It discusses establishing a marketing mindset, setting goals and calling prospects to action, researching customers and competitors, defining an ideal target market and positioning, highlighting competitive advantages and benefits, developing an advertising and media plan, the importance of networking and referrals, fusion marketing partnerships, using direct mail, developing marketing hooks, and utilizing public relations. The document provides prompts and exercises for the reader to apply the guerrilla marketing concepts to their own business.
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!
Guerrilla Marketing Tactics - World of Asphalt 2015 - Baltimore 60-90 minutesAl Lautenslager
This document is a presentation on guerrilla marketing tactics by Al Lautenslager. It provides 30 days of marketing activities for businesses to implement guerrilla marketing strategies with limited budgets. Each day focuses on a different tactic, providing examples and guidance. Tactics include setting goals, targeting customers, positioning, identifying benefits, advertising, business networking, direct mail, marketing hooks, public relations, and prioritizing an implementation plan. The goal is to help businesses get more customers and business now through low-cost marketing ideas and an action plan focused on time, energy and imagination over large budgets.
Heart-Marketing, Help-Marketing: "Aiuto Dunque Vendo": #SocialCare, Nuovo Mod...Rachele Zinzocchi
The document discusses a new business model called #SocialCare that focuses on helping customers and promoting social engagement. It emphasizes marketing through heart/help-focused strategies like help-marketing and youtility. The key aspects are providing memorable customer experiences through social selling, word-of-mouth promotion, and social customer relationship management. The model aims to build trust and loyalty by prioritizing customer responsiveness, care, and satisfaction.
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Have you developed a product that you are ready to distribute to retail market but not sure where to start?
Learning Objectives:
• Discover how to structure sales calls to retailers, with the best results.
• Understand the methods retailers use to decide what products they will buy for their stores.
• Find out the common challenges retailers face; how and why they buy.
• Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client
• Learn the terminology, technology and measurements retailers use to decide which products will make the cut.
• Find out how merchandising and pricing works in both chain and independent retailers.
• Discover the logistics and supply chain systems of getting products to the retailers’ door.
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.
Marketing 201 Day 2 - EO Cleveland - WorkshopAl Lautenslager
This document outlines a presentation on guerrilla marketing techniques. It discusses how guerrilla marketers need to invest time, energy and imagination since they do not have large budgets. It provides tips for guerrilla marketing such as targeting customers where they are, using marketing hooks to grab attention, and leveraging public relations by tying marketing messages to current events. The document presents a 30 day plan for implementing various low-cost guerrilla marketing tactics and strategies.
Gm 30 world of asphalt 2013 san antonio 60-90 minutesAl Lautenslager
The document provides an overview of guerrilla marketing strategies and tactics for small businesses. It discusses focusing on time, energy, and imagination rather than large budgets. Specific tactics covered include targeting current and past customers, defining positioning, identifying benefits over competitors, developing an advertising plan using various media including direct mail and public relations, and using marketing hooks to attract attention. The goal is to provide low-cost marketing ideas to help small businesses gain more customers and awareness.
This document outlines an introduction to guerrilla marketing techniques over 30 days. It discusses establishing a marketing mindset, setting goals and calling prospects to action, researching customers and competitors, defining an ideal target market and positioning, highlighting competitive advantages and benefits, developing an advertising and media plan, the importance of networking and referrals, fusion marketing partnerships, using direct mail, developing marketing hooks, and utilizing public relations. The document provides prompts and exercises for the reader to apply the guerrilla marketing concepts to their own business.
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!
Guerrilla Marketing Tactics - World of Asphalt 2015 - Baltimore 60-90 minutesAl Lautenslager
This document is a presentation on guerrilla marketing tactics by Al Lautenslager. It provides 30 days of marketing activities for businesses to implement guerrilla marketing strategies with limited budgets. Each day focuses on a different tactic, providing examples and guidance. Tactics include setting goals, targeting customers, positioning, identifying benefits, advertising, business networking, direct mail, marketing hooks, public relations, and prioritizing an implementation plan. The goal is to help businesses get more customers and business now through low-cost marketing ideas and an action plan focused on time, energy and imagination over large budgets.
Heart-Marketing, Help-Marketing: "Aiuto Dunque Vendo": #SocialCare, Nuovo Mod...Rachele Zinzocchi
The document discusses a new business model called #SocialCare that focuses on helping customers and promoting social engagement. It emphasizes marketing through heart/help-focused strategies like help-marketing and youtility. The key aspects are providing memorable customer experiences through social selling, word-of-mouth promotion, and social customer relationship management. The model aims to build trust and loyalty by prioritizing customer responsiveness, care, and satisfaction.
Small Business BC-retail distribution-26 nov2012Gerry Spitzner
Have you developed a product that you are ready to distribute to retail market but not sure where to start?
Learning Objectives:
• Discover how to structure sales calls to retailers, with the best results.
• Understand the methods retailers use to decide what products they will buy for their stores.
• Find out the common challenges retailers face; how and why they buy.
• Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client
• Learn the terminology, technology and measurements retailers use to decide which products will make the cut.
• Find out how merchandising and pricing works in both chain and independent retailers.
• Discover the logistics and supply chain systems of getting products to the retailers’ door.
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.
Marketing 201 Day 2 - EO Cleveland - WorkshopAl Lautenslager
This document outlines a presentation on guerrilla marketing techniques. It discusses how guerrilla marketers need to invest time, energy and imagination since they do not have large budgets. It provides tips for guerrilla marketing such as targeting customers where they are, using marketing hooks to grab attention, and leveraging public relations by tying marketing messages to current events. The document presents a 30 day plan for implementing various low-cost guerrilla marketing tactics and strategies.
Gm 30 world of asphalt 2013 san antonio 60-90 minutesAl Lautenslager
The document provides an overview of guerrilla marketing strategies and tactics for small businesses. It discusses focusing on time, energy, and imagination rather than large budgets. Specific tactics covered include targeting current and past customers, defining positioning, identifying benefits over competitors, developing an advertising plan using various media including direct mail and public relations, and using marketing hooks to attract attention. The goal is to provide low-cost marketing ideas to help small businesses gain more customers and awareness.
Selling during tough times world of asphalt - 90 minutes - nashville 2016Al Lautenslager
Selling during tough times for the Asphalt Industry - tactics and strategies complete with tons of examples and questions to ask prospects - preferred keynote speaker - World of Asphalt - Nashville, 2016
The document provides guidance on developing an effective speaker marketing plan. It discusses guerrilla marketing techniques, leveraging social media platforms, defining target markets, crafting compelling messages, and implementing a consistent marketing strategy. Specific topics covered include developing a marketing mindset, positioning oneself as an expert, integrating calls to action, crafting targeted messages, choosing appropriate marketing vehicles, and creating an implementation plan. The overall aim is to help speakers gain more engagements and build greater awareness of their brand through a strategic and multifaceted marketing approach.
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The document provides information on personal selling and the sales process. It discusses targeting customers, asking questions to understand needs, overcoming objections, and closing the sale. The key points are:
1) Personal selling involves presenting products and services to customers through persuasive conversations to match their needs and motivate a purchase.
2) It is important to understand customers by asking questions, identify their problems and desires, and focus on satisfying their needs over your own goals.
3) Overcoming objections requires listening, confirming concerns, answering questions to eliminate fears, and building value and trust in your solution.
4) The goal of any sales interaction is to guide the customer through the process until they are ready to make a
Nina Jaffe is an award-winning storyteller and author known for retelling Jewish and world folklore. She holds degrees from Wesleyan University and Bank Street College of Education. She has represented the United States at international festivals and created a Wonder Woman series emphasizing the character's mythological background. Jaffe has authored several books for children and young adults on folktales and stories from different cultures and religious traditions. Many of her works have received awards and honors.
Marketing 101 - EO Cleveland - First Night PresentationAl Lautenslager
This document provides an overview of guerrilla marketing strategies presented by Al Lautenslager. It discusses how guerrilla marketers should focus their investments of time, energy, and imagination rather than large budgets. Various guerrilla marketing tactics are presented such as distributing branded tennis balls in yards. The document also outlines a 30 day guerrilla marketing plan including focusing on positioning, targeting customers, developing competitive advantages, advertising, business networking, direct mail, marketing hooks, and public relations strategies.
Content Marketing for Insurance Companies - Popular SpeakerAl Lautenslager
The document discusses how insurance agents can use content marketing to connect with clients online. It recommends creating helpful, relevant content like blogs, social media posts, ebooks and webinars to establish expertise. By providing valuable information that answers clients' questions, content marketing builds trust and awareness over time at a lower cost than other methods. The goal is to become a resource for clients during their research process and help guide them towards choosing that agent. Regular, high-quality content online helps agents control their reputation and gain a competitive advantage in the industry.
Dokumen tersebut membahas rencana Chriss Miller untuk membeli klinik gigi Chang Dental Clinic dengan harga $510.000. Miller hanya memiliki dana $190.000 dan berniat meminjam sisa $320.000 dari bank dengan bunga 6% per tahun selama 10 tahun. Dokumen tersebut melakukan analisis keuangan dan simulasi arus kas untuk menilai kelayakan rencana pembelian tersebut.
Influencer Marketing come Help-Marketing: «Aiuto Dunque Influenzo (e Vendo)»Rachele Zinzocchi
The document discusses the evolution of influencer marketing. It notes that while influencer marketing was once focused on celebrities and paid endorsements, it is now more about everyday people who share useful experiences in a transparent and trustworthy way. These "influencers" aim to help and inspire others, not just sell products. Their motivation comes from a desire to aid others, not direct financial compensation.
5 best practices, and deadly traps to avoid, for marketing innovation:
- Winning product development and differentiation strategies
- Effective Brand Positioning
- Deliberate Distribution Strategies
- Guerrilla Marketing
- Consumer Intimacy
This document discusses strategic marketing and unique selling points (USPs). It explains that USPs are important for differentiating a business and conveying unique benefits to customers. USPs should highlight features that are better and different in a way that is important to the target customer. The document also covers understanding the customer's buying cycle and using USPs throughout the cycle to remove questions in the customer's mind. It provides examples of developing USPs by going three levels deep - from feature to quantified benefit to ultimate benefit. The goal is to use USPs in all strategic marketing components to get more customers, increase spending, and retain customers longer.
This document outlines the agenda for a marketing and branding breakfast event. It includes:
- An agenda that divides the event into two parts focused on marketing and branding, with talks, reinforcements, and final remarks.
- Marketing is defined as discovering consumer needs and wants through research in order to satisfy them, using Procter & Gamble's development of Pringles as an example.
- Branding is explained using the "NAV concept" of brand as a noun, adjective, and verb, and how developing a personal or business brand requires discovering your target market.
- Checklists are provided to help participants discover their target market and audit their brand.
This document outlines the agenda for a marketing breakfast event focused on branding. It includes:
- An agenda that divides the event into two parts focused on real marketing and branding. Each part includes a main talk, reinforcement, and final remarks.
- Details about how Procter & Gamble conducted research to discover consumer needs and develop Pringles in response, highlighting the importance of understanding consumer needs.
- Discussion of how branding is an extension of marketing and involves discovering your target market through questions, listening, and understanding what they want rather than trying to create demand.
- Checklists provided to help participants discover their target market and audit their brand based on principles discussed.
The document outlines an agenda for a workshop on starting a business in 7 hours. The workshop covers introductions, developing a business idea, marketing strategies, legal and financial information, mentoring, and feedback. It also includes several prompts and exercises for participants to explore their business values, branding, marketing approaches, and market research.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
The document discusses guerrilla marketing and hotel partnerships. It defines guerrilla marketing as using unconventional, low-cost marketing methods like street promotions or flash mobs to promote a product. It provides examples of guerrilla marketing tactics for hotels, including creating a "street team" and partnering with local businesses. The document also discusses developing marketing partnerships with other organizations to leverage their strengths and promote each other's brands through joint campaigns. It emphasizes finding partnerships that appeal to different customer demographics and will generate ongoing promotion throughout the year.
This document outlines Rebecca Tall Brown's presentation on marketing basics for a thriving business. The presentation covers defining intelligent marketing as connecting and communicating with potential clients in a way that shows you have considered their needs. It also details the intelligent marketing process, which involves establishing goals, determining key messages, and choosing appropriate marketing strategies and tools to connect with clients. The document provides examples of strategic approaches for the first and next 90 days of marketing, including focusing on one tool or strategy per month and promoting through networking, speaking, and writing. Resources for improving marketing efforts through reviews and books are also listed.
Selling during tough times world of asphalt - 90 minutes - nashville 2016Al Lautenslager
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The document provides guidance on developing an effective speaker marketing plan. It discusses guerrilla marketing techniques, leveraging social media platforms, defining target markets, crafting compelling messages, and implementing a consistent marketing strategy. Specific topics covered include developing a marketing mindset, positioning oneself as an expert, integrating calls to action, crafting targeted messages, choosing appropriate marketing vehicles, and creating an implementation plan. The overall aim is to help speakers gain more engagements and build greater awareness of their brand through a strategic and multifaceted marketing approach.
Nothing Happens Until Something Gets Sold - World of Asphalt Conference - Bal...Al Lautenslager
The document provides information on personal selling and the sales process. It discusses targeting customers, asking questions to understand needs, overcoming objections, and closing the sale. The key points are:
1) Personal selling involves presenting products and services to customers through persuasive conversations to match their needs and motivate a purchase.
2) It is important to understand customers by asking questions, identify their problems and desires, and focus on satisfying their needs over your own goals.
3) Overcoming objections requires listening, confirming concerns, answering questions to eliminate fears, and building value and trust in your solution.
4) The goal of any sales interaction is to guide the customer through the process until they are ready to make a
Nina Jaffe is an award-winning storyteller and author known for retelling Jewish and world folklore. She holds degrees from Wesleyan University and Bank Street College of Education. She has represented the United States at international festivals and created a Wonder Woman series emphasizing the character's mythological background. Jaffe has authored several books for children and young adults on folktales and stories from different cultures and religious traditions. Many of her works have received awards and honors.
Marketing 101 - EO Cleveland - First Night PresentationAl Lautenslager
This document provides an overview of guerrilla marketing strategies presented by Al Lautenslager. It discusses how guerrilla marketers should focus their investments of time, energy, and imagination rather than large budgets. Various guerrilla marketing tactics are presented such as distributing branded tennis balls in yards. The document also outlines a 30 day guerrilla marketing plan including focusing on positioning, targeting customers, developing competitive advantages, advertising, business networking, direct mail, marketing hooks, and public relations strategies.
Content Marketing for Insurance Companies - Popular SpeakerAl Lautenslager
The document discusses how insurance agents can use content marketing to connect with clients online. It recommends creating helpful, relevant content like blogs, social media posts, ebooks and webinars to establish expertise. By providing valuable information that answers clients' questions, content marketing builds trust and awareness over time at a lower cost than other methods. The goal is to become a resource for clients during their research process and help guide them towards choosing that agent. Regular, high-quality content online helps agents control their reputation and gain a competitive advantage in the industry.
Dokumen tersebut membahas rencana Chriss Miller untuk membeli klinik gigi Chang Dental Clinic dengan harga $510.000. Miller hanya memiliki dana $190.000 dan berniat meminjam sisa $320.000 dari bank dengan bunga 6% per tahun selama 10 tahun. Dokumen tersebut melakukan analisis keuangan dan simulasi arus kas untuk menilai kelayakan rencana pembelian tersebut.
Influencer Marketing come Help-Marketing: «Aiuto Dunque Influenzo (e Vendo)»Rachele Zinzocchi
The document discusses the evolution of influencer marketing. It notes that while influencer marketing was once focused on celebrities and paid endorsements, it is now more about everyday people who share useful experiences in a transparent and trustworthy way. These "influencers" aim to help and inspire others, not just sell products. Their motivation comes from a desire to aid others, not direct financial compensation.
5 best practices, and deadly traps to avoid, for marketing innovation:
- Winning product development and differentiation strategies
- Effective Brand Positioning
- Deliberate Distribution Strategies
- Guerrilla Marketing
- Consumer Intimacy
This document discusses strategic marketing and unique selling points (USPs). It explains that USPs are important for differentiating a business and conveying unique benefits to customers. USPs should highlight features that are better and different in a way that is important to the target customer. The document also covers understanding the customer's buying cycle and using USPs throughout the cycle to remove questions in the customer's mind. It provides examples of developing USPs by going three levels deep - from feature to quantified benefit to ultimate benefit. The goal is to use USPs in all strategic marketing components to get more customers, increase spending, and retain customers longer.
This document outlines the agenda for a marketing and branding breakfast event. It includes:
- An agenda that divides the event into two parts focused on marketing and branding, with talks, reinforcements, and final remarks.
- Marketing is defined as discovering consumer needs and wants through research in order to satisfy them, using Procter & Gamble's development of Pringles as an example.
- Branding is explained using the "NAV concept" of brand as a noun, adjective, and verb, and how developing a personal or business brand requires discovering your target market.
- Checklists are provided to help participants discover their target market and audit their brand.
This document outlines the agenda for a marketing breakfast event focused on branding. It includes:
- An agenda that divides the event into two parts focused on real marketing and branding. Each part includes a main talk, reinforcement, and final remarks.
- Details about how Procter & Gamble conducted research to discover consumer needs and develop Pringles in response, highlighting the importance of understanding consumer needs.
- Discussion of how branding is an extension of marketing and involves discovering your target market through questions, listening, and understanding what they want rather than trying to create demand.
- Checklists provided to help participants discover their target market and audit their brand based on principles discussed.
The document outlines an agenda for a workshop on starting a business in 7 hours. The workshop covers introductions, developing a business idea, marketing strategies, legal and financial information, mentoring, and feedback. It also includes several prompts and exercises for participants to explore their business values, branding, marketing approaches, and market research.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
The document discusses guerrilla marketing and hotel partnerships. It defines guerrilla marketing as using unconventional, low-cost marketing methods like street promotions or flash mobs to promote a product. It provides examples of guerrilla marketing tactics for hotels, including creating a "street team" and partnering with local businesses. The document also discusses developing marketing partnerships with other organizations to leverage their strengths and promote each other's brands through joint campaigns. It emphasizes finding partnerships that appeal to different customer demographics and will generate ongoing promotion throughout the year.
This document outlines Rebecca Tall Brown's presentation on marketing basics for a thriving business. The presentation covers defining intelligent marketing as connecting and communicating with potential clients in a way that shows you have considered their needs. It also details the intelligent marketing process, which involves establishing goals, determining key messages, and choosing appropriate marketing strategies and tools to connect with clients. The document provides examples of strategic approaches for the first and next 90 days of marketing, including focusing on one tool or strategy per month and promoting through networking, speaking, and writing. Resources for improving marketing efforts through reviews and books are also listed.
Webinar su influencer marketing di R. Zinzocchi per YourBrand.CampYourBrand.Camp
The document discusses the evolution of influencer marketing and its focus on providing helpful, useful experiences for others. It notes that influencer marketing is really about social care, sharing experiences that are useful for people in a spontaneous way. True influencers are those who help and influence through their expertise and relationships within their own networks, not paid celebrities. The key is providing memorable customer experiences and spreading goodwill through word-of-mouth recommendations.
Marketing refers to promoting products or services and involves different types like ecommerce, street, and television advertising. To be creative in marketing, one must completely understand customers by discovering solutions to their problems and comparing products to others' advantages. Successful marketing also uses contrast, two-sided arguments by addressing customer concerns, and control words when making recommendations to allow customers to make their own decisions. Famous companies exemplify thinking outside the box with novel marketing strategies to stay relevant to changing customer needs.
This document provides an overview of marketing basics for consultants. It discusses the importance of dedicated marketing and outlines an intelligent marketing process. Key recommendations for consultants include focusing on their target market in the first 90 days by identifying industry, size, location and needs. The document also recommends spending one month developing proficiency in 4 marketing tools and refining processes in the second 90 days through promoting the marketing funnel. Resources for consultants seeking assistance with LinkedIn, websites and consulting processes are also provided.
Indian Product Manager with global stakeholders, how to make that work? by Go...Pinkesh Shah
Gopal Shenoy, a 14 year veteran of software product management in the United States. A frequently sought after speaker at several product management conferences and a featured product manager at institutes like Pragmatic Marketing, Gopal runs one of the best ranked product management blog in the world at productmanagementtips.com Gopal is currently the Director of Product Management at Gazelle.com in Boston, USA where he is leading the product efforts to enable consumers to trade-in over 250,000 used electronic gadgets for cash.
Whether you are currently a product manager or if you are aspiring to become a Product Manager, this seminar is for you! Join us to listen to Gopal deliver an inspirational seminar on the changing role of a Product Manager in a distributed ecosystem of customers and stakeholders, influence of social media on behaviors of prospective customers and how Indian Product Managers can position themselves for success in such a global business environment.This is your opportunity to ask one of the industry’s accomplished practitioners on how to go about building products that will succeed in the marketplace.
For more info you can visit www.adaptivemarketing.in
The document discusses marketing strategies and concepts. It defines a market as a collection of existing and potential customers. It also defines a marketer as someone who markets products and services directly or indirectly. The document then discusses several generic marketing strategies such as specialization, differentiation, segmentation, and concentration that companies use to attract and retain customers. It also compares customers' perspectives represented by the 4 Cs versus marketers' perspectives represented by the 4 Ps. Finally, the document notes that marketers need strategies to survive, sustain, develop, grow, globalize, and serve society.
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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?
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
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
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.
39. Guerrilla Marketing
. . In 30 Days
Guerrilla Marketing in 30 Days
provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint
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?
_____________________________
_____________________________
_____________________________
_____________________________
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
48. Guerrilla Marketing
. . In 30 Days
Calls To Action
• What are some calls to action for you?
_________________________________
_
_________________________________
_________________________________
_________________________________
___
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?
_________________________________
_
_________________________________
_________________________________
_________________________________
___
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:
_____________________________
_____________________________
_____________________________
_____________________________
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
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.
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:
_______________________________
_______________________________
_______________________________
___
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)
75. Guerrilla Marketing
. . In 30 Days
What Do You Really Sell?
_____________________________
_____________________________
_____________________________
_____________________________
76. Guerrilla Marketing
. . In 30 Days
What is Your Competitive
Advantage?
_____________________________
_____________________________
_____________________________
_____________________________
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?
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
91. Guerrilla Marketing
. . In 30 Days
Who Can You Partner With?
_____________________________
_____________________________
_____________________________
_____________________________
92. Guerrilla Marketing
. . In 30 Days
What Can The Mutual Offers
Be?
_____________________________
_____________________________
_____________________________
_____________________________
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?
_____________________________
_____________________________
_____________________________
_____________________________
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
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
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
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.