10 Principles of Guerrilla Marketing presented by international speaker and author Orvel Ray Wilson for the American Rental Association "Tents & Events" convention and trade show in Las Vegas, 2013

1. Guerrilla Marketing Tactics for the
Rental Industry
Orvel Ray Wilson, CSP
Senior Partner
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Google me!
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3. It’s a Jungle Out There!
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4. It’s a Jungle Out There!
•Economic Uncertainty
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6. It’s a Jungle Out There!
•Economic Uncertainty
•Ruthless Competition
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8. It’s a Jungle Out There!
•Economic Uncertainty
•Ruthless Competition
•Demanding Customers
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10. It’s a Jungle Out There!
•Economic Uncertainty
•Ruthless Competition
•Demanding Customers
•Pressure on Prices and Margins
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12. If you’re going to be texting:
•I’m here at #ARA listening to #OrvelRay
Wilson speaking about Guerrilla Marketing
and it’s fantastic.
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14. What is Marketing?
•Marketing is a Circle
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15. 10 Most Common Mistakes Made in
Marketing
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16. 1. Assuming You Don't
Have to Market
•Every business must
market constantly,
aggressively, or fail.
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17. 2. Assuming You Need
Big Money to Market
•Guerrilla Marketing lists 100 marketing
weapons, and 50 of them cost you nothing.
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18. 3. Improper Targeting
•“Narrowcast”
–Message in a bottle
•Advertise to remind rather than to impress.
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19. 4. Confusing Image with Identity
•Customers recognize and appreciate the
truth.
•Show up
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20. 5. Undervaluing the Product
•Be competitive, even aggressive, but don't
give products or services away
•Customers will not place value on your
service unless you do.
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21. 6. Incomplete Customer Feedback
•Follow up every rental after several days
•Ask everyone, “How are we doing?” and
“How could we improve?”
•Take every suggestion seriously.
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22. 7. Failure to Set Specific Marketing Goals
•Expect a specific rate of return on your
marketing investment
•Be clear about your goals and track your
response rates.
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23. 8. Insufficient Information
•Put the “5 W's” up front
•Then use enough ink to tell your whole
story, so your customers can make an
informed decision.
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24. 9. Failure to Develop Strong
Vendor Relationships
•Don’t always go with the lowest bid
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25. 10. Changing Too Soon
•By far the most common, and the most
expensive mistake
•Don’t let well-meaning friends persuade
you to change
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26. How is Guerrilla Marketing Different?
1. Time, Energy and Imagination
2. Psychology instead of guesswork
3. Profit is the only yardstick
4. Strictly geared to small business
5. Removes the mystique
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27. How is Guerrilla Marketing Different? (cont..)
6. Cooperation vs. competition
7. Go for the relationship
8. Marketing combinations work
9. Use as many weapons as possible
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28. 10 Principles of Guerrilla Marketing
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29. 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.”
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30. 1. Investment
•People
•Technology
•Yourself
•Your Community
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31. Invest in People
• Hire first for Attitude
–Jack Welsh 20/70/10
• Train Constantly
–Tap your manufacturers
• Resource Center
• Outside Seminars
• Outside Expertise
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32. Invest in Technology
•Digital Video
–Shoot every installation
•Wireless POS
•SEO
•QR Codes
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33. Invest in Yourself
•Knowledge, Skills and Attitude
•Join Professional Groups
•Master Mind Group
•Build Your Library
–Trade magazines
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34. 2. Consistent
•“Poor marketing done consistently will be
more effective than great marketing done
sporadically.”
•Consistency is interpreted as longevity,
credibility, and trust.
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35. “I’ll tell you why I don’t trust him.
It’s that damn sheepskin vest.”

36. 5 Things Every Customer Needs
•Welcome
•Comfortable
•Important
•Understood
•Appreciated
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37. The Need to Feel Welcome
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38. “The terrorist barriers seem to be working.”

39. The Need to Feel Welcome
•Greet at the Door
•Never ask, “May I help you?”
•Smile first
•Maintain eye contact
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40. The Need to Feel Comfortable
•Offer refreshment
•Offer your name
•Remember theirs
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41. The Need to Feel Important
•Ask LOTS of questions
–“The 37 Magic Selling Questions”
•Listen
•Use Verbal Attends
•Get then in the store
•Never make them wrong or stupid
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43. The Need to Feel Understood
•Avoid “Tech-talk”
•Use signposting to match their criteria
•Ask, “Is this what you had in mind?”
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44. The Need to Feel Appreciated
24 hours
7 days
30 days
6 months
Annually thereafter
The Rule of 10%
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45. 3. Confident
•“Guerrillas believe in their products and their
people.”
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46. Why Customers Buy From You
Confidence
Quality
Service
Selection
Price
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47. Why Customers Buy From You
1. Confidence
2. Quality
3. Service
4. Selection
5. Price
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48. Confidence comes from:
•Experience
•Product Knowledge
•Competitive Intelligence
•Promises you can keep
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49. “Mr. Colton,
do we stand behind our products?”

50. Promises You Can Keep
•No Lemon Guarantee
•30 Day Price Guarantee
•On-time Delivery Guarantee
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51. 4. Patient
•Fine-tuning your knowledge and skills takes
time.
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52. Prospect Learning Curve
Purchase
Readiness
Total
Apathy
Numbe
r of Imp
ressions
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53. 5. Assortment
–Fill the Curve
–Package Pricing
–Show the Best First
–Fusion Marketing
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54. “How did I go broke? I was the low bid.”

55. 4 Ways to Build Margin
•Upselling
•Crosselling
•Reselling
•Double it
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56. The Gradient If money were no object. . .
What we do is. . .
Price
If all you want is . . .
Overhead
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57. They’ll Pay More
•Quality
•Authenticity
•Stability
•Reliability
•Knowledgeable salespeople
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58. “This DVD player costs less than players selling for twice as much.”

59. They’ll Pay More
•Reputation
•Partnership
•Consistency
•Exclusive features
•Advanced technology
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61. They’ll Pay More
•Authority
•Popularity
•Scarcity
•Disposal
•Intrinsic value
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62. They’ll Pay More
•Authenticity
•Financing
•Short delivery times
•Arrives in perfect condition
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63. They’ll Pay More
•Problems fixed quickly
•Environmentally friendly
•Benefit a third party
•Reduced liability
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65. They’ll Pay More
•More fun!
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66. 6. Subsequent
•“Guerrillas wage their marketing campaign
simultaneously on three fronts.”
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67. Lifetime Value of a Customer
$5,000.00 per year
x 5 years
$25,000.00
x 3%
$750.00
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68. 6. Subsequent
•“It takes 11 positive impressions to
overcome a single negative impression.”
–Repetition, Repetition, Repetition
–You Oughta’ Be In Pictures
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69. Dear Mike
THANK YOU From the desk of
Orvel Ray Wilson
for inviting me
to speak for ARA for the
third year! What a FUN
group! We had a GREAT
time!
OrvelRay
34316 Gap Road, Golden, CO 80403 800-247-9145

70. 7. Convenient
• “Guerrillas are user friendly. They are in touch,
easy to reach, and they do everything
immediately.”
–Location
–Business hours
–Delivery hours
–Staffing
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71. “He’s on another line at the moment, would you like to hold?”

72. The Economics of Exceptional Service
•The average business never hears from
96% of its unhappy customers.
•But 90% or more will not
visit or buy from them again.
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73. The Economics of Exceptional Service
•For every complaint, the average company
has 26 customers with problems.
•Of customers who register a complaint, 70%
will do business with you again if you
resolved the complaint.
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74. The Economics of Exceptional Service
•That figure jumps to 95% if the customer
feels the problem was resolved quickly.
•The average upset customer tells 9 people
about it. One in five will tell more than 20.
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75. The Economics of Exceptional Service
•Better service performers charged about 9%
more for their goods.
•They grew twice as fast and picked up
market share at 6% a year, while those with
poor customer service lost 2% per year.
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76. The Economics of Exceptional Service
•Service stars earned a 12% return on sales,
vs. a paltry 1% for the rest.
The Strategic Planning Institute, Cambridge, MA
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77. 8. Measurement
•“What you measure is what you get. Inspect
what you expect.”
– Tom Peters
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78. “Discouraging data on that new antidepressant.”

79. 8. Measurement
•P&L
– Which part of the business is most profitable?
•Days in AR
•Motivate everyone to above average
production
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80. Monthly Sales Performance
Total Sales Number of Gross Margin
Volume Transactions
Jeannie $16,550.00 25 31.1%
Ted $20,196.00 26 30.2%
Aaron $24,952.00 30 29.3%
Chris $19,252.00 32 32.1%
Pat $22,532.00 31 34.9%
Michelle $21,036.00 25 26.0%
Ryan $26,382.00 19 31.0%
Average $21,557.14 26.86 30.7%

81. Monthly Sales Performance
Total Sales Number of Gross Margin
Volume Transactions
Jeannie $16,550.00 25 31.1%
Ted $20,196.00 26 30.2%
Aaron $24,952.00 30 29.3%
Chris $19,252.00 32 32.1%
Pat $22,532.00 31 34.9%
Michelle $21,036.00 25 26.0%
Ryan $26,382.00 19 31.0%
Average $21,557.14 26.86 30.7%

82. Monthly Sales Performance
Total Sales Number of Gross Margin
Volume Transactions
Jeannie $16,550.00 25 31.1%
Ted $20,196.00 26 30.2%
Aaron $24,952.00 30 29.3%
Chris $19,252.00 32 32.1%
Pat $22,532.00 31 34.9%
Michelle $21,036.00 25 26.0%
Ryan $26,382.00 19 31.0%
Average $21,557.14 26.86 30.7%

83. Monthly Sales Performance
Total Sales Number of Gross Margin
Volume Transactions
Jeannie $16,550.00 25 31.1%
Ted $20,196.00 26 30.2%
Aaron $24,952.00 30 29.3%
Chris $19,252.00 32 32.1%
Pat $22,532.00 31 34.9%
Michelle $21,036.00 25 26.0%
Ryan $26,382.00 19 31.0%
Average $21,557.14 26.86 30.7%

84. 8. Measurement
•Traffic and Closing Ratios
–People Counter System
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86. 9. Excitement
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87. 9. Excitement
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88. Pay incentives to write business today
•First ticket •Biggest ticket
•Most tickets •Most Units
•Smallest ticket •Last ticket
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89. 9. Excitement
•Have Fun!
–“How’s business?”
–A Good Word for Everyone
–Never Complain.
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91. 10. Commitment
•Use what you have
•Invest in your stars
•Put it in writing
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92. THANK YOU!
•Like me on facebook
•Follow us on Twitter
•Call with questions 800-247-9145
•If you want the slides. . .
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