Guerrilla Marketing in 30 Days

1. Welcome to . . .
Marketing
101
Entrepreneurs’ Organization – Cleveland
presented by
Al Lautenslager
Guerrilla Marketing Expert

3. Taco Bell

4. 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. Winning and keeping customers is
the end result!

6. Theory of Guerrilla Marketing
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!

9. A Vacuum Cleaner
Company

21. ESPN
Brazil

29. 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

34. Guerrilla Marketing in 30 Days Definition
• Marketing is everything you do or say
that a customer or prospect sees or
hears.

36. Guerrilla Marketing in 30 Days provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint

37. Day 1 – Guerrilla Marketing Mindset

38. The Question to Focus On:
• “How am I building awareness with my
prospects and clients through all of our
marketing?”

39. What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list

40. Day 4 – Target Market

41. The Ultimate Targeting Exercise
• If you could magically
define the “ideal client,”
what would they look like?

42. Your Best Prospect
….is a current customer
Second best is a past customer

43. Day 5 – Positioning

44. David Ogilvy:
“Marketing results depend less on how
advertising is written than on how the product
or service is positioned.”

45. 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.”

46. Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste

47. Simple Positioning…
• We are now known as…

48. A Revenue Exploding Guerrilla Marketing
Positioning Example
• An appliance business that can provide the
most affordable kitchen appliances to cost
conscious buyers.

49. You Are an Expert!

50. You Are An Expert In Something!
• Design Expert
• Marketing Expert
• Financial Expert
• Wealth Expert
• Home Environment Expert
• New Home Expert
• Transportation Expert

51. Day 8 –
Competitive Advantages/Benefits

52. Prospects Don’t Care About You
They want to know, “What’s in it for
me? How will you benefit me?”

53. Features vs. Benefits

54. 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

55. These are the related Benefits
• Convenience
• Time savings
• Organization
• Easy access
• Immediate
• Less resources required
• Reliability

56. Your competitive advantage is the
benefit you offer that your
competition does not (Day 4 –
benefits)

57. What are you really selling?

58. Dig Deep for Benefits

59. Day 11 – Advertising / Media Plan

60. Advertising
• Is a numbers game
• Repetition is key
• How many times does it take?

61. Advertising
• The most visible form of marketing
• Shouldn’t be intimidating
• Can eat a budget very quick if not done right

62. 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.

63. 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.

64. “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 Ogilvy

65. Creative
• Market your product or service, not your
creative, (unless you are in the creative
business).
• Super Bowl commercials
– Herding cats - who was it?

66. Day 12 – Business Networking

67. 50 People Instantly
• Neighbor
• Banker
• Bartender
• Travel Agent
• #49

68. The Networking Process
• Planning the events
• Networking Goals
• Knowing who to target
• Relationship building
• Establishing trust and
showing interest
• Follow up
• Continuing the relationship

69. Networking Goals
• Meet 10 new people
• Receive 8 business cards
• Note something of interest
• Write a follow up note to 5
• Call to meet 3
• Continue a relationship with 2

70. Networking Tips
• Set goals before arriving
• Arrive early, leave late
• Help at registration
• Power partners
• Show interest
• Act like a host, not a guest

71. 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

72. Day 17 – Direct Mail

73. Junk Mail vs. Love Mail

74. 4 Key Components
• The message
• The vehicle
• The target
• The frequency

75. Day 19 – Marketing Hooks

76. 3000 marketing messages a day
• Low response rates are rampant
• Creative overwhelms the messages
• Action does not result

77. 500 marketing messages a day in 1970 to
5000+ messages today…
Yankelovich Consumer Research:

78. Make a Dramatic / Compelling
Statement or Offer
• “Things the Government Wont Tell You About
Terrorism in the U.S.”
• “Triple Your Income and Take More Time Off”
• “Four Things the FBI Can Do With Your
Smartphone When It is Powered Off”

79. 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

80. What about Free Consultations
• GM 3rd
• Savvy consumers

81. Placement of Marketing Hooks
• On or offline
• Brochures or other marketing
communication material
• Point of purchase
• Packaging materials
• Bounce back offers

82. Day 20 – PR

83. • Tie Yourself to Current News Event

84. 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

86. PR
• Ideas for a Press Release:
• New service
• Awards
• Promotions
• Reorganizations
• New employees
• Celebrations (anniversaries)
• Survey results

87. • How to Get That Extra Boost From PR
• Use quotes like, “As seen in the Chicago Tribune or
Time Magazine”
• Post Press Releases on your website
• Attach reprints to letters/handouts
• Use in mailings
• Include in kits

88. Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days

89. Does Guerrilla
Marketing Really
Work?

90. One Way Mind vs. Two Way Mind

91. Happy Marketing!
al@allautenslager.com
www.marketforprofits.com
630-740-1397