Welcome to... GUERRILLA MARKETING... In 30 Days presented by Al Lautenslager Certified Guerrilla Marketing Coach

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days Taco Bell

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?

Guerrilla Marketing.. In 30 Days Winning and keeping customers is the end result!

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

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days Sony/Ericsson Picture Phone Debut

Guerrilla Marketing.. In 30 Days This Seafood Restaurant in India placed these fake shells on the beach, with ads for their restaurant

Guerrilla Marketing.. In 30 Days McDonald’s Billboard

Guerrilla Marketing.. In 30 Days A Vacuum Cleaner Company

Guerrilla Marketing.. In 30 Days Great use of space at the Venice Airport for the Venice Casino.

Guerrilla Marketing.. In 30 Days ESPN Brazil

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days Apple Gets In The Guerrilla Game

Guerrilla Marketing.. In 30 Days Marketing – Just Look Around Free Ticket Billboard Message

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

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.

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

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

Guerrilla Marketing.. In 30 Days Day 1 – Guerrilla Marketing Mindset

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?”

Guerrilla Marketing.. In 30 Days Mark Landiak of Corporate Dynamics: “Customer Service is not a department”

Guerrilla Marketing.. In 30 Days Al Lautenslager of Guerrilla Marketing in 30 Days: “Marketing is not a department”

Guerrilla Marketing.. In 30 Days Ways to Develop Mindset Seek out the help of experts Continuous improvement: books, tapes, seminars, e-zines, etc. Record your marketing journey, activities, successes and failures Write and help others as you learn

Guerrilla Marketing.. In 30 Days Marketing Mindset Today is your first day in business What would you do if you lost your largest customer

Guerrilla Marketing.. In 30 Days What is your Marketing Habit? 3-5 things a day Put Marketing on your to-do list

Guerrilla Marketing.. In 30 Days Day 2 – Goals/Purpose of Marketing

Guerrilla Marketing.. In 30 Days What specific activity do you want customers to take? Call to Action

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

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days Day 3 – Research / Competition

Guerrilla Marketing.. In 30 Days In the spirit of Free Enterprise, competition is a good thing…

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?

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?

Guerrilla Marketing.. In 30 Days Day 4 – Target Market

Guerrilla Marketing.. In 30 Days Targeting Involves Who buys what Why they buy it Where they buy it

Guerrilla Marketing.. In 30 Days Target Market Considerations Characteristics Habits Desires Activity Geography

Guerrilla Marketing.. In 30 Days Taking Dead Aim Who will benefit most from my products and services? Why do customers do business with you? What do your customers have in common?

Guerrilla Marketing.. In 30 Days The Ultimate Targeting Exercise If you could magically define the “ideal client,” what would they look like?

Guerrilla Marketing.. In 30 Days Your Best Prospect ….is a current customer Second best is a past customer

Guerrilla Marketing.. In 30 Days Day 5 – Positioning

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.”

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.”

Guerrilla Marketing.. In 30 Days Positioning Examples Southwest Airlines 7-Up United Airlines Fed-Ex Crest Toothpaste

Guerrilla Marketing.. In 30 Days Guerrilla Positioning Examples Expert Plumbing – we never close Inline Chiropractic – chiropractors to figure skaters The Diabetic Chef – take out meals for diabetics

Guerrilla Marketing.. In 30 Days Simple Positioning… We are now known as…

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.

Guerrilla Marketing.. In 30 Days You Are an Expert!

Guerrilla Marketing.. In 30 Days You Are An Expert In Something! Marketing Expert Advertising Expert Gift Expert Recognition Expert Personalization Expert Ad Specialty Expert

Guerrilla Marketing.. In 30 Days Day 6 – Niche / Uniqueness

Guerrilla Marketing.. In 30 Days “Everybody is not a niche”

Guerrilla Marketing.. In 30 Days “Get Rich in Your Niche” -Mark Victor Hansen

Guerrilla Marketing.. In 30 Days “A niche market is a limited, crystal clear range of products or services sold to a tightly focused target group, all with particular wants and needs served by the niche products and services.”

Guerrilla Marketing.. In 30 Days The opposite of niche marketing is mass marketing. Niche marketing is precision marketing; a rifle shot to a small target.

Guerrilla Marketing.. In 30 Days Niche Marketing is present in the legal and medical fields: Patent Attorney Defense Attorney Corporate Attorney

Guerrilla Marketing.. In 30 Days Niche Marketing is present in the legal and medical fields: Heart Surgeon Bone Specialist Disease Prevention Researcher

Guerrilla Marketing.. In 30 Days Niche Strategy Your niche will give you an identity that your competitor doesn’t have

Guerrilla Marketing.. In 30 Days Market Niches can be defined by products and services sold, i.e. the Pizza Market.

Guerrilla Marketing.. In 30 Days Niche Rules Expertise Exclusivity Efficiency Customer Satisfaction Loyalty Uniqueness in Experience

Guerrilla Marketing.. In 30 Days Niche Market for Ad Specialty Examples Pencil and Pen Market Recognition Market High End Premium Market Electronic Gadgets Golf Outing Marketing

Guerrilla Marketing.. In 30 Days Day 7 – Marketing Plan

Guerrilla Marketing.. In 30 Days Guerrilla Marketing is Simple  Marketing Plan in 7 Sentences

Guerrilla Marketing.. In 30 Days The 7 sentence marketing plan 1.The purpose of your marketing (see Day 2) and how to achieve that purpose 2.Target Market (see Day 4) 3.Niche (see Day 6)

Guerrilla Marketing.. In 30 Days The 7 sentence marketing plan 4. Benefits / Competitive Advantage (see Day 8) 5. Your Identity (see Day 9) 6. Weapons (many various days to follow)

Guerrilla Marketing.. In 30 Days The 7 sentence marketing plan 7. Budget (see Day 25) Guerrilla Marketing in 30 Days adds one more component: 8. New market opportunities to be investigated in the next year.

Guerrilla Marketing.. In 30 Days Day 8 – Competitive Advantages/Benefits

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?”

Guerrilla Marketing.. In 30 Days Features vs. Benefits

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

Guerrilla Marketing.. In 30 Days These are the related Benefits Convenience Time savings Organization Easy access Immediate Less resources required Reliability

Guerrilla Marketing.. In 30 Days Identifying the Competitor’s Achilles Heel

Guerrilla Marketing.. In 30 Days Your competitive advantage is the benefit you offer that your competition does not (Day 4 – benefits)

Guerrilla Marketing.. In 30 Days What are you really selling?

Guerrilla Marketing.. In 30 Days Dig Deep for Benefits

Guerrilla Marketing.. In 30 Days Day 11 – Advertising / Media Plan

Guerrilla Marketing.. In 30 Days Advertising Is a numbers game Repetition is key How many times does it take?

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

Guerrilla Marketing.. In 30 Days Advertising The most elusive, seductive and expensive branch of the marketing tree.

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.

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.

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

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?

Guerrilla Marketing.. In 30 Days Guerrilla Marketing Components of Advertising Consistency Focus Positioning

Guerrilla Marketing.. In 30 Days Guerrilla Advertising Talk to your target market Brief yet compelling  Got Milk?  Got Guerrilla Marketing?  Got Consulting?

Guerrilla Marketing.. In 30 Days Action Plan What primary message do you want your advertising to convey? What target market is your advertising directed at? What vehicles are most cost effective?

Guerrilla Marketing.. In 30 Days Day 12 – Business Networking

Guerrilla Marketing.. In 30 Days 50 People Instantly Neighbor Banker Bartender Travel Agent #49

Guerrilla Marketing.. In 30 Days The Networking Process Planning the events Networking Goals Knowing who to target Relationship building Establishing trust and showing interest Follow up Continuing the relationship

Guerrilla Marketing.. In 30 Days 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

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

Guerrilla Marketing.. In 30 Days Day 13 – Fusion Marketing

Guerrilla Marketing.. In 30 Days Fusion Marketing Business connections (non- customers) with other businesses; strategic alliances, affinity marketing, joint venturing, affiliate relationships.

Guerrilla Marketing.. In 30 Days Fusion Marketing Hotel Room Key

Guerrilla Marketing.. In 30 Days Day 17 – Direct Mail

Guerrilla Marketing.. In 30 Days Junk Mail vs. Love Mail

Guerrilla Marketing.. In 30 Days Direct Mail One of the most efficient and cost- effective ways to get a message to a target audience. Catalogs, brochures, flyers, newsletters, letters, self-mailers. Highly targeted.

Guerrilla Marketing.. In 30 Days 4 Key Components The message The vehicle The target The frequency

Guerrilla Marketing.. In 30 Days Day 19 – Marketing Hooks

Guerrilla Marketing.. In 30 Days More Good hook examples Special Report:  7 Mistakes People Make When Choosing A _______________  Before You Purchase __________________ You Should Read this Report  This is what our competition won’t tell you about ____________________  12 ways to enjoy your home twice as much at half the cost.

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

Guerrilla Marketing.. In 30 Days What about Free Consultations GM 3 rd Savvy consumers

Guerrilla Marketing.. In 30 Days Day 20 – PR - More

Guerrilla Marketing.. In 30 Days PR Whom will you contact in the media Call to find out who covers your types of issues Ask about demographics Ask about preferences for sending information

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

Guerrilla Marketing.. In 30 Days PR Ideas for a Press Release: New service Awards Promotions Reorganizations New employees Celebrations (anniversaries) Survey results

Guerrilla Marketing.. In 30 Days PR Why do you want media attention? Top of Mind Awareness

Guerrilla Marketing.. In 30 Days PR Targets Local weekly newspapers Magazines Radio/TV Online Press Release Driven

Guerrilla Marketing.. In 30 Days Wear two pair of shoes Editor’s Reader’s

Guerrilla Marketing.. In 30 Days PR is not Promotion! Master Card

Guerrilla Marketing.. In 30 Days PR 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

Guerrilla Marketing.. In 30 Days Day 21 – Marketing Calendar

Guerrilla Marketing.. In 30 Days Primary Guerrilla Principles Guerrilla Marketing uses an assortment of weapons Marketing is made up of many, many, many things all working together

Guerrilla Marketing.. In 30 Days Marketing Calendar Doesn’t have to be fancy Is a management tool – measurement Used to spot efficiencies and inefficiencies

Guerrilla Marketing.. In 30 Days Marketing Calendar Guerrilla Marketers measure 1-10 Repeat what works Fix or delete what doesn’t

Guerrilla Marketing.. In 30 Days Day 23 – Online Marketing

Guerrilla Marketing.. In 30 Days The Number One Reason to Have a Website is … First Name Address

Guerrilla Marketing.. In 30 Days 4 Online Fundamentals Make it Interactive Be a Resource – you are the expert Give people a reason to return Make it easy to respond/order

Guerrilla Marketing.. In 30 Days Day 27 – Budget

Guerrilla Marketing.. In 30 Days Marketing Budget The 7 th step of the marketing plan. Average in 1998 was 4% of sales. Your competitors are average. Guerrillas are above average.

Guerrilla Marketing.. In 30 Days Establish the marketing budget and stick to it like rent, paying your bills and breathing.

Guerrilla Marketing.. In 30 Days Day 28 Plan Execution and Implementation

Guerrilla Marketing.. In 30 Days Making the Plan Work Working the Plan Do it yourself vs. hiring a professional Stay accountable – hire a coach Launch comfortably – financially and emotionally Launch as much as you can do properly

Guerrilla Marketing.. In 30 Days Day 29 – Expansion/New Markets/New Products/New Services

Guerrilla Marketing.. In 30 Days Product Expansion/Addition Waterbeds Other beds Futons Mattress design Space saving furniture Children’s furniture Specialized beds from Europe and America

Guerrilla Marketing.. In 30 Days Re-cap/Summary: 9 Marketing “Take-Aways”

Guerrilla Marketing.. In 30 Days 1.Have a product that people want to buy “Selling is getting people to buy what you have. Marketing is having what they want to buy. If they don’t want it, don’t need it, don’t see how it can improve their life…they wont buy it.

Guerrilla Marketing.. In 30 Days 2. You have to reach the people who might buy. Find out where they are, who they are, where they hang out, what they read, who they talk to, their interests, etc… We will discuss target market later. The better this is defined, the better your chance of reaching the people who might buy.

Guerrilla Marketing.. In 30 Days 3. Market and Sell for Profits Don’t apologize for making a profit Make it part of your mission statement Profits = total revenue – total cost Pay yourself Think about return on investment; this includes your time investment

Guerrilla Marketing.. In 30 Days Selling and Marketing For Profits Some companies lose money and they don’t know it. These are sometimes the guys with a low ball quote.

Guerrilla Marketing.. In 30 Days 4. Meet or Exceed Customer Expectations Understand their hot buttons Its not always price Maybe its: Installation Reliability Availability No or low maintenance Product benefits – size, color, noise, etc. Etc., etc., etc.

Guerrilla Marketing.. In 30 Days 5. Make sure customers are satisfied. Were they delighted? Was it a positive experience? Will they share their story? Strive for fans, not just testimonials

Guerrilla Marketing.. In 30 Days 6. Attract those interested in the benefits you offer Prospects Benefits not features Products and services Be sensitive to the cost of attracting prospects Look at return on investment

Guerrilla Marketing.. In 30 Days 7. Turn Prospects into buying Customers Special offers You are a resource of information Provide value Relationships/ friends/ network Sell/close/ask for the order Also be sensitive to costs here too

Guerrilla Marketing.. In 30 Days 8. Encourage Repeat Business Loyalty Keep in touch New solutions/new information/new ideas Appreciation and attention

Guerrilla Marketing.. In 30 Days 9. No Yo Yo Marketing; No Yo Yo Selling Organize these steps- Have a Plan Make them automatic Ongoing Follow through Know what works and what doesn’t

Guerrilla Marketing.. In 30 Days Comments on these Business Building Tactics These aren’t quick These aren’t easy They must be complete and planned out It takes work and commitment Watch the costs …While making a profit

Guerrilla Marketing.. In 30 Days Guerrilla Marketing Attack “Commit to your plan and you’ll get not miracles but profits.”

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

Guerrilla Marketing.. In 30 Days Does Guerrilla Marketing Really Work?

Guerrilla Marketing.. In 30 Days One Way Mind vs. Two Way Mind

Guerrilla Marketing.. In 30 Days Happy Marketing!

Guerrilla Marketing.. In 30 Days All it takes is… Implementation

Guerrilla Marketing.. In 30 Days Implementation Step No. 1 Understand your market, your position, your products and services, your competition, your industry and your options in the media. Understand what impacts your customer Prioritize

Guerrilla Marketing.. In 30 Days Implementation Step No. 2 Write your benefits list Brainstorm with employees, customers, prospects, others Select your competitive advantages Benefits and advantages is what you will market

Guerrilla Marketing.. In 30 Days Implementation Step No. 3 Select your weapons Prioritize Focus Put on a calendar (more later) Who is responsible Be realistic Don’t miss dates

Guerrilla Marketing.. In 30 Days Implementation Step No. 4 Maintain your attack Stick with the plan This is tough because you don’t get instant gratification Re: the marlboro man – Jay Levinson

Guerrilla Marketing.. In 30 Days Implementation Step No. 5 Keep track Some weapons will work Some will not work Continue to use the ones that work Ask customers how they found out about you

Guerrilla Marketing.. In 30 Days Implementation Step No. 6 Make a calendar Week, message, vehicle, cost, results Grade it Eliminate all but the A’s and B’s

Guerrilla Marketing.. In 30 Days Implementation Step No. 7 Put it all together in a marketing plan. This doesn’t have to be fancy It is a living document Process not event

Guerrilla Marketing.. In 30 Days Guerrilla Marketing Attack “Commit to your plan and you’ll get not miracles but profits.”

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

Guerrilla Marketing.. In 30 Days Does Guerrilla Marketing Really Work?

Guerrilla Marketing.. In 30 Days One Way Mind vs. Two Way Mind

Guerrilla Marketing.. In 30 Days Happy Marketing!

Guerrilla Marketing.. In 30 Days 7 Guerilla Marketing Invisible Fence Brand ADM January, 2006 Existing  Tennis BallsCarry IF Branded tennis balls  Toss in yard where a loose dog resides  Note address  Follow up with a call

Guerrilla Marketing.. In 30 Days  Invisible Fence®Branded “Treat”box Fill IFB branded “donut”boxes with food for the influencer staff such as donuts or cookies  Fill IFB branded boxes full of dog treats for influencers office  Deliver them periodically to strengthen relationship and reposition salespeople to “Pet Safety Specialists”

Guerrilla Marketing.. In 30 Days  How it works:Personally visit city or county governing body for citations –animal control, municipal government or county collector  Develop relationship with administrative or office personnel  Request list of pet owners cited or warned about pet- related issues  Send postcard or letter informing them of you and your services  Capture names and addresses to add to database  Visit governing body monthly  Track results

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days

Guerrilla Marketing.. In 30 Days