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In this presentation we are going look at

What is Guerrilla marketing?

Why the traditional ways won‟t work anymore: Guerrilla marketing VS Traditional

marketing

Guerrilla Marketing Psychology: The difference that makes the difference to your bottom-

line profit

Why you must switch to G Marketing esp. if you are an entrepreneur?

How to develop a Guerrilla Marketing Plan?

Know If your marketing is working for you?

Selecting MOST LETHAL Marketing methods and maximizing their power

Eye opening real world Case studies of G marketing

Guerrilla Marketing Introduction

The Street SMART way to market your product, idea and YourSELF!

What is Marketing &

Guerrilla marketing?

What is Marketing?

Marketing is

every bit of contact

your company has

with anyone in the

outside world. Marketing is the art of

getting people to change

their minds or to

maintain their mindsets if

they are already inclined

to do business with you.

It is also truth

made

fascinating and

it depends on

vivid

imagination.

It is also…

NAME of your business,

The decision whether you will be selling a

PRODUCT or a SERVICE

THE METHOD of manufacturer or servicing,

The COLOR, SIZE, and SHAPE of your product,

The PACKAGING & LOCATION of your business

Advertising, Public Relations.

What is Marketing?

And …

Web site, branding, email signature, voicemail message on your machine and sales presentation, the telephone inquiries, the sales training, the

problem solving, the growth plan and the referral plan and the

people who represent you and

your follow up.

What is Marketing?

What is Guerrilla Marketing?

In simplistic definition, Guerrilla Marketing is achieving CONVENTIONAL

GOALS of revenue with UNCONVENTIONAL MEANS.

Meant for the entrepreneur who is LOW ON BUDGET but want to SERVE

AND EARN WELL

It is NOT a PARTICULAR TYPE of marketing which is different than all

other rather it is a result of PARTICULAR WAY OF THINKING which is

ready to utilize everything and pay attention to details leading to the goal of SERVING and EARNING WELL.

Why the traditional ways won‟t work

anymore,

Guerrilla marketing VS Traditional marketing

Traditional marketing VS Guerrilla marketing

Invest money.

Mostly based on

judgments & Guesswork.

Focuses efforts on making

the sale with a notion that

marketing ends once the sale

is made.

Invest Time, Energy,

Information & Imagination.

Based on Psychology and

Behavior.

Focuses on Creating Relation

and Consistent Follow Up.

Focuses on eliminating the competitors

Urges to use a LOGO

Most of the time its „ME‟ marketing.


Focuses on Collaborating

with the Competitor in Joint

Marketing effort

Instead of LOGO it uses MEME

Its always „YOU‟ marketing

Is driven by disjointed or

single method of marketing

like advertising or PR

Is aimed at LARGER groups

Traditional marketing is a

MONOLOGUE

Is driven by Marketing

Combinations, all aimed at a

single purpose of making

profit

Is aimed at SMALLER Groups

Guerrilla marketing is a

DIALOGUE.


Your Focus

60%Existing

customers

10%Universe(target

customers/market

30%On prospects

What is a Meme

• a visual or verbal symbol that represents your company and

product/idea.

• Examples of MEME

Guerrilla Marketing Psychology: The

difference that makes the difference

to your bottom-line profit

Guerrilla Marketing Psychology

Why customers buy and is it always rational?

To make your

material or

content enticing

to both include all

the factors

Right brained people

are appealed by

pictures, color,

design, rhythm and

space

Understand how

decisions are made not

in the conscious but in

the Unconscious mind

Logical or left brained

people respond

numbers, logic(why?),

bulleted lists and details

Different

people respond

to different

things

Guerrilla Marketing Psychology

Unconscious mind

Brain uses images to help the conscious

mind understand

The unconscious mind can link

multiple messages

The unconscious makes the decision before consulting

the conscious

The unconscious mind controls the internal dialogue

The unconscious is much smarter

than the conscious mind

The difference that makes the difference to your bottom-line profit

Why you must switch to Guerrilla

Marketing esp. if you are an

entrepreneur?

Entrepreneur ? Time to be a Guerrilla

Because the COMPETITION IS TOUGHER, smarter and more aggressive than before.

You must rely on something EFFECTIVE but LESS COSTLY.

The MORE AWARE of marketing you are the MORE ATTENTION you will pay to it. INCREASED ATTENTION will result in BETTER MARKETING of your offerings.

Guerrilla marketing SIMPLIFIES THE COMPLEXITIES in marketing and explains how enterpreneurs can use marketing to generate maximum profits from minimum investments.

Why Guerrilla Marketing?

How to develop a Guerrilla Marketing Plan?

Your prospect is asking2 questions

marketing plan that works

Engage in

research

Attend to all

detailsDevelop

a core

story

Pre-work before creating the plan?

Guerrilla Research

Research

Free/Inexpensive

Questionnaires

Talk to your competitors

Internet

Library and journals

Paid

Later when you have money!

ATTEND TO ALL DETAILS

1. Find the INHERENT DRAMA within your offering.

Something in your product must be inherently interesting.

2. Translate that inherent drama into a MEANINGFUL BENEFIT.

3. State your benefits in as believable a way as possible.

For ex. The word „almost‟ lends believability

4. Get people‟s ATTENTION.

Don‟t create ads that people remember the ad and forget the product

5. Motivate your audience to Get Involved.

Tell your audience what do you want them to do

6. Be sure you are communicating clearly.

Zero ambiguity is your goal

Making YOUR PRODUCT Irresistible

2 most important thing you should know if you want to succeed as a Guerrilla Marketer

1. Start with a plan

2.Commit to that plan

Guerrilla marketing plan

Ask yourself ….

What business am I in?

Who is my target customer/markets?

What is my goal?

What benefits do I offer?

What are my competitive advantages(niche)?

Who are my direct competitors? What are their strengths and

weaknesses?

Who are my perceived competitors?

Have I researched the demography and psychograph of my market?


What is your Niche?

• Niche: A recess in a wall, as for holding a statue or urn.

→In marketing sense it means a

gap in the existing market that

your product can fill.


Clarifying your POSITION :-When you have clearly focused on Your market, you can clarify your market position

Measure it against 4 criteria:

1. Does it offer a benefit that my target audience really wants?

2. Is it an honest to goodness benefit?

3. Does it truly separate me from my competition

4. Is it unique and/or difficult to copy?


1. The purpose of the marketing-the physical action you want your prospects to take, {ex. Clicking to

a website, visiting you store, clipping a coupon, calling a toll free number, looking for your product

when shopping, taking test drive, asking the doctor about your product.}

2. What is your COMPETITIVE ADVANTAGE and BENEFITS?

3. Who are Your TARGET CUSTOMERS /Market?

4. What MARKETING WEAPONS will you use?

5. What is Your NICHE and your POSITION that you stand for?

6. What is the IDENTITY of your business(what your business is really about, your personality)?

7. What is your BUDGET IN % of your projected revenue?


The 7 step blue print

And you must remember

Your Marketing Plan should be SHORT because then you will be focused.

It should be SIMPLE so that when you read it later yourself or with your allies, partners they should understand it immediately because your strategy is CLEAR and DIRECT.

The shorter it is the easier it is to follow.

A good marketing plan is not changed too frequently .

COMMIT To Your Marketing Plan after you have started.

When practicing Guerrilla Marketing you must be MORE

CREATIVE THAN YOUR COMPETITION in every aspect of

marketing. Be sure that you create your marketing plan

properly, intelligently, clearly, creatively and consistently.


WHY TO BE CREATIVE?

The test of creativity is PROFIT

Creativity = profit

Creativity comes knowledge. You must have KNOWLEDGE of

your own product or service, your competition, your target

audience, your marketing area, the economy, current events,

and the trends of the time.

Guerrillas should be attuned to world happenings, the

situation and trends around.

Guerrillas are GENERALISTS not specialists.

Know If your marketing is

working for you?

Your marketing is NOT WORKING IF

i. Your sales are driven MOSTLY BY PRICE.

ii. Customer cannot distinguish your products or services from those

of your competitors. So NO COMPETITIVE ADVANTAGE.

iii. You use DISCONNECTED SALES METHOD.

iv. You do NOT HAVE A UNIFIED PLAN for imparting your message to

your customers and to the trade.

v. Most sales leads come from your sales staff.

vi. Long time customers say that “I didn‟t know you offered that”.

vii. You do NOT HAVE a customer or prospect database.

Selecting MOST LETHAL Marketing

methods and maximizing their power

How to select, maximize and eliminate?

STUDY ALL marketing methods esp. the onescompatible with your business.

Assuming you have identified your targetcustomers LAUNCH MANY METHODS dependingupon your target audience and budget.

KEEP TRACK of the methods.

Double up on the ones which are working,FOCUS MORE on them, Sharpen them andMAXIMIZE their power.

ELIMINATE the ones which are Failing.

MOST Lethal marketing weapons


They all should point in one direction

Your marketing plan

Your marketing tools

Your communication

Your advertisements

Your product design

Your presentation

Guerrilla Wisdom

The most important thing is to reach the greatest number of

eyes (or ears) in the most effective way possible.

Differentiate where it counts. If your store, service, or product is just

another "me too" player in a crowded field, you're doomed. And just

being different isn't enough -- being different in this economy means

BEING DIFFERENT IN A WAT THAT MAKES SENSE TO CONSUMERS.

Guerrilla Wisdom

Your customers are looking for THE EXPERIENCE! In a world of nearly

infinite choices, easy price comparisons, and instant access to perfect

information, consumers are going to base their buying decisions on

what company provides the MOST COMPELLING EXPERIENCE (all other

things being equal). The winning marketers of the future are those that

have the best stories to tell, not necessarily the best prices.

Guerrilla Wisdom

THERE IS NO „ONE‟ solution to marketing to consumers.

While tactics such as permission marketing, viral

marketing, wireless advertising, and location-based

marketing all have very good applications, none of

them are or ever will be THE answer in every situation.

Guerrilla Wisdom

Jumping into the latest fad of the minute is one sure way to

waste a lot of money, especially as new technologies come

along. TEST, MEASURE, OPTIMIZE and keep your eyes on the

lookout for better ways to reach your targets. Chances are

the BEST way will always be a COMBINATION of new and old

ways.

Guerrilla Wisdom

RESOURCES

• Gmarketing.com

• Gmarketing.com>Newsletter

• YouTube>Guerrilla Marketing

• Marketing.about.com/od/

• Google>Guerrilla marketing

• Amazon.com>Books

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