Marketing 101 - EO Cleveland - First Night Presentation
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Welcome to . . . Marketing 101 Entrepreneurs’ Organization – Cleveland presented by Al Lautenslager Guerrilla Marketing Expert
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Guerrilla Marketing in 30 Days
Transcript of Marketing 101 - EO Cleveland - First Night Presentation
Welcome to . . .Welcome to . . .
Marketing 101
Entrepreneurs’ Organization – Cleveland
presented by
Al LautenslagerGuerrilla Marketing Expert
Taco Bell
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?
Winning and keeping customers is the end result!
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
A Vacuum Cleaner Company
ESPN
Brazil
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
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 provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint
Day 1 – Guerrilla Marketing Mindset
The Question to Focus On:
• “How am I building awareness with my prospects and clients through all of our marketing?”
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list
Day 4 – Target Market
The Ultimate Targeting Exercise
• If you could magically define the “ideal client,” what would they look like?
Your Best Prospect
….is a current customer
Second best is a past customer
Day 5 – Positioning
David Ogilvy:
“Marketing results depend less on how advertising is written than on how the product or service is positioned.”
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.”
Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste
Simple Positioning…
• We are now known as…
A Revenue Exploding Guerrilla Marketing Positioning Example
• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
You Are an Expert!
You Are An Expert In Something!
• Design Expert• Marketing Expert• Financial Expert• Wealth Expert• Home Environment Expert• New Home Expert• Transportation Expert
Day 8 – Competitive Advantages/Benefits
Prospects Don’t Care About You
They want to know, “What’s in it for me? How will you benefit me?”
Features vs. Benefits
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
These are the related Benefits
• Convenience• Time savings• Organization• Easy access• Immediate• Less resources required• Reliability
Your competitive advantage is the benefit you offer that your
competition does not (Day 4 – benefits)
What are you really selling?
Dig Deep for Benefits
Day 11 – Advertising / Media Plan
Advertising
• Is a numbers game
• Repetition is key
• How many times does it take?
Advertising
• The most visible form of marketing
• Shouldn’t be intimidating
• Can eat a budget very quick if not done right
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.
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.
“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
Creative
• Market your product or service, not your creative, (unless you are in the creative business).
• Super Bowl commercials– Herding cats - who was it?
Day 12 – Business Networking
50 People Instantly
• Neighbor
• Banker
• Bartender
• Travel Agent
• #49
The Networking Process
• Planning the events• Networking Goals• Knowing who to target• Relationship building• Establishing trust and
showing interest• Follow up• Continuing the relationship
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
Networking Tips
• Set goals before arriving
• Arrive early, leave late
• Help at registration
• Power partners
• Show interest
• Act like a host, not a guest
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
Day 17 – Direct Mail
4 Key Components
• The message
• The vehicle
• The target
• The frequency
Day 19 – Marketing Hooks
3000 marketing messages a day
• Low response rates are rampant
• Creative overwhelms the messages
• Action does not result
500 marketing messages a day in 1970 to 5000+ messages today…
Yankelovich Consumer Research:
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”
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
What about Free Consultations
• GM 3rd
• Savvy consumers
Placement of Marketing Hooks• On or offline• Brochures or other marketing
communication material• Point of purchase• Packaging materials• Bounce back offers
Day 20 – PR
• Tie Yourself to Current News Event
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
PR
• Ideas for a Press Release:• New service• Awards• Promotions• Reorganizations• New employees• Celebrations (anniversaries)• Survey results
• 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
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
Does Guerrilla Marketing
Really Work?
One Way Mind vs. Two Way Mind
