Guerrilla Marketing

Orvel Ray Wilson, CSPSr. PartnerTHE GUERRILLA GROUPinc

Google me

“Thank you, Farnsworth. We get the picture.”

What do We Mean by “Guerrilla”?

Jay Conrad Levinson1933 - 2013

The most successful marketing series in history:

The most successful marketing series in history:

What is Marketing?Everything that the world sees that represents you and your business.

Instead of brute force, we use. . .

What Is Guerrilla Marketing?

The Guerrilla Group34316 Gap RoadGolden, CO 80403

“You like it? I borrowed it from Orvel Ray Wilson.”

Time4 to 1Golden Selling HourDon’t waste a lunchOne more stop

Energy–Eat Right–20 Minutes a Day–Time Out–Reward Yourself

“. . .and thank you Jesus for my

wonderful job.”

ImaginationThink BigThink SmallVisualize SuccessIdea-of-the-Week Book

“Imagination is more important than intelligence.” -- Albert Einstein

Unusual stocking placementBBDO

Copenhagen

Alberta Ski Tourism

Swiss ad columnreminds us not to drink and drive.

“Never, ever, think outsidethe box.”

If you’re going to be Tweeting:

I’m in London listening to @OrvelRay Wilson speak about #Guerrilla Marketing and it’s excellent! (96 Characters)

If found, please do not return.My Next Generation Nissan Altima has Intelligent Key with Push Button Ignition, and I no longer need these.”

MONSTER TRUCKSARE HERE

Rogers Centre, Toronto Jan 21-22

Apple

Handled by Virgin Atlantic

National Museum, Washington D.C.

“Screever” Julian Beever

Sky HDTV, Waterloo Station, London

Greenville, SC

Altschul Orthodontics Crawfordsville, IN

FedEx Kinko’s, New York

Clean Graffiti

GreenGraffiti, Philadelphia, New York and LA

Paul “Moose” CurtisBroadway Tunnel, San Francisco

Will it Blend?

Tom DicksonCEOK-Tek Corporation

“Keep your hands clean. Don’t give or take a bribe.”

Vilnius, Lithuania

Alzheimer's Awareness, Hamberg

HSBC BankMumbai

Plastic Pollution Coalition Vancouver

Father Bob Maguire FoundationSydney

Australian Childhood FoundationMelbourne

CALM, New Zealand

“To make a donation, Text CALM to 336”

Calgary, Alberta

Spar Seafood RestaurantMumbai

“Looking for seafood? Spar Seafood Festival”

Elmex Toothpaste

“We also thought it might be a good time for a refresher on the do’s and don’ts of i-502”

Malaysia Airlines

Copenhagen Zoo

Foro Mundial de Marketing y Ventas, Monterrey

Alfa RomeoBrusselsCar Fair

Sukle Advertising& Design

14,080 gallons, 64,000 liters

Sushi RollWorld Square Mall Sydney

35%

Pizza Kingdom, Beijing

Pizza Kingdom, Beijing

Superman, The Movie

Kill Bill

Gold’s Gym

Sabina Stobrawe, 2nd floor

Fiat Punto parking sensor

“Save the Pillars. Fiat Stilo with parking sensors.”

Vodafone Insurance, Romania

Makati City, Philippines

Somewhere in Minnesota

HBO

HBO

BMW, Moscow

Rentokil Initial, New Zealand

Labello Lip Balm,Paris

“McDonald’s serves shelter”

Copenhagen adshell

DulcolaxDusseldorf

10 Guerrilla Strategies to Build Your Business

1. InvestmentThe Law of The Slight Edge:

“The difference between a champion and an also-ran, more often than not, is a very slim margin.”

1. InvestmentPeopleTechnologyYourselfYour Community

Invest in PeopleHire first for Attitude

–“Help Wanted”–Jack Welsh 20/70/10

Train ConstantlyResource CenterOutside Expertise

Invest in Technology4 Big Trends Affecting Sales:–Tablets–Mobile–Big Data–Social Media

Invest in YourselfJoin Professional GroupsMaster MindGet an accountability coachBuild your library.

Invest in Your CommunityVolunteer and networkSponsor the local sports teamRaise funds for your Fire Department, Charity, Service ClubsSpecial events draw a lot of press attention

“This billboard absorbs air pollution”

Coke/WWFManilla

2. Consistent“Poor marketing done consistently will be more effective than great marketing done sporadically.”Consistency is interpreted as longevity, credibility, and trust.–Burbank Russet

Why Customers Quit:15% quit for quality - found better product

15% quit for price - found cheaper product

20% quit for lack of contact or individual attention

49% quit because contact was poor and inconsistent.Forum Corporation study of commercial customerslost by 14 major manufacturing and service companies.

“He’s on another line at the moment, would you like to hold?”

3. Confident“Guerrillas believe in their products and their people.”

Why Customers Buy:1. Confidence

2. Quality

3. Service

4. Selection

5. Price

“I’ll tell you why I don’t trust him. It’s that damn sheepskin vest.”

3. ConfidentExpect the SaleCollect TestimonialsDefend your prices and margins

–The Gradient

3. ConfidentGuarantee Everything

–No longer a differentiator–Sunshine Trash Service

Double your Price

“Mr. Colton, do we stand behind our products?”

4. PatientFine-tuning your knowledge and skills takes time.

Number of Impressions

Total Apathy

Purchase Readiness

Prospect Learning Curve

Don’t Quit 48% quit after the first contact20% quit after the second contact 7% quit after the third contact 5% quit after the fourth contact 4% quit after the fifth contactYet 80% close AFTER the sixth call

5. Assortment“The old days when Henry Ford could get by with,‘Any color you want - as long as it’s black’ are long gone.”–“But Dad?

Path of Least ResistanceCustomers

Products

New

New

Old

Current

EasiestMost

Profitable

HarderLessProfit

HarderSome Profit

Very HardNo Profit

Move Them Up the Curve–Fill the Curve–Show the Best First–Opportunities to Upgrade

6. Subsequent“Guerrillas wage their marketing campaign simultaneously on three fronts.”

Lifetime Customer Value It takes AT LEAST nine impressions to create a

new customer.

Average cost of an industrial sales call = €1,200

Calls needed to close an industrial sale = 4.3

Average cost per sale = €5,160

McGraw Hill, Laboratory of Advertising Performance Report #8051

6. Subsequent“It takes 11 positive impressions to overcome a single negative impression.”–Repetition, Repetition, Repetition–You Oughta’ Be In Pictures

Dear Tony,

THANK YOU for the opportunity to come to London. What a FANTASTIC SEMINAR! We had a GREAT time! OrvelRay

From the desk of Orvel Ray Wilson

34316 Gap Road, Golden, CO 80403 800-247-9145

Show Up

“80% of sex is showing up.”

-- Woody Allen

René Neuman

Show Up“Happy Easter”Park Yourself

7. Convenient“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”–Customer Expectations–Message in a bottle

8. Measurement“What you measure is what you get. Inspect what you expect.” – Tom Peters–“28 great years.”

Total Sales Volume

Number of Transactions

Gross Margin %

Jeannie $16,550.00 25 31.1%

Cindy $20,196.00 26 30.2%

Kathy $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%

Monthly Sales Performance

9. Excitement

9. ExcitementGreet them with a “10”A Good Word for EveryoneNever Complain.

10. CommitmentIsolate the “Trigger Event"Put your customers secondKeep your PromisesBuild it now