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