Guerilla Marketing
Presented by:
Becky Sigmond
Larry Barnaby
&
Robert Araiza
Objective
To share cost effective Marketing &
Sales programs using Guerilla Marketing
How to fully utilize your Marketing
dollars
Table of Contents
E-Marketing
Direct Mail
TV & Radio
Holiday Fun Day
Local Community/Relationships
Customer Service
Theories of Guerilla Marketing
Not cutting your budget, but using it wisely
Rely on brain power, not money power
Primary investment should be time, energy, &
imagination
Aim for more & larger transactions with
existing customers
Use incentives for existing customers for
referrals of new customers
Theories of Guerilla Marketing
You must be patient and let your
programs develop and take hold ---
IT DOES NOT HAPPEN OVERNIGHT
Remember that marketing is all about
people and not about things
A customer’s perception goes a long way
This is where customer service can really
change your entire facility
E-Marketing
Use the latest technology to touch customers
with busy professional and personal lives
Email Blasts
Guests can enter your database via website
You can also purchase a list by a third party
to do the email blast
Use for Customer Surveys
Show Stats
Example Email Blast
Customer Survey Email Blast
Email Stat
Radio
Invite everyone in
Ask for trade
Negotiate the best deal
Agency discount
A few stations – hit them hard!
Know your market
Customize
Ask for value added
Value Added
Jammin 92.5
Hawaii giveaway
Distribute coupons
Third party tie-in’s
Ticket stops
Show a movie
Television
Most people are visual
Look into cable zones
Know your audience
Focus on strengths
Ask for trade
Agency discount
Ask for value added
Value Added
Dora and Scooby Doo weekend
Boondocks 500
PAYADA Youthfest
Production
Be professional
Share the cost
Pay over multiple years
In-house Promotions
$10 Tuesdays initiated Holiday Fun Days-
Veteran’s Day 2003
Look like you spent Big Bucks
Increasing sales to current customers/per cap
Increasing number of visits per year
Utilize major holidays
Becoming a destination point
Creating a competitive advantage
Relationships/Social Marketing
Awards to schools, sports teams, etc
Donations-Round of Golf
Cause Marketing-Linking yourself to a good
cause
Trade Promotions: AYSO, Little League, etc
Trade can be utilized
Don’t violate bond of trust of guests
Customer Service
Building long-term relationships
Keep guests satisfied and coming back
Target individual guests-Focus Groups,
customer surveys, secret shoppers
Easier and less expensive to keep an existing
customer
Lifetime value of guest/customer-goal
Guest’s feelings, attitude and perception of
the park
Conclusion
Use your dollars wisely
Try new ways to reach potential
customers while keeping and increasing
visits of current ones
Know your market
Customer Service
Open Forum of Questions
Appendix
Speaker Contact Information:
Larry Barnaby-Director of Group Sales & Marketing for Boondocks Fun Center
lbarnaby@boondocks.info
Robert Araiza-Director of Sales & Marketing for Storm Karting and Mulligan
Family Fun Center
raraiza@pacbell.net or rja@mulliganfun.com
Becky Sigmond-Director of Group Sales & Marketing for Newmark Entertainment
bsigmond@newmarkentertainment.com
E-Marketing Company Contact Information:
ekMEDIA-www.ekmedia.com, contact@ekmedia.com, 512-246-1643