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					Negative Cost Selling/Guerrilla
Marketing/Social Marketing
Presented by Professor Bruce M.
 Firestone
Founder, Ottawa Senators, Executive
 Director, Exploriem.org, Entrepreneurship
 Ambassador, Telfer School of
 Management, Broker, Century 21 Explorer
 Realty Inc.
B. Eng. (Civil) [McGill], M. Eng-Sci.
 [UNSW], PhD. [ANU]
Contents
 Do you want to learn how to really make people
  want to buy from you?
 Are you in the solution selling business?
 Do you know how to get on the ‘same side of the
  table’ as your customers and clients?
 Do you want to learn negative cost selling?
 Do you know how to think in terms of 2-D and 3-
  D business models so that you can not only take
  care of your clients but your clients’ clients too?
 Want to understand Guerrilla Marketing and
  Social Marketing?
The Power of the Brand

“People like to buy from people they like
 and trust,” Prof Bruce, Ottawa, Canada
“Have you ever bought anything from
 someone you didn’t like or trust?”
Trust (not love!) is the no. 1 thing in life
 and business
Marketing  Builds Brand  Builds Trust
  Creates Opportunity to Sell
The Power of the Brand

Mutual Life Assurance Co. of Canada 
 Clarica Life Insurance Co.
New sell-line: "Clarity through dialogue“
Funny TV ads– Clarica Agent appears on
 scene to clear up W/C ambiguity
No call to action
How many people head for the phone to
 buy some insurance?
The Power of the Brand

None!
Separate selling process
“VP, Marketing and Sales”  Doesn’t
 know what he/she is doing
Living room pitch: “Take care of your kids!”
“Where’re you from again?
“Pirate Insurance Company of Kinakuta” or
 “Clarica”– which helps you to close the
 deal?
The Process
           (1)
        Marketing
        through a                                   (2)
        Marketing                             Your Reputation
      Process builds                             and Brand
          your                                     build
      Reputation and                            Trust in you
         Brand




                                (3)
                       Trust in you creates
                        an opportunity for
                         you to Sell in a
                          separate Sales
                             Process

                       ‘TRUST POWERS
                       SALES’
Ethics

Probably < 1,500 key entrepreneurs in a
 place like Ottawa
Even NYC < 5,500
Protect your reputation
Major Arch firm bids on Urban Design of
 new Ottawa Congress Centre with our
 group
Jumps to winning bidder/takes IP w/out
 permission
Ethics

Their name is … DIRT
No longer active to any great degree in
 Ottawa
What should they have done?
Ask for permission and ask winning bidder
 to compensate group for their IP– would
 not even have had to pay it themselves!
‘Intricate’ Your Clients
The late Elliot Richardson, former Attorney
 General of the United States
US Counsel to BRING BACK THE
 SENATORS
“Bruce, first we’ll intricate the NHL. Then
 we’ll get the franchise.”
(To honour Elliot, UrbanDictionary.com:
 http://www.urbandictionary.com/define.php
 ?term=intricate+)
‘Intricate’ Your Clients
“To bring people on board or to get them
 onside with an idea or a proposal or an
 initiative of some type by getting them
 'intricated' into the process bit by bit,
 almost without their noticing that they are
 making a commitment.”
‘Intricate’ Your Clients
 How do you do this?
 Become an indispensable part of your clients’
  business ecosystems/if you know your client’s
  History, you can become indispensable/hard to
  replace
 How not to do it?
 E.g., typical Ottawa law firm:
   Don’t keep clients’ clients tel. #s, email addresses on file
   Lose client e-documents
   Don’t know their r.e. client’s Banker, Surveyor, Environmental
    Consultant, Insurance Broker, Title Insurer, Mortgage Broker,
    Appraiser or other suppliers
   Wait to be told what to do
Firestone’s Three Laws of Power
Selling
Law No. 1: SITTING ON THE SAME
 SIDE OF THE TABLE

Law No. 2: SOLUTION SELLING

Law No. 3: NEGATIVE COST
 SELLING
SITTING ON THE SAME SIDE OF THE
TABLE

GradeATechs.com
Alt. 1: “We can sell you XYZ virus scan
 software from Acme Corp. for 200 bucks.
 What do you think?”
Alt. 2: “We can get you XYZ from Acme for
 $200 or MNO from Beta for $150. If you
 don’t like either, we can get more quotes
 for you.”
SITTING ON THE SAME SIDE OF THE
TABLE

In Alt. 2, GradeA becomes: ‘trusted
 advisor’
Sits on same side of table as client
XYZ and MNO (+ all other suppliers) are
 on the other side
GradeA has changed the equation!

 SELLING TO A CLIENT  HELPING A CLIENT BUY!
SOLUTION SELLING

In r.e., buying a lot is a problem
Buying a home is a solution
New sub-division with 21 lots to sell
 ($125,000+) for client in Kanata
What to do?
Make a deal with top quality home builder
 to offer his homes w/ lots
SOLUTION SELLING

How to sell this to builder?
Intricate him!
Offer him 6 lots for $500 each!
$500 each?
Yes!
SOLUTION SELLING

That’s $500 for an 18-month option on
 those lots
Only pays for lots when sold to
 Homeowner
Co-brand sub-division with Builder– piggy
 back on his marketing
SELL SELL SELL
SOLUTION SELLING

Know your client’s History and Biz
 Ecosystem
Hard to sell a solution when you don’t
 understand the problem
Ace Promotions– problem wanted to sell
 Golf Pros promo products
Issue?
Most golf pros don’t have much spare
 cash
SOLUTION SELLING

But they have something of great value– a
 client list
Accounting firms and legal firms would like
 to get access to those clients
Eureka!
Golf Pros have lots of time and no money
Accounting and law firms have lots of
 money but no money
SOLUTION SELLING
Let’s solve all three problems (money,
 time and client access) together
By helping 10 Golf Pros buy 1,000 mouse
 pads each at $5.00 per item
That’s a $50,000 order for Ace Promotions
Each mouse pad is co-branded: golf pro
 w/ accounting or law firm
Latter put up the dough/former becomes
 distribution channel (gives them to each
 golfer)
MORE SOLUTION SELLING
Ace is also trying to break into the auto
 dealership biz– SELL SELL SELL
Tom Smith Toyota is looking for more car
 buyers!
Ace must solve the problem: “How do you
 give out promo products to people who are
 not yet your customer?”
Ace comes up with new distribution
 channel for Smith Toyota!
MORE SOLUTION SELLING
The humble ice scraper– solves all
Ace sells 10,000 ice scrapers to Smith
 Toyota at $4.00 each
Smith Toyota also pays Ace $6,000.00 to
 hire wage slaves (aka students) to go to
 co-operating:
  gas stations
  collision repair places
  car washes
  and give them out for free!
MORE SOLUTION SELLING
Non-traditional outlets!
They get the scrapers for free
Can use them in their own promotional
 efforts too– “Fill up here and get a free ice
 scraper.”
Car owners who frequent collision repair
 shops might need a new car some day
 (soon)
MORE SOLUTION SELLING
The ice scraper also communicates!
“Bring this ice scraper with you to Smith
 Toyota < June 30th and we’ll pay you
 $250.00 to test drive one of our cars!”
Take solution selling one step further–
 provide your clients with ROI data
By investing (!) in your products or
 services (the ice scraper), they increase
 their revenues/lower costs or do both
NEGATIVE COST SELLING
More from UrbanDictionary.com
 (http://www.urbandictionary.com/define.ph
 p?term=negative+cost)
“Negative cost selling is all about
 understanding your client’s business from
 their point of view and being able to
 measure the benefits you create and the
 cost reductions you cause.”
NEGATIVE COST SELLING
Anthony owns (snail) mail order house
Knows that CPC/USPS now allow lumpy
 mail campaigns
Visits with local children’s charity
Wants to sell them on 3-year campaign at
 $15,000 per year
His pitch? Solve their problems:
  How to get folks to open their snail mail?
  What’s the distribution channel?
  What’s the ROI?
NEGATIVE COST SELLING
Includes flat (stone skipping) rocks with
 each letter
Sends letters to 800 (local) CEOs/Biz
 Owners
His firm has the names/contact info
Each letter challenges the CEOs (v.
 competitive people) to rock skipping
 contest at Children’s Camp
NEGATIVE COST SELLING
94% open the envelopes
> 50% commit to attending themselves or
 sending a rep
> 400 attend at $750 each
3-year commitment
Can buy extra rocks @$100/throw!
Raise > $40,000/year
Plus CEOs on-site see the kids and
 become sponsors…and fix stuff
NEGATIVE COST SELLING
$15,000 investment  $40,000+ = ROI
Multi-year commitments  recurring
 revenue + create opportunity to not be a
 MLB-type player where every year you
 start with 000 home runs
YOU CAN NOT BUILD A SUCCESSFUL
 SALES PRACTICE IF YOU HAVE ALL 1-
 YEAR CONTRACTS
NEGATIVE COST SELLING
$15,000 investment  $40,000+ = ROI

Anthony’s pitch:

“I’ll pay you $25,000.00 per year to hire me!”
NEGATIVE COST SELLING
 Peter Patafie built Patafie’s Moving Supplies Inc.
  into $16 million/yr operation w/ one crucial sales
  innovation
 His pitch: every moving co. would buy
  (cardboard boxes, wardrobe boxes, bubble
  wrap, tape, tape dispensers, wrapping paper)
  from Patafie’s
 But instead of delivering them to the moving co.,
  would deliver them to their clients instead
NEGATIVE COST SELLING
 Saves moving co. warehouse space
 Increases moving co. revenues because their
  salespeople now have more time to sell moves
  rather than redeliver packing supplies to their
  clients
 Got 97% market share (more than Microsoft)
 NEGATIVE COST SELLING
 Peter understood his client’s ecosystem–
  including the needs of his clients’ clients (2-D Biz
  Modeling)
 Sits on same side of the table as his customer (his
  customer’s customer becomes his customer– e.g., Peter
  sells them refurbished boxes and buys them back >
  move)
 Uses ‘solution selling’ (by making his customer’s
  salespeople more productive)
 Sells based on negative cost (since his customer’s
  customers are paying for the packing and moving
  supplies and ROI to moving co. ~ infinite!)
Jeff Hunt and the Ottawa 67s
New way of responding to the 500+ charity
 and community requests
$600 needed for minor hockey tournament
Give $600 x $500 or $300,000/yr.?
Not affordable for Junior Team
Let them buy 120 game tickets at around
 $5 each that they resell for, say, $10
Jeff Hunt and the Ottawa 67s
Cost to 67s? -$600
Cost to minor hockey team? -$600
Developed new distribution channel: 500
 charity requests  60,000 tickets sold/yr.
  raised $300,000 for 67s  raised
 another $300,000 for charities

“Give a person a fishing rod, not a fish,”
  Anon.
More from Jeff Hunt and the Ottawa
67s
Cost for naming rights for the Civic Centre
 $30,000
No takers
Instead sold 30 companies @ $1,000 each
Draw winner: Civic Centre  Urbandale
 Centre for 1-yr term
Cost of Naming Rights for Urbandale?
 -$29,000 -$550,000 (value of PR/earned
 media) = -$579,000
Satellite Tracking Service
 Sell Personal Tracking Devices (PTD) for
  executives visiting high risk countries
 Not much bigger than cell phone
 Reduces cost of insurance
 Reduces frequency and cost of lawsuits—duty of
  care
 Reduces losses from kidnapping, injury or death
 Reduces lost productivity from above and impact
  on morale
 Can demonstrate very high ROI
Crowd Wave Games
In-arena cameras, gesture control and
 vector aggregation software
~ 7th Inning Stretch with ‘brains’
Cleveland Cavaliers– launch client
‘Intricates’ sponsors– Section 315 plays
 against Section 112
Winners get (say) $10 Verizon Calling
 card
Crowd Wave Games
Crowd Wave Games
Reduce sponsor exodus
Bring new sponsorship dollars
Increase game-day ticket sales and
 reduce season ticket churn
CWG demos very high ROI for Cavs
Improve in-arena experience for
 fans/create team play feelings for average
 citizen/not available at home
 Yoga and Injury Reduction in the NHL
 Heather Moore, at Mountain Goat Yoga Centre in
  Kanata
 More core strength, more flexibility, greater agility, better
  balance, faster healing and lower stress levels
 Perfect fit for NHL Players
 Heather’s Yoga Fees: $7,267.86 for the season
 Savings to Team from Reduction in Injury: $352,201.28
 Increase in Revenue due to Increase in Regular Season
  Attendance: $523,939
 Net Revenue from Extra Home Playoff Game(s):
  $1,020,000
 Yoga and Injury Reduction in the NHL
 For an investment of just under $7,300, the team
  receives ~ $1.9 million in cost decreases and revenues
  increases

IRR
Year (2006_2007)
0 $(7,267.86)
1 $1,896,140.67

IRR   25989%        per annum

 Value of going to Stanley Cup Finals: priceless
 “Heather will pay the Sens ~ $1.89 million to hire her!”
Doug Cardinal and the Museum of
Civilization
Architects can’t use –ve cost selling, can
 they?
Yes, they can
Doug Cardinal believes in the sanctity of
 the client or ‘patron’
Former PM Pierre Trudeau was Doug’s
 patron
Public Works nixed curvilinear walls for the
 new museum– too costly and too risky
Doug Cardinal and the Museum of
Civilization
Doug asked the PM: “Do you want a
 treasure or another blah, boxy building for
 Ottawa?”
But he also understood NCS, thus:
“If we build it my way, it’ll cost $20 million
 more but it will attract 400,000 more visits
 per year at $10 per head. That’s $4
 million/yr. With a cap rate of 8%, this
 increases value by $50 million. So the cost
 of a legacy project for you, Pierre, will be a
 negative $30 million.”
Doug Cardinal and the Museum of
Civilization
The HR Recruiter
 Previous approach to selling?
 Beauty contest!
 Value Proposition = NCS
 Cost of Service = $30,000
 Savings in Management Time = $10,150 x 2
  (they have to replace their candidate more
  frequently)
 Additional productivity (from superior candidate
  + he/she remains on the job longer) = $200,000
  x2
 Cost of HR Services = -$390,300
The HR Recruiter
 Previous approach to selling?
 Beauty contest!
 Value Proposition = NCS
 Cost of Service = $30,000
 Savings in Management Time = $10,150 x 2
  (they have to replace their candidate more
  frequently)
 Additional productivity (from superior candidate
  + he/she remains on the job longer) = $200,000
  x2
 Cost of HR Services = -$390,300
The HR Recruiter
GradeATechs.com
 Value Proposition = NCS
 Unplug Tower/Take to Computer Store: $19 of
  your time
 Quote = Wait one week: $500 Lost Productivity
 Cost of Repair: $200
 Call Grade A: $5 of your time
 Response time = 24 hours: $100 Lost
  Productivity
 Cost of Repair: $125
 Cost of Grade A = -$492
 IRR = 43% per day
  GradeATechs.com
 IRR = 43% per day
Time (Day)    Cashflow
0             -227 (cost of GAT repair + lost productivity + call to GAT)
1             100 (lost productivity)
2             100 (lost productivity)
3             100 (lost productivity)
4             100 (lost productivity)
5             300 (lost productivity + repair bill)

Solve (by iteration):

  -227 + 100/(1+irr)**1 + 100/(1+irr)**2 + 100/(1+irr)**3 +
  100/(1+irr)**4 + 300/(1+irr)**5 = 0
GradeATechs.com
Residential Realtor
 Value Proposition = NCS
 FSBO sale takes longer
 FSBO sells at lower price– listing becomes ‘tired’
 FSBO pays commission anyway– to Buyer
  Agent
 FSBO pays commission ‘thrice’– once to Buyer
  Agent + lower sale price (Buyer reduces offer
  price since “there is no commission”) + they do
  all the showings/work
 FSBO higher legal cost and risk of litigation
 Residential Realtor
 “The Lawyer who represents himself has a fool for
  a client,” Anon.
 Agent: does 100s of transactions/FSBO: 1 or 2
 For a home with a FMV of $315,000:

   For a commission of $15,340 paid to Brokerage,
   Homeowner receives $38,188.
   Cost to hire Agent? -$22,754
   IRR? Infinite since Agent is not paid until and
   unless deal completes!

(See: http://www.ottawarealestatenews.com/ValuePropositionFSBOVersusAgency.xls)
1964 Tribute Band
1964 Tribute Band
 Guerrilla Mktg: “Turn on your phones. Call a
  friend and let them listen to our next tune.”
 Percentage of Audience who did: 25%
 New people turned on: 225
 Number of shows: 140 per annum
 New people turned on: 31,500 per annum
 Cost of directly reaching 31,500 potential new
  customers—a negative $6 million, since people
  pay them to show up!
 Pool.com
 SnapNames.com recognized leader in backordering
  deleting domain names
 Clients were paying $60 USD for each backorder to
  SnapNames.com
 Register any domain name for backorder on Pool.com
    for free
   Only pay Pool.com if successful
   Hundreds of 1,000s migrate to Pool.com
   Pool.com successfully gets > 3,000 deleted names/day
    from Verisign Registry
   At $60/name + 2-yr registration fee = tens of millions
    annually for Pool.com
Pool.com
Cost to clients?
Negative again!
E.g., patent and TM law firm
Say, registering 40 names for
 backordering
SnapNames.com: $2,400
Pool.com: $0
Cost = -$2,400 for backorder
Pro Sports Teams
 Pitching to: a Mortgage Broker
 “Invest in our Season Tickets, please!”
 “Why?”
 “Look at our great players!”
 “How about our beautiful building!”
 “Did you know you can escape our parking lot in
  just 25 minutes!”
 “What a great logo we have and our
  merchandise, my, my!”
 IT’S A BEAUTY CONTEST!
Pro Sports Teams
“If you don’t buy a ticket, the team will
 move!”
“What kind of a person are you, don’t you
 have any civic pride?”
INSTEAD USE –VE COST SELLING!
By giving two Sens tickets to every
 Homeowner who sources their mortgage
 through you, you generate 2 to 5 more
 mortgages per season!
Pro Sports Teams
 Here’s how it works:
  The cost for two tickets to every regular
    season home game: $55 less a 15% discount
  2-year commitment
  Divert 40% of current marketing budget to
    Sens
  Plus add another $2,655
  The good news: other clients in this industry
    are finding that they are generating 2 to 5 or
    more mortgages per annum
Pro Sports Teams
For an additional investment of $2,655 in
 each of the next two years, make an
 additional $6,695 per year or a total of
 $13,385
ROI of 152% per annum
Cost to buy Sens tickets: negative
 $8,076.70
Plus Mortgage Broker’s sales now >
 Mortgage Alliance minimum to qualify for
 volume bonuses from. ROI increases
 further
Pro Sports Teams
Plus Mortgage Broker’s sales now >
 Mortgage Alliance minimum to qualify for
 volume bonuses from. ROI increases
 further
How about that?
“Just initial here, here and here, sign and
 date there. Thanks, Bye now.”

 KNOW YOUR CLIENTS BIZ ALMOST AS
 WELL AS THEY DO
Conclusion on NCS
NCS  success rate will move from
 .200 to .300 or .400 or higher
Plus order size and speed to order
 will increase  triple whammy
 (batting average/mass/velocity) to the
 bottom line
Removes the fear about selling– you
 know your clients’ businesses almost
 as well as they do
Conclusion on NCS
Your projects get green lighted
Self-actualized human beings working
 on projects they initiated with
 innovations they introduced and
 products and services that they
 fearlessly sell, are happier people!
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
Introduction

 Kirk Douglas in a 1951 Billy Wilder film, Ace in the Hole, was a
  washed-up, broke, former NYC newspaper reporter who happened
  one day to be ‘marooned’ in Albuquerque, New Mexico.
 He walks into the office of the local newspaper and tries to get an
  interview with the Publisher and Owner. He says to the receptionist:
  “Tell him I can help him make 200 bucks a week.” Intrigued, the
  Publisher agrees to see Kirk. Douglas immediately starts to sell
  himself and, finally, the Publisher asks him: “What about that $200?”
 Douglas replies: “I am a $250 a week NYC reporter but you can
  have me for 50 bucks!” He gets the JOB at $60 a week.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
Introduction (Cont’d)

 If you want to be able to sell your product or service, you can learn a
  lot from this type of negative cost selling is all about understanding
  your client’s or customer’s business almost as well as he or she
  does. You have to be able to show the client that by using your
  product or service they will either reduce costs or increase revenues
  or some combination of the two by more than the cost of your
  product or service.
 Here is a simple case study for a local Ottawa storage company.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
 This case study demonstrates how Facilities Managers can make
 better use of expensive office space by using Blue Heron Storage
 Corp.

 Step # 1
 Identify how much of your existing space is (inefficiently) used to
 store files, obsolete furniture, old office equipment and other little
 used materials. For this example, let us assume you found 8,100
 square feet of 'stuff' scattered about your offices.

 Step # 2
 Determine how many engineers and other personnel can be
 accommodated in that space. In this example, we will assume 180
 s.f. per employee (gross) which means if we get rid of the stuff that
 is taking up needless room in our office building, we can
 accommodate an additional total of 45 engineers.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
 Step # 3
 Determine the marginal cost of new space as if you had to go out
 and find it on the open market. In west-end Ottawa, Ontario lease
 rates in 2010 are in the order of $16 per s.f. per annum net, net, net
 plus operating costs and municipal taxes and utilities of about $15
 per s.f. per annum for a total of $31. Thus, the cost of new space
 (your opportunity cost, if you will) is 8,100 s.f. x $31 per s.f. per year
 or $____________ per annum. (It's as if you had to build or buy or
 lease new space on the open market today.)

 Step # 4
 Stack your materials efficiently with Blue Heron Storage (and get rid
 of things you don’t really need) so that you free up 8,100 sq. ft. in
 your existing building and take the minimum amount of storage
 space.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
 Step # 5
 Because you are efficient, you find that only need to lease three
 storage buildings, each 2,000 s.f., from Blue Heron Storage. Blue
 Heron agrees to lease those storage buildings to you for $12 per s.f.
 per annum gross.

 Step # 6
 Count your savings! Instead of opportunity costs for new facilities of
 $____________ per year, you only pay $____________ per year to
 Blue Heron. You save $____________ for every 45 engineers and
 every 8,000 s.f. you free up. And you don't have to build, move to or
 occupy new space.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
Step # 7

  The cost to move one engineer into a new space is $900 per
  person. This covers the cost of actually physically moving of files,
  desks, PCs, etc. plus the cost of reestablishing the computer
  network and phones. In addition, no matter how good your movers
  are, your employees will lose 40% of their productivity the week
  before and 1/3 the week after the move. Each employee is paid and
  costs the company $1,500 per week including overhead costs and
  benefits.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment
Step # 8

  You also know that your company has gross margins of 55% so you
  are losing output as well.


Step # 9

  Calculate the negative cost of renting three storage sheds from Blue
  Heron by not having to find an additional 8,100 s.f. for 45 engineers.
Negative Cost Selling: Blue Heron
Storage Corp– Assignment

Step # 10

 Help your clients make room
 for live engineers not dead storage!

Answer: $____________
Guerrilla and Social Marketing
Guerrilla marketing (GM) is just
 another term for ‘smart marketing’
Do for a dollar what any fool could do for
 two
Uses leverage to efficiently and effectively
 get message out by way of earned media
 or through more direct means
Substitutes brains for cash in marketing
 wars
Guerrilla and Social Marketing
If any piece of decommissioned Mir Space
 Station hits, everyone in continental USA
 gets free Taco
Taco Bell takes out insurance
Carried by major news outlets across the
 planet
Guerrilla and Social Marketing
Taco Bell’s NYSE symbol is GM
Symbol is ‘YUM’
Most companies would use ‘TBC’
YUM is better for food company, don’t you
 think?
Guerrilla and Social Marketing
GM exists in a grey legal area
Never do anything that is illegal or
 unethical or places any persons or
 property in danger
Guerrilla and Social Marketing
Guerrilla Marketing Research?
Conventional Market Research for Sens in
 1990– ‘Would you buy season’s tickets for
 a NHL team in Ottawa?’
Predicts 100,000 season tickets can be
 sold
Submit happily to NHL
Chicago sells 12,000
Guerrilla and Social Marketing
Guerrilla Marketing Research?
Real buying decision versus hypothetical
Market demand for mini offices in Ottawa
 circa 1980s?
Series of classified ads in local newspaper
Telephone answering machine literally in a
 cupboard at head office
Selling ‘vaporware’ but get real sense of
 demand
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?
 Asking for commitment to lease mini office for a
  minimum of three months at a fixed lease rate
 Strong response meant within two weeks building out
  one floor in a west end tower and putting tenants in
  temporary offices at HQ
 TCCL, Terrace Corporate Centres eventually became
  largest mini office provider in eastern Ontario with 164
  mini offices in two locations with occupancy rate
  exceeding 94%
 Profitable in its own right but also acted as source of new
  lease deals
 Apple’s first offices in Ottawa? TCCL
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?
More recent—developer needs to know
 what rents he might get for new, 2-
 bedroom units being built in west end of
 Ottawa
Property manager says $900 per month
REALTOR says $1,100 per month
Who is right and how to test it?
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?
Property Manager bias—lower rents make
 it easier for him to fill new units
 (Cautionary note: reverse may also be
 true. If rents are set too low, it may scare
 off main stream renters who fear that
 place may be dangerous and that is why it
 is priced so low—remember, price
 conveys a lot of information beyond just
 dollar figure)
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?
REALTOR also biased—he wants to sell
 units to investors so he wants to show
 highest possible rents and highest
 possible cap rate to investors
My suggestion was simple?
In today’s Internet age test market it FOR
 FREE
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?
 Put two free ads on http://ottawa.kijiji.ca/: each ad
  describes place slightly differently and each ad would
  have a different names to contact
 Receive about same number of calls on each ad which
  happily (from investor’s POV) means rent of $1,100 per
  month will work
 They also pick up sense that people calling for units at
  higher rent were associating higher price with concepts
  like ‘new’, ‘higher quality building’, ‘higher quality space’
  and ‘better class of tenant’
 Guerrilla and Social Marketing
 Guerrilla Marketing Research?

  1. It’s not hypothetical market research—it’s guerrilla marketing
  research for three reasons: a) it’s free or very low cost, b) you are
  asking about units that don’t yet exist and c) you are not asking a
  theoretical question (at least as far as the respondent is concerned),
  you are getting a real call from a real person looking for an
  apartment.

  2. It’s not really ‘vaporware’ either—these units are for sale and for
  rent and will be built in the next eight months.

  3. Typical of GM research, you are leaving out the fact that they are
  not ready right NOW so you are in a gray ethical area but still, the
  renter could be looking for later in the year anyway…
 Guerrilla and Social Marketing
 Getting a Place at the Table?
 Most large firms don’t want to give you a place at trough
 Students Design Clinic (SDC)
 Carleton University’s School of Architecture
 Student-run enterprise
 SDC is passed on from one student generation to next
  with junior designers becoming senior designers and
  most accomplished senior designer becoming Chief
  Designer
 Oral tradition
 Surplus (over and above what they paid to students) of
  more than $80,000
Guerrilla and Social Marketing
SDC is itself a guerrilla institution—
 officially frowned on by University’s
 Administration
Concerned about liability in case of
 dispute over fees or one of designs is sub-
 standard
Submit for building permit and meet the
 OBC (Ontario Building Code)
Liability seems manageable
Guerrilla and Social Marketing
GM program for Clinic is simple and some
 techniques are old
What is GM?
Is it? a) do stunt, b) get national press
 coverage, c) send out mass email, d) put
 out a tweet on Twitter, e) stand back and
 watch traffic counter rocket or app
 downloads multiply?
Bad news—not that easy
Guerrilla and Social Marketing
1. Use lawn signs: if politicians use them, it’s because
they work and are cheap. On-site signage is great: pylon
signs, lawn signs, sandwich boards, window decals,
whatever—they’re cheap and they keep working 24/7.
Maybe you want to bring back the walking billboard (a
person wearing a sandwich board) or better yet: a
person wearing a sandwich board giving out handbills
which have a call to action on them. So use lawn signs
at all your job sites with your Students Design Clinic logo
and telephone number and URL clearly visible.
Guerrilla and Social Marketing
2. Lawn signs should cost no more than
$10.00 each. Leave them up forever or
until your client takes it down.
3. Add some type of call to action. How
about: “Free One Hour Consultation”
4. Put your tag line and your logo on your
lawn signs. You are a design clinic so your
marketing stuff has to look sharp
otherwise it is reverse marketing (don’t do
this!)
Guerrilla and Social Marketing
5. Create a second web address that
points to existing Carleton address
(www.arch.carleton.ca/clinic) which is a bit
clumsy. Note: check out
www.domainsatcost.ca which is one of
Canada’s largest domain name registrars.
Try for something like:
www.studentsdesignclinic.ca or
www.designclinic.ca. (Editor’s note: these
URLs are not currently active.)
Guerrilla and Social Marketing
6. Create both private and public spaces on your
website. The private password protected space is and
will become your ‘institutional memory’ of what works
and doesn’t work over a period of years. (The same
thing was done for www.kosmic.ca so that students
aren’t starting from scratch every year for goodness
sake.) Put in things like how to hire and fire; what to pay
people; how to monitor performance; how to interview
and select team members, what marketing worked and
what didn’t—all the hidden keys to success…
Guerrilla and Social Marketing
7. Use PSAs (Public Service
Announcements) addressed to print, TV
and radio outlets. Your PSAs should go to
local publications too such as the Kanata
Kourier Standard not just the Ottawa
Citizen and the Ottawa Sun. Give them
visuals as well.
8. Get testimonials for your website and
your flyer.
Guerrilla and Social Marketing
9. Create a logo for the Clinic and a tag line that is on
everything. Terrace Corporation (the first parent
company of the Ottawa Senators) was in the real estate
business; they used “Great Space for Great People”.
You’ll want something different—it is much too
commercial but you need something that speaks to the
core competencies of the clinic and your mission.
10. Keep a customer data base of tel. #s, fax #s and
especially email addresses. The best place to look for
new clients and new work is from your existing clientele.
11. Every year you should email your past client base
with the “news”—what is up with the clinic this year.
Guerrilla and Social Marketing
12. Do a flyer drop not just around the University but also in Kanata,
Nepean and Orleans as well as downtown—anywhere people are doing a
lot of renovations. Flyers to the home or office are cheap and cheerful and
often effective. But don’t wait too long to get them out. They need to go out
in February or March not May or June, that’s far too late. Don’t forget to
include your call-to-action like ‘Free Quote’ or ‘Free One Hour Consultation’
or ‘10% off’ or ‘Fill in the attached ballot and return it to win great prizes’ or
whatever. You can use a variant of the Flyer—the Handbill. It’s a bit
different in the sense that it is exactly what it sounds like: a ‘bill’ that passes
from your hand to a potential client’s hand directly. It is an old marketing
concept but it can be remarkably cheap and effective. And you know that it
got to the recipient for sure. Handbills can be given out at a trade show, for
example. Something else to remember: marketing is about consistency and
repetition. When our family was a partner in a tool and equipment rental
chain, we found that our flyers became more effective over time. People
began to expect them and to use them more often when we repeated the
drops in the same neighborhoods a second, third or even a fourth time over
a period of two years.
Guerrilla and Social Marketing
13. Do a customer satisfaction survey.
This is where you will get testimonials,
references and permission to use them.
Put them on your website and on your
flyers even in your PSAs.
14. Let your clients know that you are
never too busy for referrals.
15. Avoid expensive advertising and major
media like radio, television and daily
newspapers.
Guerrilla and Social Marketing
16. Use word of mouth, flyer drops, PSAs
and lawn signs.
17. Your website is just a support tool but
an important one.
18. Put photos of finished work on your
web site—create a Design Clinic portfolio.
19. Everyone is in sales—Chief Designer,
Assistant Manager, Senior Table Leaders,
Table Leaders, Senior Designers and
Designers.
Guerrilla and Social Marketing
20. Make sure you have 24/7 telephone
messaging and design clinic email
accounts.
21. DON’T call your Junior Designers
‘Junior Designers’; just call them
‘Designers’.
22. Your next level up is Senior Designer.
And so forth—yes, it’s title inflation but it
works well in marketing your services. No
one likes to be called ‘junior’ and no one
wants to hire anyone called ‘junior’.
Guerrilla and Social Marketing
23. Put ‘Free One Hour Consultation’
everywhere—on your website, on your
brochure and on your lawn signs. People
love FS (Free Stuff).
24. Put on your website a few simple to
understand reasons why people should
choose the Clinic like supporting students,
like the exceptional quality of your work,
like getting really top notch people to work
for them at a fraction of the price they will
command just a few years down the road.
Guerrilla and Social Marketing
25. Your flyer should use colour—it is
more costly but you are in the design
business. Last year 1,000s of good quality
colour flyers (8.5 x 11) were printed (one
side) for less than 25 cents each.
26. Put a copy of your flyer on bulletin
boards in stores like IGA, Loblaws,
Canadian Tire, Walmart, Home Depot,
Home Hardware, building supply stores,
etc.
Guerrilla and Social Marketing
27. Coroplast signs are very inexpensive (about $5 to $10 each for
18 inch by 32 inch signs with either two-colour or full colour decals).
With the SDC URL, logo and tag line, they make good posters which
can be put up with a stapler or plastic ties on hydro poles or city
owned fences. (Note you should probably ask for permission from
the municipality but in guerrilla marketing people often don’t.) If you
put them up high (use a ladder for this), your signs tend to stay up
longer. City workers don’t like to get out of their vehicles to unload a
ladder, carry it, erect it and climb up the pole to tear down your
signs. They’ll call you and you can volunteer to take them down
yourself. Perhaps they may reappear somewhere else in the City.
Guerrilla and Social Marketing
28. You can offer to do a few free design
jobs using your trainees and the local
media can be invited to review the work.
Better yet, do a few free designs for high
profile persons in the community and get
them to talk about it on their shows, blogs,
what have you. Get a free endorsement or
plug from a local celebrity.
29. You can offer to let people buy ‘gift
certificates’ for design services for friends
and family.
Guerrilla and Social Marketing
30. You can run a contest on your website. The
winner receives, say, $200 of design services
with first, second and third runners up receiving
$75, $50 and $25. The winners always end up
spending more.
31. Contests could be something like: putting a
piece of a famous structure (the Roman
Coliseum, the Acropolis, Scotiabank Place, for
example) on your website, add to it every day
and the first person to email you with the correct
identity, wins.
Guerrilla and Social Marketing
32. You can develop a $20 coupon program and
give out the coupons to clients and to others to
give to their friends. You can also print the $20
SDC coupons in local newspaper ads and folks
can clip them out and bring them to the clinic.
33. You need to visit established architecture
firms to co-opt them into your business
ecosystem. Many architecture firms don’t have
time for gazebos, decks, fencing, basement
renovations or small additions. They would
prefer to refer these clients to the SDC.
Guerrilla and Social Marketing
34. Faces are very important in marketing and that
includes GM. You need to put a picture of yourself and
your team on your marketing materials (web, flyer,
maybe even your lawn signs). That way people can see
the faces of all your happy, smiling, enthusiastic
designers. If there is one ad with a face in it and another
without one, the former will get a lot more attention.
35. Because this is a design studio, you should probably
also have a watermark in addition to your logo. The
watermark reflects the underlying principles of your work
and is used as a half tone (or a sidebar) on all your
drawings, contracts, marketing materials.
Guerrilla and Social Marketing
36. Can you accept Visa? You should probably ask your
bank for that service—folks love paying by Visa and
even though you have to actually pay a fee (probably
2.75 to 3.25% of each transaction) it will save you a
huge amount of time and frustration actually getting paid
and the amounts people will spend on design services
will also go up! This is a double whammy on your bottom
line—collect faster and collect more.
37. Don’t forget to ask for a retainer up front. It should be
around 45%. Try to get another 45% when the drawings
are submitted for building permit. Get the last 10% when
you actually get the permit.
Guerrilla and Social Marketing
38. You can set up a referral system—for each client
referred to the Clinic that signs a contract, you can offer
a premium like a really fantastic SDC t-shirt. This is more
promotion for the Clinic—people walking around wearing
your logo (and URL)!
39. Let people buy your branded promotional stuff. You
are, after all, a design shop. Why just limit yourselves to
designing real property? Why not use those skills in your
marketing as well to create really insanely great branded
clothing and promotional items?
Guerrilla and Social Marketing
 40. Put out media releases every time you
 do something newsworthy and feed the
 press regularly. Make the title catchy: how
 about Third Wall Theatre Group in Ottawa
 who put out a press release with the title:
 “Directors Stab CEO in Boardroom
 Uprising” to promote Julius Caesar. They
 got attention in a hurry from the media.

Today, we would add a few new things to
 the above list including:
Guerrilla and Social Marketing
41. Use social media—start your own
Facebook group and use Twitter to
develop a following; use these as tools for
CRM (Customer Relationship
Management) as well.
42. Start a blog for the SDC highlighting
interesting and challenging jobs you have
tackled.
Guerrilla and Social Marketing
43. SEO, Search Engine optimization can do
wonders for your website. By increasing your
profile in search engine results, you can turn
your website into a big lead generator for da
nada. SEO includes things like link trading with
all your friends’ websites so that more sites link
to you. Search engine algorithms look for how
many sites link to you as an indicator of how
important you are.
44. Give your company or organization a name
and a website address that are identical so you
don’t waste any effort branding different names.
Guerrilla and Social Marketing
45. Go to trade shows like the Ottawa Home and
Garden Show and use giveaways (promo items)
that are branded with your logo, name, tag line,
contact info and some type of call-to-action.
46. Network like crazy and use your employees’
and suppliers’ networks too.
47. Try to sell to people you buy from (reverse
selling). Your AP, Accounts Payable can be a
good source of leads. At the Sens, if we needed
a plumber he or she was certainly going to be a
season tickets holder.
Guerrilla and Social Marketing
48. Volunteer for worthwhile causes in your local
community.
49. See if you can create an event that’s fun and
helps promote your business and doesn’t cost
you anything or maybe even generates revenue
for you.
50. Do some polling: people love to be asked
their opinion on just about anything.
51. Create a market survey: people like to be
asked for their views. They’ll answer your
survey, which will also generate information and
leads for you.
Guerrilla and Social Marketing
52. Create some type of scoring test on a subject of
interest like when to know when it is time to replace your
roof or windows…
53. Follow the trail of really bad marketing to see who
needs your help in your industry. Maybe a local builder
needs the SDC’s help with one of their design issues.
54. Make sure you can explain your value proposition in
three to five separate points to give people a few simple,
compelling reasons to buy from you.
55. Find sponsors or patrons for your business or
organization. Create something that they can sponsor
and benefit by.
Guerrilla and Social Marketing
56. Bid on jobs even if you know you might
lose: you end up knowing everyone
involved with the process; you can build
up your network this way for next time. It’s
a kind of win-by-losing strategy.
57. See if you can get volunteers to help
you.
Guerrilla and Social Marketing
58. Don’t forget the Yellow Pages and its related
website. Yellow Pages ads are expensive but I have
found that even a three line ad can be effective. This
give you enough room to have your name, tel. #, URL
and tag line. If you can afford it, add one or two more
lines for a call to action like ‘Free Quote’ or ‘One Hour
Free Consultation’. Your logo would be nice too. You can
also sometimes place your ad in a non traditional
category where you can stand out. Maybe sneak your
design shop into the building supplies category by asking
one of the big advertisers there to add your design shop
to their ad. Perhaps you could convince them to do that
for free…
Guerrilla and Social Marketing
59. Try negative cost selling: it’s huge and works really
well. Show the client (preferably with a spreadsheet) how
he or she either makes money from buying your
products or services, or reduces costs or both. This
requires a level of understanding about your client’s
situation, which you should have anyway. For example,
show them how a basement renovation or adding a
granny flat is a negative cost when compared to, say,
putting your mother-in-law in one of the those vertical
warehouses called a retirement home. (To read more
about Negative Cost Selling, please refer to:
http://www.eqjournalblog.com/?p=482.)
Guerrilla and Social Marketing
60. Use co-branding. Who is in your business
ecosystem? Would they want to pay some (or all or more
than all!) of the costs of your marketing? For example,
maybe there is a building supplies retailer who provides
lumber and other construction materials. Or a builder or
landscaper who is winning lots of work designed by the
Clinic. Perhaps they want to co-market with the SDC and
pay some of your marketing costs. (For more on co-
branding and cross-selling, see:
http://www.eqjournalblog.com/?p=571 and
http://www.eqjournalblog.com/?p=571.)
Guerrilla and Social Marketing
There are so many ways to use GM, the
list really is endless and today, through the
Internet, a small enterprise can leave big
tracks.
Guerrilla and Social Marketing
Marketing is a mystery/it’s subtle
Don’t need Yellow Pages ads or flyers any
 more?
How did you hear about us?
Answer: Google, Twitter, FB…
Get rid of Yellow Pages and flyers?
Maybe yes, maybe no
Maybe customers really saying their last
 stop was Google but forgot to mention saw
 your flyer or Yellow Page ad before?
Guerrilla and Social Marketing
Local high tech company doesn’t have the
 marketing budget to put inserts into the
 local newspaper for distribution to their
 target market. So early one morning, the
 founders go out with abundant pocket
 change and they open the paper boxes
 and insert their marketing brochure; then
 close up the boxes and wait for the phone
 to ring. Student note: this is probably
 illegal. Don’t do this but it is an example of
 clever thinking nonetheless.
Guerrilla and Social Marketing
Another tech company, looking to recruit
 top talent, put up hundreds of $2 placards
 along the main drag where techies
 working for their competitors tended to
 drive. They put them up on a Thursday
 night after city workers had gone home
 and they remained up for six days before
 the City had the (illegal) signs removed.
 The campaign was cheap, cheerful and
 successful.
Guerrilla and Social Marketing
Old Milwaukee Guerrilla Marketing
How can you outperform a $3.5 million
 Super Bowl commercial with a $700 to
 $1,500 North Platte, Nebraska TV buy and
 a ridiculously badly produced ad?
That’s what’s possible in the 21st century
 via social media
Guerrilla and Social Marketing
Old Milwaukee aired a 30-second spot on
 NBC affiliate KNOP-TV 2 in one of the
 smallest markets in the US during Super
 Bowl XLVI
North Platte has just 15,180 TV homes
It didn’t cost them very much but gave
 them the cred they needed to say it was in
 fact a Super Bowl ad
Guerrilla and Social Marketing
First, they got 1,640 mentions on Twitter
 then a YouTube user by the name of
 Daddymcc uploaded a cheapo copy of
 their Will Ferrell-cameo advert to YouTube
So what did Old Milwaukee do next?
Guerrilla and Social Marketing
They turned their IP lawyers loose on
 Daddymcc, YouTube and Google, of
 course, to force them to take down an
 unauthorized version of their ad
They sent them a sternly worded cease-
 and-desist-letter threatening them with
 legal Armageddon
Not!
 Guerrilla and Social Marketing
What they really did was link from Old
 Milwaukee’s official Facebook page to
 Daddymcc’s upload
After that, they got over 1 million views in
 the 11 days subsequent to the 2012 Super
 Bowl compared to say Budweiser’s
 professionally-produced eternal optimism
 Super Bowl ad
 (http://www.youtube.com/watch?v=enfJEibY1nY) which got just
 over 400,000 in the same time period
Guerrilla and Social Marketing
The Old Milwaukee ad is beyond cheesy
 (http://www.youtube.com/watch?v=tejGMPAShdY)
Guerrilla marketing (in this case, a form of
 ambush marketing) is about substituting
 brains for money
No way can OM compete with Bud’s deep
 pockets so they did this instead
It’s what entrepreneurs do every day
Guerrilla and Social Marketing
Ambush marketing tends to happen every
 four years when the Olympics come up. It
 is so expensive to be an official 5 Olympic
 Rings sponsor that even major companies
 are sometimes forced into guerrilla
 marketing
Or perhaps if they are shut out of the
 Olympics by a competitor who has
 category exclusivity, they could decide to
 ambush both them and the Olympic
 movement
Guerrilla and Social Marketing
 A while back a major shoe company did ambush
  marketing at Atlanta Summer Olympic Games
 While one of their competitors paid $40m to be
  an official sponsor, they set up a mega tent on a
  parking lot down the street from the main
  Olympic venue
 They filled the place with product, interactive
  games, VIP sections, you-name-it
 It became the in-place to be during those games
  and they scooped the competition and scored a
  major PR hit—both admiring and outraged
  reactions were welcomed
Bundling and Co-branding
Lululemon Athletica not only sells active
 wear they also have Yoga classes in their
 stores
In essence, they are housing two
 complementary businesses under the
 same roof
But there is no reason why they could not
 be offered by two different organizations
Bundling and Co-branding
Key is to view enterprise as a platform on
 which to build a community of interests
What services or products does it make
 sense for you to bundle with your core
 offering (i.e., they complement it)
Or can you unbundle/break apart your
 core offering to uncover separate services
 or products that could be offered by
 others?
 Bundling and Co-branding
 If you get others to use your platform, you push some of
  your capital costs onto them
 Becomes a form of bootstrap capital
 May also pay you both a rights fee and rent just to be
  part of your offering!
 Lululemon could rent stores to Yoga professionals for
  classes and create two revenue streams that way—more
  clothing sales plus hall rental
 Also a form of negative cost marketing since Yoga
  studios would be paying Lululemon to bring their clients
  to Lululemon stores
 Similar to co-branding and co-opetition
Bundling and Co-branding
TCCL, Terrace Corporate Centres, largest
 mini office provider in Eastern Ontario
Word processing business
Lost about $3,000 per month
Unbundled business/spun it out to
 independent entrepreneur (who paid
 $50,000)
Turned it around in just six months
Went from cost centre to profit centre for
 us
Bundling and Co-branding
Mountain Equipment Coop sells bikes,
 running shoes, kayaks, canoes, outdoor
 clothing, cross country skis…
Adding 500 square-foot space to existing
 store in Westboro
Making it available for community use by
 sports and environmental groups
Want to be more than store– a central part
 of community commitment to active
 lifestyle
Bundling and Co-branding
 Apple this with their stores
 You not only buy Macs, iPhones, iPads, iPods et
  al but also attend free workshops, get stuff
  repaired, ask for assistance at Genius Bar, get
  help setting up your computing and
  communications environment, learn how to use
  iTunes and app store, get one-on-one training if
  you need it…
 It’s all about bundling services around your core
  offering and creating a platform
Bundling and Co-branding
Bundling can also involve co-branding
Eg, marketing Brooks Brother’s suits with
 Audi cars and Rolex watches or, better
 yet, bundling them all together—buy Audi
 and get Brooks Brothers suit plus Rolex
 thrown in!
What’s interesting is that these three
 products can become sales channels for
 each other
Bundling and Co-branding
Here is unlikely duo: Xerox co-promoting
 Michelin in its advertising in Bloomberg
 Businessweek (March 11, 2012)
Bundling and Co-branding
No more unlikely than Michelin starting its
 Michelin Guide in 1900 to help motorists
 find accommodation and restaurants
Anything that got more people driving
 further and more often was, indirectly,
 good for their tire company their thinking
 went
However, Guides became own profit
 centres
Bundling and Co-branding
That is, they stood on their own
As well as providing negative cost
 marketing and co-branding for tire
 company
These concepts are not new but forgotten
 by successive generations only to be
 rediscovered...
Everything old is new again…
Bundling and Co-branding
 Bundling is gaining traction as a biz model tool
 Recent announcement by Chrysler that it will
  certify and sell used cars by OTHER
  manufacturers
 Why not extend their warranty program?
 It is a profit generator
 Plus having more people, some of whom are
  perhaps not interested in Chrysler but are in say
  Hondas and Toyotas, come to their stores
  means that, at least, now they have a chance to
  persuade them otherwise
Bundling and Co-branding
 Not easy to tell difference between hardware,
  software, consulting, outsourcing, products,
  services or app tech company
 They are all using biz models as platforms to
  poach on each other’s territories
 Become counter cyclical
 Makes more efficient use of fixed costs caused
  by their underlying investment in office, lab and
  manufacturing space as well as administration
  costs, investment in staff and staff training,
  equipment and other basic requirements without
  which they cannot operate
Bundling and Co-branding
In entertainment business, Bloomberg
 News’ Norm Betts reports that Netflix CEO
 Reed Hastings meeting with cable
 operators to discuss a way for Netflix to be
 included with monthly cable bills
This would be a way for Netflix to add
 huge new numbers of subscribers by
 using existing cable networks as, in effect,
 Netflix resellers
Bundling and Co-branding
 Netflix would then be on more level playing field
  with Showtime, HBO and other specialty cable
  channels
 More subscribers, steadier and higher
  committed monthly recurring revenues
 Better able to compete for directors, screen
  writers, stars, talent, screen plays and so be
  able to offer more original content– series and
  films
 Bundling while developing reseller sales
  channels will make Netflix an even more
  formidable competitor
Guerrilla and Social Marketing
Ethics
One of keys to success is to be accepted
 part of your business ecosystem
Once you are embedded in a business
 ecosystem, you are very hard to dislodge
Trust is No. 1 thing in life and business
Do not engage in unethical practices in
 GM or anything else you do
Guerrilla and Social Marketing
Media Release
Media releases are tricky to do
These days people are saying they’re less
 relevant as mainstream media fades
Mainstream media still matters
For how long, no one knows
But one thing is clear, it matters less than
 it once did
Guerrilla and Social Marketing
You can talk to more people in a few
 seconds on ABC World News with Diane
 Sawyer than you can if you gave a speech
 before a live audience of 1,000 people for
 7,950 days in a row*
Almost 22 years of live engagements just
 to match 10 seconds on Diane’s show

 (* ABC reports that for November 2011 sweeps, ABC World News with
 Diane Sawyer delivered 7.95 million total viewers.)
Guerrilla and Social Marketing
Instead of Diane’s show, say you reach
 1,000 influential bloggers
Blogs like EQJournal.org have more than
 52,000 individual IP addresses accessing
 it
Assume you reach 1,000 like it
By engaging blogosphere, you could
 potentially deliver 52,000,000 viewers, far
 more than what Diane does
Guerrilla and Social Marketing
Blogs, Twitter, FB, Digg, Reddit and
 YouTube are cratering mainstream media,
 in part, because they are inexpensive,
 authentic (for the most part), democratic
 and non-elitist
So why go to the trouble of writing media
 releases at all?
Most important reason to record in a
 systematic and careful way the history of
 your event
Guerrilla and Social Marketing
Twitter Nation
In 1953, Arthur C. Clark predicted (in his
 novel Childhood’s End) that by the turn of
 the 20th Century, long distance would
 cease to exist
Browser, Email, IM, My Space, Skype and
 others (Facebook, Twitter, LinkedIn,
 Google+ et al) came along around that
 time to make his prediction largely come
 true and then some
Guerrilla and Social Marketing
Twitter, which is outward facing in a way
 that its competitors are not, brings with it a
 level of utility beyond other social media
 that benefits entrepreneurs and
 intrapreneurs to a great degree
Communicate, two way, with the world for
 free
Influence your clients, customers,
 suppliers, colleagues, partners and
 sponsors in a way never possible before
Guerrilla and Social Marketing
FB is about friends and family
Twitter is for friends, family, colleagues,
 acquaintances, co-workers, direct reports
 and fans
Just imagine having 1,000 followers or
 maybe 5,000 or possibly 50,000 or even
 500,000
Guerrilla and Social Marketing
If you change jobs, need a job, start a new
 enterprise, learn something cool,
 participate in an event, need input on a
 new logo, want to run a poll on a new
 product or service, want to share
 information, feel like speaking your mind,
 need an apartment, want to organize a
 meet-up, publish a book, write a new blog
 post, need more clients, have to find a
 new supplier…you can broadcast a
 message that instantly seen by everyone
 who follows you
Guerrilla and Social Marketing
You can DM (Direct Message) them
 privately, you can mention them publicly
 using the @mentions feature (recently
 renamed @connect), you can create lists
 of certain groups (like I do for my former
 students)
You can follow people of interest to you
 and see what they are doing, what they
 are reading or watching and learn from
 them
Guerrilla and Social Marketing
You can tailor your follow list so that it
 includes news on subjects of interest to
 you—which might include current events
 or obscure subjects of interest only to a
 handful of people on the planet including
 you
Integrate Twitter into classes
Answer questions like: ‘Hey Prof, when is
 our essay due?’
Can tell whole class with single tweet
 instead of, say, 45 emails
Guerrilla and Social Marketing
Use hashtag feature (which the Twitter
 community created)
#ec3396 and #MBA6298, course codes
 preceded by ‘#’ sign (which is nicknamed
 a hashtag)
Guerrilla and Social Marketing
Students can see not only answers to
 mundane questions but also answers to
 more substantive ones
Hashtag feature allows cross-
 conversations to develop
Not always Prof talking to students or vice
 versa but students helping each other and
 other students jumping in
Guerrilla and Social Marketing
@mentions (@connect), favorite and
 retweet features allow you to give props to
 a follower or, for that matter, anyone on
 Twitter
If something is really important to you, you
 can tweet it out at different times of day
Individualize backdrop to your Twitter
 home page
Guerrilla and Social Marketing
Use Twitter as a ’social’ media which
 means you engage in conversations
It is not a sales tool
Try to answer as many @connects as you
 can and all your DMs
Spend about 10 minutes a day on the
 service because you integrate it into your
 workday
Guerrilla and Social Marketing
When you are meeting someone or
 working on stuff and you trip over
 something that you think your friends, fans
 and followers will find interesting, add it to
 your Twitter feed via your smartphone app
It will take you 12 to 18 months to find your
 ‘voice’ on SM
So tweet at least 1/day until you get the
 hang of it
Guerrilla and Social Marketing
You can and probably will have multiple
 Twitter channels
My main account is @ProfBruce but
 recently we’ve added @BootstrapAwards,
 @Exploriem, @BizModelComp,
 @Century21Expl and others
We can narrowcast with these other
 Twitter feeds and be more openly
 commercial with the latter without
 compromising the integrity of @ProfBruce
Guerrilla and Social Marketing
People who follow @Century21Expl are
 presumably folks interested in commercial
 real estate
So they will want to watch this feed to see
 if they can pick up any commercial
 property that suits their portfolio or budget
Or learn any ‘tricks of the trade’ so to
 speak
So it’s OK to be blatantly commercial here
Guerrilla and Social Marketing
 I would not buy any URL today without getting
  the exact @Twitter equivalent whenever
  possible
 Probably try to get identical Facebook page
  vanity URL too
 So if you are buying ProfBruce.com, try to get
  @ProfBruce and Facebook.com/ProfBruce
 You only have a few seconds to impress
  someone with your brand so why make it harder
  on everyone if you own ProfBruce.com but your
  twitter handle is kool_dude-1990?
Guerrilla and Social Marketing
 Twitter’s API (application programming interface)
  is being adapted to add a social layer to many
  biz models today
 If you can place your enterprise at the centre of
  a community tied together through the
  fan/friend/follow/follower model (Twitter is just
  one option among many you can choose from),
  it will be much harder to knock off or outsource
  and kill
 It can create a sustainable competitive
  advantage for you
Guerrilla and Social Marketing
 Facebook comments was brilliant move to
  extend FB franchise and Twitter should respond
  by embracing that as well
 Never liked anonymous comments—they can be
  outrageous, libelous and untrue with no
  repercussions for those posting these
  sometimes hateful and shameful things
 One thing that Twitter and FB do very well
  (especially FB) is verify who you are; how many
  people will follow you if you are a fraud?
 Folks will catch on and drop away
 Guerrilla and Social Marketing
 There is no hard and fast rule about who you
  follow
 Should you follow everyone who follows you?
 I think you should be selective because, if you
  have a lot of followers, it’s hard to have a real
  conversation with 5,000, 50,000, 500,000 or
  millions of followers
 But I also understand the democratic urge to
  follow everyone back
 It’s up to you

				
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