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					Welcome to . .
.
       il
     rr ing la
  ue et
 g k
 M ar . . . In 30
               Days
            presented by
       Al Lautenslager
  Certified Guerrilla Marketing Coach
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           Taco Bell
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     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?
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  Winning and keeping customers
         is the end result!
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         Theory of Guerrilla Marketing

         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!
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     Sony/Ericsson Picture Phone Debut
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   This Seafood Restaurant in India placed these fake shells
          on the beach, with ads for their restaurant
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                     McDonald’s
                      Billboard
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       A Vacuum Cleaner
           Company
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    Great use of space at the Venice Airport
            for the Venice Casino.
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                         ESPN
                        Brazil
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   Apple Gets In The Guerrilla
             Game
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 Marketing – Just Look Around


 • Free Ticket

 • Billboard Message
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   Guerrilla Marketing in 30 Days
              Definition
 • Marketing is everything you do or say
   that a customer or prospect sees or
   hears.
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     Guerrilla Marketing in 30 Days
                provides:

 • Proven Guerrilla Marketing ideas

 • Step by step

 • Day by day blueprint
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 Day 1 – Guerrilla Marketing Mindset
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 The Question to Focus On:

 • “How am I building awareness with
   my prospects and clients through all
   of our marketing?”
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        Mark Landiak of
      Corporate Dynamics:

      “Customer Service is not a
             department”
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   Al Lautenslager of Guerrilla
      Marketing in 30 Days:

    “Marketing is not a department”
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     Ways to Develop Mindset
 • Seek out the help of experts

 • Continuous improvement: books, tapes,
   seminars, e-zines, etc.

 • Record your marketing journey, activities,
   successes and failures

 • Write and help others as you learn
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           Marketing Mindset



 • Today is your first day in business

 • What would you do if you lost your
   largest customer
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 What is your Marketing Habit?

 • 3-5 things a day

 • Put Marketing on your
   to-do list
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 Day 2 – Goals/Purpose of Marketing
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   What specific activity do you
   want customers to take?



                        Call to Action
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 Specific Customer Activity
 • Send for information / Free Report

 • Call your toll free 800 number

 • Visit your website

 • Enter a contest

 • Visit your place of business
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 Day 3 – Research / Competition
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  In the spirit of Free Enterprise,
  competition is a good thing…
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         Customer Research
 • What problems do they have that need
   solved?

 • How do they want them solved?

 • What is it worth to them to have their
   problems solved?
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                The Big 3
 • What is your current supplier doing for you
   that you like?

 • What is your current supplier doing for you
   that you don’t like?

 • If you could wave a magic wand and
   change things about your current supplier,
   what would you change?
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       Day 4 – Target Market
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         Targeting Involves
  • Who buys what

  • Why they buy it

  • Where they buy it
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  Target Market Considerations
 • Characteristics

 • Habits

 • Desires

 • Activity

 • Geography
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          Taking Dead Aim

 • Who will benefit most from my products
   and services?

 • Why do customers do business with you?

 • What do your customers have in
   common?
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      The Ultimate Targeting
             Exercise


 • If you could magically
   define the “ideal client,”
   what would they look like?
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       Your Best Prospect
        ….is a current customer




    Second best is a past customer
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 Day 5 – Positioning
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            David Olgivy:

 “Marketing results depend less on how
   advertising is written than on how the
   product or service is positioned.”
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 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.”
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        Positioning Examples
 • Southwest Airlines

 • 7-Up

 • United Airlines

 • Fed-Ex

 • Crest Toothpaste
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 Guerrilla Positioning Examples
 • Expert Plumbing – we never close

 • Inline Chiropractic – chiropractors to
   figure skaters

 • The Diabetic Chef – take out meals
   for diabetics
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       Simple Positioning…

 • We are now known as…
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    A Revenue Exploding Guerrilla
    Marketing Positioning Example

 • An appliance business that can
   provide the most affordable kitchen
   appliances to cost conscious buyers.
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        You Are an Expert!
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     You Are An Expert In Something!


 •   Marketing Expert
 •   Advertising Expert
 •   Gift Expert
 •   Recognition Expert
 •   Personalization Expert
 •   Ad Specialty Expert
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     Day 6 – Niche / Uniqueness
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       “Everybody is not a niche”
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  “Get Rich in Your Niche”
                  -Mark Victor Hansen
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  “A niche market is a limited,
  crystal clear range of products or
  services sold to a tightly focused
  target group, all with particular
  wants and needs served by the
  niche products and services.”
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  The opposite of niche marketing
  is mass marketing.

  Niche marketing is precision
  marketing; a rifle shot to a small
  target.
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 Niche Marketing is present in
 the legal and medical fields:
 • Patent Attorney

 • Defense Attorney

 • Corporate Attorney
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 Niche Marketing is present in
 the legal and medical fields:
 • Heart Surgeon

 • Bone Specialist

 • Disease Prevention Researcher
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           Niche Strategy
 • Your niche will give you an identity
   that your competitor doesn’t have
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  Market Niches can be defined by
  products and services sold, i.e.
  the Pizza Market.
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                 Niche Rules
 • Expertise

 • Exclusivity

 • Efficiency

 • Customer Satisfaction

 • Loyalty

 • Uniqueness in Experience
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     Niche Market for Ad Specialty
             Examples


 •   Pencil and Pen Market
 •   Recognition Market
 •   High End Premium Market
 •   Electronic Gadgets
 •   Golf Outing Marketing
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 Day 7 – Marketing Plan
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       Guerrilla Marketing is Simple


   m   Marketing Plan in 7 Sentences
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 The 7 sentence marketing plan
 •   The purpose of your marketing (see
     Day 2) and how to achieve that
     purpose

 •   Target Market (see Day 4)


 •   Niche (see Day 6)
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 The 7 sentence marketing plan
 4. Benefits / Competitive Advantage
     (see Day 8)

 5. Your Identity (see Day 9)


 6. Weapons (many various days to
    follow)
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 The 7 sentence marketing plan
 7. Budget (see Day 25)

 Guerrilla Marketing in 30 Days adds
   one more component:

 8. New market opportunities to be
     investigated in the next year.
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              Day 8 –
  Competitive Advantages/Benefits
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  Prospects Don’t Care About You




  They want to know, “What’s in it
  for me? How will you benefit
  me?”
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     Features vs. Benefits
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                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
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 These are the related Benefits
 •   Convenience
 •   Time savings
 •   Organization
 •   Easy access
 •   Immediate
 •   Less resources required
 •   Reliability
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     Identifying the Competitor’s
             Achilles Heel
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  Your competitive advantage is
  the benefit you offer that your
  competition does not (Day 4 –
  benefits)
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  What are you really selling?
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      Dig Deep for Benefits
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 Day 11 – Advertising / Media Plan
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             Advertising

 • Is a numbers game

 • Repetition is key

 • How many times does it take?
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             Advertising

 • The most visible form of marketing

 • Shouldn’t be intimidating

 • Can eat a budget very quick if not
   done right
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             Advertising

 • The most elusive, seductive and
   expensive branch of the marketing
   tree.
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                                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.
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                           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.
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  “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 Olgivy
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                  Creative
 • Market your product or service, not
   your creative, (unless you are in the
   creative business).

 • Super Bowl commercials
   m   Herding cats - who was it?
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      Guerrilla Marketing
   Components of Advertising
 • Consistency

 • Focus

 • Positioning
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          Guerrilla Advertising
 • Talk to your target market

 • Brief yet compelling

   m   Got Milk?

   m   Got Guerrilla Marketing?

   m   Got Consulting?
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             Action Plan
 • What primary message do you want
   your advertising to convey?

 • What target market is your
   advertising directed at?

 • What vehicles are most cost
   effective?
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 Day 12 – Business Networking
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         50 People Instantly
 • Neighbor

 • Banker

 • Bartender

 • Travel Agent

 • #49         www.networkingworkbook.com
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     The Networking Process
 • Planning the events
 • Networking Goals
 • Knowing who to target
 • Relationship building
 • Establishing trust and
   showing interest
 • Follow up
 • Continuing the relationship
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           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
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            Networking Tips
 • Set goals before arriving

 • Arrive early, leave late

 • Help at registration

 • Power partners

 • Show interest

 • Act like a host, not a guest
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     Day 13 – Fusion Marketing
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          Fusion Marketing


 • Business connections (non-
   customers) with other businesses;
   strategic alliances, affinity marketing,
   joint venturing, affiliate relationships.
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       Fusion Marketing




        Hotel Room Key
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 Day 17 – Direct Mail
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       Junk Mail vs. Love Mail
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               Direct Mail
 • One of the most efficient and cost-
   effective ways to get a message to a
   target audience.

 • Catalogs, brochures, flyers,
   newsletters, letters, self-mailers.

 • Highly targeted.
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        4 Key Components
 • The message

 • The vehicle

 • The target

 • The frequency
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      Day 19 – Marketing Hooks
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    More Good hook examples
 • Special Report:
    m   7 Mistakes People Make When
        Choosing A _______________

    m   Before You Purchase __________________ You
        Should Read this Report

    m   This is what our competition won’t tell
        you about ____________________

    m   12 ways to enjoy your home twice as much at half the
        cost.
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  Placement of Marketing Hooks
 • On or offline
 • Brochures or other marketing
   communication material
 • Point of purchase
 • Packaging materials
 • Bounce back offers
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 What about Free Consultations

 • GM 3rd

 • Savvy consumers
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        Day 20 – PR - More
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 PR
 • Whom will you contact in the media

      •   Call to find out who covers your types of
          issues

      •   Ask about demographics

      •   Ask about preferences for sending
          information
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        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
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 PR
 • Ideas for a Press Release:
      •   New service
      •   Awards
      •   Promotions
      •   Reorganizations
      •   New employees
      •   Celebrations (anniversaries)
      •   Survey results
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 PR
 • Why do you want media attention?

      •   Top of Mind Awareness
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               PR Targets
 • Local weekly newspapers

 • Magazines

 • Radio/TV

 • Online

 • Press Release Driven
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      Wear two pair of shoes

 • Editor’s

 • Reader’s
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       PR is not Promotion!



           Master Card
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 PR
 • 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
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    Day 21 – Marketing Calendar
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   Primary Guerrilla Principles

 • Guerrilla Marketing uses an
   assortment of weapons

 • Marketing is made up of many,
   many, many things all working
   together
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        Marketing Calendar
 • Doesn’t have to be fancy

 • Is a management tool – measurement

 • Used to spot efficiencies and
   inefficiencies
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          Marketing Calendar
 • Guerrilla Marketers measure

 • 1-10

 • Repeat what works

 • Fix or delete what doesn’t
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 Day 23 – Online Marketing
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  The Number One Reason to Have a
           Website is …

                      First Name



                      Email Address
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       4 Online Fundamentals
 • Make it Interactive

 • Be a Resource – you are the expert

 • Give people a reason to return

 • Make it easy to respond/order
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 Day 27 – Budget
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         Marketing Budget
 • The 7th step of the marketing plan.

 • Average in 1998 was 4% of sales.

 • Your competitors are average.
   Guerrillas are above average.
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   Establish the marketing budget
   and stick to it like rent, paying
      your bills and breathing.
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               Day 28
  Plan Execution and Implementation
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        Making the Plan Work
         Working the Plan
  • Do it yourself vs. hiring a professional

  • Stay accountable – hire a coach

  • Launch comfortably – financially and
    emotionally

  • Launch as much as you can do properly
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             Day 29 –
    Expansion/New Markets/New
      Products/New Services
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     Product Expansion/Addition
 •   Waterbeds
 •   Other beds
 •   Futons
 •   Mattress design
 •   Space saving furniture
 •   Children’s furniture
 •   Specialized beds from Europe and
     America
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       Re-cap/Summary:
    9 Marketing “Take-Aways”
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          •   Have a product that
              people want to buy
 • “Selling is getting people to buy what
   you have. Marketing is having what
   they want to buy.

 • If they don’t want it, don’t need it,
   don’t see how it can improve their
   life…they wont buy it.
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         2. You have to reach the
         people who might buy.

 • Find out where they are, who they are,
   where they hang out, what they read, who
   they talk to, their interests, etc…

 • We will discuss target market later. The
   better this is defined, the better your
   chance of reaching the people who might
   buy.
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              3. Market and Sell for
              Profits
 • Don’t apologize for making a profit

 • Make it part of your mission statement

 • Profits = total revenue – total cost

 • Pay yourself

 • Think about return on investment; this includes
   your time investment
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 Selling and Marketing For
 Profits
 • Some companies lose money and
   they don’t know it. These are
   sometimes the guys with a low ball
   quote.
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              4. Meet or Exceed
              Customer Expectations
 • Understand their hot buttons
 • Its not always price
 • Maybe its:
        • Installation
        • Reliability
        • Availability
        • No or low maintenance
        • Product benefits – size, color, noise, etc.
        • Etc., etc., etc.
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           5. Make sure customers
           are satisfied.
  • Were they delighted?

  • Was it a positive experience?

  • Will they share their story?

  • Strive for fans, not just testimonials
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            6. Attract those interested
            in the benefits you offer
 • Prospects

 • Benefits not features

 • Products and services

 • Be sensitive to the cost of attracting prospects

 • Look at return on investment
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             7. Turn Prospects into
             buying Customers
 • Special offers

 • You are a resource of information

 • Provide value

 • Relationships/ friends/ network

 • Sell/close/ask for the order

 • Also be sensitive to costs here too
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             8. Encourage Repeat
             Business
 • Loyalty

 • Keep in touch

 • New solutions/new information/new ideas

 • Appreciation and attention
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          9. No Yo Yo Marketing; No
          Yo Yo Selling
 • Organize these steps- Have a Plan

 • Make them automatic

 • Ongoing

 • Follow through

 • Know what works and what doesn’t
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            Comments on these
            Business Building Tactics
  • These aren’t quick

  • These aren’t easy

  • They must be complete and planned out

  • It takes work and commitment

  • Watch the costs

  • …While making a profit
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    Guerrilla Marketing Attack

 “Commit to your plan and you’ll get not
   miracles but profits.”
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   Wrap Up/Conclusion/Action

 • Launch what is comfortable

 • Get help if you need it

 • Do something…in 30 Days
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     Does Guerrilla
       Marketing
      Really Work?
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    One Way Mind vs. Two Way Mind
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      Happy Marketing!
       al@market-for-profits.com

       www.market-for-profits.com

            www.gm30.com
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           All it takes is…

 • Implementation
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      Implementation Step No. 1
 • Understand your market, your
   position , your products and services,
   your competition, your industry and your
   options in the media.
 • Understand what impacts your customer
 • Prioritize
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      Implementation Step No. 2
 • Write your benefits list
 • Brainstorm with employees, customers,
   prospects, others
 • Select your competitive advantages
 • Benefits and advantages is what you will
   market
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        Implementation Step No. 3

 • Select your weapons
 •   Prioritize
 •   Focus
 •   Put on a calendar (more later)
 •   Who is responsible
 •   Be realistic
 •   Don’t miss dates
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      Implementation Step No. 4

  • Maintain    your attack
  • Stick with the plan
  • This is tough because you don’t get
    instant gratification
  • Re: the marlboro man – Jay Levinson
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       Implementation Step No. 5
 • Keep track
 •   Some weapons will work
 •   Some will not work
 •   Continue to use the ones that work
 •   Ask customers how they found out about
     you
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       Implementation Step No. 6


   • Make a calendar


   • Week, message, vehicle, cost, results
   • Grade it
   • Eliminate all but the A’s and B’s
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      Implementation Step No. 7

  • Put it all together in a marketing plan.
  • This doesn’t have to be fancy
  • It is a living document
  • Process not event
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    Guerrilla Marketing Attack

 “Commit to your plan and you’ll get not
   miracles but profits.”
             rketing
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guer
   Wrap Up/Conclusion/Action

 • Launch what is comfortable

 • Get help if you need it

 • Do something…in 30 Days
             rketing
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guer
     Does Guerrilla
       Marketing
      Really Work?
             rketing
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guer


    One Way Mind vs. Two Way Mind
             rketing
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guer

      Happy Marketing!
       al@market-for-profits.com

       www.market-for-profits.com

            www.gm30.com
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 • 7 Guerilla Marketing Invisible
   Fence Brand ADM January, 2006
   Existing
   m               Carry
       Tennis Balls￿￿ IF Branded tennis
       balls
   m    Toss
       ￿￿ in yard where a loose dog resides
   m    Note
       ￿￿ address
   m    Follow
       ￿￿ up with a call
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   m   Invisible Fence®Branded “Treat”box￿￿   Fill
       IFB branded “donut”boxes with food for
       the influencer staff such as donuts or
       cookies
   m    Fill
       ￿￿IFB branded boxes full of dog treats
       for influencers office
   m    Deliver them periodically to strengthen
       ￿￿
       relationship and reposition salespeople
       to “Pet Safety Specialists”
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   m   How it works: ￿￿Personally visit city or county governing
       body for citations –animal control, municipal
       government or county collector
   m    Develop relationship with administrative or office
       ￿￿
       personnel
   m    Request list of pet owners cited or warned about pet-
       ￿￿
       related issues
   m    Send
       ￿￿ postcard or letter informing them of you and
       your services
   m    Capture names and addresses to add to database
       ￿￿
   m    Visit
       ￿￿ governing body monthly
   m    Track
       ￿￿ results
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