“Instead of a brochure, hand out a one-page fact sheet. Do a pre-show promotion because 33% of people attending a show do so because of a promotion. Design your booth for intimacy using small, round discussion tables. Attire your people in bright, business casual clothing. The most serious prospects emerge late in the day because they run out of time and rush around to the most intriguing displays.” -Jay Conrad Levinson
“Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it’s when you initiate direct marketing that you first taste blood.” -Jay Conrad Levinson
"You can become the talk of the town with public relations. Public relations means exactly what it says. But it is also accurate to say that it means publicity-free stories and news about you and/or your company in newspapers, magazines, newsletters, and house organs, on radio and TV, and in any other type of media.
Here's what is good about publicity: It is free. It is very believable. It gives you and your company a lot of credibility and stature. It helps establish the identity of your business. It gives you authority. It is read by a large number of people. It is remembered. Come up with a list of three things about your business that are newsy. Perhaps they'll be in the area of product. Possibly they'll connect with your service. Maybe they'll be about new items or services that you offer. The three things you can dream up will be three tickets to free publicity."
“There are wrong ways to demonstrate community involvement. If you volunteer to work on a committee but are never available for meetings, or if you sponsor a little league team and don't show up for games, you're proving yourself to be crass and superficial, probably sucking up the community to get business instead of working for it for altruistic reasons. Consumers are more sophisticated than ever these days. People know the difference between serving the community and serving yourself. If you're not willing to devote honest time and energy to your community, you're better off skipping this weapon and leaving it to the real guerrillas in your community.” -Jay Conrad Levinson
“Your community is not merely defined by geography. Guerrillas become involved with their industrial community, though it may reach from coast to coast, or across the ocean. Digital communities are springing up all over the place as the world goes online. Whatever the size or scope of your community, the guerrilla rule remains the same: do unto others as they hope you will do unto them. As part of the community, they are hoping for your help, not your hype. While you're involved with your community, be sure that you're attuned to their problems. Listen for the ouch. Guerrillas know that it's easier to sell the solution to a problem than to sell a positive benefit. That's why they position themselves as problem-solvers.” -Jay Conrad Levinson
"Guerrillas think first of saving marketing money by not wasting marketing money. Be sure you understand the distinction. Getting the lowest price on something isn't nearly as important as getting the most profitable results from something. Saving is nice, but it's secondary to profiting."
-Jay Conrad Levinson
"Before you select a marketing method, remember that it is not necessary to say everything to everybody; nor is it possible. If you try to say everything to everybody, you'll end up saying everything to nobody or nothing to everybody. Instead, strive to say something to somebody. Your marketing message is the "something". Your target market is the "somebody". Just as you take care in selecting what you will say, take equal care in selecting to whom it will be said. It is not acceptable to say the right thing to the wrong people."
-Jay Conrad Levinson
"When advertisers discuss media, they talk of Reach and Frequency. Reach refers to the number of people who will be exposed to the message; Frequency, to the number of times each person will be exposed. Although you'll strive for reach in certain endeavors, frequency is best. Remember, familiarly breeds confidence, and confidence serves as the springboard to sales. Frequency does a whole lot better for you than reach in the area of confidence." -Jay Conrad Levinson
"Select as many methods as you can, but select only the ones that will be read, seen, or heard by your target audience. Many business owners select methods that appeal to them, but unless your prospects and customers are just like you, you're selecting for the wrong audience - and that's a very expensive mistake." -Jay Conrad Levinson
Do not use a marketing weapon unless you are going to use it like a pro. You must put time, energy, money, talent, and the results of your uncanny knowledge into it. This means that you should select marketing weapons that are compatible with your business. All the compatible marketing methods that you can possibly use with skill, and on a regular basis, should be put to work for you." -Jay Conrad Levinson
Guerrilla Marketing Calendars address themselves to the weeks of the year, the marketing vehicles that you'll use during those weeks, the specific online promotions or off-line events in which you will be engaged, the length of each promotion, fusion-marketing promotions, and, when applicable, any co-op funds that will be available from manufacturers to help pay the tab for all your activity or even some of it. In addition, some calendars include the cost of the marketing for each promotion."
-Jay Conrad Levinson
"With over one hundred Guerrilla Marketing Weapons available to you, which do you choose? Choose as many as you can do well. The process of Guerrilla Marketing begins by:
1: Being aware of all the marketing weapons available.
2: Launching many of them, keeping careful track of which are failing and which are working wonders, and then...
3. Eliminate those that miss the target and doubling those that hit the bull's-eye."
By becoming involved in community relations - service to your community - you make powerful contacts, especially if you work your tail off for the community (and not merely to serve your business needs). You can better prove your conscientiousness with your deeds than you can with your words. When potential customers learn that you're working for the community on an unpaid basis, they'll assume that you work twice as hard for your business. This, naturally, attracts them to you. If you join clubs and organizations, you'll be in contact with people who can help you."
-Jay Conrad Levinson
"Public relations, which encompasses community relations, publicity, and membership in clubs and organizations, is a marketing method that should be seriously considered for the credibility it gives you. Many people take ads with a gain of salt, but take PR as gospel. Public relations works well with virtually all other methods, and it is often the key to success. Publicity adds a great deal to your credibility and, at worst, puts your name in the public eye."
-Jay Conrad Levinson
"Advertising specialties, such as T-shirts, pens, calendars, mousepads, and baseball caps, work like billboards and signs to remind people of your existence. They won't perform the entire selling job, but they can pave the way to acceptance of your offering when used in conjunction with other marketing vehicles. The same goes for the sponsorship of teams and events." -Jay Conrad Levinson
"Telephone marketing provides opportunities to be more intimate and offers you great flexibility. Your telephone marketing campaign can be supplemented by direct mail or any other marketing method, or it can stand alone. You might even consider a postcard mailing asking people to opt in to a phone call from you, letting you know the best day and time to call. A telephone campaign can change a person who is apathetic about your product or service into someone who is prepared to purchase." -Jay Conrad Levinson
Brochures offer the greatest opportunity to go into detail about your product or service. People expect a lot of information from a brochure, and you should feel encouraged to provide it - you can be very informative." -Jay Conrad Levinson
"Yellow pages marketing hits the very hottest of prospects. People who use these sources are searching for that kind of information you're offering, so you don't have to expend much energy to get their attention or to sell the general benefits of your product or service. Your headline can gain or lose profits for you. Create yours with a lot of careful thought. This advertising also places you in direct confrontation with your competition, which should inspire you to be more precise with your message." -Jay Conrad Levinson
"Indoor signs work because they generate impulse reactions exactly where they ought to be - at the place of purchase, where 77 percent of purchase decisions are made. Worded and designed successfully, indoor signs capitalize on the momentum generated by your other means of marketing. They should be designed to pick up where your other ads leave off. An indoor sign might be a video message, a hologram, or a moving sign. Don't limit your advertising areas to your own inside premise; the inside of many other premises will work very well. If your prospects are there, you too should be there." -Jay Conrad Levinson
"Outdoor signs and billboards, superb at reminding people of your existence and your reason for being, aren't successful as a sole means of marketing except in rare instances. However, they work well in combination with other marketing methods." -Jay Conrad Levinson
"Although canvassing takes more time than any other marketing method, it is highly effective. There are a few limitations, and it provides personal contact. It will often be difficult to manage canvassing on your own, so you may want to delegate the job to a professional salesperson or a college or high school student, depending on the complexity of your sales presentation. Canvassing should be backed by mass-marketing methods." -Jay Conrad Levinson
"Direct mail, which includes e-mail, allows you to take the most careful aim at your target audience. Created skillfully, direct-mail advertising enables you to go through the entire selling process - from securing your prospect's attention to obtaining sales by means of coupons the prospects can complete and toll-free phone numbers they can call. Like TV, direct mail can be very costly when misused, especially as postage rates continue to rise and the number of mailed pieces increases. To a guerrilla, postage rates aren't as important as response rates. If it cost twice as much postage to get three times the response, only a nitwit would save on postage rates. Also, guerrillas know that they should follow their direct-mail campaign with follow-up mailings, ultra selective targeting, telemarketing, and unique mailing packages. Don't ever forget what I said about direct mail providing you with that precision aim." -Jay Conrad Levinson
"Television is the most comprehensive medium: It enables you to convince your prospects by means of demonstration. Demonstrations - powerful selling devices - are not possible by any other means except seminars, fairs, stores, digital brochures, flash video on websites, and live contact with audiences. Television allows you to combine words with pictures and music and to get into the minds of your potential customers. It is a visual medium. In fact, because so many viewers mute the commercials with their remote controls, advertisers must tell the story visually; otherwise they're not telling their story to all and therefore, not selling their product. Television advertising can also be very costly, so it must be done properly. This is not a medium in which to dabble." -Jay Conrad Levinson
"Once you've launched your Guerrilla Marketing Plan, keep track of which weapons are hitting your target and which are missing. Merely knowing can double the effectiveness of your marketing budget." -Jay Conrad Levinson
“Traditional marketing has always been ‘me’ marketing. Visit almost any website and you’ll see ‘About our company’, ‘About our history’, ‘About our product’, ‘About our management’. But people don’t care about you. Me marketing makes them sleepy. That’s why Guerrillas always practice ‘you’ marketing, in which every word and every idea is about the customer, or the visitor to a website. Don’t take this personally, but people simply do not care about your company. What they care about is themselves. And if you can talk to them about themselves, you’ll have their full attention.” -Jay Conrad Levinson, Guerrilla Marketing
The average business invest only“4%” of their gross revenues in marketing their business and use only two or three strategies or tactics to market their business. This might be the reason the average business doesn't make it to the five year mark. Do you want to be average? Guerrilla Marketing companies are not average. They are aggressive in their marketing and they know that marketing is not something you should do or something to do when business is slow. Guerrilla businesses market their business everyday. They utilize as many Guerrilla Marketing Weapons as they can use effectively. Guerrilla companies practice the concept of “Plan-Do-Review”. They measure and track every marketing strategy and tactic and constantly work on their “ABTS” (Attitudes, Behaviors, Tactics, and Strategies).
Guerrilla Marketing Imagination is not ability to dream up glitzy or unusual graphics and ads. Guerrilla Marketing Imagination is the ability to “think outside of the box” with ways to market your business, that other companies are not doing. One of the biggest marketing problems that companies have is “me-to marketing”. No matter what business you look at, most of the time they will market their business the exact same way, using the same one or two marketing strategies that every other business in their industry uses to market their business. Guerrilla Marketing gives us over “100 Guerrilla Marketing Weapons” to utilize in our marketing attack. At the very minimal you need to have “10” different Guerrilla Marketing Weapons included in your Guerrilla Marketing Plan and Calendar.
Is “Referral Marketing” one of your Guerrilla Marketing Weapons? If it isn’t, maybe it should be. Referral marketing is especially good if cold calling is not one of your favor activities. A gatekeeper is much nicer to you and more receptive to your request when you can call and say, “This is Dale Richardson, Is Mr. Smith in? Jim Jones asked me to call him.” Also, don’t forget to call or write and thank the person who gave you the referral.
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