Presentation by renown Al Lautenslager, co-author of Guerrilla Marketing in 30 Days, at GWU Ashburn Campus in May 2012!

1. Welcome
to . . .
Guerrilla
Marketing in 30
Days
presented by
Al Lautenslager
Certified Guerrilla Marketing Coach

2. lla Marketing in 30 Days
Guerri

3. lla Marketing in 30 Days
Guerri
Taco Bell

4. lla Marketing in 30 Days
Guerri
• 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?

5. lla Marketing in 30 Days
Guerri
Winning and keeping
customers is the end result!

6. lla Marketing in 30 Days
Guerri
Guerrilla Marketing is . . .
“. . . unconventional ways of pursuing
conventional goals.
“ . . .achieving conventional goals, with
unconventional methods, such as
investing time, energy and imagination
instead of money.

7. lla Marketing in 30 Days
Guerri
Common Sense, Not Common
Practice
Put the following into practice:
2. You must be committed to your marketing.
3. You must think of your marketing as an investment
4. You must see to it that your marketing is consistent
7

8. lla Marketing in 30 Days
Guerri
Challenge Yourself – Marketing
Truths
1. The market is constantly changing
2. People forget fast
4. Your competition isn’t quitting
5. Marketing strengthens your brand and
identity
6. Marketing is essential to survival and
growth

9. lla Marketing in 30 Days
Guerri
More Marketing Truths...
6. Marketing will give you an advantage over competitors
who have stopped their marketing
7. Marketing allows you to continue operating

10. lla Marketing in 30 Days
Guerri
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!

11. lla Marketing in 30 Days
Guerri

12. lla Marketing in 30 Days
Guerri

13. lla Marketing in 30 Days
Guerri

14. lla Marketing in 30 Days
Guerri
Show Up Where Your Target
Market Is
• IF Branded Tennis Balls

Toss in yard where a loose dog resides

Note address

Follow up with a call

Put phone number on
ball

15. lla Marketing in 30 Days
Guerri

16. lla Marketing in 30 Days
Guerri
ESPN
Brazil

17. lla Marketing in 30 Days
Guerri

18. lla Marketing in 30 Days
Guerri

19. lla Marketing in 30 Days
Guerri

20. lla Marketing in 30 Days
Guerri

21. lla Marketing in 30 Days
Guerri

22. lla Marketing in 30 Days
Guerri

23. lla Marketing in 30 Days
Guerri

24. lla Marketing in 30 Days
Guerri

25. lla Marketing in 30 Days
Guerri

26. lla Marketing in 30 Days
Guerri

27. lla Marketing in 30 Days
Guerri

28. lla Marketing in 30 Days
Guerri

29. lla Marketing in 30 Days
Guerri

30. lla Marketing in 30 Days
Guerri

31. lla Marketing in 30 Days
Guerri

32. lla Marketing in 30 Days
Guerri

33. lla Marketing in 30 Days
Guerri

34. lla Marketing in 30 Days
Guerri

35. lla Marketing in 30 Days
Guerri

36. lla Marketing in 30 Days
Guerri

37. lla Marketing in 30 Days
Guerri

38. lla Marketing in 30 Days
Guerri

39. lla Marketing in 30 Days
Guerri

40. lla Marketing in 30 Days
Guerri

41. lla Marketing in 30 Days
Guerri

42. lla Marketing in 30 Days
Guerri

43. lla Marketing in 30 Days
Guerri

44. lla Marketing in 30 Days
Guerri

45. lla Marketing in 30 Days
Guerri

46. lla Marketing in 30 Days
Guerri

47. lla Marketing in 30 Days
Guerri

48. lla Marketing in 30 Days
Guerri

49. lla Marketing in 30 Days
Guerri

50. lla Marketing in 30 Days
Guerri
Guerrilla Marketing in 30 Days
Definition
• Marketing is everything you do or
say that a customer or prospect sees
or hears.

51. lla Marketing in 30 Days
Guerri

52. lla Marketing in 30 Days
Guerri

53. lla Marketing in 30 Days
Guerri
Guerrilla Marketing in 30 Days
provides:
• Proven Guerrilla Marketing ideas
• Step by step
• Day by day blueprint

54. lla Marketing in 30 Days
Guerri
Day 1 – Guerrilla Marketing
Mindset

55. lla Marketing in 30 Days
Guerri
The Question to Focus On:
• “How am I building awareness with
my prospects and clients through all
of our marketing?”

56. lla Marketing in 30 Days
Guerri
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your
to-do list

57. lla Marketing in 30 Days
Guerri
What is your Marketing Habit?
• What are some new things you can
do to get you and keep in you the
proper marketing mindset?
_____________________________
_____________________________
_____________________________
_____________________________

58. lla Marketing in 30 Days
Guerri
Day 2 – Goals/Purpose of
Marketing

59. lla Marketing in 30 Days
Guerri
What specific activity do you
want customers to take?
Call to Action

60. lla Marketing in 30 Days
Guerri
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

61. lla Marketing in 30 Days
Guerri

62. lla Marketing in 30 Days
Guerri
Calls To Action
• What are some calls to action for you?
__________________________________
__________________________________
__________________________________
__________________________________

63. lla Marketing in 30 Days
Guerri
Day 3 – Research / Competition

64. lla Marketing in 30 Days
Guerri
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?

65. lla Marketing in 30 Days
Guerri
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?

66. lla Marketing in 30 Days
Guerri
Day 4 – Target Market

67. lla Marketing in 30 Days
Guerri
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?

68. lla Marketing in 30 Days
Guerri
The Ultimate Targeting
Exercise
• If you could magically
define the “ideal client,”
what would they look like?

69. lla Marketing in 30 Days
Guerri
Your Best Prospect
….is a current customer
Second best is a past customer

70. lla Marketing in 30 Days
Guerri
Your Ideal Customer
Define your ideal client/prospect:
_____________________________
_____________________________
_____________________________
_____________________________

71. lla Marketing in 30 Days
Guerri
Day 5 – Positioning

72. lla Marketing in 30 Days
Guerri
David Ogilvy:
“Marketing results depend less on how
advertising is written than on how the
product or service is positioned.”

73. lla Marketing in 30 Days
Guerri
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.”

74. lla Marketing in 30 Days
Guerri
Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste

75. lla Marketing in 30 Days
Guerri
Guerrilla Positioning Examples
• Expert Plumbing – we never close
• Inline Chiropractic – chiropractors to
figure skaters
• The Diabetic Chef – take out meals
for diabetics

76. lla Marketing in 30 Days
Guerri
Simple Positioning…
• We are now known as…

77. lla Marketing in 30 Days
Guerri
A Revenue Exploding Guerrilla
Marketing Positioning Example
• An appliance business that can
provide the most affordable kitchen
appliances to cost conscious buyers.

78. lla Marketing in 30 Days
Guerri
You Are an Expert!

79. lla Marketing in 30 Days
Guerri
What are You An Expert At?
_____________________________
_____________________________
_____________________________
_____________________________

80. lla Marketing in 30 Days
Guerri
A Tagline Can Position A Business
• Do you have a Tagline?
• Brainstorm some tagline ideas:
________________________________
________________________________
________________________________

81. lla Marketing in 30 Days
Guerri
Day 7 – Marketing Plan

82. lla Marketing in 30 Days
Guerri
Guerrilla Marketing is Simple

Marketing Plan in 7 Sentences

83. lla Marketing in 30 Days
Guerri
The 7 sentence marketing plan
1. The purpose of your marketing (see
Day 2) and how to achieve that
purpose
3. Target Market (see Day 4)
6. Niche (see Day 6)

84. lla Marketing in 30 Days
Guerri
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)

85. lla Marketing in 30 Days
Guerri
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.

86. lla Marketing in 30 Days
Guerri
Day 8 –
Competitive Advantages/Benefits

87. lla Marketing in 30 Days
Guerri
Prospects Don’t Care About
You
They want to know, “What’s in
it for me? How will you benefit
me?”

88. lla Marketing in 30 Days
Guerri
Features vs. Benefits

89. lla Marketing in 30 Days
Guerri
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

90. lla Marketing in 30 Days
Guerri
Benefits
• Convenience
• Time savings
• Organization
• Easy access
• Immediate
• Less resources required
• Reliability

91. lla Marketing in 30 Days
Guerri
Identifying the Competitor’s
Achilles Heel

92. lla Marketing in 30 Days
Guerri
Your competitive
advantage is the benefit you
offer that your competition
does not (Day 4 – benefits)

93. lla Marketing in 30 Days
Guerri
What are you really selling?

94. lla Marketing in 30 Days
Guerri
Dig Deep for Benefits

95. lla Marketing in 30 Days
Guerri
What Do You Really Sell?
_____________________________
_____________________________
_____________________________
_____________________________

96. lla Marketing in 30 Days
Guerri
What is Your Competitive
Advantage?
_____________________________
_____________________________
_____________________________
_____________________________

97. lla Marketing in 30 Days
Guerri
Day 11 – Advertising / Media Plan

98. lla Marketing in 30 Days
Guerri
Advertising
• Is a numbers game
• Repetition is key
• How many times does it take?

99. lla Marketing in 30 Days
Guerri
Advertising
• The most visible form of marketing
• Shouldn’t be intimidating
• Can eat a budget very quick if not
done right

100. lla Marketing in 30 Days
Guerri
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.

101. lla Marketing in 30 Days
Guerri
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.

102. lla Marketing in 30 Days
Guerri
“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

103. lla Marketing in 30 Days
Guerri
Creative
• Market your product or service, not
your creative, (unless you are in the
creative business).
• Super Bowl commercials

Herding cats - who was it?

104. lla Marketing in 30 Days
Guerri
Day 12 – Business Networking

105. lla Marketing in 30 Days
Guerri
50 People Instantly
• Neighbor
• Banker
• Bartender
• Travel Agent
• #49

106. lla Marketing in 30 Days
Guerri
The Networking Process
• Planning the events
• Networking Goals
• Knowing who to target
• Relationship building
• Establishing trust and
showing interest
• Follow up
• Continuing the relationship

107. lla Marketing in 30 Days
Guerri
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

108. lla Marketing in 30 Days
Guerri
Networking Tips
• Set goals before arriving
• Arrive early, leave late
• Help at registration
• Power partners
• Show interest
• Act like a host, not a guest

109. lla Marketing in 30 Days
Guerri
Day 13 – Fusion Marketing

110. lla Marketing in 30 Days
Guerri
Fusion Marketing
• Business connections (non-
customers) with other businesses;
strategic alliances, affinity marketing,
joint venturing, affiliate relationships.

111. lla Marketing in 30 Days
Guerri
Fusion Marketing
Hotel Room Key

112. lla Marketing in 30 Days
Guerri
Day 17 – Direct Mail

113. lla Marketing in 30 Days
Guerri
Junk Mail vs. Love Mail

114. lla Marketing in 30 Days
Guerri
4 Key Components
• The message
• The vehicle
• The target
• The frequency

115. lla Marketing in 30 Days
Guerri
Day 20 – PR - More

116. lla Marketing in 30 Days
Guerri
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

117. lla Marketing in 30 Days
Guerri
PR Targets
• Local weekly newspapers
• Magazines
• Radio/TV
• Online
• Press Release Driven

118. lla Marketing in 30 Days
Guerri
What’s In The News?
• Interest Rates – Mortgage Broker, Real
Estate, Financial Advisor, Credit Unions
• Prisoner Sentences – Social Workers
• Business Startups – Marketing, Sales,
Consultants
• Running and Sporting Events –
Chiropractors, Physical Therapists

119. lla Marketing in 30 Days
Guerri

120. lla Marketing in 30 Days
Guerri

121. lla Marketing in 30 Days
Guerri
PR
• Ideas for a Press Release:
• New service
• Awards
• Promotions
• Reorganizations
• New employees
• Celebrations (anniversaries)
• Survey results

122. lla Marketing in 30 Days
Guerri
PR
• Why do you want media attention?
• Top of Mind Awareness

123. lla Marketing in 30 Days
Guerri
Wear two pair of shoes
• Editor’s
• Reader’s

124. lla Marketing in 30 Days
Guerri
PR is not Promotion!
Master Card

125. lla Marketing in 30 Days
Guerri
Workbook Exercises /
Interaction

126. lla Marketing in 30 Days
Guerri
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

127. lla Marketing in 30 Days
Guerri
Press Release Topics
_____________________________
_____________________________
_____________________________
_____________________________

128. lla Marketing in 30 Days
Guerri
Marketing Wrap Up –
What Works
What Doesn’t?
_____________________________
_____________________________
_____________________________
_____________________________

129. lla Marketing in 30 Days
Guerri
Three Things to Do Now…
_____________________________
_____________________________
_____________________________
_____________________________

130. lla Marketing in 30 Days
Guerri
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days

131. lla Marketing in 30 Days
Guerri
Does Guerrilla
Marketing Really
Work?

132. lla Marketing in 30 Days
Guerri
One Way Mind vs. Two Way Mind

133. lla Marketing in 30 Days
Guerri
Happy Marketing!
•
al@allautenslager.com
• www.marketforprofits.com

134. lla Marketing in 30 Days
Guerri