Marketing on a Shoestring: Guerilla Marketing, PR

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Marketing on a Shoestring Guerilla Marketing,
PR Social Media

• April 2, 2009

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Definition of marketing

• Everything you do to promote your business on a
  regular basis in order to create a desire for
  your product or service.

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Three secrets of marketing

• Know your message
• Know your audience
• Know how to reach your audience with your message

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Six Strategic Questions

• What is the goal?
• Who is the target?
• What do they think?
• What do you need them to think?
• What is most motivational to your customers?
• Why should they believe?

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Know your message

• People make decisions emotionally, justify with
  logic
• Awareness is good motivation is better
• Motivate people to agree with you, reinforce
  beliefs and behavior and cause action
• See through your audiences eyes
• Make it meaningful, believable and unique

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Cut through the clutter

• Create emotional response
• Keep it fresh and different
• Use simple, direct wording
• Use common language
• One message, one thought per communication
• Enthusiasm counts
• Ask for the order close the deal

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Know your prospective customers

• Define your target audience
• By demographics age, gender, occupation, income
  level, marital status, education, interests,
  hobbies
• By familiarity
• By current attitude

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Know your current customers

• Talk to them!
• Use questionnaires
• Use a market research firm
• Use focus groups
• Coffee and cookies after hours
• Find out what the hot button is for your customers

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Reach your audience

• Determine current market position
• Who are your customers?
• Where do they come from?
• How do they find out about you?
• What do they think of your product?
• What do you want them to think?

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Now apply it on the cheap

• Guerilla marketing
• Public relations
• Social media

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Definition of Guerrilla Marketing

• Recognize and use everyday marketing
  opportunities to create a desire for your product
  or service.
• Get creative!

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Guerrilla Tactics

• Stamped envelopes - lick stamps for mailing
  rather than using postage meter
• Give samples of product/service pretzels in the
  mall, vacuum demo
• Offer gifts for responses
• Telephone quick, personal and cheap

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Guerrilla Tactics

• Membership club greeting card clubs, coffee
  clubs, etc
• Signs on public bulletin boards in grocery
  stores, business offices, daycares
• One good graphic -- for letterhead, business
  card, ads, etc.
• Personal letters

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Guerrilla Tactics

• Classified ads inexpensive marketing to a large
  audience
• Flyers use as signs, mailers, brochures
• Canvass prospective buyers contact them, do
  your presentation, close the sale
• Solve a problem show how what you offer solves
  customers problems

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Guerrilla Tactics

• Customer service!
• Follow up call customers to see if they are
  satisfied
• Customer recourse have a plan for turning
  unhappy customers into happy ones
• Phone manners Be cordial, helpful, polite,
  sunny
• Enthusiasm Get it and give it away, its
  contagious
• Get warm Smile, be positive, use customers
  names

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Guerrilla Tactics

• Newsletters/Facebook groups make it personal
  and about the audience

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The power of PR

• PR is a bank account of goodwill and positive
  perceptions for your business.
• It pays off long-term
• Its a guerilla tactic all its own

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PR is

• Relationships with local media
• A column or LTE in the local paper
• Blogging
• Facebook groups!
• Steep Me a Cup of Tea
• Team sponsorships
• Public speaking gigs

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Know your local media

• Read your local paper and family publications
• Watch local news broadcasts
• Listen to local radio to learn more about the
  style and interests of local journalists.
• Get to know the reporters and editors and which
  topics they cover.

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Media relations

• Be the source for your specialty
• The media wants information, help them get it
• Relationships with writers, editors
• Speaking engagements with partner organizations
• Sponsoring the team

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Social media is

• Not scary!
• An old fashioned conversation in a new-fangled
  location online.

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Listen and learn!

• People are sharing what they love
• And what they hate
• Talk to them and learn from them

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Social media

• Vehicles like Facebook bring people with a
  passion for something together.
• Mr. Delicious
• 345 people in the know
• Steep Me a Cup of Tea
• 71 people connected over tea

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Social marketing

• Dont panic, you know how to do this
• Think real-life analogies
• Community
• A group that shares common characteristics or
  interests
• Neighborhood/neighborly
• You can borrow a cup of sugar from your neighbor
  or ask her to bring in your mail.
• A potluck with a purpose
• Getting to know people. Networking!

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Social marketing dos

• Make it relevant and actionable
• Introduce intriguing topics that drive action and
  sharing
• Make it fun
• Make it real
• Make it friendly
• BE FLEXIBLE

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Social marketing donts

• Dont be the sales guy in the room
• Be cool -- dont push your product
• Dont crash the wrong party
• Know the neighborhood and its power
• Dont separate business and personal
• Dont wait for approval
• Dont be so uptight
• Dont try to do everything.
• Pick the best, get good, expand.
• Facebook, Flickr YouTube

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Marketing Bridge

• Remember! It takes a while to re-educate people
• Unawareness
• Awareness
• Comprehension
• Conviction
• Action

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Your to do list

• Find a friend, and explore Facebook (and ignore
  the other social media talk for now)
• Create a profile
• Join a group/become a fan to learn how that works
• Travel North Dakota
• Steep Me a Cup of Tea
• ND Ambassadors
• Help a reporter out with a story idea that will
  benefit you
• Call Kim Schmidt at ND Tourism 701.328.2532

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Resources

• Books
• Publish Prosper Blogging for your Business
• How to Win Customers and Keep Them for Life
• Guerilla Marketing
• Wizard of Ad

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Discussion Questions

• Marketing on a Shoestring
• Guerilla Marketing, PR Social Media
• Marnie Piehl, Odney
• mpiehl_at_odney.com
• 701.222.8721