Guerrilla  Marketing  Workshops

What is guerrilla marketing and why use it?
 

Pratt Computing Technologies
10402 Jackson Oaks Way -  Suite 202
Knoxville Tennessee 37922
865-693-0900  Ext-11

Doc Pratt
Certified Guerrilla
Marketing Coach and
Fortune 100 CRM Consultant

Review this list and circle the numbers where you fall  short, These are the areas that need altering in your method of marketing.
 

Decide upon the specific actions that you will take for each statement so as to polish and perfect the performance of your marketing by transforming it into pure Guerrilla Marketing. List these in the space provided beneath each statement for which you have circled the number.

Take the actions you have listed, one by one, until each of the statements merits a checkmark. Your goal is a checkmark by each statement.
 

Who do you think has the best chance for survival in business?

You have two identical business, A Co. and B Co. They both carry the same products, have to charge the same prices and compete against the same big competitor.

Company A runs the same ad in the yellow pages every year and an occasional ad in the news paper. They believe that is all of the marketing they need. They also look at technology as an expense and a necessary evil so they don't use it beyond accounting and word processing.

Company B had a wakeup call and realized changes were needed to compete with Company A and the big competitor. They created a Guerrilla Marketing Attack, which included multiple marketing plans and strategies. They quickly realized the importance of technology and how is not an expense, but is a strategic asset. They were able to compete against all competitors and continually enhanced the ways  they used technology. Between the Guerrilla Marketing Attack and their use of technology, they have become a Guerrilla Marketing Machine!

Which company do you think will be more successful?

In spite of this success the most common question that I hear is "What is Guerrilla Marketing?"

Marketing is absolutely every bit of contact any part of your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral customers.  Guerrilla Marketing in a non-traditional form of marketing that helps small companies compete against the big ones, and helps big companies think like small ones. 

Here is a Comparison of Guerrilla Marketing to Traditional Marketing

1. Instead of investing money in the marketing process, you invest time, energy,  imagination and knowledge.

2. Instead of using presumption in your marketing, you use the science of psychology, actual laws of human behavior. The first rule is that everyone is always tuned in to the same radio station, WIIFM (What's In It Form Me?), remember that is every communication with your customers and clients.

3. Instead of concentrating on traffic, responses, or gross sales, profits are the only yardstick by which you measure your marketing. Focus on what matters most as your yardstick. Gross sales can be the most deceiving number there is, PROFIT is what matters the most.

4. Instead of being oriented to companies with unlimited bank accounts, guerrilla marketing is geared to small business.  Most of the Guerrilla Marketing weapons are free, except in the book Guerrilla Marketing for Free, where they are all free.

5. Instead of ignoring customers once they have made a purchase, you have a fervent devotion to customer follow-up. Even if your product is a once in a lifetime purchase, each customer is a potential goldmine of referrals.

6. Instead of intimidating the small business owners, guerrilla marketing removes the mystique from the entire marketing process and clarifies it. It is not a lot of statistics, analytics and spreadsheets; it is very simple and straight forward as to who does what and when.

7. Instead of competing with other businesses, guerrilla marketing preaches the gospel of cooperation, urging you to help others and let them help you. 

8. Instead of trying to make sales, guerrillas are dedicated to making relationships, for long-term relationships are paramount in the new millennium. Sales start with relationships, people buy from people they like.

9. Instead of believing that single marketing weapons such as advertising or a website work, guerrillas know that only marketing combinations work. Multiple weapons link to and strengthen each other.

10. Instead of encouraging you to advertise, guerrilla marketing provides you with 100 different marketing weapons; advertising is only one of them. Marketing is like warfare, every time you touch your prospect with any form a message, you are also taking a shot at your competitor. Those shots are more effective when they come from 15,20 or even 30 different directions. Do you want to see the complete list of the 100 Guerrilla Marketing Weapons, click here.

11. Instead of growing large and diversifying, guerrillas grow profitably and then maintain their focus, not an easy thing to do.

12. Instead of aiming messages at large groups, guerrilla marketing is aimed at individuals and small groups. The correct use of technology enables the guerrilla to aim at large numbers of individual people.

13. Instead of being unintentional by identifying only mass marketing, guerrilla marketing is always intentional, embracing even such details as how your telephone is answered. There is incredible power in intentionality.

14. Instead of growing only by adding new customers, guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, leaning upon the enormous referral power of customers, and adding new customers.

15. Instead of thinking of what a business can take, guerrilla marketing asks that you think of what a business can give – in the way of free information to help customers and prospects. Sending information to customers, clients and prospects is only effective if you send the right information at the right time. Guerrillas know that sending the wrong information can have powerful negative effect. They also know the power of the right information.

16. Instead of ignoring technology in marketing, guerrilla marketing encourages you to be techno-cozy and if you’re techno-phobic, advises you to see a techno-shrink because techno-phobia is fatal these days. Each new wave of technology exponentially adds more firepower to the Guerrilla Marketing arsenal.

17. Instead of being me marketing and talking about a business, guerrilla marketing is you marketing and talks about the prospect. Guerrilla Marketing always is talking to the prospect in a way they understand and are comfortable with, it never talks at them.

18. Instead of attempting to make a sale with marketing, guerrillas attempt to gain consent with marketing, then uses that consent to market only to interested people. Guerrilla Marketing only send what the person is interested in.

A Guerrilla Marketing Story/ Joke

There once was a person who owned a small furniture store. Over time each of her two biggest competitors moved in on either side of her store. One day, the store owner walked out in the parking lot and saw a huge sign on one of the competitor's store that said, "Big Sale Up To 75% Off." She grumbled a little and went back inside. The next day she went out and saw that the other competitor had a sign the said "Huge Sale Up To 80% Off."  With that she knew she had to do something. She went in here store and came back with a huge sign to put over her front door that read "Main Entrance."

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