marketing on a shoestring: guerilla marketing, pr & social media april 2, 2009
TRANSCRIPT
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.
Three secrets of marketing
Know your messageKnow your audienceKnow how to reach your audience
with your message
Six Strategic Questions
1. What is the goal?
2. Who is the target?
3. What do they think?
4. What do you need them to think?
5. What is most motivational to your customers?
6. Why should they believe?
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 audience’s eyes
Make it meaningful, believable and unique
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
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
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
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?
Definition of Guerrilla Marketing
Recognize and use everyday marketing opportunities to create a desire for your product or service. Get creative!
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 responsesTelephone – quick, personal and
cheap
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
Guerrilla Tactics
Classified ads – inexpensive marketing to a large audience
Flyers – use as signs, mailers, brochuresCanvass prospective buyers – contact
them, do your presentation, close the sale
Solve a problem – show how what you offer solves customers’ problems
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, it’s
contagious Get warm – Smile, be positive, use customer’s
names
The power of PR
PR is a bank account of goodwill and positive perceptions for your business.
It pays off long-termIt’s a guerilla tactic all its own
PR is…
Relationships with local mediaA column or LTE in the local paper BloggingFacebook groups!
Steep Me a Cup of TeaTeam sponsorshipsPublic speaking gigs
Know your local media
Read your local paper and family publications
Watch local news broadcastsListen 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.
Media relations
Be the source for your specialtyThe media wants information, help
them get it Relationships with writers, editors Speaking engagements with partner
organizations Sponsoring the team
Listen and learn!
People are sharing what they loveAnd what they hateTalk to them and learn from them
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
Social marketing
Don’t 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!
Social marketing dos
Make it relevant and actionable Introduce intriguing topics that
drive action and sharingMake it fun Make it real Make it friendlyBE FLEXIBLE
Social marketing don’ts Don’t be the sales guy in the room
Be cool -- don’t push your product Don’t crash the wrong party
Know the neighborhood and its power Don’t separate business and personal Don’t wait for approval Don’t be so uptight Don’t try to do everything.
Pick the best, get good, expand. Facebook, Flickr & YouTube
Marketing Bridge
Remember! It takes a while to re-educate people: Unawareness Awareness Comprehension Conviction Action
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 TeaND Ambassadors
Help a reporter out with a story idea that will benefit you
Call Kim Schmidt at ND Tourism – 701.328.2532
Resources
Books Publish & Prosper: Blogging for your
Business How to Win Customers and Keep Them
for Life Guerilla Marketing Wizard of Ad
Discussion & Questions
Marketing on a Shoestring: Guerilla Marketing, PR & Social Media
Marnie Piehl, [email protected]
701.222.8721