Guerrilla Marketing with Al Lautenslager.

Marketing with no or low budget
Unconventional - not by the book - non traditional

Example - send letter with 34 1 cent stamps, it will get opened.

Chicken Soup for the Soul books. When they came out, they made sure that all chiropractors had a copy in their lobby. Gave a copy to everyone on the OJ Simpson trial Jury. Showed them carrying the book on TV.
Hired actors to go around and ask people to take their pictures.

Gave beauty salon owners a free lunch to promote - because they are talkers.

Think about - How to stand out and how to serve needs in a different way.

How do I find time to plan? Guerrilla Marketing can be planned in a few minutes. Make a list of benefits I offer to customers, not features. What's in it for the consumer?

Example. Would travel a long way because there was good carrot cake in a next door café.

Should test what we do, measure by profits.

Seven sentences
1. What is marketing purpose, what do we want people to do. Buy, click, send email
2. How to achieve purpose. Educate, speak, sample
3. Describe target audience. Particular people.
4. Longest target sentence. Strategy and tactics. Describe
5. Makes a niche, what do you want people to remember you for. What is it, that I am the only one in the world that does?
6. Identity, (not image) - Who I am. How do I look and answer the phone
7. Marketing budget

Define- Who am I

Taco Bell put a target -if space shuttle hit it, everyone gets a free taco.

Cubs, put up a W when they win. Print a big W then on the back put ad for my business.
Ad on back of something.
Use imagination

Boeing deciding to move to Chicago. He offered to print free business cards. Press release, then when they decided to move to Chicago. Big press release to say Did Boeing choose Chicago because of free business cards? 5 front page articles.(Cause it was funny)

Paid advertising is last. So may free things, which basically may work better.

Big on hook. Something that will stand out so people will read and/or take action. Free special report or newsletter. Want to generate a face to face contact or acquiring contact info.

Repitition. Series of ads. Direct mailing 4 times.

Herding calf ad from Superbowl, people remember it because it was funny, but noone remembers who the ad was about. - want to have them remember your business not just the entertainment of the ad.

AIDE
Attention
Interest
Desire
Action

Newsletters are great marketing, no spam, only send to people who are interested

Capture email on the website.

Repetition rule reinforced by newsletters.

Mistakes of Guerrilla Marketing
On-line - People want to talk about themselves. About us is least read area of a web site. Consumers want to know what's in it for them. Here is what you get, here is how you benefit

People don't have a clearly defined target market.

Things aren't done consistently.
10,000 postcard campaign, throw away 75,000 and send to 25,000 four times.
Repetition, repetition, repetition!!!

Marketing is made up of many many many many things, look for angles. Make it so my name will come up first.

http://Gmarketing.com Jay Conrad Levinson site - 100 weapons, 60 are free.

http://www.market-for-profits.com

Not a lot of risk. Do five things a day toward marketing. Or three things a week.

Al Lautenslager has a new book due out Feb 05 - Guerrilla Marketing in 30 days, distills into 30 concepts with action plan for each day. Can pre order.