In this breakout session at DOYO Live by Marisa Sergi you will learn how she's implemented a guerrilla marketing strategy to get her product on the shelves at Walmart. Very exciting to have Maris a present at DOYO Live.

1. Guerrilla Marketing 101-
Creating Buzz For your
Brand
@MarisaSergi

2. What is Guerrilla
Marketing?!
-No, it is not monkey themed marketing! (from my little cousin)
-Innovative, Unconventional, and Low-Cost Marketing Techniques
Aimed at Obtaining Maximum Exposure for a Product.
-Tactics I've Learned to be Effective While Building RedHead Wine
-Practical Tips and Tricks to Elevate Your Business!
What to expect from
me:

3. Who am I?!
-3rd Generation Winemaker
-Cornell University Graduate c/o '15
-CEO / Founder of RedHead Wine / Brands
Marisa Sergi

4. - Appreciate the importance of having a story to tell since customers more than ever
love having a narrative or story that is attached to products they buy
- “Authenticity” is important to today’s consumer
It’s important that each business can answer the following questions:
What is your company’s elevator pitch?
What’s special/point of difference about your company or product?
What perception do you want people to have about your product?
“Every minute of every day is a selling opportunity”
Mark Cuban from Shark Tank
“More than 60 percent of customers say that a known, trusted brand influences their
purchase decision”
Research from Barron’s and Yankelovich
Authenticiy = Sales

5. Get a vanity tag for your car - think of it as a
rolling billboard!

6. Put a discount code on the back of your business card (something
like $5 off your first order and the url for your website).
Stickers- Millennials Love These:

7. Get T-shirts with your logo/tag line so that you can take full
advantage of having your family, friends and customers act as
ambassadors for your product/company. You can also use them as
an inexpensive way of thanking folks who help you build your
business.

8. Get note cards with your logo and tag line that you can use for
hand-written thank you notes and for reaching out to your fans.
Share your story with your college alumni magazine or website.
+ =

9. Maximize your website and social media as a way of raising your
profile and building your community of fans and a great way to
collect email addresses.
Contests can be a great way of reaching out to people. Whether
the prize is a T-shirt, a mug or some other low-cost item, it’s a way to
engage people with what you’re doing
&

10. Reach out to local public and independent high schools to see if
they’re looking for participants/speakers for Career Day.
Contact the marketing/entrepreneurial departments at local
colleges to see if they would like to have you as a guest speaker

11. Check out the local service organizations (Kiwanis, Rotary, Lions)
to see if they’re looking for speakers for the upcoming year
Guest Write for an Online or Print Magazine

12. Keep your eye open for ways to promote your product with local
and national celebrities. Sometimes it’s as simple as responding to
a newspaper question, “What would you give LeBron James for his
21st birthday?” with the gift of your product.
Don’t overlook opportunities for local and national product
placement - whether it’s in a storefront display or a major motion
picture as Mental Floss did w/ a Cameron Diaz movie or the panel of
a milk carton of a local dairy

13. Take full advantage of all local and national media channels (radio,
TV newspaper and magazines, podcasts) as they’re often looking
for opportunities to tell business stories.
Local Business Associations- DOYO Live, Youngstown Business
Incubator are essential- join one or all

14. Keep your eye open for partnerships that make sense! The answer
will always be “no” unless you ask.
Reach Out to Bloggers and to pay, give free product

15. Look for opportunities to appear on the op-ed pages of local papers
by writing columns such as “Why I Started My Business in
Youngstown” or whatever area you live in.
Take advantage of opportunities where large groups of people
who are a fit with your demographics - street fairs, sporting events,
art shows - to sample or be introduced to your product.

16. Whether it’s “Drink Wine Day” or “Mother’s Day”, look for ways to
take advantage of chances to linking your promotional efforts with
special celebrations.
Advertise on Grocery Carts- too expensive? Negotiate with the
Owner!
=+

17. Use Facebook LIVE
Use the Power of your Network: LinkedIn

18. Partner with Charities that Make Sense to your Business

19. Contagious - Why Things Catch On by Jonah Berger, a Marketing
Professor at the Wharton School at the University of Pennsylvania.
Book Recommendation:

20. Sweet & Spicy Questions,
Welcomed.
Preferably Sweet.
Thank you!

21. For Life's Sweet
& Spicy Moments
Contact: Marisa@RedHeadWine.us
@RedHeadWine / @MarisaSergi