A must if you are an entrepreneur or run a small business. The "know-how" of low cost and effective marketing crash course.

1. In this presentation we are going look at
 What is Guerrilla marketing?
 Why the traditional ways won‟t work anymore: Guerrilla marketing VS Traditional
marketing
 Guerrilla Marketing Psychology: The difference that makes the difference to your bottom-
line profit
 Why you must switch to G Marketing esp. if you are an entrepreneur?
 How to develop a Guerrilla Marketing Plan?
 Know If your marketing is working for you?
 Selecting MOST LETHAL Marketing methods and maximizing their power
 Eye opening real world Case studies of G marketing
Guerrilla Marketing Introduction
The Street SMART way to market your product, idea and YourSELF!

2. What is Marketing &
Guerrilla marketing?

3. What is Marketing?
Marketing is
every bit of contact
your company has
with anyone in the
outside world. Marketing is the art of
getting people to change
their minds or to
maintain their mindsets if
they are already inclined
to do business with you.
It is also truth
made
fascinating and
it depends on
vivid
imagination.

4. It is also…
 NAME of your business,
 The decision whether you will be selling a
PRODUCT or a SERVICE
 THE METHOD of manufacturer or servicing,
 The COLOR, SIZE, and SHAPE of your product,
 The PACKAGING & LOCATION of your business
 Advertising, Public Relations.
What is Marketing?

5. And …
Web site, branding, email
signature, voicemail message
on your machine and sales
presentation, the telephone
inquiries, the sales training, the
problem solving, the growth
plan and the referral plan and the
people who represent you and
your follow up.
What is Marketing?

6. What is Guerrilla Marketing?
 In simplistic definition, Guerrilla Marketing is achieving CONVENTIONAL
GOALS of revenue with UNCONVENTIONAL MEANS.
 Meant for the entrepreneur who is LOW ON BUDGET but want to SERVE
AND EARN WELL
 It is NOT a PARTICULAR TYPE of marketing which is different than all
other rather it is a result of PARTICULAR WAY OF THINKING which is
ready to utilize everything and pay attention to details leading to the
goal of SERVING and EARNING WELL.

7. Why the traditional ways won‟t work
anymore,
Guerrilla marketing VS Traditional marketing

8. Traditional marketing VS Guerrilla marketing
Invest money.
Mostly based on
judgments & Guesswork.
Focuses efforts on making
the sale with a notion that
marketing ends once the sale
is made.
Invest Time, Energy,
Information & Imagination.
Based on Psychology and
Behavior.
Focuses on Creating Relation
and Consistent Follow Up.

9. Focuses on eliminating the
competitors
Urges to use a LOGO
Most of the time its „ME‟
marketing.
Traditional marketing VS Guerrilla marketing
Focuses on Collaborating
with the Competitor in Joint
Marketing effort
Instead of LOGO it uses MEME
Its always „YOU‟ marketing

10. Is driven by disjointed or
single method of marketing
like advertising or PR
Is aimed at LARGER groups
Traditional marketing is a
MONOLOGUE
Is driven by Marketing
Combinations, all aimed at a
single purpose of making
profit
Is aimed at SMALLER Groups
Guerrilla marketing is a
DIALOGUE.
Traditional marketing VS Guerrilla marketing

11. Your Focus
60%
Existing
customers
10%
Universe(target
customers/market
30%
On prospects

12. What is a Meme
• a visual or verbal symbol that represents your company and
product/idea.
• Examples of MEME

13. Guerrilla Marketing Psychology: The
difference that makes the difference
to your bottom-line profit

14. Guerrilla Marketing Psychology
Why customers buy and is it always rational?
To make your
material or
content enticing
to both include all
the factors
Right brained people
are appealed by
pictures, color,
design, rhythm and
space
Understand how
decisions are made not
in the conscious but in
the Unconscious mind
Logical or left brained
people respond
numbers, logic(why?),
bulleted lists and details
Different
people respond
to different
things

15. Guerrilla Marketing Psychology
Unconscious
mind
Brain uses
images to help
the conscious
mind
understand
The
unconscious
mind can link
multiple
messages
The unconscious
makes the decision
before consulting
the conscious
The unconscious
mind controls the
internal dialogue
The unconscious
is much smarter
than the
conscious mind
The difference that makes the difference to your bottom-line profit

16. Why you must switch to Guerrilla
Marketing esp. if you are an
entrepreneur?

17. Entrepreneur ? Time to be a Guerrilla
Because the COMPETITION IS TOUGHER, smarter and more
aggressive than before.
You must rely on something EFFECTIVE but LESS COSTLY.
The MORE AWARE of marketing you are the MORE ATTENTION you will
pay to it. INCREASED ATTENTION will result in BETTER MARKETING of
your offerings.
Guerrilla marketing SIMPLIFIES THE COMPLEXITIES in marketing and
explains how enterpreneurs can use marketing to generate
maximum profits from minimum investments.
Why Guerrilla Marketing?

18. How to develop a
Guerrilla Marketing
Plan?

19. Your prospect is asking 2questions

20. marketing plan that works
Engage in
research
Attend to all
details
Develop
a core
story
Pre-work before creating the plan?

21. Guerrilla Research
Research
Free/Inexpensive
Questionnaires
Talk to your
competitors
Internet
Library and
journals
Paid
Later when you
have money!

22. ATTEND TO ALL DETAILS
1. Find the INHERENT DRAMA within your offering.
 Something in your product must be inherently interesting.
2. Translate that inherent drama into a MEANINGFUL BENEFIT.
3. State your benefits in as believable a way as possible.
 For ex. The word „almost‟ lends believability
4. Get people‟s ATTENTION.
 Don‟t create ads that people remember the ad and forget the product
5. Motivate your audience to Get Involved.
 Tell your audience what do you want them to do
6. Be sure you are communicating clearly.
 Zero ambiguity is your goal
Making YOUR PRODUCT Irresistible

25. 2 most important thing you should know if you want to succeed
as a Guerrilla Marketer
1. Start with a plan
2.Commit to that plan
Guerrilla marketing plan

26. Ask yourself ….
 What business am I in?
 Who is my target customer/markets?
 What is my goal?
 What benefits do I offer?
 What are my competitive advantages(niche)?
 Who are my direct competitors? What are their strengths and
weaknesses?
 Who are my perceived competitors?
 Have I researched the demography and psychograph of my market?
Guerrilla marketing plan

27. What is your Niche?
• Niche: A recess in a wall, as for
holding a statue or urn.
→In marketing sense it means a
gap in the existing market that
your product can fill.
Guerrilla marketing plan

28. Clarifying your POSITION :-
When you have clearly focused on Your market, you can clarify your market position
Measure it against 4 criteria:
1. Does it offer a benefit that my target audience really wants?
2. Is it an honest to goodness benefit?
3. Does it truly separate me from my competition
4. Is it unique and/or difficult to copy?
Guerrilla marketing plan

29. 1. The purpose of the marketing-the physical action you want your prospects to take, {ex. Clicking to
a website, visiting you store, clipping a coupon, calling a toll free number, looking for your product
when shopping, taking test drive, asking the doctor about your product.}
2. What is your COMPETITIVE ADVANTAGE and BENEFITS?
3. Who are Your TARGET CUSTOMERS /Market?
4. What MARKETING WEAPONS will you use?
5. What is Your NICHE and your POSITION that you stand for?
6. What is the IDENTITY of your business(what your business is really about, your personality)?
7. What is your BUDGET IN % of your projected revenue?
Guerrilla marketing plan
The 7 step blue print

30. And you must remember
 Your Marketing Plan should be SHORT because then you
will be focused.
 It should be SIMPLE so that when you read it later
yourself or with your allies, partners they should
understand it immediately because your strategy is
CLEAR and DIRECT.
 The shorter it is the easier it is to follow.
 A good marketing plan is not changed too frequently .
 COMMIT To Your Marketing Plan after you have started.

31. When practicing Guerrilla Marketing you must be MORE
CREATIVE THAN YOUR COMPETITION in every aspect of
marketing. Be sure that you create your marketing plan
properly, intelligently, clearly, creatively and consistently.
And you must remember

32. WHY TO BE CREATIVE?
The test of creativity is PROFIT
Creativity = profit
Creativity comes knowledge. You must have KNOWLEDGE of
your own product or service, your competition, your target
audience, your marketing area, the economy, current events,
and the trends of the time.
Guerrillas should be attuned to world happenings, the
situation and trends around.
Guerrillas are GENERALISTS not specialists.

33. Know If your marketing is
working for you?

34. Your marketing is NOT WORKING IF
i. Your sales are driven MOSTLY BY PRICE.
ii. Customer cannot distinguish your products or services from those
of your competitors. So NO COMPETITIVE ADVANTAGE.
iii. You use DISCONNECTED SALES METHOD.
iv. You do NOT HAVE A UNIFIED PLAN for imparting your message to
your customers and to the trade.
v. Most sales leads come from your sales staff.
vi. Long time customers say that “I didn‟t know you offered that”.
vii. You do NOT HAVE a customer or prospect database.

35. Selecting MOST LETHAL Marketing
methods and maximizing their
power

36. How to select, maximize and eliminate?
 STUDY ALL marketing methods esp. the ones
compatible with your business.
 Assuming you have identified your target
customers LAUNCH MANY METHODS depending
upon your target audience and budget.
 KEEP TRACK of the methods.
 Double up on the ones which are working,
FOCUS MORE on them, Sharpen them and
MAXIMIZE their power.
 ELIMINATE the ones which are Failing.
MOST Lethal marketing weapons

37. And you must remember
They all should point in one direction
 Your marketing plan
 Your marketing tools
 Your communication
 Your advertisements
 Your product design
 Your presentation

38. Guerrilla Wisdom
The most important thing is to reach the greatest number of
eyes (or ears) in the most effective way possible.

39.  Differentiate where it counts. If your store, service, or product is just
another "me too" player in a crowded field, you're doomed. And just
being different isn't enough -- being different in this economy means
BEING DIFFERENT IN A WAT THAT MAKES SENSE TO CONSUMERS.
Guerrilla Wisdom

40.  Your customers are looking for THE EXPERIENCE! In a world of nearly
infinite choices, easy price comparisons, and instant access to perfect
information, consumers are going to base their buying decisions on
what company provides the MOST COMPELLING EXPERIENCE (all other
things being equal). The winning marketers of the future are those that
have the best stories to tell, not necessarily the best prices.
Guerrilla Wisdom

41. THERE IS NO „ONE‟ solution to marketing to consumers.
While tactics such as permission marketing, viral
marketing, wireless advertising, and location-based
marketing all have very good applications, none of
them are or ever will be THE answer in every situation.
Guerrilla Wisdom

42. Jumping into the latest fad of the minute is one sure way to
waste a lot of money, especially as new technologies come
along. TEST, MEASURE, OPTIMIZE and keep your eyes on the
lookout for better ways to reach your targets. Chances are
the BEST way will always be a COMBINATION of new and old
ways.
Guerrilla Wisdom

43. RESOURCES
• Gmarketing.com
• Gmarketing.com>Newsletter
• YouTube>Guerrilla Marketing
• Marketing.about.com/od/
• Google>Guerrilla marketing
• Amazon.com>Books