guerilla marketing workshop
DESCRIPTION
We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.TRANSCRIPT
Guerilla Marketing WorkshopPresented By
Daniel Schutzsmith@schutzsmith
“They're so good at marketing what's bad, and we're so bad at marketing what's goodPeter Shumlin, Governor of Vermont (@GovPeterShumlin)
What is Guerilla
Marketing?
achieving conventional goals (profits and joy)
with unconventional methods (energy instead of money)
achieving conventional goals (profits and joy)
with unconventional methods (energy instead of money)
BIG BUDGETS
Time
Imagination
Energy
GM
Guerilla Marketing Principles
Its based on human psychology:
the way people think & react, instead of judgment & guesswork.
There's an emphasis on profits, not just sales.
It measures relationships just as much as profits.
Focus is on markets & target audiences vs. trying to be all things to mass markets.
Instead of competition, we support cooperation with other businesses.
Made of many elements all working together and supporting each component of the program.
Ecompasses the following & more:• Reverse Graffiti• Viral marketing• Presence marketing• Grassroots marketing• Alternative marketing• Buzz marketing• Undercover marketing• Astroturfing• Experiential marketing• Tissue-pack marketing• Live-in marketing• Wait marketing
Technology is the guerrilla marketer's friend.
Technology is the guerrilla marketer's friend. Live it.
Technology is the guerrilla marketer's friend. Live it. Love it.
Technology is the guerrilla marketer's friend. Live it. Love it. Profit from it!
Some Tools& Examples
Be An Expert
(AKA Make Friends w/ Journalists)
Write
Tell Your Story
BottleHood’s recycled glassware is made from wine, beer, liquor and soda bottles recycled from restaurants, bars, homes and events in the community. Our repurposed tumblers, juice glasses, vases, pendant beads and light fixtures are all eco-friendly products. Created out of a passion to create local jobs, stimulate our local retail economy and help our environment, BottleHood’s success is a reflection of neighborhood sentiment and support for what BottleHood stands for… a pride in our neighborhood, our local craftsmen and entrepreneurs, and our social responsibility.
BottleHood (bottlehood.com)
Mark & Phil provides marketing and philanthropic strategy for non-profits, foundations, and socially responsible companies. We’re built on the philosophy that all good causes deserve a chance to become great. Running a cause is hard enough without having to deal with the costly and time consuming aspects of marketing and philanthropy. Mark & Phil acts as an organizations external marketing and philanthropy department. Its really a partnership between you and us. We are your grant writer. We are your CMO. We are your press liason. And we are so much more.
Mark & Phil (markandphil.com)
Workshop Activity #1
Write your brand’s story in one paragraph.
(who, what, when, where, how, WHY)
Some Tools& Examples
Do An Event
Be Mobile
Use Social Media
YOUR BRAND
Target Audience
Show the Personalities
Partner Up
http://www.flickr.com/photos/chumpboy/
http://www.flickr.com/photos/chumpboy/
Build Ambassadors
http://www.flickr.com/photos/chumpboy/
Workshop Activity #2
Write down an outline for your ambassadors and partners. (expectations, support,
incentives, time, & tools)
Some Tools& Examples
Pictures Tell A Thousand
Words
http://www.flickr.com/photos/chumpboy/
http://www.flickr.com/photos/chumpboy/
Make It A Game
Make It Wearable
Be Green
Your Homework
Choose 1 idea you can do
starting Monday!
(define steps to success)
Tips For Success
Be Real, Don’t Lie
No Sales Speak
Encourage Cooperation
Let People Create
Make It A Team Effort
Keep Moving Forward
Stay Consistent
Show The ROI
Its Never A Nuisance
Make Time For Marketing
Slides Are Athttp://bit.ly/guerillaOG
Take the Green Marketing
Surveybit.ly/greenmarketingsurvey
Thanks!Daniel [email protected]@schutzsmith
Mark & Philhttp://markandphil.com@markandphil