guerrillamarketingforconsultants

8/7/2019 GuerrillaMarketingForConsultants

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2007, Solid Oak Consulting, LLC 1

Guerrilla Marketing for

Consultants

Thomas E. Long, President

Solid Oak Consulting, LLC

SolidOakConsulting.com

Certified Guerrilla Marketing Coach


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Topics For Today Introduction

What is Guerrilla Marketing? Strategic Issues in Guerrilla Marketing

Why is Today Such a Challenge?

Guerrilla Marketing Tactics Some Examples of Guerrilla Marketing

Weapons


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What Is Guerrilla Marketing? A company must learn to think of itself not as

producing goods and services but as buying,

creating and satisfying customers. This approachshould permeate every nook and cranny of theorganization. Theodore Levitt, Marketing Myopia

Marketing is everything you do to promote your

business, from the moment you conceive of it tothe point at which customers buy your product orservice and begin to patronize your business on aregular basis. Jay Conrad Levinson, Guerrilla Marketing


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What is the Key To Guerrilla

Marketing?It is a body of unconventional ways of pursuing conventional

goals. It is a proven method of achieving profits with

minimum money.In the words of the Father of Guerrilla Marketing, Jay Conrad

Levinson, this describes guerrilla marketing:

I'm referring to the soul and essence of guerrilla marketing

which remain as always -- achieving conventional goals,

such as profits and joy, with unconventional methods, such

as investing energy instead of money.


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Customers vs. Clients? Customer per Merriam-Webster: one that

purchases a commodity or service

Client: one that is under the protection of

another

How do you treat those you sell like a

customer or like a client?


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Strategy vs. Tactics? Strategic work smarter

Tactical work harder

95% of all companies will not reach $1million in

sales

85% of companies fail in the first 5 years

Can you double your sales by working twice ashard?

Do you have a clear identity for your company?


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Challenge Today 1992 3,000 messages/day

Today 30,000 messages/day

How can you rise above the noise and the

clutter?

Since 1992 the cost of getting in front of a

prospect has tripled


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Buying PyramidAudience For Any Product/Service

4% Buying Now

6% Open To It

30% Not Thinking About It

30% Think They Are Not Interested

30% Definitely Not Interested


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What Are Your Strategic

Objectives? To have clients not customers?

Create desire?

To be most respected?

To build client loyalty?

What is your long-range goal?

What is you desired market position? What is the strategic objective of each tactic?


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How Much Should I Spend On

Marketing? US average for all businesses is 4% of sales

revenue

Some companies such as P&G spend more

than 30%

What are you spending today?

What can you afford to spend?

What is it worth to you to get a new client?


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Client Value Do you know the lifetime value for your

average client?

How long does someone typically stay a client?

How much does a typical client spend with you

each year?

How much are you willing to invest to get a newclient?

How much to keep an existing one?


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Guerrilla Marketing Weapons Guerrilla Marketing identifies over 100

Marketing Weapons

Most of the 100 are free or low cost

Most business owners use fewer than 12 of

the weapons

Even fewer track the effectiveness of their

weapons


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Key Weapons for Guerrilla

Marketing Consultants Competitive

Advantage-

Differentiation Follow-up

Marketing Calendar

Marketing Plan Free Consultations

Website and OnlinePresence

ResearchStudies/Surveys

PublicSeminars/Lectures

Testimonials/CaseStudies

Write a Book


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Competitive Advantage-Differentiation

Product/Service Benefits

What benefit or benefits do clients derivefrom your product or service?

What is the difference between a benefitand a product/service feature?

Ultimately your client determines what

constitutes a benefit. How do you find out what your clients see

as benefits?


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Follow-Up This is the key to building long-term client

relationships.

Do you have a standard process for follow-up with prospects and clients?

How many different ways can you use to

follow-up? How often are you in contact with your

prospects and clients?


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Guerrilla Marketing Calendar What is it?

Why use it?

What is its ultimate value?


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Free Consultations Free samples are better than coupons

You can limit the amount of time that is free

Real value must be delivered

It is also your chance to test drive the

client


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Website and Online Presence Study by the Information Technology Services Marketing

Association indicates that 77% of decision makers now

find service providers using the Web.

Clients use the Web to make preliminary assessments of

consultants.

Nearly 75% of buyers find consultants through their own

research on the Web not from contacts initiated by the

consultant.

Your Web presence can establish you as a serious player

or not.


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Research Studies/Surveys Just ask.

This doesnt require a specialist if you keep it

short. If you wish to make it a long survey, explain why

the data is needed.

Check out Web resources such as Survey Monkey

Do you need to have a reward for responding? If you are prepared to spend real money, hire a

pro for research and analysis.


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Testimonials What is the value of a testimonial?

How do you get client testimonials?

Limit the number of testimonials on your

website.

Consider posting a list of client for

prospects to call they choose.


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Case Studies Tell a story not just facts.

Place clients success (not yours) at the center.

Define the clients problem.

Describe the solution emphasizing the role of the

client and their team.

Dont overstate results. Keep it short.

If possible, provide access to a reference.


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Write A Book The 800-pound Gorilla for a Guerrilla

Ideal book:

Focuses on a topic you know cold

Solves a problem

Promotes the services you provide

Traditional publishing vs. self-publishing Remember your book is a means, not an end

Hire a writer if you need to.


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Its Far Better to Implement One

Thing to Completion Than TenThings to 10%


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Questions?

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