11. Traditional marketing has always been “me” marketing. Visit almost any Web site, and you’ll see “About our company.” “About our history.” “About our product.” “About our management.” But people don’t care about you. Me marketing makes them sleepy. That’s why guerrillas always practice “you” marketing, in which every word and every idea is about the customer, the visitor to a Web site. Don’t take this personally, but people simply do not care about your company. What they care about is themselves. And if you can talk to them about themselves, you’ll have their full attention.
The best way to get noticed in today’s market is to tell a personal story. The more authentic, amazing and relevant, the better. As newspapers and magazines continue to lay off thousands of reporters across the country there’s an even bigger demand for well-written stories. Have ready-to-run articles prepared to send off at a minutes notice will create a great relationship with papers. They may edit or rewrite parts of it, but you’ll get their attention.
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including
Ambush Marketing: It is also referred to as stealth marketing. In this set-up the publicity generated by a global or national event is used by a brand to further its own interests. The 1996 summer Olympics was actually sponsored by Toyota but General Motors scored over its competitor by promising a Golden Holden car to all gold medal winners. The vast majority of people still believe that General Motors had sponsored the event.
To successfully recruit online you must take the prospect to the place where you want them to be. There’s a mental process people go through before making a purchase, and the best way to facilitate that buying decision is by using a sales funnel. The funnel keeps prospects engaged with a logical sequence of actions and micro-commitments, and even more importantly, it sets the right context so they feel confident to buy from your affiliate links.
Marketing warfare strategies are competitor-centered strategies drawn from analogies with the field of military science. Warfare strategies were popular in the 1980s, but interest in this approach has waned in the new era of relationship marketing. An increased awareness of the distinctions between business and military cultures also raises questions about the extent to which this type of analogy is useful. In spite of its limitations, the typology of marketing warfare strategies is useful for predicting and understanding competitor responses.
There is a wide variety of ways to get your marketing message in front of your prospects, more than ever, in fact. You can go the traditional advertising route and stick ads in newspapers and on billboards, or you can try more modern and ever-evolving tactics like SEO and content marketing. Whatever route you head down, you need to figure out what channels you’ll be using in order to turn your audience into prospects and then into customers.
18. Traditional marketing believes that you can make the sale with marketing. That may have been so a long, long time ago, but that doesn’t often happen anymore. That’s why guerrilla marketing alerts you to the reality that marketing today can hope only to gain people’s consent to receive more marketing materials from you. Most people will withhold their consent, and you’ve got to love them for doing that, because they’re telling you to save your money and not waste it on them. But some will want to learn more, giving rise to one of the newer terms in the dictionary: opt in. A woman operating a summer camp in the Northeast runs ads in the camping directories in the back of several magazines. She does not attempt to sell the camping experience, only to get people to request her free DVD. She has a booth at local camping shows and gives away the same DVD. People view her DVD and see happy campers, trained counselors, beautiful surroundings, and superb equipment. Does the DVD attempt to sell the camping experience? No. It simply attempts to motivate people to call for an in-home consultation, at which more than 80 percent of parents sign their kids up for camp. And not just one kid: sometimes, a brother or sister as well. And don’t forget the cousins and classmates who might come along for the summer. And we’re not talking just one summer. Summer camp can be for four or five summers or more. And all because the camp director didn’t go for the sale. She merely went for consent, and then she broadened that consent. The whole idea is wonderfully described by Seth Godin in his landmark book, Permission Marketing.
We as human beings are visual, and this inevitably means that first impressions are everything. As for online advertisements this is a very important factor, being that if your advertisement has a bad design, spelling and/or grammatical errors, images with poor resolution or inappropriate elements than you’ll be missing out on a huge opportunity to generate conversions.
If you win a Google auction, your actual cost-per-click is calculated by the second highest ad rank divided by your quality score, plus one cent. The only time you’ll pay your maximum bid is if you’re the only bidder in the auction or if you make the highest bid in the auction, but you have the lowest ad rank. In this case, you’ll acquire the last ad rank.
According to Porter, these strategies are mutually exclusive and the firm must select one approach to the exclusion of all others. Firms that try to be all things to all people can present a confused market position which ultimately leads to below average returns. Any ambiguity about the firm's approach is a recipe for "strategic mediocrity" and any firm that tries to pursue two approaches simultaneously is said to be "stuck in the middle" and destined for failure.
CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad. CPC advertising works well when advertisers want visitors to their sites, but it's a less accurate measurement for advertisers looking to build brand awareness. CPC's market share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising compensation methods.:18:1
Guerrilla marketing was conceived to primarily target existing customers rather than new ones, aiming to increase their engagement with a product and/or brand. When selecting audiences for a guerrilla message, a group that is already engaged with the product at some level is the best target; they will be quicker to recognize and respond to creative tactics, and more likely to share the experience with their friends.
Guerrilla marketing is indeed being understood more and more as mobilizing not only the space of the streets but also the imagination of the street: that of street culture and street art. The Y-generation broadly consisting of young urbanites (15 – 30 years old), is often put forth as the most susceptible target for the campaigns due to its associations with the culture of the street. The success on any guerrilla marketing campaign lies on the relationship between advertiser and the agency. Both parties will have feel the need and work on it with same goals. The desire for instant gratification of internet users provides an avenue for guerrilla marketing by allowing businesses to combine wait marketing with guerrilla tactics. Simple examples consist of using 'loading' pages or image alt texts to display an entertaining or informative message to users waiting to access the content they were trying to get to. As users dislike waiting with no occupation on the web, it is essential, and easy, to capture their attention this way. Other website methods include interesting web features such as engaging landing pages.
Customers don't necessarily want to buy what you want to sell. They don't really want the service you perform. They want the solution to a problem or benefit your service provides. Think about it. A plumber's customers aren't really interested in plumbing. They want a leaky pipe fixed. A web developers' customers don't want a database or design. They want a website that will make them look good, get found in search engines, and help them get new customers. If you need help figuring out what your customers are really buying, ask them. You'll get better results from your marketing by re-focusing on the solutions and benefits the customer wants to buy instead of the product you want to sell.
Don’t make the mistake of thinking that promotional items are only for conferences and tradeshows. When given out with (or in place of) a business card at a lunch, a meeting or in passing, small promotional items become a gift. People expect free stuff at conferences, they don’t expect gifts. Keep a small, branded (and useful) item with you. You can be sure they’ll remember you. They don’t have to be expensive. Tip calculator cards, tea bags, pens and pads, small flashlights or things very target specific to your industry, like small packets of flower seeds for a gardener or landscaper with their contact information on it.
The second phase usually starts as soon as the first phase is ending. With the few interested family and friend responses you have, when they are ready to buy, you send them to what we call the “anti-sales department,” or your company’s corporate website. Most of the websites look beautiful, but they are not set up to get people to actually buy something. They are bad at converting your visitors into customers. Scratch that…they just suck.
Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising. Online advertising may use geo-targeting to display relevant advertisements to the user's geography. Advertisers can customize each individual ad to a particular user based on the user's previous preferences. Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures.
SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. Leads are generated through search engine ads (Google and Bing) and directed to your sales funnel. We manage the ongoing process of building, maintaining and analyzing advertising campaigns at Google AdWords and Bing Ads to ensure the best possible results.
Similarly, buzz marketing uses high-profile media to encourage the public to discuss the brand or product. Buzz marketing works best when consumer's responses to a product or service and subsequent endorsements are genuine, without the company paying them. Buzz generated from buzz marketing campaigns is referred to as "amplified WOM" (word-of-mouth), and "organic WOM" is when buzz occurs naturally by the consumer.
Do you know the profile of your perfect customer? Online advertising gives you the ability to target and retarget the ideal prospects. Retargeting will serve ads based on prior engagement, enabling you to identify your ideal customer profile. Once you know what your customers look like, you will know just who to target and where to find all similar users online, making sure they too are being served your ads. When advertising online, you have the ability to target a population as specific as ?men, age 18-35, who searched for Giants tickets between the hours of 7-10 pm? or as broad as ?men, age 18-35,? ensuring your message is in front of the right people at the right time.
Instead, think of paid advertisement as a short-term way to boost your website traffic, but not as a central strategy. Instead, focus on marketing strategies that will work for you in the long-term, such as consistently providing valuable content, keeping your website updated and easy to use, offering a great product or service, and ensuring that people can find your content through SEO.
Promotion: How are you going to let the market know about your product or services? How will you tell them about the features and benefits you provide to entice them to check out what you offer? What marketing tactics will you use and what do you anticipate will be the results of each method? Include information about any incentives or coupons you'll use to attract business.
Unlike typical public marketing campaigns that use billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers. One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to . The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues.
In marketing, we call this an ideal customer avatar. Two different customers with two different motivations. Suzy and John are motivated by the results the products give. They don’t really want to be entrepreneurs. Karen and Steve on the other hand are probably not as interested in the product results, but will jump at the chance to make more money!
A successful guerrilla marketing campaign has the advantage of being not only more memorable than any traditional ad but even more shareable. So maybe the people passing by your giant white-out bottle won’t ever end up with the real thing in their hand. Chances are they’ll snap a picture, take a selfie, pose with a friend. And next thing you know your ad isn’t just on the street—it’s on social media, maybe going viral, maybe one day ending up on a blog article inspiring the next wave of guerrilla advertisers.
One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customers, and this principle underpins many social advertising platforms and products. Advertisers can target users with hundreds of parameters, from demographic data (such as age, gender, income, level of education, and marital status) to browsing preferences and social behavior.