Smart Sales People Don't Advertise: 10 Ways To Outsmart Your Competition With Guerilla Marketing

146 Pages·2006·0.61 MB·English

by  Tom Richard

SMART SALES
PEOPLE
:
DON’T ADVERTISE
10 Ways To Out Smart
Your Competition With
Guerilla Marketing
Tom Richard
Copyright © by Richard Stowell Enterprises, LLC. All Rights Reserved.
No part of this publication may be reproduced, stored in retrieval system, or transmitted
in any form or by any means, electronic, mechanical, photocopying, recording, scanning,
or otherwise, except as permitted under Section 107 or 108 of the 1976 United States
Copyright Act, without either the prior written permission of the Publisher, or authorization
through payment of the appropriate per-copy fee to Richard Stowell Enterprises, LLC,
24019 Front Street, Grand Rapids, Ohio, 43522, www.TomRichard.com.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their
best efforts in preparing this book, they make no representations or warranties with respect
to the accuracy or completeness of the contents of this book and specifically disclaim any
implied warranties of merchantability or fitness for a particular purpose. No warranty may
be created or extended by sales representatives or written sales materials. The advice and
strategies contained herein may not be suitable for your situation. Neither the publisher nor
author shall be liable for any loss of profit or any other commercial damages, including but
not limited to special, incidental, consequential, or other damages.
Author Contact Information: Richard Stowell Enterprises, LLC, C/O Tom Richard, 24019
Front Street, Grand Rapids, Ohio, 43522, www.TomRichard.com
Table Of Contents
Introduction
What Is Guerilla Marketing? 8
What To Expect From This Book 10
Guerilla Marketing Expectations
Increased Traffic 13
Increased Brand Awareness 14
Lower Your Average Cost Per Lead 16
Pre-Qualified Traffic 18
Referral Partners -- A Bonus 20
The Grass Roots Company 23
Your Guerilla Network Is Your Customerʼs Resource 25
Building Your Guerilla Network
Partner Only With Those Who “Get It” 29
Must Be Mutual -- Get It In Writing 31
Revaluate On A Regular Basis 33
Quid Pro Quo - “Something For Something” 36
Building Your Resource Team 38
Recruiting Your Guerilla Partners
Think Like Your Customer 41
Do Your Research 44
Reach Out To Them 46
Getting Started
The Foundation Of Everything -- The “Thank You” Packet
53
What It Should Look Like 55
Pieces Of Value 59
Follow The Yellow Brick Road
You Paid For It -- Use It 63
Your Website -- The Foundation of Everything 68
Providing Value On Your Website 71
Capture Information At All Costs 72
Guerilla Marketing Ideas
Creating Your Guerilla Programs 75
Outdoor Recreation 78
Scuba Diving 78
The Boat Store 81
The Outdoor Retail Specialty Shop 86
The Appliance Store 90
The Casual Dining Restaurant 94
The Chain of Sandwich Shops 98
The Dry Cleaner 106
The Newsletter Idea 108
The Running Club 112
Get Active America 116
Summary -- You Get The Point 119
Strength Of The Team
Strength In Numbers 121
Your Marketing Calender
Set Goals -- Have A Plan 127
Talk To Your Customers 129
Final Word
Traditional Marketing 131
Desktop Publishing 134
The Money Is In The Details 136
Make Guerilla Marketing Work For You 137
Special Thanks
About the Author

Chapter 1:
Introduction
Guerilla marketing is both fun and effective. You are
reading this book; that means that you have either
heard great things about guerilla marketing, or the
person who told you to read this book has heard good
things about guerilla marketing.
Guerilla marketing is perhaps the best way to grow
a business, but not every company will embrace the
concept because success using it requires some work.
Few businesses are prepared to put forth the effort and
Tom Richard 7
Smart Sales People Don’t Advertise
Introduction
creativity needed to use guerilla marketing successfully.
It is much easier to hire a fancy advertising company,
than it is to roll your sleeves up and make something
happen.
To make the ideas presented in this book work for you,
it requires some good old fashion work on your part.
At the end of the day, when the work is done, your
results will justify your effort and the out of pocket
cash will be minimal. After all, this is what guerilla
marketing is all about.
What Is Guerilla Marketing?
Guerilla Marketing is more about out smarting
your competition than it is about out spending your
competition. With Guerilla Marketing, you will
be able to increase the amount of traffic that comes
into your business without spending a lot of money.
Guerilla Marketing allows small businesses to compete
effectively with big businesses.
Guerilla Marketing can be defined as the means of
getting maximum results from minimum budget.
There is no set definition as to what is and what is
8 Tom Richard
Smart Sales People Don’t Advertise
Introduction
not categorized as guerilla marketing. This type of
marketing can be broadly described as the spirit of
working with your friends and neighbors to find ways
to help one anotherʼs businesses grow.
With guerilla marketing, the possibilities are as endless
as your imagination. If you sit back and apply some
creativity to your guerilla marketing plan, you will be
able to come up with a variety of ways to improve
your business, as well as help other businesses in your
community.
Guerilla Marketing allows you to get your brand and
your product in front of your customers at other places
they shop have already grown to know and trust.
By co-branding with these other companies, your
company and your brand will be able to capitalize on
their rapport and their relationships. You will also be
providing something of value to your customers and
to the market that you serve.
The key to a successful guerilla marketing program
is having the right business partners. The cross-
promotional opportunities are endless if everybody in
your partner network is working towards the same goal,
becoming a valuable resource to your customers.
Tom Richard 9