LIVE NOTES from Mark Eckenrode's presentation on Guerrilla Marketing

 

 

I'm interested in learning if others are using humor in their Gorilla / Guerrilla marketing efforts, and how those campaign are being received by the public.

 

Guerrilla Marketing: now starting at #REBarCamp, follow live notes on wiki: 

 

Handout:  7 Sentence Guerrilla Marketing Plan

 

What do you want to get out of marketing?

As soon as your prospect receives your marketing piece, what do you want them to do?

 

1.  Your purpose and foundation

 

Begin by creating SMART goals

 

Measurable goals, with a beginning and end

 

eg.  Cultivate 10 new clients in the next 3 weeks

 

Franklin Covey research:  Any commitment not written down, half as likely to occur, and requires twice the effort

 

 

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2. Client benefits & competitive advantages

 

Pick one thing, your core positioning advantage, and focus on it

Too many messages can create confusion about your core benefit

 

Can you translate your core feature into a consumer benefit

Must answer "What's in it for me, from the consumer's perspective"

 

Ben Franklin close

 

Write down all of the reasons someone would choose to use your #1 competitors's service

Then do side by side comparison to reveal YOUR competitive advantage

 

Case study:  50 Reasons to use The Real Estate Cafe (working revision of original list from 1995 - 1996)

(Direct Message http://Twitter.com/RealEstateCafe for link)

 

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3.  Your target market

 

See list of five questions on handout

 

5 Questions for determining a profitable target market

 

1. Does the market have an association to which they belong

 

4. Can you affordably reach them?

 

5.  Can they afford you the lifestyle you want to live?

 

 

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4.  Your niche in the marketplace

 

What is your niche, what is your speciality?

 

The more specialized you are the more in demand you are?  The more people will hassle you about your commissions, etc.

 

 

 

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5. Your identify

 

This is where a lot of folks mess up

 

All of our businesses are totally different

 

What is YOUR vision for your market niche?

 

What do you STAND for -- people want and need a CHAMPION! 

Want a guiding light,

 

That kind of commitment will attract the press, as well.

 

 

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6.  Your marketing weapons

 

Choose four to focus on rather than putting energy into too many things on the list of 100 Marketing Weapons on handout

 

http://www.homestomper.com/100weapons

 

 

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7. Your marketing investment

 

Most companies spend 4% of their revenues on advertising

 

Mark recommends bumping that up

 

See final page of handout for six week marketing calendar

 

Follow your results, evaluate effectiveness, develop and refine your seasonal marketing calendar each year until you can prove and anticipate results

 

 

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OPEN DISCUSSION

 

Guerrilla Marketing vs Conventional Marketing

 

Guerrilla Marketing:  unconventional marketing that produces conventional results

 

Way cheaper, way unexpected, connecting from a different angle or a deeper way

 

Work social groups to generate referrals

 

Mark talks a lot about marketing pyschology on his blog, HomeStomper.com

 

 

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ADD AUDIENCE CASE STUDIES BELOW:

 

One woman talked about being highly opinionated in her blog, not sugar coating down housing market in San Francisco

 

Book recommendation:  50 Ways to be persuasive

 

Agent in Phoenix hands out ice cream in "hot" real estate market (google for link)

 

ADD YOUR GUERRILLA MARKETING IDEA / LINK BELOW

 

1. 

 

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WIKI CAPTION CONTEST:  Develop a tag line for these Beer Googles

 

 

The Real Estate Cafe hosts a Bubble Hour, online and off, so potential clients can talk about the housing bubble.  We'd like to invite REBarCamp attendees to brainstorm about potential captions for the photo below:

 

 

 

ADD your tag line here: