GUERRILLA MARKETINGWITH DIGITAL MEDIA
Wednesday, December 4, 13
THE MARKETING LANDSCAPE HAS ALREADY CHANGED
•Money no longer grows on trees
•There is no "Field of Dreams"
Wednesday, December 4, 13
THE ESSENCE OF GUERRILLA MARKETING IS TO ADAPT TO CHANGING TIMES
Wednesday, December 4, 13
PRODUCT MAY BE THE SAME, BUT THE TACTICS AND TOOLS MUST CHANGE
Wednesday, December 4, 13
TO SUCCEED YOU WILL HAVE TO ENGAGE YOUR CUSTOMERS
WHERE THEY ARE
•Most customers search for businesses online
•A business will be judged by its web presence
Wednesday, December 4, 13
NO ONE TACTIC WILL WORK
Wednesday, December 4, 13
RELATIONSHIPS ARE THE KEY TO LONG TERM PROFITS
Wednesday, December 4, 13
7 STEPS TO A GUERRILLA MARKETING PLAN
Wednesday, December 4, 13
#1 WHAT IS THE PURPOSE OF YOUR MARKETING?
• Sensible
•Measurable
•Achievable
•Realistic
•Time based
Wednesday, December 4, 13
#2 WHAT IS YOUR COMPETITIVE ADVANTAGE?
Solution to a problem
Wednesday, December 4, 13
#3 WHAT IS YOURTARGET AUDIENCE?
Wednesday, December 4, 13
#4 WHAT TACTICS WILL YOU USE?
• Blogging
• YouTube
Wednesday, December 4, 13
#5 WHAT IS YOUR NICHE IN THE MARKET?
What do you stand for?
Wednesday, December 4, 13
#6 WHAT IS YOUR IDENTITY
It's your company personality.
It's why people love you.
Wednesday, December 4, 13
#7 WHAT IS YOUR MARKETING BUDGET
% of projected gross revenue in $ and time
Wednesday, December 4, 13
BLOGGING
•Professional Services
•Skilled Professions
•Businesses with Unique Stories
Wednesday, December 4, 13
•Creative Services
•Businesses That Rely on Customer Testimonials
•Staffing Agencies
•B2B
Wednesday, December 4, 13
•Restaurants
•Entertainment
•Personal Services
•Unique Retail
Wednesday, December 4, 13
•Every Business Can Benefit
•Has Advertising & Social Options
• Is Highly Targetable
•Shouldn't Be Used in Place of Website
Wednesday, December 4, 13
YOUTUBE
•#2 Search Engine Behind Google
•Every Minute 72 Hrs of Video Uploaded
•Owned By Google
•Optimized Videos Aid SEO
Wednesday, December 4, 13
VIDEO CONTINUES TO GROW AS PREFERRED CONTENT
•Over 80% of online customers prefer video content
Wednesday, December 4, 13
•Great For Retail
•Reaches A Targeted Demographic
•Works Well With Other Social Media
•Creates Legacy Content
Wednesday, December 4, 13
KEYS TO CREATING GREAT ONLINE CONTENT
• Findable
• Functional
•Shareable
Wednesday, December 4, 13
WHY IS RANKING IMPORTANT?
•Less than 5% of web searches make it past page one listings!
Wednesday, December 4, 13
HOW DO WE MEASURE SUCCESS
Wednesday, December 4, 13
Wednesday, December 4, 13
ROIRETURN ON INFLUENCE
(Facebook Likes + Twitter Followers) x (Sentiment + Engagement) = ROI
Wednesday, December 4, 13
REVPAFREVENUE PER AVAILABLE FAN AND FOLLOWER
Income Generated by Campaigndivided by
(Facebook Likes + Twitter Followers)= RevPAF
As ROI goes up RevPAF goes up.
Wednesday, December 4, 13
QUESTIONS?
Wednesday, December 4, 13