Guerilla Marketing-What's all the fuss about?

We often come across the question 'How do I do this guerilla marketing that I hear so much about?' and the answer often surprises people...because many businesses do conduct guerilla marketing, they just don't give it that title!

Guerilla Marketing is unconventional or non-traditional marketing used to get maximum results from minimal resources. Simply put, it is creative marketing on a shoestring. The only resources that you need to conduct guerilla marketing are imagination, time and energy.

I'm going to outline a few proven ideas that you could use as guerilla marketing tactics. Some are wacky, some are going to make you say "I do that already!" and some are plain common sense. The main message here is to get your name out there.

The key is to catch people off guard and get them talking.

1. Personalise Referrals

If you're passing on a referral / business card put your name on the back, that way it will be remembered that you made the referral plus you'll be associated with any positive outcomes.

2. Plant business cards

You'd be surprised how many (complementary or non-competitive) businesses will allow you to leave business cards for their clients to pick up. You can also plant cards in business books in the library in your specialist area or in information leaflets relevant to customers who might need your help or in hotel information books or doctor's waiting rooms or inflight magazines. Just use your imagination!

3. Write an e-book

Just about everyone in business could produce a book or at least a short guide in their expert area. Produce it as an e-book and make it freely available. This does two things- a) sets you up as an expert and b) gives people a useful resource that they will refer to and talk about.

4. The Airport Chauffeur

Dress up (or have a staff member) dress up as a chauffeur and wait at airport arrivals holding up a sign with your website/business details on it.

5. Event Sponsorship

Event sponsorship is a great way to get your name out there and have it associated with something bigger than you or your company. Another idea is to sponsor a lesser known band/theatre group to hold an event; you can help someone out and get a return through helping to promote an underfunded project in exchange for sole sponsorship rights.

6. Get Out and About

Have someone walk around with your business name emblazoned on their t-shirt/jacket. Or you could give away T-Shirts/Umbrellas/Jackets with a clever slogan on. You can be sure people will end up talking about it and where it came from.

7. Temporary Tattoos

Have a temporary tattoo of your logo/tagline/campaign message/website done in a prominent place (your neck, forearm, hand, face-you decide) when attending a networking event or trade fair. It will definitely get people talking!

Working at Networking

We find that networking can be like marmite, people love it or they hate it! Either way, it is one of the most cost-effective ways of getting your name and your face known in the business community.

We're often asked if there are any secret tips to successful networking, the quick answer is that it's all about having good conversations, the longer answer below outlines some tips for making networking work for you.

It's not what you know but who you know that makes the difference.

• Remember! It's about building relationships.
  
  Be real and honest in your approach. It may sound like a cliche but be yourself.
  
  


• Know what you want to get from it
  
  Set yourself objectives before you attend the networking event. That could be to meet x amount of new people, to talk to particular people from a certain industry, to get a meeting, to learn more about somebody's business, the list goes on. The point is to have a plan because if you don' know what you're aiming at, you're at nothing.
  
  


• Target
  
  It is helpful to talk to competitors and people in your own industry, it's also helpful to attend events in target industries and to mix with people in complementary industries. Be selective and target events that can give you a return.
  
  


• Get involved
  
  Giving some of your time to a group can be both rewarding and beneficial to your business. It can help to raise your profile and to ensure you get a chance to contribute to the direction of the network.
  
  


• Speak Up
  
  Don't be afraid to contribute your opinion or advice. People will appreciate it and will remember you as the person who knows about your area, whatever that may be.
  
  


• Have an elevator pitch
  
  You should be able to clearly and simply explain what you do, how it benefits others and why it is the right solution for the people you're talking to.
  
  


• Follow through
  
  There is no point collecting business cards and leaving them to gather dust on your shelf. Follow up all contacts, remember it is about building relationships. Likewise if you're given a referral use it and be sure to thank the person who referred you.
  
  


• Make the most of promising conversations
  
  It is not realistic to expect to follow every networking contact with a meeting, but promising conversations should be followed at the very least by a chat over coffee.
  

A Word on Branding

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time researching, defining and building your brand. After all, your brand is the source of your promise to your customer. Your brand is the cornerstone of your marketing activity and you cannot afford to forget this!

There are a few guidelines you can follow to build a strong brand including:

Capture Your Essence; a strong brand clearly tells a story about who it is, what it values and where it fits in your customer's life. You must understand your brand's essence so that you can communicate it.

Work at It; a strong brand is not a silent logo! Take action every day to strengthen and build your brand-brand building activity should be built into your daily schedule.

Be consistent; an inconsistent brand makes no sense. To anybody. Your brand needs to be consistent, from your website to your logo, from your advertising to your premises, from your staff to your packaging, your brand should look and feel the same. A brand's success is built on trust, confusion does not build trust. For example, if your brand is about exclusivity you will do yourself no favours stocking your wares in discount stores.

Deliver on Your Promise; whatever your brand promise, make sure that you deliver. No excuses, no exceptions.

Look forward; your brand should evolve with your customer, technology, the market and your business. You should do regular checks to ensure your brand is meeting customer needs and staying fresh. Your brand, like your business, needs to evolve and adapt. Watch for trends and changes.

Measure to Manage; you can't manage what you don't measure. Review your brand activity regularly to ensure that it is effective.

Making Direct Mail Work

Poeple often question the effectiveness of direct mail, yet it can be a very effective form of marketing. In-fact, direct mail is one of the most cost-effective and impactful forms of marketing communication in existence.

Many people enjoy receiving relevant offers in the post. Recent research from Amarach and An Post demonstrates that when direct mail is relevant it triggers purchase in one in six consumers and furthermore, it is viewed by most recipients as useful.


The very first thing that you need to do is split your target audience into types:
1. Cold- Customers with whom you have never done business

2. Dormant-Customers with whom you have not done business in more than 3 years

3. Lapsed-Customers with whom you have not done business in 18-36 months

4. Active- Customers with whom you have done business in the last 18 months.

Each customer type will require a different style, tone and approach in your mailing.

The golden rules to a successful direct mail campaign are:

1. Your mailing must be relevant. If a mailing is not relevant it is viewed as junk mail and binned. This is annoying for your prospect and extremely wasteful for you-that's your money going in the bin! Therefore, it is absolutely imperative that you plan your campaign carefully, targeting your customer's needs and wants, using information on previous buying behaviour and taking note of current market/customer trends

2. Your mailing must be personal. Make your prospect feel special, use their name, refer to their needs, talk about what you can do for them. The word 'you' should feature regularly through your mailing. The less 'I' and 'we' the better-remember a mailing is telling your customer how you can make his/her life better or easier. It is not about you!

3. The package is important Getting a response to direct mail is all about catching the recipient's attention-use tailored envelopes, paper, bright colours, white space and strong imagery to capture the imagination and keep the reader's attention.

4. Keep it simple.Keep your copy simple and straightforward. Make it clear what you're offering and how it can help. Don't waffle or waste words blowing your own trumpet.

5. Make it easy. Make it easy for your prospect to take action. Ensure that your contact details are visible. If it is a promotion that you are running make the entry mechanism easy, include an entry form. If you need a response by post provide a stamped, addressed envelope.

6. Include an incentive. Make your offer irresistable with an incentive to take action. Put a timeline on your incentive to create a sense of urgency For example, 'call us before 31st December and receive a free hour's consultancy' or 'sign up to our website before 31st December and receive 10% off your next order'

7. Include a call to action. Your mailing should always include a call to action, be that an invitation to attend an open day or a phone number to call for further information, make it clear what you want your prospect to do.

8. Testimonials are evidence. Demonstrate to your customers that you have helped 'people like them' before with relevant testimonials.

9. Use a PS The 'PS' is often the most frequently read part of a letter so use this to your advantage. Make sure your PS is enticing

10. Test your mailing. You do not know if your mailing will work until you test it. While you may feel that you've written a winning letter your customers may not agree. Save time, effort and money by testing your mailings on a small sample group first. If the response is favourable implement your campaign, if not it's back to the drawing board. (Best find out before you send out 1,000 mailers)

11. Follow through. Don't leave your campaign at a loose end! Follow up your letters with calls to seal the deal!

Effective Telesales Techniques

The phone can be an object of fear for many businesses. Our clients often tell us that they don't know where to start when it comes to telesales. Infact the word 'telesales' can send a shiver up the spine of the most seasoned business owner!

However, regardless of the size of your business or nature of your product or service, you need to be able to use the telephone as a sales tool. Whether it is a one-off call to get an appointment or a daily occurrence to drive your core sales efforts, everyone in business will at some point use the phone as a sales tool.

The following are some proven tips that will help you to make effective sales calls.

Easy Steps to Effective Telesales

Telesales is a process, there are proven techniques you can use to ensure that you make that sale over the phone. Bear in mind that you are wholly dependent on tone and language, which you must keep upbeat and positive. When you pick up the phone to call a prospect smile-they'll hear it in your voice!

• Preparation, Preparation, Preparation
  
  Always know what you want to achieve from the call-ask yourself 'what do I want them to do as a result of this call?' Allow for contingency, if you cannot achieve your primary objective, what would be a reasonable result? For example if your primary goal is to get an appointment, a secondary objective could be to get permission to send information and call again. Prepare questions for your call using your call objective. Ask yourself, "How can I persuade them to take this action as a result of asking questions, as opposed to talking?" Gather as much information about the company as possible before you call-know why it is a great idea to do business with you.
  
  



• Pave the Way
  
  Try not to make cold calls, approach with a letter and/or email beforehand to inform the buyer you're calling, you have a much better chance of talking to someone if they know why you're calling
  
  



• Managing Gatekeepers
  
  A gatekeeper is the PA/receptionist/assistant who screens calls that get through to your prospect. Treat these people as your customer-they have the power to help or hinder you. Ask them relevant questions-they can be an invaluable source of information and support.
  
  



• Leaving Messages
  
  If you have to leave a message with a gatekeeper or on voicemail make it sound like you have something fantastic to offer. "This is Margaret Durand from Passion and I am calling to tell you about X, Y, Z" is about as enticing as an invitation to walk barefoot through glass. It's clear I'm looking for something and there is little indication as what is in it for THE CUSTOMER. Think like the customer and leave a voicemail that will act as a hook to get them interested. Try to create excitment with messages such as "if you are interested in increasing your staff productivity, I have a great idea that you might be interested in" or "we came across something today and immediately thought of how it could help you, give us a call if you think you might be interested"
  
  



• Opening the Call
  
  Never ever launch into a sales pitch immediately over the phone, your prospect will switch off and will immediately be planning their escape, thinking of ways to make you shut up and go away! There are two things that you can do to avoid this: 1. You must answer, "What's in it for me?" for the listener, or they will immediately begin the getting-rid-of-you process. 2. You should make the customer feel special, you're not calling a group of people, you're calling them specifically because you have something they'll love
  
  



• Effective Questioning
  
  Get information before you give it. Don't rush into what you're offering. Ask one question at a time. After asking, be quiet. Resist the urge to jump in if they don't answer immediately. Don't be intimidated by silence. They're likely thinking about what they're going to say. After they've finished, count to two (silently, of course). This ensures they're done, plus they might continue with even better information.Always know where you'll go with answers regardless of the answer. Follow up their answers with related questions. Too often people work from a rigid list of questions, losing the opportunity to pick up on prospect statements which are just the tip of the iceberg of their real feelings. Keep asking questions until you're able to craft a customer-centred description of benefits, tailored precisely to what they're interested in.
  
  



• The Sales Bit
  
  Get feedback during your discussion of benefits: "Do you feel that would work for you?" "If we were to do X would that help you?" etc. Avoid the question, "Anything else?" when attempting to upsell. Instead, give them a suggestion, and help them answer. For example, after they agree to buy a product say, "Many of our customers who use X, also use Y" Closing is not the major event in a sales call. It's the natural, logical, validation of the professional sales process up to this point. But you still must ask. Commitment must be gained on every contact in order to move the process forward. If there is to be a follow-up contact, and information is to be sent or emailed, there must be commitment on behalf of the prospect regarding that material. When in doubt, ask. Ask for a decision! Get some movement. A "no" today is better than one six months and 15 more calls from now. Move them forward, or move on.
  
  



• Staying Motivated
  
  Anyone who has ever worked in telesales will tell you that you need to learn to love the word "no". Infact, statistics tell us you'll make 10 calls before you make a sale. This is why it is absolutely imperative that you keep your spirits up and motivation levels at full throttle. The following are some tips for self motivation:
  -Remember, a decision of any type is better than shadow-chasing someone who will waste your time.
  -Don't personalise a refusal.
  -Celebrate your achievements-even if it's something as simple as playing your favourite song when you make a sale-do it!

Placing Press Releases

Last time we spoke about writing the press release, now that you have it written how do you go about getting it placed in the press?

The first step is to get to know the media. Treat the media as you do your customers----as a valuable asset to your business. Introduce yourself, build a relationship and keep in touch. Include the media in special offers, mailings, events, etc. Find out how your media contacts prefer to be contacted. Pick up the phone or drop an email to let your contact know that you are sending in the release. Always include a brief cover note explaining what the release is about and why their readers will be interested. Essentially, treat the media as you do your customers, with respect and attention to their needs.

Use a strong photo- People buy people so make sure that you always include a good photo. A good photo is people-centred, be that of a local dignitary at your official launch or a smiling child having fun at your store or a staff member receiving an award. The wackier the photo the more likely it is to be used and seen.

Make yourself available. Include your contact details and be available to answer questions if the media need clarification or further information about your news.

Remember, the early bird catches the worm! Get your press release into the press well ahead of the deadline.

Finally, leverage its full potential. Send your press release to local radio stations as well as the press. If the story is newsworthy enough you may get the opportunity to broaden the reach of your message through radio coverage.

Writing a Compelling Press Release

Writing is an art, some people have been gifted with the ability to create magic with words, some people are not so fortunate! A press release is a very distinct form of writing; it requires planning, thought and careful execution.

The following are some groundrules for writing press releases:

• The first question you need to ask yourself is "Is your news newsworthy?"
  
  A newsworthy story is current, relevant and demonstrates a contribution. Think about the audience and why they might like to hear your news, if it is really news you'll think of plenty! For example, if you've taken on new staff this is good news as it shows that your business is growing and you are creating employment.
  
  A good press release answers all the 'W' questions Who, what, where, when and why. Provide the reader with useful information about your business, product, service or event.
  
  
• Start strong.
  
  Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers' attention so your opening needs to capture the reader's attention. Play on words, alliteration and active verbs can all be powerful tools for headlines.
  
  
• Stick to the facts.
  
  Tell the truth. Avoid fluff, embellishments and exaggerations. By all means use positive and exciting descriptions but be sure that you can stand over what you've written because you will harm your credibility if you do not live up to your own hype
  
  
• Pick an angle.
  
  Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.
  
  
• Use proper grammar and punctuation.
  
  Proof read and proof read your release again, ensure that your grammar and punctuation is correct. Do not overuse punctuation such as !!!!! or ????? You can however use punctuation to emphasise a point. Eg: "Passion are all about people. The company ethos...." has more impact than "Passion are all about people, the company ethos..."
  
  
• Use active, not passive, voice.
  
  Verbs in the active voice bring your press release to life. Do not be afraid to use strong verbs.
  
  
• Make each word count.
  
  Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions. If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise.
  
  
• Beware of jargon.
  
  Jargon only makes sense in your own industry so avoid it if at all possible. REMEMBER YOUR AUDIENCE
  
  
• Ending.
  
  Your press release should end with a short paragraph (company boilerplate) that describes your company, products and service.
  
  
• Read and re-read your release.
  
  Always ask someone to proof read the release. That person is your sanity check. A good acid test is to have someone look at the release for 30 seconds, take it back and see if they can tell you what it was about.
  
  
• Remember the photo is king!
  
  A picture speaks a thousand words, ensure that you use a good photo with your news release. The more quirky the better!

Making a Press Ad Great

We're often asked what makes a great press ad. It's a good question, the short answer is that there are no rules in advertising and a good ad makes its own rules. A great ad stands out, is memorable and encourages action.

How do we achieve this? Well, there are some guidelines you can follow:

A great ad is not an island! Your advertising campaign should be carefully planned, with due consideration of your overall strategy. Your ad should answer the question 'what results do we want from this campaign?'

Ringing a bell or offering a reward will catch the eye! Strong visuals, effective use of white space, clever copy and placing your ad where your target customers are most likely to see it all help an ad to stand out. You should answer the reader's questions for them, talk to them through relevant information and details. A good ad tells you something interesting that prompts you to read on.

Buying decisions are often led by the right brain, which is where we process emotions. A good ad will evoke the reader's emotions and create desire.

Your ad should tell the reader what to do next, whether that's to check your website, call into your store or phone your office. Your call to action should be compelling and should offer an incentive to take action. E.g. Call us today and save time, money and hassle

Finally, and most importantly, a good ad needs to be held accountable, constantly tested and measured. A trully great ad will clearly communicate its value through measured results-you can only manage what you measure!