G u e r ri ll

What is Gorilla Marketing?

a

S a le
For

Gerry Faloona 07762 768 492 faloona123@aol.com

 Session Objective

To give you an overview of Guerrilla Marketing

To ask you to examine your marketing behaviours
To get you to think outside the box
To challenge you to see if there is a better way of
marketing your business
To entertain you for the next hour or so!

Gerry Faloona 07762 768 492 faloona123@aol.com

 What is Guerrilla Marketing?
Guerrilla marketing is a body of unconventional
ethical ways of pursuing conventional goals
Guerrilla marketing is a proven method of achieving
profits with minimum outlay
Guerrilla marketing can be as different from
conventional marketing as guerrilla warfare is from
conventional warfare
Guerrilla marketing is about matching the wits of
your competitors, rather than their budgets.

Gerry Faloona 07762 768 492 faloona123@aol.com

Why is there a need for Guerrilla Marketing?

Small business failures are reaching record

numbers and one of the main reasons for the
failures is a failure to understand marketing
Guerrilla marketing has been proven in action to
work for small businesses around the world. It
works because it's simple to understand, easy to
implement and outrageously inexpensive.

Gerry Faloona 07762 768 492 faloona123@aol.com

Why is there a need for Guerrilla Marketing?

It Provides:
certainty in an uncertain world,
economy in a high-priced world,
simplicity in a complicated world, and
marketing awareness in a clueless world.

Gerry Faloona 07762 768 492 faloona123@aol.com

 What is a Guerrilla Entrepreneur?

Guerrilla entrepreneurs know that the

journey is the goal. They also realise
that they are in control of the enterprise,
not the other way around, and that if
they are dissatisfied with the journey,
that they are missing the point of the
journey itself.

Gerry Faloona 07762 768 492 faloona123@aol.com

 What is a Guerrilla Entrepreneur?

The guerrilla entrepreneur always operates

according to a plan, They know who they
are, where they are going, and how they will
get there. they are prepared, know that
anything can and will happen, and can deal
with the barriers to success because their
plan has foreseen them and shown exactly
how to surmount them.

Gerry Faloona 07762 768 492 faloona123@aol.com

 What is a Guerrilla Entrepreneur?
Plan Re Evaluator
The guerrilla entrepreneur is flexible. He or she is
guided by a strategy but knows the difference
between a guide and a master. When it is
necessary for change, the guerrilla changes,
accepting change as part of the status quo, not
ignoring or battling it. He or she adapts to new
situations, realises that service is whatever their
customers want it to be, and knows that inflexible
things become brittle and break.

Gerry Faloona 07762 768 492 faloona123@aol.com

What is a Guerrilla Entrepreneur?
The guerrilla entrepreneur is constantly
learning. Guerrillas have an enormous
appetite for new information.
They Read
Watch TV, Videos anything
Listen to most anything
They Get Involved
They Complete Qualifications
Gerry Faloona 07762 768 492 faloona123@aol.com
 Guerrilla Marketing Yourself?

Whether you know it or not, you're marketing yourself

every day, because everyday you need to:
Make a sale,
Interest a prospect,
Make new associations or to network,
In short you are always sending messages about yourself
But how are you sending these messages?

Gerry Faloona 07762 768 492 faloona123@aol.com

 Guerrilla Marketing Yourself?
Clothing Smell Car Glasses
Hair Teeth Office Title
Weight Smile Home Neatness
Height What you carry Nervous habits Spelling
Jewellery Eye contact Handshake Hat
Facial hair Gait Stationery Thoughtfulness
Makeup Posture Availability Enthusiasm
Business card Tone of voice Writing ability Energy level
Laugh Handwriting Phone use Comfort online

Do Your Clients Like What They See?

Gerry Faloona 07762 768 492 faloona123@aol.com
3 Questions About Marketing Yourself

1. Who are you now? If friends described you, what

would they say? Be honest rather than complimentary.

2. What do you want out of life? Be specific.

3. How will you know when you've achieved it?

Gerry Faloona 07762 768 492 faloona123@aol.com

 How do you market yourself right now?
You market yourself with:
Your letters You also market yourself with
your attitude and your ethics
Your emails
How’re your ethics and attitude!
Your website
Your notes
Your faxes and
Your brochures and other printed material.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Attitudes & Ethics?
How is;
Your attitude to your colleagues
Your attitude to your customers
Your attitude to your industry
Your attitude to your
competitors, and
How are your Business ethics.
Gerry Faloona 07762 768 492 faloona123@aol.com
4 Hardest Things to do Are!

Getting to know yourself

Working out exactly what you want
Getting round to writing it all down
Actually doing something about it.

Gerry Faloona 07762 768 492 faloona123@aol.com

 10 Reality Checks!
1. The state of the economy must always be considered,
for it dictates which marketing tactics will work best. In a
difficult economy, guerrillas adjust their marketing by
speaking more to customers than prospects and by
working like demons to gain referral and follow-up
business.
2. The competitive scene is part of reality because
competitors have more information than ever before, and
they use it to add fuel to their marketing. You just can’t
ignore competitors who are out to win the hearts and
minds of your customers.

Gerry Faloona 07762 768 492 faloona123@aol.com

 10 Reality Checks!
3. The latest technology is reality because it enables
guerrillas to produce more marketing tools, to expose their
message to more people, and to reduce their marketing
costs as they become increasingly involved with desktop
publishing, the Internet, speedy communications and
affordable new media.
4. The news of the day has a major impact on reality. Your
prospects keep up with the news and they react
accordingly. Unless you do the same, expect the worst.

Gerry Faloona 07762 768 492 faloona123@aol.com

 10 Reality Checks!
5. Reality also includes your marketing budget because
you must live within it and make it stretch to its fullest
extent. Now, more than ever, that budget enables
guerrillas to market actively but not expensively.
6. Reality is the inevitable clutter of other marketing, the
blizzard of direct mail each day, the increasing
sophistication of marketing techniques that your clients
and prospects receive.

Gerry Faloona 07762 768 492 faloona123@aol.com

 10 Reality Checks!
7. Reality is knowing that your prospects have things on
their mind other than your marketing and as to why they
should buy what you’re selling. Guerrillas adapt their
marketing to that reality by facing it squarely.
8. Reality is knowing the difference between a motivating
marketing message and a clever marketing message.
Many marketers haven’t a clue as to the difference and
often mistake the two.

Do You Know the Difference?

Gerry Faloona 07762 768 492 faloona123@aol.com

 10 Reality Checks!
9. Alas, reality is also a ho-hum attitude on the public’s
mind when it comes to marketing. They have many things
to consider each day and you can be pretty certain that
marketing is not one of them.
10. Finally, reality is knowing the value of commitment to
your plan. Reality is seeing clearly that marketing is not an
event, but a process. It’s a process that takes time. If
you’re not willing to invest that time, along with your money
and your energy, you’re living in an unreal world. Guerrillas
strive to live in the same world as their prospects and
customers.

Gerry Faloona 07762 768 492 faloona123@aol.com

 A Guerrilla Entrepreneur?
Knows that the journey is the goal
Achieves balance from the very start
Is not in a hurry
Uses stress as a benchmark
Looks forward to work
Lives in the present
Understands the precious nature of time
Operates according to a plan
Has an upbeat attitude .
Gerry Faloona 07762 768 492 faloona123@aol.com
 Attitudinal Transformation
Attitudinal Transformation takes time effort and
determination, but can be done
Identify the negative attitudes that you have, then
work on them one at a time replacing them with
positive attitudes And be patient.

Gerry Faloona 07762 768 492 faloona123@aol.com

A Guerrilla Entrepreneur?
Is guided by a strategy
Aims for results more than growth
Is dependent upon many people
Is constantly learning
Is passionate about work
Is focused on the goal
Has no weaknesses
Is fusion-oriented
Is disciplined about the tasks at hand.
Gerry Faloona 07762 768 492 faloona123@aol.com
 Guerrilla Design

Guerrilla Marketing Design is PURPOSEFUL

Guerrillas design for RECOGNITION
Guerrilla’s design for READABILITY
Guerrilla’s design for SIMPLICITY
Guerrillas design for SELECTIVE EMPHASIS.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Guerrilla Design

Guerrillas design to be VISUAL

Guerrillas design for EFFICIENCY
Guerrillas recognise design's LIMITATION
Guerrillas design freely by DELEGATION
Guerrilla designers are CRAFTSMEN.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Call to Action Adds
Act now and save 20% on next month's price!
Register Today and Get Started Immediately
Click to Hear What My Clients Have to Say
Attend Tonight's Course and Learn how to
Enhance Customer Loyalty.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Guerrilla Tips

Commit totally to your business

Share your profits to help develop the business
Motivate your partners
Treat every sales person who visits you as special
Communicate all that you know
Appreciate what your associates do.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Guerrilla Tips

Celebrate your success

Listen to everyone in your company
Exceed your customer's expectations
Control your expenses better than competitors
Swim upstream and avoid conventional wisdom
Don’t sound canned.

Gerry Faloona 07762 768 492 faloona123@aol.com

 Guerrilla Tips
Be an Expert
Educate your clients (send them articles
or newsletters or train them)
Visit people who have stopped using your
services, don’t phone!
Publicise your name and logo
Leave a list of all the reasons someone
should use you when you visit a client.
Gerry Faloona 07762 768 492 faloona123@aol.com
 Guerrilla Tips
Mirror your client
Sell your benefits, not your tools or equipment
Create urgency
Ask for the sale (what do I have to do to get the
order now?)
Sell to specific people (not a standard pitch)
Send a note of thanks to the people you called on
Sell by appointment, cold call in between.
Gerry Faloona 07762 768 492 faloona123@aol.com
Guerrilla Marketers are Sales Pro’s
Are You A Sales Pro?
The sales pro shows consistency
The sales pro shows persistence
The sales pro is thorough
The sales pro does little things well
The sales pro is detail conscious
The sales pro keeps accurate sales call records.
Gerry Faloona 07762 768 492 faloona123@aol.com
Guerrilla Marketers are Sales Pro’s
Are You A Sales Pro?
The sales pro follows-up by phone, by mail
and in person
The sales pro sets aside 2-3 hours a week to
telephone for appointments and thank last
weeks calls
The sales pro keeps their promises
How about it - are you a sales pro?
Gerry Faloona 07762 768 492 faloona123@aol.com
 Guerrilla Marketing is Ethical
Guerrilla Marketing is Fun
Guerrilla Marketers think outside the box
Guerrilla Marketing is Cheaper
Guerrilla Marketing Works

Can You Be A Guerrilla Marketer?

Gerry Faloona 07762 768 492 faloona123@aol.com

Have You Any Questions

Thank You!

Gerry Faloona 07762 768 492 faloona123@aol.com