What is Guerrilla Marketing?
Guerrilla Marketing nowadays became the most interesting topics for creative future marketers, but before we go through this journey, I would like to share with you 2 important perspectives of marketing …
What Marketing Is?
1. Marketing is a Process!
Marketing is a process that have beginning, middle but doesn’t have an ending!
2. Marketing is Any Contact With…
Marketing is any contact with any body in your company that is not a member in your company, it’s not confine to your marketing department but anybody in your company is part of your marketing; because they have contact with the outside world.
3. Marketing is the Truth made fascinating!
Marketing wasn’t the truth, and wasn’t fascinating in the past decades … but it should always bring the truth and fascinating as well, so better competition means better quality of services and goods and accordingly better value for the community.
4. Marketing is A Circle!
Marketing is a circle of your ideas of how you will generate business and if it is not a circle it will be a straight line that led to bankrupt!
5. Marketing Embrace art but isn’t art!
Marketing embrace art but isn’t art: marketing is the art of the business, embrace all art forms as mart, usic, dancing, acting, photography, but Guerrilla Marketing isn’t about art, it’s about business!
6. Marketing is the Art of getting people change their minds!
What Marketing Is NOT?
1. Marketing Is Not Advertising!
Marketing isn’t advertising, there are 200 marketing weapons, and advertising is only one of them.
2. Marketing is Not Direct Mail!
Direct Mail is just one tool of 200 Guerrilla Marketing Tools!
3. Marketing is Not Tele-marketing!
Tele-marketing is an effective tool of marketing, but its just one of the 200 guerrilla marketing weapons that’s costly!
4. Marketing is Not a Brochure!
The brochure is just one of the printed materials (medium) that carries your messages on it, but its not a marketing tool! and its just one of the 200 Guerrilla Marketing Weapons!
5. Marketing is Not a Yellow Pages!
Yellow pages was one of the most effective advertising tactics in the past decade, but nowadays consumer became more “aware” and tech-savvy, so before thinking about advertising, think how to create a unique brand that can go viral!
5. Marketing Not a Social Media!
I know many friends who say “I want to create social media campaign” but when I ask them “How would you engage your customers?” How can you make their minds blow?! How can you make them amazed?!
So social media itself is a good tool but its not what marketing mean as only tool, but instead there are 200 marketing weapons that guerrilla marketers use, and the social media is just one of them!
6. Marketing is Not a Show Business!
Marketing is a sell business , to create a desire business not show business. So if you will create a campaign to show your muscles to competitors then its not the correct path for doing business, but instead you can do marketing that can make people speak about it, share it, love it and goes viral!
7. Marketing is Not a Stage for Humor!
In GuerrillaMarketer.com you will see many creative out of the box Marketing Campaigns (Guerrilla Marketing Examples) that might make you think marketing is about creating something funny for customers that goes viral… This is absolutely wrong!
I will tell you why? Marketing isn’t a stage for humor. If you use humor in your marketing, a lot of people gonna laugh when they see your joke that looks funny for the 1st time, And next time, it become less funny, The 3rd time you might think: Oh, my again! And after that humor becomes greeting in getting the way that makes marketing work the best which is through … Repetition!
As the Co-Originator of Positioning “Al Ries” Says that Positioning is about digging a whole in the mind of the customer, then you position your product in that hole! I read very nice book for Laura Ries about Visual Hammer which focus on how to nail your brand into the mind of customer with the power of a Visual Hammer!
8. Marketing is Not to be Clever!
Marketing is certainly not invitation for you to become cleaver, it’s about the reason to make people buy your product and continue holding it!
9. Marketing is Not Complicated!
Marketing is not complicated. Guerrilla Marketing turns very complex topics into something very simple.
10. Marketing is Not a Miracle Worker!
Marketing is not a miracle worker! Don’t expect instant miracles, it works eventually and not works in a hurry! If you expect miracles, you get ulcers!
I meet people whom having amazing ideas for start up business, but once they start they get frustrated, why? because of the expectations, don’t expert miracles to happen, Guerrilla Marketers are Patients! Jay Conrad Levinson (the Godfather of Guerrilla Marketing) spent one year and half to change Marlboro Brand (that was ranked no. 30 in US & non ranked globally), he was patient to continue doing marketing activities although in the first 6 months the ranked didn’t change! but with the consistency and patience he achieved no.1 Brand in US & the Globe.
11. Marketing is Not a Website!
This is the same idea of “Marketing is not a Social Media”, because when marketers want to go online, they normally think of building a website, social media campaigns and online advertising… Guerrilla Marketers don’t just create online platforms, they create consistent engaging system that focus on profit and ROI instead of wasting time, money and effort.
What Guerrilla Marketing Is?
Guerrilla Marketing – is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.
How Guerrilla Marketing Works?
Using time, energy, imagination, and knowledge instead of big marketing budget. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.
What is Guerrilla Marketing Objective?
The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.
Guerrilla Marketing Example
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.
Who invented Guerrilla Marketing?
Jay Conrad Levinson is the Guerrilla Marketing Guru, and one of the foremost business marketing experts in the world. He is the Father of Guerrilla Marketing and the author of the “Guerrilla Marketing” plus 57 series of other Guerrilla Marketing books. Guerrilla Marketing is the best known marketing brand in history, named one of the 100 best business books ever written, with over 21 million sold. Jay’s guerrilla concepts have influenced marketing so much, and his books appear in 62 languages and are required reading in MBA programs worldwide.
He is the Chairman of Guerrilla Marketing International, a marketing partner of Adobe and Apple. He has served on the Microsoft Small Business Council and the 3Com Small Business Advisory Board. His students were Bill Gates, Steve Jobs, and Michael Dell.
Special Gift: Mohammed Magdy interviews Jay Conrad Levinson
Mohammed Magdy interviewed Jay Conrad Levinson at Marketing Gurus’ Secrets Program, here is the link for that fruitful interview:
P.S. you need to have an Internet Explorer version newer than 6, or Firefox in addition to Adobe Flash Player in order to be able to view the game I have created in the interview. To enjoy the interview, click here
16 Guerrilla Marketing Videos for Jay Conrad Levinson
Jay Conrad Levinson: What Marketing Is?
I know you know a lot about marketing just to be here. But, I’m going to tell you that it has changed so much that right now I’ll be telling you about what started out as maverick marketing, ‘cause when I wrote ‘Guerrilla Marketing’, it is a very revolutionary book. But now guerrilla marketing is moving into the mainstream throughout the world.
And so, what you’ll be learning about today is marketing as it is on April 8th in 2009, which is different that it was at any other time in the past.
So, here’s what marketing is:
- Marketing is any contact that anyone in your company has with anyone who is not a member of your company. Any contact, that means – everybody in your company is really a part of your marketing team.
- Marketing is also a circle that begins with your idea for how you’re going to generate revenue and it becomes the circle when you had the blessed patronage of repeat and referral customers. If marketing is not a circle, it’s a straight line that leads into the bankruptcy courts.
- Marketing is also a process; it’s NOT an event. It’s a process that has the beginning and the middle, but if you’re going about it, it does not have an ending. It is a never-ending process.
- Marketing is the truth made fascinating. Very often marketing is not the truth, very often marketing is not fascinating; but right now marketing is the truth made fascinating, especially if you’re a guerrilla.
- Marketing is your chance to educate your customers and your prospects in how to succeed at their goals, whether the goals are to earn more money, build their company, attract a mate, lose weight, play better basketball… Whatever their goals are, marketing is your chance to help them achieve their goals.
What Marketing Is Not? by Jay Conrad Levinson
…’Cause a lot of people don’t really, have a clue as to what marketing really is other than a fancy word that means selling.
So, here’s what marketing really is:
1. It’s all contact that anybody in your company has with anybody who’s not a member of your company. All contact that anybody in your company has with anybody not a member. So, that means everybody in your company is part of YOUR marketing team and it means that it includes all the details of running a business not just what it says in your marketing leadings or your marketing plans.
2. Another thing that marketing is, if you do it right, it’s a circle that begins with your ideas for how you’re going to generate revenue and it becomes a circle when you have the blessed patronage of repeat and referral customers. If it’s not a circle, it’s a straight line that leads into the bankruptcy courts. So, it’s your job to make marketing into a circle.
3. Marketing is also the truth made fascinating. That’s all marketing really is; it’s the truth made fascinating, and yet in our lives much of marketing has not been the truth and certainly all of marketing is not fascinating.
4. Marketing is also your chance to help your customers succeed in whatever their goals are in life – to lose weight, to play better tennis, to earn money, to attract a mate, to build their business… whatever their goals are – marketing is your chance to educate those people in how to succeed at their goals and luckily we’re all living in the middle of the information age, so you get to give people information that could help them succeed at their goals.
5. Is marketing more of a business or an art? Well, the answer to this is, it embraces all the art forms – it employs music and acting and dancing and writing; it employs all of the facets of art, but marketing is really a business. Still, it is the art of getting people to change their minds, and that’s not so easy, ’cause everybody who you’re marketing to probably has opinions as to what they ought to be buying right now, and the businesses they ought to be patronizing, the brands they ought to be using; and it’s your job to if you are marketing anything to get those people to change their minds and see it your way. And if you do the things I’ve just said, you’re going to start the momentum towards having them see things your way.
6. So, the next logical question now that you know what marketing is, is how is guerrilla marketing different from traditional marketing. I used to compare guerrilla marketing with textbook marketing, but now that guerrilla marketing is the textbook in so many universities, I’ve got to compare it with traditional marketing or as we like to call it in the privacy of our own homes and offices – old-fashioned marketing. Because, guerrilla marketing is becoming mainstream marketing that amazes me it used to be a maverick kind of marketing and now it’s the way everybody’s learning that marketing ought to be done. And if somebody would be to study the difference between twentieth-century marketing and twenty-first-century marking, they’d realize that 21-century marketing is becoming guerrilla marketing only for one reason – because it works.
Guerrilla Marketers are Story tellers, Guerrillas create meme!
– By Jay Conrad Levinson
Jay Conrad Levinson is the author of the bestselling marketing series in history – Guerrilla Marketing, plus 57 other business books. His books have sold more than 20 million copies worldwide. And, his guerrilla concepts have influenced marketing so much that his books appear in 56 languages and are required reading in MBA programs around the world.
Jay taught guerrilla marketing for 10 years at the extension division of the University of California in Berkeley.
He has been part of the creative teams that have made household names of many of the most famous brands in history – the Marlboro Man, the Pillsbury Doughboy, Allstate’s good hands, United’s friendly skies, the Sears diehard battery, Morris the Cat and the Jolly Green Giant.
The best guerrilla to transform you into a guerrilla marketer is the godfather of guerrilla marketing himself. Please help me welcome – Jay Conrad Levinson!
He explains what Guerrilla Marketing is
Guerrilla marketing is going after conventional goals using unconventional means.
Starts having a marketing plan! Not having a marketing plan is like entering the battle under a commander who says, “READY? Fire! Aim!”
He explains the difference between Marketing and Guerrilla Marketing
Marketing is not show-business. There’s no business like show-business and that includes the marketing.
Think of marketing as sell business, as create-a-desire business, as motivation-business. But, don’t think of yourself as being in the entertainment business, because marketing is not supposed to entertain.
It is high energy to do all these things, is not a thought process, it’s a reality. Guerrilla Marketing is not a spectator sport; it’s something that takes energy. And if you have that energy, you can make those things happen.
Hell teach you 200 marketing weapons
Here’s what a meme is: picture a caveman, his name is Uba. Uba tells his family, “I know you’re hungry,” – he said, “so you wait in the cave up there”, he says, “and I’m going to go on to the river, I’m going to stand pretty icy water up to my mid-thigh, but I’m going to catch dinner for us.”
So, he went into the river, they went up into the cave and Uba stood in the river and he faced up-stream. When he saw a fish he crouched, he focused and he lounged! But the fish evaded his grasp. So, Uba moved a bit over to the side, then he waited for another fish to come. And the fish came ever so close, but he missed it again.
Then Uba spent the whole day not catching fish. And he was really down, but he was also tired and he was also cold and he had to go up to his family and announce the bad news which was, “No dinner tonight.”
He sat down on the cave after breaking the bad news; sat down to the cave and he leaned against the cave, and his eyes became acclimated into the darkness and he noticed a rudimentary cave painting of what looked to be a deer. And he noticed another painting of something he would have called a Thunderbird, it was just a big bird. And there was the third rudimentary drawing that really captures attention – it was a stick figure of a man, and the man was holding a stick and at the end of the stick was a fish!
And the light went on and Uba said, so Uba broke off a branch, sharpened it on a rock, went down to the river, saw fish and speared the fish and got the fish; saw another fish, he speared it; he saw a third fish, he had a backhands and got that fish too!
Uba was able to fill his creel, he didn’t have a creel, his arms with fish to the point when he went up to his family and presented them – they all were smiling because he gave them a really tasty dinner. His family was saved by a meme; his civilization was saved by a meme; his society was saved by a meme. A meme is something that communicates an idea.
Weapon number 109 is teaching ability. You may have a lot to explain to people, but if you’re not good at explaining, then it’s going to pass right over their left shoulder, they’re not going to get a feeling that you’re really talking to them. Teaching ability is not easy. Teaching ability is something that takes practice, it takes experience, it takes really working at it.
Knowing the information is not teaching ability. Being able to communicate the information – that’s teaching ability. You need it because in your business you will be doing a whole lot of teaching whether it’s writing columns, writing articles, giving talks or just talking to prospects and customers. You must have that teaching ability.
Weapon 158 – the Harvard Business Review says it’s impossible to succeed in the 21st century without this “brand name awareness“. Making your name a brand name. People trust brand names and if you can build your name to be a brand name, even if it’s just at the local market, you’re doing the right thing.
The ROPO poll, the Harris poll, the universities of Pennsylvania and Maryland conduct studies each year of what Americans cherish the most. In 1988 time went to No. 1 on the list. It’s been No. 1 on the list since 1988 and it will be No. 1 on the list for the rest of our lives. That’s why the weapon 197 is – speed.
If you waste a person’s time, they know that time is NOT money. That’s the lie – time is money. Not true – time is life! If you run out of money, there’s lots of ways to scrounge up more; if you run out of time, send me an email, ’cause I’d like to find where you get it. It’s very hard to come up with time. Everybody now knows it. Everybody now knows that time is not money – the time is life itself and if you waste a person’s time and they do business with you, they’re going to find somebody else and do business with… They know the precious nature of their time and if you don’t – see you later.
The next day when he went outside, the skies were even darker, the rain was even stronger; when he went outside the water was up to his thighs. He stood out and in front of his house that water just slides in; luckily for him, this speed boat came by, and this speed boat said, “Come on, on board because we can help and you got to get out of here.”
He says: “The Lord’s going to take care of me. Always has and always will.”
And, they said, “But you got to come. We have room for you.”
He says, “I don’t have to come,” he says “Lord will take care of me. I’m positive of that. Go on to your way.”
And the water rose more, rose more, it wet his house, when he came out the water was just up to high level. And he was standing on his tiptoes and luckily for him, out of nowhere, a helicopter came, lowered a rescue vehicle, a rescue pouch, to lift him up to the chopper; he said “I don’t need that.”
They said, “Sure you do. The water is rising and it’s going to come above your head and you have no way of surviving. The storm will get even worse.”
He said, “The Lord will take care of me. Always has, always will. Not a problem.”
So they lifted it up to the air and disappeared. And the water rose more, he drowned.
He went up to heaven, the first person he sought out was God.
He said, “God, I’ve always put my faith in you. You’ve always come through to me and now – you left me alone. You let me drown. You did nothing for me.”
And God said, “Gee, I could swear I sent the speed boat and the chopper.”
He says, “So that Indian man is my only marketing tool. And he’s been working for me for a long time but the amazing thing about him is not that he’s a good marketing tool, it’s the fact he has an amazing memory.”
He said, “He’s a really old man, he’s asked that just when you leave here, you ask him a question to test his memory. Make it a hard question, ’cause this guy just has a dynamite memory.”
So the salesman thanked him and as he walked out he walked up to the Indian and he said, “They tell me you have a remarkable memory.”
Man agreed that he did have remarkable memory.
He says “Well, I want you to tell me what you had for breakfast April 12th 1906.”
And without any hesitation the Native American said “I had eggs.”
This time, he walked into the same store. He was jammed on his breaks ‘case he thought here’s the sink store, got the same porch, same rocking chair, the same old Indian, now 30 years older sitting in the rocking chair. He says, “I’m not going to blow it this time. This time I’m going to ask him a question that REALLY tests his memory.”
So he bought souvenirs, he walked up to the Indian man and he said “Hough!” (How?) – word play.
And the Indian said “Scrambled.”
What is Guerrilla Marketing? – By Jay Conrad Levinson
Mitch Meyerson: This is Mitch Myers, founder of Guerrilla Marketing Coaching and today I’d like to ask the father of Guerrilla Marketing Jay Conrad Levinson what exactly is Guerrilla Marketing.
Jay Conrad Levinson: Mitch, I’m glad you asked my favorite question.
Guerrilla Marketing is going after conventional goals using unconventional means. Guerrilla Marketing is the truth made fascinating. And you know that ordinarily marketing is not the truth nor is it fascinating. Guerrilla Marketing is your chance to help your prospects succeed at whatever their goals are, whether their goals are to earn more money, build a larger company, lower their golf score… Whatever their goals are Guerrilla Marketing is your chance to educate them on how to succeed at their goals.
Guerrilla Marketing, if you do it right, is also a circle, it’s a circle that begins with your ideas for how you’re going to generate revenue for your company; it becomes the circle when you have the blessed patronage of repeat and referral customers.
Mainly Guerrilla Marketing is not just the science, not just an art, but deep down, underneath it all it’s a business. Sure, it’s the art of getting people to change their minds, but if it doesn’t show a profit, it’s really not Guerrilla Marketing and you know about money when it comes to Guerrilla Marketing – you don’t really need a lot of it, because your prime investments in Guerrilla Marketing don’t have to be money. They should be time, energy, imagination and information. And the more of those you’re willing to invest, time, energy, imagination and information, the higher your profits will be. And that’s really what marketing ought to be all about. For guerrillas, that it what it’s all about.
Guerrilla Advertising – by Jay Conrad Levinson
Advertising works because it shows people that the things they want are achievable.
From the author of the bestselling marketing series ever published, the man who made Guerrilla Marketing a household term, Jay Conrad Levinson.
Advertising works because it shows people that the things they want are achievable. In study after study as to why people patronize the businesses that they do or buy their products that they do, the No. 1 reason is, not price and not selection and not service and not quality, but CONFIDENCE. People tend to buy things or patronize businesses of which they are confident. When you have a brand, you are instilling confidence in that product.
A brand is an idea about a product or a service that has been implanted to people to a point where they trust, people’s minds to a point that they trust that product, they trust a brand. People trust brands much more than they trust strangers; I think that the opposite of a brand is a stranger.
Get to know… The Guerrilla
My life have had a lot of changes, I’ve had a lot of jobs. Since ‘1971 it’s merely changed at all and if I retired, that doesn’t exist, that concept, because I consider myself retired. I would never want to do nothing, and I wouldn’t want to work more than 3 days a week. I don’t believe in alarm clocks, I ski like crazy and I hike and explore and see national parks and redwood forests and geysers. I get to do that and now I do that.
Does Advertising Work?
There’s a famous story that I tell when I’m giving my talks about three of us were taking a taxi to Philip Morris people, to show them the first Marlboro advertising and the taxi driver caught wind of our conversation and he turned around and he says, “Are you’re guys the ad game?”
We said, “Well, yes. We’re in the advertising.”
He says, “You really believe that stuff works?”
We said, “Yes. What we believe it works.”
“Well, I can tell you one things – it doesn’t work for ME.” He says, “I’ve never bought anything as a result of marketing or advertising and I never would.”
And one our people said, “What kind of toothpaste do you use?”
He says, “Oh, i brush with Gleem, but that’s got nothing to do with the advertising. It’s because I drive a cab and I can’t brush after every meal.”
So, he buys that product because it helps him do just what it says it would do and that brand really succeeded, but if you talked to him about ‘do you believe in branding or if you’d buy a brand name?’ he says ‘no I buy a toothpaste that makes it possible for me to not have to brush after every meal.’
Truth And… The Guerrilla
Here’s what I’ve found about poker that relates to advertising is that in poker you can influence a person by perception as much as by reality. The same is true in marketing.
You get people to perceive things that don’t really have the basis in reality. There’s one difference though – in poker you’re supposed to lie, you’re supposed to bluff. The word poker means ‘to bluff’. Whereas in advertising you’re not supposed to lie, you’re not supposed to bluff. You are supposed to create perceptions, but not for the detriment of anybody. In poker you are acting for the detriment of your opponents. And everything you’re doing is feeding it to what you want them to believe, whether it’s good or bad for them.
In advertising I think you got to have your conciseness; you got to have consciences, so you can present perception of something so people would buy it, but it better be the truth.
Live Without Regrets
I don’t have regrets for the things that I haven’t done. At least I’ve tried the things that I wanted to do. I met an old catholic priest who was in his eighties when I lived in London, and he said… he came to my apartment and he was so excited and the thing that excited him was a new idea had entered his mind that have never entered his mind before. Mind you, this man was in his upper eighties and he said he was administering confession to somebody, final confession, as the person died expressing regrets for things he hadn’t done the priest said, nobody who dies expresses regrets for things that they’ve done. They only express regrets for things they haven’t done. He says, “So, when I die, I don’t want to have any regrets for things I haven’t done.” I have lived my in a way so that I never die but for regrets undone. So I think I’ve acted on everything I’ve ever wanted to act upon in my life.
Learn 3 Simple Steps… to Never Ending Profits
I think advertising works because it shows people that what they want are achievable.
Why Guerrilla Marketing was created?
Woman Reporter: Well, of course, he is known as the founder of Guerrilla Marketing, essentially promotional campaigns that rely on energy, imagination, time and sometimes interaction, instead of huge budget. Jay Levinson spent years in the ad industry working on some of the biggest brands around, including the Marlboro Man, before teaching his Guerrilla Marketing concepts to students, including Steve Jobs and Bill Gates. He’s in Australia to share his experiences and insights at the Wealth from Marketing Forums around the country from tomorrow. He joins us now. Jay, thank you so much for coming on the program.
Just firstly, tell us a bit about your background, ’cause it’s fascinating, some of the campaigns and brands that you’ve worked on over the years, including of course the Marlboro Man.
Jay: Well, I was lucky enough to be employed by advertising agencies that had these high profile companies, many of which started this little two-man operations in a garage, but they became large companies. So, that was a blessing for me.
However, as much as liked the corporate life, I didn’t like the weather where I was living, in Chicago, so I asked for transfer, when they couldn’t do it, I made my own transfer – moved to San Francisco, and I opened my own company and I realized that working on my own I was protected from committees and meetings and memos, and I could accomplish in three days what used to take five days and I wrote a book about that – Earning Money Without a Job, which led me to teach at the University of California in Berkeley.
And that led to me attracting kinds of people who one day said to me who… they said, “Jay, we all have Levis’, long hair; we all have great ideas, none of us have money or a clue how to put the word out. Can you recommend a book?”
I said, “I’ll be happy to.” But, I was unable to. I went to libraries throughout California, couldn’t find any books on marketing, ’cause they were all written for companies with budgets of $300, 000 a month, which is not for kids at my class, but I had made them a promise, so I wrote a book.
I called it Guerrilla Marketing because guerrillas who want conventional goals needing unconventional means, same as my students – they wanted financial independence, joy of their lives, balance… but they couldn’t go about it with traditional advertising or PR, so I had to… they had to use unconventional means.
So that’s what guerrilla’s do, that’s why Guerrilla Marketing was written strictly for the kids in my class; never knew that the book would take on a life of its own and sell 21 million copies, be translated into 62 languages, which means you are talking to a man who does not understand 61 additions of his own book.
But, small businesses exploded around the world and they needed what Guerrilla Marketing taught. And that’s how this whole things came about and the kids at my class went out to form companies like Apple, Microsoft, Dell, Oracle; all the big, big Silicon Valley companies are run by kids that were at my class! The ones with the long hair, the ones with the Levis’.
But, they took what I said to heart and they invested time, energy, imagination and information; not money – they didn’t have the money. And so, that’s how this whole phenomenon came about.
Lucky me, I was doing the right thing at the right time, writing the right book for the right people.
Male reporter (James): Let’s get into the term Guerrilla Marketing. It congers up ideas of thinking smarter, maybe being up with the things cheaper than conventional. Is that at the heart of it?
Jay: You know, James, that’s exactly at the heart of it. People think it has to do with ambush marketing, or sneaky or unethical marketing. It doesn’t. It has to do just what you’re saying, leaning on the brute force of creativity, rather than the brute force of large marketing budget.
Woman Reporter: Well, give us some examples of guerrilla marketing that you’ve seen work really well.
Jay: Well, an apartment building in Los Angeles where occupancy rate was 70%. So, they’ve put up a sign in front of their building that said, “Free auto grooming”. And what does that mean that they hired somebody to wash the tenants’ cars once a week and they got 100% occupancy, which they had ever since and the difference between 70% and 100% easily covered the cost of the man who washed the tenants’ cars. That’s guerrilla marketing.
A furniture store. Man was running a furniture store and one day he went to work and he saw that the lot on his right was being developed and a building was going up and lo and behold it was a bigger building than his and it was a furniture store. And then, if that wasn’t enough, the building on his left, the lot on his left is also being developed. It too became a big building. It too was a furniture store and he was flanked by competitors much bigger than him.
If that wasn’t bad enough, one day he got to work and the building on his right had unfurled the big banners saying, “Prices – 60%”. And he thought, “My Lord, their banner is bigger than my store!” And on the left, even worse, another banner was hung and it said “Prices reduced 75%” and again the banner was bigger than his store.
This man being a guerrilla ran into his store, prepared his own sign, hung it out and it said “Main interns.” (or maybe ‘main interests’, I’m not sure.)
That’s what guerrilla marketing is all about. Creativity, rather than money.
James: How has the growth of the internet and now mobile advertising? Is that opened up opportunities for people in guerrilla marketing?
Jay: On the button. Yes, because it’s inexpensive, it’s inexpensive to use the internet; it’s inexpensive to use the Social Media; it’s inexpensive to use Mobile Media. These are things that now it puts marketing in the hands of the people without big budgets and without deep pockets. And, as a result the world is belonging more to small business than big business and the Metro Media are beginning to diminish in popularity as the growth of things like the internet and Twitter and Facebook are growing exponentially everywhere!
Woman Reporter: Guerrilla Marketing I guess doesn’t always work or either though, I guess. What are the things that you need to learn? I mean, one incident – you’d remember a few years ago in Boston a bomb hoax incident that got Turner broke I think into all sorts of trouble, ’cause of the light boxes that they put up around the city. I mean, what are the things that people need to watch out for?
Jay: You got to be careful not to offend a company, a person, a community or a nation. Yet what happened at Boston is that people still worried about the 9/11 and they were very paranoid because these things happen sometimes at subway stations; and so this Turner ploy for their marketing was new subway stations. And the people were paranoid about it because of the people who did it weren’t sensitive to the sensibilities of the community. And if you’re not sensitive to those or to the people or to groups, you can get in trouble.
Guerrilla Marketing is not ambush marketing, it’s not sneaky, it’s not graffiti; it’s straight forward, up and up, as I say leaning on creativity, rather than big, big dollars.
James: Can a company base it’s whole strategy around the guerrilla marketing sort of the ideas or it is good to sort of invest some traditional dollars in supporting media as well or not necessary or…?
Jay: You should co-write my next book, James, because that’s exactly what it is. It’s a combination of the best of the traditional media, traditional ways of marketing, combined with the best of the new things. You can’t rely entirely on guerrilla marketing; you can’t rely entirely on the internet or other Social Media. But, those are very valuable tools to be combined with the traditional forms of marketing. And so, I don’t say abandon what you’ve been doing. I’m saying – lighten up on the money you’re putting out and try… open your mind to these other things; it’s a combination of old and new.
Woman Reporter: Just looking I guess as well I mean, ’cause obviously needy companies are trying to come to groups with the whole drift from hard copy to digital that we’re being seeing. Do you think I guess that digital newspapers can be sold to people who are used to getting their news for free online?
Jay: Yes, I think that the world is very slow to begin to change their viewing habits, their reading habits, their learning habits, and their buying habits. When people buy something, they don’t go to a store; first they go online, first although they may not be buying online. That’s where they get the information first.
And I thought my favorite part of my life was having my cup of coffee and reading my newspaper each day. I don’t read the newspaper anymore, I get it all online. Still have the cup of coffee. But I’m not making major changes in my life, nor is the public around the world, but they’re adjusting what they’ve been doing and companies have to be prepared to be as flexible as the public is being. They’re learning the things in the new way, the Yellow Pages are dying out as people are communicating with Twitter and Facebook and My Space and LinkedIn.
Those things are growing. Most people think that’ll go away, but they thought that television would go away; they thought that the internet that’s a fad. But, those things aren’t fads; these things are part of society and you better open your mind to using them. Guerrilla marketing is particularly suited to introduce new ways to market, rather than being hide bound in old traditions.
James: Can companies over-complicate their message? ‘Cause some of the brands you mentioned before, you always think of a very simple logo and maybe a couple of images, but not everyone does that.
Jay: You are right. One of the… The two things, two reasons Guerrilla Marketing has become so successful around the world is No. 1, it’s very simple; it takes the complexity and the mystique away from marketing.
I tell people, and this included Bill Gates and Steve Jobs and the people who built these companies, I say you can create a marketing plan in 5 minutes, 7 sentences long, that’s all. Anybody can do that. The hard thing is to commit to that plan, ’cause marketing does not work instantly. Even though for some people these days instant gratification is not quite fast enough, you’ve got to be patient enough to hang in there and realize that your commitment… What makes a marriage work? Commitment. What enables you to finish a marathon? – Commitment. What enables your marketing campaign to be successful? – Commitment.
So it’s very simple and it’s committing to that simple plan, that commitment is the hard part. The creating of the 7-sentence plan, 5 minutes, that’s all it takes.
James: So does long marketing meetings people wasting their time? Cut them down?
Jay: Well, great companies have really Seven sentences marketing plans, they may have 200 pages of documentation, but the documentation is not really part of it. The real thing is the, the meat and potatoes are the 7 sentences, which call people’s attention to the things they should focus on.
- Purpose of their marketing, what physical act you want people to take? You want them to click to a website, make a phone call, clip a coupon, look for your brand next time they’re in the store.
- Next thing you’ve got to focus on what is your competitive advantage, in other words benefits, but what you offer that they not offer.
- Third thing you must focus on what is your target audience. Just who are you aiming your message at? Not everybody.
- Fourth sentence tells what marketing weapons you’ll use. In Guerrilla Marketing we identify 200 marketing weapons most of which are free and we say ‘select the weapon you can use.’ Be aware of all of them, experiment with them, and settle out the combination that will work best for you. ‘Cause it’s marketing combinations that work these days… No one weapon of the marketing can bring home the bacon for you, but a combination can.
- The fifth sentence tells your niche in the marketplace. What do you stand for? When people hear the word Volvo, they think safety. Mercedes – luxury. Porsche – excitement. What do they think of when they hear the name of your company? – That’s the fifth sentence.
- Sixth sentence tells your identity, not your image. You don’t want to put up the facade; you want to your identity comes on truth and honesty, plus your company’s personality. Communicate that.
- And the seventh sentence tells your marketing budget, expresses a percentage of your gross revenues. In 2009 average business in Australia, Asia, Europe, South America and the United States invested 4% of their gross revenues in marketing. Guerrillas know the average business goes out of business within 5 years, so they try to do better than that.
If you invest in those 7 points, you’re well on the road.
Jay: Thank you for inviting me. Listening to me go on and on about my favorite topic Guerrilla Marketing.
Woman Reporter: Oh, we could listen all day. Thank you. Jay Levinson there, father of Guerrilla Marketing.
What is the essence of Guerrilla Marketing?
Anthony: Welcome to Business Today. I’m Anthony Cowlick. Tonight I have the father of Guerrilla Marketing, Jay Conrad Levinson. He is the author of over 50 Guerrilla Marketing books. Thank you for coming on the show tonight Jay.
Jay: Thank you for inviting me, Anthony. I’m very pleased and honored.
Anthony: Well, you’ve altered so much content in the marketing world. You are, you know, from the Marlboro Man to the Pillspubbry Dougboy… so much stuff over the years. How did you get started in Guerrilla Marketing?
Jay: I got started because I had written a couple of books on freedom and I was invited to teach at the University of California in Berkeley and one day the students in my class asked if I could recommend for them a book. They said, “We all have empty pockets, but great ideas. How do we get our ideas out to the world?”
I said I’d find the book for them, but I couldn’t find the book; wherever I went. So, I had made them a promise that would do it, so I wrote one. I called it… My first title was “527 Ways to Market Your Business”, but was just for my students. That it was a horrible title for my book, so that’s why I called it Guerrilla Marketing, because guerrillas want the same goals as other people, but they have to use unconventional means. That was the same for my students. They wanted the same goals as anybody wants in the business, but they didn’t have the money. So, I had to give them unconventional means.
And that’s where the whole idea came from. I never knew, when I write the first Guerrilla Marketing book that it would turn into such a large worldwide empire. But, that’s what happened.
Anthony: Now, is just guerrilla marketing specifically for the purpose of those who just don’t have the budgets that the big conglomerates, the big corporates have and you put together this book to teach those… In a small round of business, how to do marketing? Is that how it got started specifically for those students only?
Jay: I wrote a book for 100 kids in my class. I only wrote it for people who were devoid of cash and had empty pockets. Turns out that many fortune 500 companies buy 7000 copies of the book at the time to distribute to their sales and marketing people, and they’re learning “Hey, we can do these things too.” But, the reality is sole on the spirit, the essence of guerrilla marketing is small business.
Anthony: Now, explain to us some, a lot of people don’t understand marketing, because they think of it as big business and the complex way to sell. Break it down for those who are listening, that we’re all marketing at all times. Break it down for them.
Jay: That’s true: marketing is any contact that anybody in your business has with anybody who’s not a member of your business. That means everybody who works for you and with you is part of your marketing team. And, if you realize it’s all the details running a business not just radio, television, magazines and newspapers, but it’s how your telephone is answered, the attire worn by your reps; the cleanliness of your offices or your store. Marketing is all those things.
Marketing is also a process; it’s not an event, but it’s a process that has a beginning and the middle. If you do it right, it does not have an ending, unless you decide to sell your business.
Anthony: A lot of people have the concept of marketing as its own entity rather than an overall strategy for business.
Jay: Marketing is a way to get the word out.
It’s any contact that anybody in your company has with anybody who’s not a member of your company. Meaning, how the telephone is answered, the neatness of your premises, the attire worn by your sales people, the way you sound when you’re the telephone. Marketing is all those things – so, everybody who works with you is part of your marketing team.
Marketing is also your chance to educate your prospects on how to succeed ate their goals, whatever their goals are – earning more money, losing weight, playing better tennis, attracting a mate. Your chance to educate those people is really what marketing is all about.
And marketing is really a fancy word that means selling. And although it embraces all the art forms, it’s really a business, yet it is the art of getting people to change their minds.
Anthony: So, are you saying that everyone in, let’s say, in the company, whether if you’re the single person running your own business to 100, 500 or 1000… every part of that entity and what they do is part of the overall marketing, because of you walked into a bathroom of one of their places, how can that reflect badly on themselves? Explain that in more broader sense if you can.
Jay: What’s the number 1 reason that people who have made McDonald’s the largest fast food enterprise on Earth. Answer? Clean restrooms. Second – good French-fries. It has nothing to do with hamburgers; it has nothing to do with the low prices. Disney is famed… when people talk about their experience at Disneyland, they talk about how clean it is, how there’s no litter. If you go to the restroom at Disney, they clean their restrooms twice every 30 minutes. So marketing… You’re judged by the cleanliness of your premises, by all the details of running your business. And the more a person recognizes that, the better they’re going to do in their business.
Anthony: Now, can you give us an example of guerrilla marketing tactic?
Jay: Yes, this is a good example. A man had a furniture store. He’d been running it for quite a while. One day he got to work and he noticed that the building on his right, a building started being erected and he noticed this when up it was bigger than his building and eventually he noticed that it too was a furniture store. A competitor right on his right!
He got to work a few weeks later and he saw another building going up on his left. That building also was larger than his whole business and it also was a furniture store. So, he was surrounded by his competitors.
Another day he got to work, the building on his right had unfurled a huge banner that said ‘Prices – 60%’.
He thought “60%?! I can’t reduce my prices that much!” And their banner he realized was larger than his entire store front.
Yet the building on his left, they had a banner that said “Prices reduced 75%”.
Now, because he was a guerrilla, he was able to handle himself in spite of such seeding competition and the way he did it was he made his own banner, hung it out in from of his place of business and it said “Main entrance.” So, he relied on the brute force of a fertile imagination, rather than a brute force of big dollars. And that’s what guerrilla marketing is really all about – your imagination, not your bank account.
Anthony: So, let me focus on that understanding. So, marketing doesn’t necessarily mean lots of money. It can just mean an idea that you implement. That is, that could be zero dollars of expense to you?
Jay: Exactly. The prime investments you have to make, if you’re going to be running a business and you want to market aggressively, are time, energy, imagination and knowledge. And the more of those 4 things you are willing to invest, the less money you’ll have to invest, if indeed you have to invest any money.
There are quite a few very large companies in America and in the world, and they’ve never spent a cent on marketing. But, they do spend their time, their energy, their imagination and the knowledge they have about what makes people take.
Guerrilla Marketing During Tough Times!
Brad: Hi, I’m Bred Sugars here with Jay Levinson. Welcome Jay.
Jay: Nice to be here, Brad.
Brad: Fantastic to have you with us and 5 stars for joining us. As the chairmen of ActionCoach, I get to introduce some great programs to people across the world and you are having with us the father of Guerrilla Marketing and I guess it’s probably the best way to describe it. Now, over 15 million books sold, 56 languages, and 56 books written in total…
Brad: Now, I thought with 14, I was doing pretty well; I’ve 14 books in publish, so. I’m going to keep working. Jay, many things that are… The reason that I’ve got you here today is to discuss how you’re doing any program Guerrilla Marketing in Tough Times, as obviously the economy being a little uncertain, obviously tough times are standing to hit some of the business people.
Jay: Uncertainty is turning into the certainty of bad things for the people who don’t know how to survive and prosper at these times. And yet, in every ugly economic situation, some people lose a fortune, but other people make a fortune. And, the ones that make a fortune are the ones who know how to market during tough times.
Brad: Yeah, it’s always been, I know as an investor, I look at it… I find there’s ways to make more money in down-cycle than there is in the up-cycle. And, in business I see it time and time again were those who cut right back to doing nothing really struggle through the tough times and yet those who I guess do the marketing do well.
Jay: That’s the truth. During tough times some people think, “Oh, I’ll cut back in my marketing to save money.” Which is like saying “In order to save time, I’ll stop my watch.”
Brad: Yeah, doesn’t quite work that way.
So, why the Guerrilla Marketing during tough times? Why is it that that’s something that you’re putting together?
Jay: Everything I’ve ever created, Brad, was to solve a need and to respond to this ugly reality. People didn’t know about the internet – we wrote books about the internet. Right now, these are tough economic times for a lot of people. I see and hear of people’s suffering and like you, I pay a lot of attention to what’s happening in the economy and I don’t think all the people who are depressed have to be that way.
Brad: No. I suppose I was lucky. I started my business in a recession.
Jay: And I wrote my first book during a recession.
Jay: We were both responding to the times with the right answers. And so that’s not a matter of luck, it’s a matter of, I think, our own sensitivity to helping people when they really needed.
Brad: True. Yeah, I haven’t thought of it that way. It’s very much… Now, you’ve partnered up to do this with Mitch Meyerson. He’s been with you for quite some time.
Jay: Yes. he’s been working with us for 12 years.
Brad: So, most people won’t know of Mitch. So, give us a bit of Mitch’s background and why it is important to have Mitch working with you on this project.
Jay: Well, Mitch is the founder of our Guerrilla Marketing Coaching program. He certifies coaches. And he has a background in psychology.
Jay: And, um, his advanced degree in psychology makes him extremely well positioned to know what people’s impediments are and how to get them to surmount those things.
Brad: Yeah, yeah.
Jay: He’s a superb coach. He’s a good speaker and he knows his beans, especially about the internet. So, he’s perfect partner on a project such as Guerrilla Marketing During Tough Times.
Brad: It’s interesting when we look at the tough times, you know, you can be in one audience and there’d be two people both in the Real Estate business – one doing extremely well and other doing extremely poorly. Obviously, attitude has a fair bit to do with that, but taking action has a lot to do with it as well.
Jay: Taking action has EVERYTHING to do with it. Some people have a weak response to an ugly economic situation, they think “I should stop doing everything”.
Brad: Yeah, doesn’t quite work that way, does it? So, what sort of things you’re going to be covering during the course, ’cause it’s an eight-week program.
Jay: Yes, we’re going to be talking about some basic truths, such as one of the ways to increase your profits during tough times is to enlarge the size of each transaction. Another way is to aim to have more transactions with existing customers every year, every sale cycle. Still another way is the realization that every person who you are working with is the center of a network, so that means they have a lot of referral power. So you lean on that referral power that they have. Most things don’t cost any money, but they allow you to be an aggressive guerrilla marketer.
Brad: You know, there’s always a lot of synergy, Jay, as well, like working together with you because what we teach at Action Coach and what you do with Guerrilla Marketing is so much synergy between the two. And that people, were they clients or coaches or coaches themselves will find a lot of motivation and inspiration during the eight week course of… Things that they already know they should be doing also they’ll be reminded of.
Jay: Exactly. It’s not enough to just know the information. The real key is in doing something about it and what you bring to the party is you show them how to do it and what to do, ’cause they don’t have a clue in many cases about that. And it’s just not enough to have a head full of information, as we both know – marketing and succeeding in business; it’s not a spectator sport.
Brad: Very true. So, coaches, one of the things that… the reason I’m here with Jay is to get both you and your clients on board with this. Not just you, but your clients as well. I think it’s a very important aspect forth. Now, Jay is running a program from March to May. It’s March 25 to March 13 in 2008.
Jay: May 13th.
Brad: I’m sorry, May 13th. Thank you for correcting me there, Jay. It’s eight Tuesdays, so it’s at 7PM EST and by doing it and it’s only $1997 program, so I think it’s a very good program for many of you people to come on board. Jay, one of the things I know about business owners is that the more we can educate them, obviously, the better they succeed.
Jay: Yes, but as we both know, education is just part of it. The other part is action and that’s what you are such a specialist in.
Brad: Yeah. So, who do you think is going to benefit most by this program then?
Jay: I think small business owners, but I also think medium or large sized business owners are going to see all the benefit. I think anybody who feels that these are bad times is going to benefit, because as you and I discussed, these are not bad times. It may appear on the surface to be bad times, but for the people who have the savvy and the people who have the information, which will be a part in our 8-week course, they’re not going to have any hesitation; they’re going to feel a sense of optimism.
Brad: Yeah, absolutely. One of the things that I’ve always said is that the market follows cycles. It’s… I always used the seasons, because we’ve been through an economic summer. We’re currently at the end the economic fall. You know, the markets are falling, the skies is falling if you believe so many people; we’ve got to go through winter and obviously a lot of what you’re doing is have to deal with that economic winter and get yourself ready for the spring that will come. When? Who knows when spring will come; it depends, you know, we have to watch the groundhog to see if spring will come early. You know, I think here in the US, we know that the groundhog is – it’s called November this year when the elections happen; but we got to get through that period of time and that’s why this is so important.
Jay: That’s the truth. That this is so important for the people who feel fat during these bad times, they shouldn’t be doing anything. But, just the reversed is true – this is the time, a golden opportunity for the people who sense the goal at the end of this opportunity.
Brad: Thank you Jay. Jay, hey, thanks very much. Coaches, make sure you get yourself on the program. Get as many of your clients on the program as you can. I look forward to hearing the results from all of you. I’ll make sure I’m listening in to all of them. Have a great day. Thanks Jay for being with us.
Jay: Thank you for asking such great provocative questions.
Brad: Thanks Jay.
Guerrilla Marketing and Video Marketing!
Reporter: I’ve never seen such a big opening on the internet in 7 years at this point where literally the tables have turned and it’s turned to the favor of the local business owner. So, talk a little bit about what you see happening with video. Why is video such an advantage for the local business owner? For a local guerrilla marketing.
Jay: Well, you know that I keep saying in my books and my talks that people get 78% of their information or they get 80% of their information, visually. But the truth is that points made to the eye are 78% more effective than points that are made to the ear. It used to be expensive to make points to the eye; it cost a lot to run ad with the photograph in it; or to afford the art work for a good ad in television. Lord he knows, it was way too dear for most people. But all those costs have dropped and TV is now affordable to produce, affordable to run and that’s guerrilla marketing getting to the hands of small local businesses that now find they can easily afford it; they can become like a big spender and they don’t have to spend big in order to do that.
Reporter: Right. And you and I were talking earlier, on a website a local business owner, any business for that matter has about 3 seconds to hold someone on that landing page, right. But, of course, when someone lands on a video, the average YouTube view time is way in excess of 3 seconds. So, what else is captivating about that video that really is a guerrilla tactic, if you will, for local businesses?
Jay: Well, it’s much, much easier to watch a video than to read anything. Reading is very easy. What’s easier? Watching a video is easier. And I think the fact that you can make that video available to people…
Reporter: Of course, Jay, when someone’s coming to page 1 of search engine there’s only 17% of people right now are trusting even advertising. Right, fewer and fewer people all the time. But, when someone comes to page 1 of search engine, they’re 26 times more likely to click on a video, than a 3-line text ad. So that, you know, the Internet’s changed everything again and it’s in the local business owner’s favor and there is a guerrilla tactic right there.
Jay: And I think that the fact that you can make that video available to people, everybody has television now, it used to be you’d say 70% of people owned a TV set, 84% of people owned a VCR. Now everybody owns a TV set, everybody can run tapes and show DVD’s on whatever they have in home and they can afford best equipment that is out there for home. I think that’s why video is growing, I think the cost is gone down, the simplicity has gone up, and the technology is much, much easier to use, easier to afford and mainly easier to understand.
Reporter: Jay, actually just recently we crossed the point where more baby boomers watch online video than television. For the first time in history! So that shift is taking place again.
Jay: It doesn’t look it require a lot of skill to learn how to watch television or watch a video. People just love to sit back, kickback and watch the tube, whether it’s YouTube or their big, giant screen TV. It’s fun, it’s easy, everybody can do it, everybody wants to do it, that’s happening around the world, not just here.
Guerrilla Marketing and Mobile Marketing!
Reporter: So, Jay, when the next big revolutions now, of course is local guerrilla mobile marketing. Where do you see mobile taking us?
Jay: It’s only getting better, it’s only getting easier and it’s putting the power and the influencing in the hands of more people, which is a great leveling of the play on the playing field. Everybody has a mobile device. If you go to Times Square, although there are very expensive electronic billboards up there, if you saw the people at Times Square, they’re looking at their mobile handheld devices. They are endemic; everywhere we go in the world we see that this is really happening, it’s not going to go away, it’s not a fad – it’s a trend that’s going ever upward, it’s never going to stop, ’cause the price keeps going down. And I think that marketing has become easier on a local level for everybody learning and accomplishing because of the great increase in mobile handheld devices.
Reporter: And you think about, Jay, when we leave the house, right? I take my purse; you take your wallet, keys… Oh, and we do not leave our cell phones. Right? So, there is the level playing field again. It’s the same device for local business owner or a big corporation, but here’s the kicker – according to Forester research, 67% of individuals have indicated they would disclose their location for better offers or coupons or more relevant information. So, there’s a whole another terrific guerrilla tactic for local businesses. What else do you see a local business owner be able to really exploit that mobile market and cultivate more of their customers keep more customers and attract new ones?
Jay: Because of the timelines. For example, we have a GPS. Who doesn’t have a GPS? And we decide to go in a restaurant. While we’re driving to the restaurant on the GPS, they flash them – better offer from a better restaurant that’s closer to us, so we say “Well, let’s eat there tonight.” They offer two for one deal or whatever it is. I think that timelines, that ability to pinpoint where we are at that time is what really makes it different. You can’t do that with television.
Reporter: I know, you’re kind of like, “Where are they?! Where are they? They’re looking over our shoulder!” And of course, the 90% of those text messages they open within 4 minutes, so the applications are really kind of stunning right now.
Jay: And it doesn’t require a lot of skill to learn how to text.
Does Guerrilla Marketing work for small business?
Reporter: How big is the opportunity for local guerrilla marketers in this marketplace today?
Jay: Wendy, it’s bigger than it ever has been. And it’s going to continue to get bigger, because Guerrilla Marketing makes everybody realize they can be in control of their destiny. They didn’t think that before; they thought somebody else was in charge. I think guerrilla marketing really opens doors to a whole lot of people who can do things they only dreamed of before and now it comes in reality, they can afford it, they can do it, they can understand it, they can make it happen. And I think there has never been a better time to be a guerrilla than right now.
22 Differences between Guerrilla Marketing and Traditional Marketing
22 differences between Traditional Marketing and Guerrilla Marketing…
I used to compare Guerrilla Marketing with Textbook Marketing but now that Guerrilla Marketing is the Text Book and so the Universities have got to convert to the Traditional or Old Fashioned Marketing.
So, first difference, Traditional Marketing says that in order to market proper, you have got to invest the money. Guerrilla Marketing says if you want to invest money you can, but you don’t have to. Not anymore. If you’re willing to make these four investments; Time, Energy, Imagination and Information, and if you’re willing to invest Time, Energy, Imagination and Information, you’re going to find you don’t really have to invest much money, or maybe not at all. You won’t have to invest any money. Most people who read the Guerrilla Marketing books find that their Marketing Budgets drop and their profits rise, way more than they ever dreamt they would.
Another difference is that, Traditional Marketing is enshrouded by mystique. Ask a person to define Marketing, you won’t get the same answer from two people because everybody has a different idea about what marketing is and maybe they’re right in all those cases, but the fact that it’s enshrouded by a mystique means that a lot of people who run a business don’t do Marketing. They don’t want to make a mistake.
What Guerrilla Marketing does, it completely removes the mystique from the marketing and marketing process. It completely exposes Marketing for just what it is. And it’s certainly not complicated. By the way, I should mention that Marketing is a Process. It’s not an Event. Here, this is an event. For many people exhibiting out there, this is a big event for them to sell what they have to offer, um, now. But, most cases marketing is a process that has a beginning and the middle, but it doesn’t have an ending, unless you decide to sell your business.
Traditional Marketing is, as you know from the story I told you when I was teaching at Berkley, it’s geared to small business. Every word of every sentence of every paragraph of every chapter of every Guerrilla Marketing book, is geared to people who are cash-strapped, who have big dreams but who don’t have big budgets and it’s geared to small business. Now these days, most of the Fortune 500 Companies in the world buy several hundred copies of Guerrilla Marketing at a time, so that they can distribute to their sales people and their Marketing people. Because they learnt this is what Marketing really is and it’s not what they learned as they were growing up.
The essence of Guerrilla Marketing is small business, people like you and many people local who own big business, like Microsoft and ATNT and Google; they’re learning that Guerrilla Marketing works for them and there’s no need for them to spend a lot of money.
Traditional Marketing measures its performance by sales; or by hits to their website; or by trafficking to their store. Guerilla Marketing says those are not the numbers to look at. The only number that tells you the truth are profits. I’ve seen many companies set sales records and lose money on the way. It’s all about profits. How much money is left over after you paid your expenses, and that’s the only measuring stick that Guerrilla Marketing uses.
A 5th difference is Traditional Marketing is based on experience and judgment, which is a fancy way of saying : guesswork. But you Guerrillas cannot afford to make wrong guesses, so Guerrilla Marketing is based as much as possible upon psychology, actual Laws of Human behavior. Right now one of the bestselling books of Europe is a book that I wrote with a friend, called The Guerrilla Marketing Revolution – which talks about using Psychology.
Here’s an example: we know now that 90% of all purchase decisions are made in the unconscious mind. We also now know the slam-dunk manner to access the Human unconscious mind. And the way to do that is through a repetition. Now put those two facts together. Purchase decisions are made in the unconscious mind, and the certain slam-dunk way to access the human unconscious mind is through repetition, then you begin to have an idea of how the process of Guerrilla Marketing works.
A 6th difference: Traditional Marketing says ‘grow your business and then diversify’. That leads to companies like Coca Cola, to say, our name means beverages, so let’s buy a Winery. So after they drop 90 million dollars, they go ‘well maybe our name means ‘soft drinks’. Gerber says well our name means babies, let’s open a line of baby furniture stores and baby clothing stores and after they drop about 32 million dollars they thought ‘well maybe our name means baby food.’
You’d be amazed if you knew how many otherwise bright companies lost their focus and got into water over their head. That’s why Guerrilla Marketing says don’t think about diversifying; think about adding more excellence to what you’ve brought to the party in the first place and keep adding excellence.
“excellence is not a thing you achieve; it’s a habit you get into” and that’s what Guerrilla Marketing is able to do. They don’t diversify; they don’t get into water over their heads; they just get better and better and better at business because they maintain their focus.
A 7th difference: Traditional Marketing says ‘the way to grow a business is growing it linearly, which is to say, adding new customers, one at a time. But, that’s an expensive way to grow. It’s too slow. So Guerrilla’s grow their business geometrically, which means they grow in 4 different directions at once.
Notice how little, if anything, it costs them to do these things.
Number 1, they enlarge the size of each transaction. That doesn’t cost them any money. A person decides to buy from them, like, I do consulting for Mercedes Benz in North America. They give a lot of upgrade training to their sales person, so a person who goes into a Mercedes showroom thinking they going to drive out the cheapest Mercedes, that’s not going to happen. There’s people who work for Mercedes are taught how to upgrade the size of the transaction. At Mercedes they call that “free marketing”.
Another thing Guerrillas do is they have more transaction per year for each of their customers. How much money does it cost to talk to people who already trust you, like you or know you? Sometimes it costs hardly anything. So Guerrillas do get a whole lot of follow up sales.
A 3rd thing that Guerrillas do is they realize everybody they sell to is the centre of a network. With lots of friends, lots of associates; so they tap the referral power of all their customers. And they get a lot of referral transactions. How much does it cost them to do that? It doesn’t cost anything. And then they also grow the old-fashioned way by adding more customers one at a time.
Now if you’re growing in 4 different directions at once and three of those directions are free, it’s hard not to show a profit. It’s very hard not to show a profit. That’s what growing geometrically is all about.
8th difference: Here’s an ugly number, the number 68. It refers to the fact that in the United States, in Europe, and in Asia, 68% of business that is lost, is lost not to the shabby quality, or not due to indifferent service, it’s lost due to the customer being ignored after they’ve made the purchase.
Guerrillas never ignore their customers. Once they got a customer, they keep that customer for life because they wouldn’t dream of working as hard as they do to get a customer and then ignore that person after they bought something. So Guerrillas practice fervent follow-up.
A 9th Difference: Traditional Marketing says scan the horizon until you can find your competitors, and then obliterate them.
No, that doesn’t work anymore, that’s last century’s way of thinking. Guerrilla Marketing says scan the horizon, but look for businesses who have the same kind of prospect as you, the same kind of standards as you, and think ‘cooperation’ rather than ‘competition’. That’s why you see a television commercial and you think it’s for McDonalds, and midway through you realize no, it’s really for Coca Cola and by the time its over you see that all along its for “cloudy with a chance of meatballs”, the latest Disney Movie. That’s called Fusion Marketing. There’s lots of that going on. Why did FedEx get together with Kinko? They have the same kind of prospects; they have the same kind of standards. Once you practice Fusion Marketing, you see there’s lots of companies who want to work with you and that reduces your marketing costs because you’re sharing ideas and markets with other people, but it spreads the marketing world because you’d be sharing ideas and markets with the people who you are cooperating with.
A 10th Difference: Traditional marketing says sell your benefits, because people buy benefits, not features.
Guerrilla Marketing says ‘yeah that’s not a bad thing to do but what you really should do is, it’s hard in a tough economy like this to sell benefits and it’s hard for people to afford new benefits. Instead Guerrilla Marketers say sell solutions to problems, find out what people’s problems are and it’s very easy to sell solutions to their problems. They’ll buy from you every time. They can’t afford a benefit, but they can definitely afford to get rid of a problem that’s plaguing them.
Guerrilla Marketing Attributes!
The first skill you need is to realize your own limitations, because you can’t do it all yourself; you’ve got to find people who can do what you can’t do.
I worked for Playboy in the beginning days and Hugh Hefner, he realized had no talent. But he hired people who were good at literature, others who were great at photography, others who were wonderful at art, more who were wonderful at business. And because of his ability to delegate, he was able to order excellence across the board.
So it is with guerrillas. They must offer excellence and if they could do it all themselves – wonderful, but most people can’t do it all themselves. That’s why you need to know your limitations and be able to find people who can do what you can’t do.
And, you need patience, you need imagination. You need to love people, because marketing is really all about people. You need not to be afraid of technology. You need to be constantly learning because we’re no longer living in an age where you should learn everything about a subject; instead we’re living in an age where you’ve got to learn one thing after another. And the hallmark of guerrilla is they have all those things, they have all those attributes.
Who is Jay Conrad Levinson?
How Guerrilla Marketing Started?
Hi. I’m Jay Conrad Levinson. I’m the father of Guerrilla Marketing, but I want to tell you about Jay Conrad Levinson.
Way before I was the father of Guerrilla Marketing, I was a new employee at advertising agency. I was under-secretary, ’cause I didn’t have any experience to get a job as a copywriter. But, that’s OK. I started walking my way up.
And one day when I was 22 years old I figured what would I want to do with the peak of my ambition. And I figured, I want a corner office, I want a vice-presidency, I want a fancy salary, I want to be working with the exciting clients. Now I did that and I was 29 years old and I thought I have achieved my ultimate ambition, except I hadn’t factored in my ears…
My ears were freezing as I was waiting for a Boston-Chicago and the temperature was 13 below 0 Fahrenheit. And I thought, I don’t want to live the rest of my life with the corner office and the vice-presidency with my ears being this cold, so I asked my boss – I worked for the largest advertising agency in the world at the time – to think of transferring me to a warmer climate.
“A warmer climate?” – he said, “That’s not possible Jay, because you’ve got some clients you’ve been doing a lot of work with: Albert or VO5 and Quaker Oats. And these clients are too locked in with you, so we really can’t transfer you. We can give you a raise.”
But, “No,” I said, it wasn’t the raise I was after, it was warmer weather. They couldn’t do it, so I decided to take my life in my own hands, leave Chicago and open some kind of an advertising consultancy in San Francisco.
My friends and my wife thought I was nuts to leave a place where I could easily be employed, a place where I made a name for myself, a place where I had family, friends, all the good things.
But, I didn’t want to be in that kind of weather for the rest of my life, so I did go to San Francisco and I set up my own office in my own house and I’ve been working in my own house (by the way, this was in 1971); I’ve been working in my own house since 1971 and here’s what happened.
Once I started living in San Francisco I realized I could ski whenever I wanted. Ski slopes were close and I was a maniac for skiing. The Redwood Forests were close by, beautiful tide pools, mountains to be explored, within driving distance. And so I wanted to explore those things I had the time to do it, because I found that although I was able to earn more money on my own in a business that didn’t quite have a name at the time; I found that I was able to accomplish in 3 days what used to take me 5 days.
And the reason for this is I was protected from meetings and reading, writing memos and reading memos, and having sneak people coming to my office just to shoot the breeze. I could easily accomplish in 3 days what used to take me 5 days and I thought, I ought to write a book about this, ’cause there’s nothing special about me.
So, I wrote a book and called it Earning Money Without a Job. People say, “You’re the guy who wrote a book about earning money without working?” I say “No, no, no. You got to work your tail off; but you don’t need a structured standard 9-5 job of somebody else telling you what to do, what to wear, when to be, where they want you to be.”
This was all before the days of the internet. Because I was working for myself, this idea of earning money without a job started spreading in my soul and in other things that I would write, and eventually I was invited to teach at the University of California in Berkeley.
And that led to me having people at my class who asked me to recommend books for them, ’cause they had great ideas, they had Levis’, they had long hair. They didn’t have a clue how to market their products. I said I’d find a book for them but I couldn’t, so I made a promise, so I wrote a book for them.
I called it Guerrilla Marketing, never realizing that book would take on a life on its own. Now, although the book has sold over 21 million copies and although it’s in over 62 languages, the thing that gives me by far the greatest pride in my life is that I have been working for 3 day a week from my home since 1971. And the freedom I have to enjoy with my family, to enjoy on the ski slopes, or in Redwood Forests, heck! my wife and I sold our home in California, bought an RV and spent 6 years going back and forth across the United States. That freedom that i enjoyed then, I put into books, I’m planning to talk about when I get to Australia. I hope you’ll be there to listen up to it, because there really are ways to do what I’ve done, as I say – there’s nothing special about me, but there’s something very special about living the kind of life that I have; I’ve been leading it.
And that’s why I’m coming to Australia to tell you how to do that, to use guerrilla marketing to get to your dreams and make them come true, to give wings to those dreams, as I’ve managed to do. As I say, nothing special about me, but there’s lots of special information that I’ll be bringing with me. Hope to meet you face to face when I’m in Australia.
Guerrilla Selling: Who is the Best Designated Guerrilla?
And you are learning right now; you are learning today; you will learn during the rest of biz days. You will get selling insights that you didn’t have before that will make a huge difference in how much money you will earn in rest of 2006 and in 2007 and beyond.
Now Guerrilla Selling weapon No. 99
Jay: Weapon No. 99 is having a designated Guerrilla. You may be too busy to do all the things that I’ve been asking you to do. You may be just too busy doing other things, to do this. But, you know that there are things that you should do.
That means you’ve got to find yourself a designated Guerrilla, a person who you can ask to do this for you. They’re not an employee, they’re a person who will do this for you and they will get a piece of all the profits that you will earn.
And, it’s important for you to have at least one designated Guerrilla, but the best designated Guerrilla in Bucharest, the best designated Guerrilla in Romania and in Europe is yourself; because you can delegate a lot of work to be done that you’ve learning today, but you can’t really delegate the vision that you have for yourself; you can’t really delegate the passion that you feel towards your product. That’s something that comes for you, from you and you alone.
That’s why a weapon No. 100 is yourself. You are the best designated Guerrilla in your life. You are the best designated Guerrilla you will ever meet, because only you have your vision and only you have your passion. If you don’t have that passion, I urge you to go to another line of work. ‘Cause passion fuels the fires of sales.
Now, I have given you only half of the Guerrilla selling weapons. And tomorrow I’m going to talk about a different topic. Tomorrow I’m going to talk about Guerrilla Marketing which is totally different, than Guerrilla Selling, although, selling is part of marketing.
As a result, I want you to have the whole list of 200 marketing weapons, so we will email it to you.
So, I’m going to ask the president of Guerrilla Marketing to stand up, Jeannie Levinson is the president.
When I am thru and I am almost all thru, if you give her your business card and make sure your email address is on the back of it…she will send you by email a list of 200 Guerrilla Selling weapons. I only gave 100 of them today; she will send you a list of 200 0 the 100 you’ve learned today + the 100 we did not have the chance to talk about. There’s no cost to you; that will be for free. So, just… If you don’t have an email address, that’s going to be tough.
Yes. Yes. He asked if that’s strategy to increase the names on our mailing list, the answer is – yes. That’s a very bright thing for you to observe; it’s a bright thing that we have learned to do. But it’s still all the truth, because everything a Guerrilla’s selling is the truth. Guerrilla selling is the highest degree of ethics; you will never hear a Guerrilla accused of bending ethical standards. They always obey the highest code of honor.
As we will send to you a list of 200 weapons and all you have to do is give your business card to Jeannie, and be sure your email address is written on the back.
As I said earlier today, if you were here when I gave my short talk before lunch, you are now ready to launch a Guerrilla Selling attack. You are ready to become Guerrillas out there on the front lines earning money.
When is the best time to launch a Guerrilla Selling attack? There are two times that are tied for first place – they are the same as the two best times to plant a tree. So, the two best times to plant a tree, and the two best times to launch a guerrilla selling attack, are:
1) 20 years ago and
2) as soon as biz days are over.
I hope that you will take the guerrilla selling insights that I have shared with you today to launch your own guerrilla selling attack to become a super star guerrilla sales person and to achieve fame and fortune, especially fortune.
Thank you for your most precious commodity, which I know is your time.
Guerrilla Marketing Ideas:
What is the Single Most Important Guerrilla Marketing Idea?
Man from the audience: Hi Mr. Levinson. If, let’s say, I have an guerrilla idea of marketing, how do you plan on imposing that idea, let’s not say impose it, but – make it happen when you have criticism against it?
Jay: When you have what?
Man from the audience: Criticism.
Man from the audience: Yes. I think you have met this kind of…
Jay: You should realize that most good ideas get criticized. People are frightened of most good ideas. One of the ways that you can tell that your idea is a good idea is if somebody criticizes it. Because people don’t criticize safe ideas; they only criticize daring ideas, new ideas…
The people who invented the Apple computer, The Mac, they got criticized, because it was a whole new kind of operating system. When Mercedes introduced fuel injection into mass produced cars, they got criticized – who ever heard of a mass produced car with fuel injection?! Well, Mercedes got criticized, but they rose above criticism and it’s known that if your idea does get criticized, that’s a sign that it’s a good idea, so you need the courage to stand up to these people and to press on.
What you’ve got to worry about is coming up with an idea that nobody criticizes. Then that means that you are probably playing it too safe. Thank you for your question.
Man from the audience: Hello Mr. Levinson. My name is Mikhail Pop. I would like to ask you, what is the single Guerrilla idea that you implemented at the company that has produced the most profits?
Jay: The single most important Guerrilla idea, which we’ll be talking about this afternoon after the break, is to start with the very brief plan and then to commit to that plan. It must be a very brief plan and you must commit to it.
I will tell you, after the break, the story of Marlboro cigarettes and the story of how a brand that was very low-ranking, 31st largest selling cigarette became the largest selling cigarette in the world with the Guerrilla Marketing idea. And I was there when it happened and I will chronicle the story of that for you. But they did what I’m telling you – they started with simple plan and they committed to that plan.
And that combination of starting with the plan and then committing to it is what really makes it work.
Who is the 2nd Guerrilla Marketing Guru?
His name is Mitch Meyerson, he is the Founder of Guerrilla Marketing Coach Certification Program, and World Class Speaking Coach Certification, author of 9 books and 5 business building programs. His website is Masteringonlinemarketing.com
More than 200 Guerrilla Marketing Coaches were students at Mitch Meyerson’s Guerrilla Marketing Coach Certification Program, and I was a one of them. Mitch helped me to become a true Guerrilla Marketer, and I am thankful and grateful for his support.
3 Guerrilla Marketing Ideas to grow in tough economic times
Hi, this is Mitch Meyerson, founder of Guerrilla Marketing Coaching and author of mastering online marketing and in the next two minutes, I’d like to share with you 3 tips for succeeding in tough economic times.
No. 1 is all about time. How you manage your time? Today more than ever, people are competing for our attention or are assaulting us with messages, with Facebook and Twitter and email and voice mail; we have to, more than ever, set boundaries on what’s really important.
OK, that means turn off your email; turn off your voice mail, when you are trying to focus on important activities. And look at those important activities – what are your most revenue-generating activities? What are the high-pay off items? Begin your day with those and manage your time so that gets done first.OK, so No. 1 is about time and setting boundaries with others.
No. 2 is – contact your current database. A lot of people just spend their time throwing out information to the world at large. We think if we have 20, 30 thousand followers, that is going to get us a lot of business.
Now we need to understand the distinction between followers and true friends or fans. These are people that know us, like us; these are people who really want to do business with us and listen to what we have to say. We can have thousands and thousands of followers, but how do you turn followers into fans? You want to pay personal attention and realize it’s about human connection. In the Guerrilla Marketing Coach Certification program we always talk about the small details, the small touches that let you know that people care about you and you care about people.
So, pay attention to building relationships.
No. 3 – bundle your products and services. If you have a bunch of products you’ve created over time, don’t need creating new products all the time. Put two of them together; make an offer that people would really use. OK and you can automate these. I’m a big fan of automation. Make sure you have opt in box on your websites so, you’re building your database. With automation you can bundle products, you can set up affiliate programs. I use to use the Easy Web Automation system, but what you want to do is find the system that works for you, so it’s working for you 24/7.
So, these are 3 tips for tough times. 1) Manage your time efficiently and set boundaries with others; 2) develop relationships on a human level, rather than just numbers in a database; and 3) Automate and bundle your products.
Hope that was helpful, but most importantly of all, is take action today on these ideas. Have a great day!
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