1 AMSOIL Dealer Guerilla Marketing Attack! AMSOIL University 2007

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Transcript of 1 AMSOIL Dealer Guerilla Marketing Attack! AMSOIL University 2007

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1 AMSOIL Dealer Guerilla Marketing Attack! AMSOIL University 2007 Slide 2 2 Definition Guerilla Marketing is; Guerilla Marketing is; A body of unconventional ways of pursuing conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money. It is a proven method of achieving profits with minimum money. Slide 3 3 Course Outline Traits Of AMSOIL Guerilla Marketers Traits Of AMSOIL Guerilla Marketers Patience Patience Aggressiveness Aggressiveness Imagination Imagination Sensitivity Sensitivity Ego Strength Ego Strength Basic Training For AMSOIL Guerilla Marketers Basic Training For AMSOIL Guerilla Marketers AMSOIL Dealer Tactics To Consider AMSOIL Dealer Tactics To Consider Direct Marketing AMSOIL Dealer Style Direct Marketing AMSOIL Dealer Style Marketing Myths Marketing Myths Slide 4 4 Course Outline Traits Of AMSOIL Guerilla Marketers Traits Of AMSOIL Guerilla Marketers Patience Patience Aggressiveness Aggressiveness Imagination Imagination Sensitivity Sensitivity Ego Strength Ego Strength Basic Training For AMSOIL Guerilla Marketers Basic Training For AMSOIL Guerilla Marketers AMSOIL Dealer Tactics To Consider AMSOIL Dealer Tactics To Consider Direct Marketing AMSOIL Dealer Style Direct Marketing AMSOIL Dealer Style Marketing Myths Marketing Myths Slide 5 5 Trait #1-Patience Of the five traits, if patience is not the most important, it is at least tied for first. Of the five traits, if patience is not the most important, it is at least tied for first. If you are like me, you may not feel that you are a patient person. If you are like me, you may not feel that you are a patient person. But, this is a personality trait that you must develop if you are to launch a successful marketing attack. But, this is a personality trait that you must develop if you are to launch a successful marketing attack. Why is this trait so important? Lets take a look at the following: Why is this trait so important? Lets take a look at the following: Slide 6 6 Sending Your Message How many times must a prospect see your message before becoming a customer? How many times must a prospect see your message before becoming a customer? How many times must a prospect be exposed to your marketing message before it registers with them? How many times must a prospect be exposed to your marketing message before it registers with them? How many times do you need to put your message out there in order to make those nine impressions? How many times do you need to put your message out there in order to make those nine impressions? Nine! Nine! Three! Three! Twenty-seven! Twenty-seven! Slide 7 7 Trait #2-Aggressiveness Earns a first place tie with patience as the most important characteristic of a guerilla marketer. Earns a first place tie with patience as the most important characteristic of a guerilla marketer. You can be a; You can be a; Social wallflower Social wallflower Hide behind the potted palm at parties Hide behind the potted palm at parties Unable to look even a kitten in the eye Unable to look even a kitten in the eye But when it comes to marketing, you have to be a But when it comes to marketing, you have to be a TIGER. Slide 8 8 Aggressiveness The marketing world is extremely competitive. The marketing world is extremely competitive. You need to; You need to; Think aggressively Think aggressively Spend aggressively Spend aggressively Market aggressively Market aggressively If your competitors dont hate you, they had at least better fear you. If your competitors dont hate you, they had at least better fear you. They should fear that youll out market them at every turn. They should fear that youll out market them at every turn. Slide 9 9 What Does Being Aggressive Mean? It means. It means. Learning all the marketing weapons that can be used. Learning all the marketing weapons that can be used. Seeing to it that all those marketing weapons are used. Seeing to it that all those marketing weapons are used. Using the marketing weapons consistently and more effectively each year. Using the marketing weapons consistently and more effectively each year. Knowing that you are truly being aggressive in marketing, using more marketing weapons than ever before. Knowing that you are truly being aggressive in marketing, using more marketing weapons than ever before. Slide 10 10 What Does Being Aggressive Mean? It means. It means. Knowing that you are truly being aggressive in marketing, using more marketing weapons than ever before. Knowing that you are truly being aggressive in marketing, using more marketing weapons than ever before. Having your competitors think of you as aggressive, as gaining new customers on all fronts. Having your competitors think of you as aggressive, as gaining new customers on all fronts. Constantly thinking about marketing. Constantly thinking about marketing. Slide 11 11 Trait #3-Imagination This is not the ability to paint or draw or make up stories. This is not the ability to paint or draw or make up stories. We are speaking of imagination as it relates to your; We are speaking of imagination as it relates to your; Marketing message Marketing message Research Research Competitive intelligence Competitive intelligence Placement of signs Placement of signs Selection of media Selection of media Allocation of marketing funds Allocation of marketing funds Slide 12 12 Marketing Tip Guerrillas must have the initiative to be self- starters, to set goals, and to manage their own time. They are comfortable approaching strangers, secure in their self-esteem, and anxious to share the benefits to the prospect. If you're not this way: pretend. In 30 days, it will be you. Guerrillas must have the initiative to be self- starters, to set goals, and to manage their own time. They are comfortable approaching strangers, secure in their self-esteem, and anxious to share the benefits to the prospect. If you're not this way: pretend. In 30 days, it will be you. Slide 13 13 For Example A person notices, from his customer questionnaires, that a disproportionate number of them drive Porsches. A person notices, from his customer questionnaires, that a disproportionate number of them drive Porsches. He rents a list of Porsche owners in his community, direct mails to them and breaks the bank. He rents a list of Porsche owners in his community, direct mails to them and breaks the bank. How often have you seen a sign for a competitive fast food business placed right next to one of their competitors locations? How often have you seen a sign for a competitive fast food business placed right next to one of their competitors locations? This is imagination at work. This is imagination at work. Slide 14 14 Imagine All The People Remember, imagination in this context means marketing ideas rather than single efforts. Remember, imagination in this context means marketing ideas rather than single efforts. Imagination is more important than originality. Imagination is more important than originality. Caution: Be careful when exercising your imagination. Caution: Be careful when exercising your imagination. Dont get too cute. More on this later. Dont get too cute. More on this later. Slide 15 15 Trait #4-Sensitivity Be sensitive to 360 degrees of reality. Be sensitive to 360 degrees of reality. Be extremely sensitive to the marketplace. Be extremely sensitive to the marketplace. Be ultra-sensitive to competitive activity and plans. Be ultra-sensitive to competitive activity and plans. Obviously, be sensitive to your customers and prospects. Try to develop a sixth sense as to their needs. Obviously, be sensitive to your customers and prospects. Try to develop a sixth sense as to their needs. Be sensitive to your geographic area. What works in New York probably might not work in St. Louis. Be sensitive to your geographic area. What works in New York probably might not work in St. Louis. Slide 16 16 Dont Get Too Cute Develop a sensitivity to cleverness. Develop a sensitivity to cleverness. Then examine every part of your marketing and eliminate every trace of it. Then examine every part of your marketing and eliminate every trace of it. Cleverness is the enemy of the AMSOIL Guerilla Marketer. Cleverness is the enemy of the AMSOIL Guerilla Marketer. Cleverness makes people remember the marketing and not the message. Cleverness makes people remember the marketing and not the message. Remember, the purpose of marketing is to create desire to buy, to sell products on a repeat basis. Remember, the purpose of marketing is to create desire to buy, to sell products on a repeat basis. Slide 17 17 The Buying Public Is Smart Develop a sensitivity to your public. Develop a sensitivity to your public. In the past, a popular myth was the belief that the buying public was as smart as a typical twelve-year-old. In the past, a popular myth was the belief that the buying public was as smart as a typical twelve-year-old. The public is as smart as your mother! And you know she is no dummy. The public is as smart as your mother! And you know she is no dummy. Slide 18 18 Trait #5-Ego Strength This does not mean that you should be egotistical, conceited or self-centered. This does not mean that you should be egotistical, conceited or self-centered. You must believe in AMSOIL products enough that you are not self-conscious about marketing. You must believe in AMSOIL products enough that you are not self-conscious about marketing. This does not seem to be a problem in this room! This does not seem to be a problem in this room! But again, keep your Personal Group Dealers in mind! But again, keep your Personal Group Dealers in mind! Slide 19 19 Lets Review The 5 Traits 1.Patience 2.Aggressiveness 3.Imagination 4.Sensitivity 5.Ego Strength Guerilla Marketing is not just an exercise. It is a battle! There are winners and losers. Guerilla Marketing is not just an exercise. It is a battle! There