GUERILLA PUBLICGUERILLA PUBLIC

RELATIONSRELATIONS

Street Smart Publicity for your CompanyStreet Smart Publicity for your Company

What is Guerilla PR?What is Guerilla PR?

• The roots of Guerilla PR go back to Guerilla Marketing, a term coined by Jay Conrad Levinson

• It’s a strategy in which low-cost, unconventional means are used to promote a product, a company or an idea

Guerilla Public Relations & MarketingGuerilla Public Relations & Marketing

• Guerilla marketing was invented as a system of promotions that relies on time, energy and imagination rather than a big marketing budget

• These campaigns are often unconventional, potentially interactive and target consumers in unexpected places

Successful Guerilla PR Successful Guerilla PR & Marketing& Marketing

• Keep in mind the five F’s:

►►FAST FAST ►► FAIR FAIR ►► FACTUAL FACTUAL ►► FRANK FRANK

►► FRIENDLYFRIENDLY

• Ultimately, the goal of any public relations campaign is to either re-orient, or solidify perception of a product, client, policy or event by touching your target audience

Leverage your NARI membership Leverage your NARI membership

to ‘GET IN TOUCH’to ‘GET IN TOUCH’• One of your PR goals should be to increase

your number of positive ‘touches’. What does this mean? A ‘touch’ is any thing that makes A ‘touch’ is any thing that makes the customer aware of your business.the customer aware of your business.

• Your NARI membership can provide many opportunities to ‘reach out and touch’ consumers in a positive way

Help out at a community service projectHelp out at a community service project

• Volunteering for a NARI Cares project not only helps someone in need, but lets prospective customers know you care about their community and creates a positive impression of you and your company in the local media

• NARI Cares has received coverage in Newsday, News 12, the Builder & Remodeler, Hammer Magazine and many other local publications

Capitalize on your industry knowledge Capitalize on your industry knowledge to become a news resourceto become a news resource

• Local editors are always looking for ideas for home improvement articles and blogs

• Have a unique project? Send out a press release – don’t plug yourself, but explain how you solved a problem, met a client’s odd request or used a product in an innovative new way

Editorial Opportunities Are Available Editorial Opportunities Are Available Right Now!Right Now!

• A local Newsday blog writer has come to NARI looking for articles on home maintenance

• Uncomfortable writing a press release or story? Call Matthew Rimi – he will help polish your thoughts and send the article along to Newsday with your by-line

• Instructions on how to write a successful press release are included in your folder

COTY AwardsCOTY Awards

• Have you submitted your work for the COTY Awards? If not, take advantage of this opportunity to showcase the jobs that reflect your talent

• In addition to recognition from your peers, many local publications also showcase the winners of these prestigious awards

Local Home ShowsLocal Home Shows

• Volunteer to work a shift at the NARI booth in one of the many local home shows

• In addition to promoting the values of NARI, you are also promoting your own company at NO COST and meeting potential customers

Next Stop – NARI Library TourNext Stop – NARI Library Tour

• Join the Library Tour Express! The PR committee has been visiting local libraries with it’s Remodeling Today presentation

• Why not partner with another member – you receive great community exposure, position your self as a local expert and potentially earn new business!

Social MediaSocial Media

• ‘Like’ NARI’s Facebook page and those of fellow members

• Follow NARI on Twitter

• Network with NARI members on LinkedIn

• Join NARI on Google Groups

• Use the NARI ‘QR’ code, or create a QR code for your company

NARI has a full arsenal of tools NARI has a full arsenal of tools to help launch a successful to help launch a successful

marketing campaign!marketing campaign!

The NARI logo touches homeowners The NARI logo touches homeowners on the national and local level!on the national and local level!

• The NARI brand pledges quality and excellence

• The NARI logo identifies NARI members and chapters in the marketplace and sets you apart from the competition

• The NARI logo supports and reinforces a consistent visual identity. Frequent usage will build the NARI brand that defines you

• Homeowners seeking a remodeling partner will identify with your company, knowing you adhere to the NARI Code of Ethics, that you are among the best in the business and that you provide the highest level of service to your clients

Where should you use the logo?Where should you use the logo?

• Jobsite Signs

• Truck Graphics

• Business Cards

Where should you use the logo?Where should you use the logo?

• Customer Mailings

• Retail and Trade Ads

• Brochures

Where should you use the logo?Where should you use the logo?• Your website probably

gets the most consumer exposure. Let prospective customers know you are a NARI member!

• Promote your certifications too. They set you apart and show your commitment to being an expert in the remodeling industry

A great example of promoting A great example of promoting your NARI membershipyour NARI membership

Optimize your listing on the Optimize your listing on the NARI National WebsiteNARI National Website

• You can select up to 9 category listings and include a link to your website. Take advantage of this free tool and separate your company from the competition on NARI National’s Find A Remodeler search engine

• We’ll show you how at the end of the seminar

Upgrade your listing on the Upgrade your listing on the NYC-LI NARI WebsiteNYC-LI NARI Website

• NARI can provide a link to your company website for the low cost of $100 on the ‘Find a NARI Pro’ listing for homeowners.

We Can’t All Be Beethoven, We Can’t All Be Beethoven,

But We Can All Make Music!But We Can All Make Music!

Inspiration from other membersInspiration from other members

• After always coming across items stuck in walls during a remodel, Kevin Anundson, CK, CKBR from Wisconsin developed a time capsule for his customers so they could capture current events and family photos for prosperity. And, of course, he includes his business card so future generations can locate a great contractor!

• Larry Dorfman, Indianapolis, came up with an inexpensive giveaway that has a great shelf life - a grocery pad – some thing every homeowner can use. He places the grocery pad in a logoed bag along with a pen (also logoed), a coupon from a local grocery store and a friendly note.

• Sam Portis and his project manager knock on the doors of 5 or 6 houses in the neighborhood to introduce themselves and let homeowners know that their workers will be in the area. This makes the neighbors feel more comfortable, and if he runs into them in town, they are more likely to strike up a conversation with him

More inspiration…More inspiration… • Will Chandler, Sunnyvale, California started a concierge service for his

customers. He will find them temporary housing, pet care, moving & packing services and provide security when required.

• Quality Craftsmen of Dallas shows before and after videos of similar jobs to prospective customers. This allows them to visualize their future space and shows how his company solved problems for other customers and created the space of their dreams

• Ward Gilbert, Gilbert Plumbing of Mesa, Arizona developed the Plumbpedia™ after being asked the same questions over and over again by his customers. It’s an online resource hub filled with video, information and manufacturer links of the products he installs.

• Have a showroom? Allure Home Improvements, East Meadow, NY holds an annual family friendly “Design & Planning Show.” They hold 15 – 20 minute educational seminars on topics such as home performance, aging in place, etc., and provide separate entertainment for kids.

Tools to GoTools to GoYou’ll find printed samples and a CD of the following:You’ll find printed samples and a CD of the following:

• NARI logo in multiple formats for printing and web use

• Logo usage guidelines

• NARI QR Code

• Customizable pitch letter

• Customizable door hanger

• Sample press release

• “Helpful Tips for Homeowners”” brochure