1 amsoil dealer guerilla marketing attack! amsoil university 2007

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AMSOIL Dealer Guerilla AMSOIL Dealer Guerilla Marketing Attack!Marketing Attack!

AMSOIL University 2007AMSOIL University 2007

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DefinitionDefinition

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.

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Course OutlineCourse Outline Traits Of AMSOIL Guerilla MarketersTraits Of AMSOIL Guerilla Marketers

Patience Patience AggressivenessAggressiveness Imagination Imagination SensitivitySensitivity Ego StrengthEgo Strength

Basic Training For AMSOIL Guerilla Marketer’sBasic Training For AMSOIL Guerilla Marketer’s

AMSOIL Dealer Tactics To ConsiderAMSOIL Dealer Tactics To Consider

Direct Marketing AMSOIL Dealer StyleDirect Marketing AMSOIL Dealer Style

Marketing MythsMarketing Myths

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Course OutlineCourse OutlineTraits Of AMSOIL Guerilla MarketersTraits Of AMSOIL Guerilla Marketers

Patience Patience AggressivenessAggressivenessImagination Imagination SensitivitySensitivityEgo StrengthEgo Strength





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Trait #1-PatienceTrait #1-PatienceOf the five traits, if patience is not the most Of the five traits, if patience is not the most

important, it is at least tied for first.important, it is at least tied for first.If you are like me, you may not feel that you If you are like me, you may not feel that you

are a patient person.are a patient person.But, this is a personality trait that you must But, this is a personality trait that you must

develop if you are to launch a successful develop if you are to launch a successful marketing attack.marketing attack.

Why is this trait so important? Let’s take a Why is this trait so important? Let’s take a look at the following: look at the following:

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Sending Your MessageSending Your MessageHow many times must a prospect see your message How many times must a prospect see your message

before becoming a customer? before becoming a customer?

How many times must a prospect be exposed to your How many times must a prospect be exposed to your marketing message before it registers with them?marketing message before it registers with them?

How many times do you need to put your message How many times do you need to put your message out there in order to make those nine impressions?out there in order to make those nine impressions?

Nine!Nine!

Three!Three!

Twenty-seven!Twenty-seven!

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Trait #2-AggressivenessTrait #2-Aggressiveness

Earns a first place tie with patience as the most Earns a first place tie with patience as the most important characteristic of a guerilla marketer.important characteristic of a guerilla marketer.

You can be a;You can be a; Social wallflowerSocial wallflower Hide behind the potted palm at partiesHide behind the potted palm at parties Unable to look even a kitten in the eyeUnable to look even a kitten in the eye But when it comes to marketing, you have to be aBut when it comes to marketing, you have to be a

TIGER.TIGER.

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AggressivenessAggressivenessThe marketing world is extremely competitive.The marketing world is extremely competitive.You need to; You need to;

Think aggressivelyThink aggressively Spend aggressivelySpend aggressively Market aggressivelyMarket aggressively

If your competitors don’t hate you, they had at If your competitors don’t hate you, they had at least better fear you.least better fear you.

They should fear that you’ll out market them They should fear that you’ll out market them at every turn. at every turn.

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What Does Being Aggressive What Does Being Aggressive Mean?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 Seeing to it that all those marketing weapons are are used. used.

Using the marketing weapons consistently and more Using the marketing weapons consistently and more effectively each year.effectively each year.

Knowing that you are truly being aggressive in marketing, Knowing that you are truly being aggressive in marketing, using more marketing weapons than ever before. using more marketing weapons than ever before.

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What Does Being Aggressive What Does Being Aggressive Mean?Mean?

It means….It means….

Knowing that you are truly being aggressive in Knowing that you are truly being aggressive in marketing, using more marketing weapons than marketing, using more marketing weapons than ever before. ever before.

Having your competitors think of you as aggressive, Having your competitors think of you as aggressive, as gaining new customers on all fronts.as gaining new customers on all fronts.

Constantly thinking about marketing.Constantly thinking about marketing.

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Trait #3-ImaginationTrait #3-ImaginationThis is not the ability to paint or draw or make up This is not the ability to paint or draw or make up

stories. 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 ResearchResearch Competitive intelligenceCompetitive intelligence Placement of signsPlacement of signs Selection of mediaSelection of media Allocation of marketing funds Allocation of marketing funds

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Marketing TipMarketing TipGuerrillas must have the initiative to be self-Guerrillas must have the initiative to be self-

starters, to set goals, and to manage their own starters, to set goals, and to manage their own time. They are comfortable approaching time. They are comfortable approaching strangers, secure in their self-esteem, and strangers, secure in their self-esteem, and anxious to share the benefits to the prospect. If anxious to share the benefits to the prospect. If you're not this way: pretend. In 30 days, it will you're not this way: pretend. In 30 days, it will be you. be you.

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For ExampleFor ExampleA person notices, from his customer questionnaires, A person notices, from his customer questionnaires,

that a disproportionate number of them drive that a disproportionate number of them drive Porsches. Porsches.

He rents a list of Porsche owners in his community, He rents a list of Porsche owners in his community, direct mails to them and breaks the bank.direct mails to them and breaks the bank.

How often have you seen a sign for a competitive fast How often have you seen a sign for a competitive fast food business placed right next to one of their food business placed right next to one of their competitors locations?competitors locations?

This is imagination at work. This is imagination at work.

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Imagine All The People…Imagine All The People…

Remember, imagination in this context means Remember, imagination in this context means marketing ideas rather than single efforts.marketing ideas rather than single efforts.

Imagination is more important than originality. Imagination is more important than originality.

Caution: Be careful when exercising your Caution: Be careful when exercising your imagination. imagination.

Don’t get too cute. More on this later.Don’t get too cute. More on this later.

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Trait #4-SensitivityTrait #4-SensitivityBe 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 Obviously, be sensitive to your customers and prospects. Try to develop a “sixth sense” as to their prospects. Try to develop a “sixth sense” as to their needs.needs.

Be sensitive to your geographic area. What works in Be sensitive to your geographic area. What works in New York probably might not work in St. Louis. New York probably might not work in St. Louis.

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Don’t Get Too CuteDon’t Get Too CuteDevelop a sensitivity to cleverness.Develop a sensitivity to cleverness.Then examine every part of your marketing and Then examine every part of your marketing and

eliminate every trace of it. eliminate every trace of it. Cleverness is the enemy of the AMSOIL Guerilla Cleverness is the enemy of the AMSOIL Guerilla

Marketer.Marketer.Cleverness makes people remember the marketing Cleverness makes people remember the marketing

and not the message. and not the message. Remember, the purpose of marketing is to create Remember, the purpose of marketing is to create

desire to buy, to sell products on a repeat basis.desire to buy, to sell products on a repeat basis.

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The Buying Public Is SmartThe Buying Public Is SmartDevelop a sensitivity to your public.Develop a sensitivity to your public.

In the past, a popular myth was the belief that In the past, a popular myth was the belief that the buying public was as smart as a typical the buying public was as smart as a typical twelve-year-old.twelve-year-old.

The public is as smart as your mother! The public is as smart as your mother! And you And you know she is no dummy.know she is no dummy.

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Trait #5-Ego StrengthTrait #5-Ego StrengthThis does not mean that you should be egotistical, This does not mean that you should be egotistical,

conceited or self-centered.conceited or self-centered.

You must believe in AMSOIL products enough that You must believe in AMSOIL products enough that you are not self-conscious about marketing.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 But again, keep your Personal Group Dealers in mind!mind!

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Let’s Review The 5 TraitsLet’s Review The 5 Traits1.1. PatiencePatience2.2. AggressivenessAggressiveness3.3. ImaginationImagination4.4. SensitivitySensitivity5.5. Ego StrengthEgo Strength

Guerilla Marketing is not just an exercise. It is a Guerilla Marketing is not just an exercise. It is a battle! There are winners and losers. battle! There are winners and losers.

Now you know the personality traits of the Now you know the personality traits of the winners.winners.

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Marketing ThoughtsMarketing ThoughtsAMSOIL Marketing Guerrillas have learned that the best AMSOIL Marketing Guerrillas have learned that the best

time to market is when they don’t need any more time to market is when they don’t need any more business.business.

They know that the best source of new clients is old They know that the best source of new clients is old clients and that the best marketing is characterized by clients and that the best marketing is characterized by quality and not quantity.quality and not quantity.

They realize that their best marketing vehicle, and least They realize that their best marketing vehicle, and least expensive, is a satisfied customer.expensive, is a satisfied customer.

And they know that the two best ways to measure their And they know that the two best ways to measure their marketing are by customer retention and by profits, both marketing are by customer retention and by profits, both a part of each other.a part of each other.

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What Does Marketing Do?What Does Marketing Do?Marketing is supposed to create a desire to buy Marketing is supposed to create a desire to buy

products and services. products and services. Marketing is simply the truth made interesting and Marketing is simply the truth made interesting and

communicated to all interested parties. communicated to all interested parties. Yet, it is easy to spot many marketing messages that Yet, it is easy to spot many marketing messages that

create absolutely no desire to buy anything. create absolutely no desire to buy anything. Marketing is perceived to by many to be somewhat Marketing is perceived to by many to be somewhat

like wizardry. like wizardry. What is wrong?What is wrong?

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What’s Happening?What’s Happening?Many people assume that people know more than Many people assume that people know more than

they do.they do.People do know a great deal, but few know a great People do know a great deal, but few know a great

deal about marketing. deal about marketing. Books and college addressed to MBA candidates are Books and college addressed to MBA candidates are

woefully weak on the basics of marketing. woefully weak on the basics of marketing. Basics 101-Be clear with your message!Basics 101-Be clear with your message!Example: Anyone bought a computer lately? How Example: Anyone bought a computer lately? How

clear was any marketing message as to bits and clear was any marketing message as to bits and bytes?bytes?

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Image Is Everything…Or Is It?Image Is Everything…Or Is It?When a company markets it’s image and the public When a company markets it’s image and the public

sees that the company is not exactly what it sees that the company is not exactly what it represents itself to be, the public feels ripped off.represents itself to be, the public feels ripped off.

This doesn’t happen if a company communicates This doesn’t happen if a company communicates their their identity.identity.

When a company communicates its honest identity in When a company communicates its honest identity in marketing, the public sees that the company is marketing, the public sees that the company is exactly what it holds itself up to be.exactly what it holds itself up to be.

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What is AMSOIL’s identity? What is AMSOIL’s identity?

““The First in Synthetics”The First in Synthetics”

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Marketing TipMarketing Tip

Target your geographical areaTarget your geographical areaBe sure to consider the many established Be sure to consider the many established magazines and newspapers that offer regional, magazines and newspapers that offer regional, metropolitan, and zoned editions-metropolitan, and zoned editions-geographically targeted to your specific geographically targeted to your specific audience. Cable and satellite-delivered audience. Cable and satellite-delivered programming in small geographic areas has programming in small geographic areas has brought the cost of TV marketing down to all -brought the cost of TV marketing down to all -time low prices.time low prices.

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What Is The Key?What Is The Key?Don’t decide between identity or traditional Don’t decide between identity or traditional

marketing. marketing. Blend both! This is the key.Blend both! This is the key.Blending powerful identity ads with specific selling Blending powerful identity ads with specific selling

points. points. This hammers home particular and unique selling This hammers home particular and unique selling

points. points.

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ExampleExampleBounce Fabric Softener:Bounce Fabric Softener:

First tag line: First tag line:

““Bounce is for clothes you can’t wait to jump into.”Bounce is for clothes you can’t wait to jump into.”

Changed to: Changed to:

““Bounce gives clothes softness with no static cling.”Bounce gives clothes softness with no static cling.”

Which one do you think works better?Which one do you think works better?

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To Whom Do I Market And To Whom Do I Market And What Do I Say?What Do I Say?

Answer: Answer:

In other words, don’t try to speak to everyone or try to In other words, don’t try to speak to everyone or try to tell them everything!tell them everything!

If you do, the net result will be saying nothing to If you do, the net result will be saying nothing to everyone, or everything to no one.everyone, or everything to no one.

Market to Market to someonesomeone and say and say somethingsomething to them!to them!

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Pick Your MarketPick Your MarketPick out your market-your Pick out your market-your someonesomeone-then decide the -then decide the

key points- your key points- your somethingsomething-to communicate.-to communicate.

Saying something to someone is a realistic and Saying something to someone is a realistic and attainable goal.attainable goal.

Saying more than that to more people can eat up Saying more than that to more people can eat up enormous chunks of your valuable marketing budget.enormous chunks of your valuable marketing budget.

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Talk About Your ProspectTalk About Your Prospect

Think in terms of what your prospective customer is Think in terms of what your prospective customer is thinking, not what you are thinking.thinking, not what you are thinking.

As one ad agency executive said;As one ad agency executive said;

Don’t tell people how good you make the goods, tell them Don’t tell people how good you make the goods, tell them how good your goods make them!”how good your goods make them!”

Once the prospect is intrigued with the possibilities Once the prospect is intrigued with the possibilities of what AMSOIL can do, of what AMSOIL can do, thenthen you can talk about you can talk about AMSOIL.AMSOIL.

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Features & Benefits..Benefits & Features & Benefits..Benefits & FeaturesFeatures

Standard wisdom says to market features and Standard wisdom says to market features and benefits. benefits.

A wiser wisdom suggests marketing benefits and A wiser wisdom suggests marketing benefits and features. features.

Your customer will only pay attention to what is of Your customer will only pay attention to what is of interest to them. What subject is of interest to all interest to them. What subject is of interest to all people?people?

Themselves!Themselves!

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Do You Like Talking About You?Do You Like Talking About You?Talk to your prospects and customers about Talk to your prospects and customers about

themselves and you will have their attention. themselves and you will have their attention.

Tell them how you will improve their lives, loves, Tell them how you will improve their lives, loves, wealth, health, career, looks, security or leisure and wealth, health, career, looks, security or leisure and you are well on your way to making a sale to a you are well on your way to making a sale to a grateful customer.grateful customer.

Your prospects and customers want to buy a better Your prospects and customers want to buy a better life, not the latest high-tech widget.life, not the latest high-tech widget.

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Three Markets-One ObligationThree Markets-One ObligationA guerilla marketer has three markets and one A guerilla marketer has three markets and one

sacred obligation.sacred obligation.

Market One: Market One: The UniverseThe Universe The largest and least profitable of the three markets. The largest and least profitable of the three markets. It includes every person in your marketing area. It includes every person in your marketing area. This might mean one neighborhood, one industry, one city, This might mean one neighborhood, one industry, one city,

one nation or the entire universe. one nation or the entire universe.

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Rule of ThumbRule of Thumb

You should be investing You should be investing approximately 10% of your marketing approximately 10% of your marketing budget to Market One, the universe budget to Market One, the universe market.market.

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The Second MarketThe Second MarketMarket Two: Market Two: Your ProspectsYour Prospects

This market is considerably smaller than the first This market is considerably smaller than the first market.market. The people in this market have differing degrees of The people in this market have differing degrees of

interest in AMSOIL.interest in AMSOIL. Some may be mildly interested in synthetic lubricants, Some may be mildly interested in synthetic lubricants,

some may be specifically interested in AMSOIL. some may be specifically interested in AMSOIL. Others are blazing hot prospects and just need a little Others are blazing hot prospects and just need a little

nudge. nudge.

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You should be investing You should be investing approximately 30% of your marketing approximately 30% of your marketing budget to Market Two, your prospects. budget to Market Two, your prospects.

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The Third MarketThe Third MarketMarket Three: Market Three: Your Customers!Your Customers!

This market is the most revered of your three This market is the most revered of your three markets. markets.

These are the people who make you tick!These are the people who make you tick! Each of these customers also represent a referral sale, and Each of these customers also represent a referral sale, and

that sale then represents another referral sale, then that sale then represents another referral sale, then another, and another…..another, and another…..

And all those referral sales can lead to more repeat and And all those referral sales can lead to more repeat and referral sales.referral sales.

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You should be investing You should be investing approximately 60% of your marketing approximately 60% of your marketing budget with Market Three, your own budget with Market Three, your own customers. customers.

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The Sacred ObligationThe Sacred Obligation

The sacred obligation of every AMSOIL guerilla is to The sacred obligation of every AMSOIL guerilla is to move members of the universe market into your move members of the universe market into your prospect market, move members of your prospect prospect market, move members of your prospect market onto your customer list, and then…market onto your customer list, and then…

Market like crazy to everyone on that Market like crazy to everyone on that customer list!customer list!

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Don’t Make This MistakeDon’t Make This MistakeApathy toward a customer list, or worse yet, failure Apathy toward a customer list, or worse yet, failure

to maintain a current customer list, is commonplace to maintain a current customer list, is commonplace omission on the part of many businesses. omission on the part of many businesses.

This also means a fruitful opportunity for you!This also means a fruitful opportunity for you!

Why don’t these businesses make offers to existing Why don’t these businesses make offers to existing customers? customers?

Because they are not guerillas!Because they are not guerillas!

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You Must Follow Up!You Must Follow Up!FactoidFactoid

68% of business that is lost is due to 68% of business that is lost is due to apathy toward the customer. apathy toward the customer.

In other words, customers get ignored to In other words, customers get ignored to death! Marketing does not stop once the death! Marketing does not stop once the sale is made.sale is made.

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Guerrillas have the discipline to keep going, Guerrillas have the discipline to keep going, systematically planning presentations and systematically planning presentations and working their territory, consistently following working their territory, consistently following up on past customers, consistently. Ask "If you up on past customers, consistently. Ask "If you were me, who'd would you call on next?" were me, who'd would you call on next?"

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What Does A Guerilla Do?What Does A Guerilla Do?They massage and fondle their customer lists and They massage and fondle their customer lists and

guard them fiercely. guard them fiercely. They add to them.They add to them. The mail to them.The mail to them. They keep in touch with them.They keep in touch with them. Sometimes their mailings are not oriented to making sales Sometimes their mailings are not oriented to making sales

but to intensifying the relationship (Christmas or birthday but to intensifying the relationship (Christmas or birthday card).card).

The more intense the relationship, the more repeat and The more intense the relationship, the more repeat and referral sales will result. referral sales will result.

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Is It Possible?Is It Possible?Is it possible to market to all three markets at once? Is it possible to market to all three markets at once?

Yes!Yes!

It is not only possible, but desirable, to run marketing It is not only possible, but desirable, to run marketing that emphasizes AMSOIL and the service you provide that emphasizes AMSOIL and the service you provide as an AMSOIL Dealer while enlarging the audience in as an AMSOIL Dealer while enlarging the audience in your market at the same time.your market at the same time.

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FACTFACTCustomers tend to read ads run by businesses they Customers tend to read ads run by businesses they

patronize.patronize.

They do this to rationalize their purchases from the They do this to rationalize their purchases from the business and their relationship with the business.business and their relationship with the business.

So, you can be sure of attracting members of Market So, you can be sure of attracting members of Market Three.Three.

In addition, every time you put out the word on your In addition, every time you put out the word on your business, people move from Market One to Market business, people move from Market One to Market Two.Two.

The second best place for them to be.The second best place for them to be.

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Experts tell us that readers look over your ad, Experts tell us that readers look over your ad, then spend seven seconds deciding whether or then spend seven seconds deciding whether or not they are interested in buying or learning not they are interested in buying or learning more.more.

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AMSOIL Dealer Tactics To ConsiderAMSOIL Dealer Tactics To Consider Direct Marketing AMSOIL Dealer StyleDirect Marketing AMSOIL Dealer Style


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Tactic #1-Inserts Or PreprintsTactic #1-Inserts Or PreprintsSpecial advertising sections you see stuffed into the Special advertising sections you see stuffed into the

newspaper or mailbox.newspaper or mailbox.

What happens with these?What happens with these?

1/3 get tossed right away.1/3 get tossed right away. 1/3 get glance at them as they go through the newspaper 1/3 get glance at them as they go through the newspaper

or mail.or mail. 1/3 take quite a bit of time checking them out, saving them 1/3 take quite a bit of time checking them out, saving them

in many cases.in many cases.

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Advantages Of Inserts Or Advantages Of Inserts Or PreprintsPreprints

They allow you to pinpoint a market and cover They allow you to pinpoint a market and cover it completely, if you wish. Try five zip codes, or it completely, if you wish. Try five zip codes, or two. Zero in.two. Zero in.

You can give your prospects a great deal of You can give your prospects a great deal of information and you don’t have to compete for information and you don’t have to compete for the readers attention.the readers attention.

They last as long as a month, so you can use They last as long as a month, so you can use them monthly, gaining the effects of four week them monthly, gaining the effects of four week of ads. of ads.

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Advantages Of Inserts Or Advantages Of Inserts Or Preprints (con’t)Preprints (con’t)

You can test their effectiveness, using a page of You can test their effectiveness, using a page of coupons as a measurement. Preprints get great coupons as a measurement. Preprints get great coupon response. coupon response.

Time-limited offers work well with preprints. Time-limited offers work well with preprints. Offer special discounts,services, packages or Offer special discounts,services, packages or freebies. freebies.

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Tactic #2-Marketing TrendsTactic #2-Marketing TrendsThis is an ever-changing tactic and it is never the This is an ever-changing tactic and it is never the

same twice, but is always effective and unknown to same twice, but is always effective and unknown to most or your competitors. most or your competitors.

It entails keeping up with today’s marketing It entails keeping up with today’s marketing trends. trends.

Subscribe to one or two marketing trade journals, Subscribe to one or two marketing trade journals, or check them out online. or check them out online.

You could also utilize your local library to find You could also utilize your local library to find these trade journals.these trade journals.

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Tactic #2-Marketing Trends (con’t)Tactic #2-Marketing Trends (con’t)Spend a maximum of 15 minutes each week looking Spend a maximum of 15 minutes each week looking

through the marketing or advertising you have through the marketing or advertising you have chosen. chosen.

Skip over the gossip and go directly to any sections Skip over the gossip and go directly to any sections dealing with new trends in marketing. dealing with new trends in marketing.

Out of every four issues, there may be three reports Out of every four issues, there may be three reports that are not right for your AMSOIL business.that are not right for your AMSOIL business.

But, But, one of every four will be exactly right for your one of every four will be exactly right for your AMSOIL business!AMSOIL business!

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Tactic #2-Marketing Trends (con’t)Tactic #2-Marketing Trends (con’t)The issue will describe the technique, the results The issue will describe the technique, the results

and all the details you will need to dive right into and all the details you will need to dive right into this marketing for growing your AMSOIL this marketing for growing your AMSOIL business. business.

Don’t wait! Get going immediately.Don’t wait! Get going immediately.

Great marketing ideas will be copied until everyone Great marketing ideas will be copied until everyone is on the bandwagon (and that is when you should is on the bandwagon (and that is when you should leap off!)leap off!)

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Ready to be amazed?Ready to be amazed?

Research Systems Corp. studied 56 new Research Systems Corp. studied 56 new and established commercials and found and established commercials and found that effective spots cost 40% less than that effective spots cost 40% less than ineffective spots.ineffective spots.

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Tactic #3-Samples To The GrapevineTactic #3-Samples To The GrapevineAsk this question-What businesses do my customers Ask this question-What businesses do my customers

patronize?patronize?Then, provide AMSOIL samples to answer the Then, provide AMSOIL samples to answer the

question.question.This only works if the product offered is of the This only works if the product offered is of the

highest quality. Perfect for AMSOIL!highest quality. Perfect for AMSOIL!Example: Quick lube owner who won’t put AMSOIL Example: Quick lube owner who won’t put AMSOIL

in his shop. Provide him/her five quarts and a filter in his shop. Provide him/her five quarts and a filter for their personal vehicle. for their personal vehicle.

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Tactic #4-Your ClubTactic #4-Your ClubInvite prospects to join your AMSOIL Club. Invite prospects to join your AMSOIL Club.

There is no cost. There is no cost.

What do people receive with their membership?What do people receive with their membership? Gold-trimmed membership certificateGold-trimmed membership certificate T-ShirtT-Shirt HatHat Monthly newsletterMonthly newsletter (You decide on all of the above items)(You decide on all of the above items)

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Tactic #4-Your Club (con’t)Tactic #4-Your Club (con’t)Who can blame someone for joining a club that gives Who can blame someone for joining a club that gives

them items of value for no charge?them items of value for no charge?Of course, they feel obligated, but they also feel a Of course, they feel obligated, but they also feel a

kinship with you.kinship with you.This really only works if apply the following motto to This really only works if apply the following motto to

you business. you business.

If you go into business to make money, you’ll go out of If you go into business to make money, you’ll go out of business. If you go into business to serve customers, business. If you go into business to serve customers,

you’ll make money!you’ll make money!

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Tactic #4-Your Club (con’t)Tactic #4-Your Club (con’t)See if you can come up with the ingredients for a See if you can come up with the ingredients for a

club or something like a club.club or something like a club.

A method by which your prospects and customers A method by which your prospects and customers can identify with you.can identify with you.

Present them with products or services that have not Present them with products or services that have not strings attached. strings attached.

The reap the benefits that accrue from this tactic.The reap the benefits that accrue from this tactic.

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Marketing TipMarketing TipBe a joinerBe a joiner

Savvy marketers gain credibility by joining Savvy marketers gain credibility by joining clubs and associations, then working their clubs and associations, then working their tails off. Prospects who meet these hard tails off. Prospects who meet these hard working club members will assume that working club members will assume that these marketers run their business with as these marketers run their business with as much energy and enthusiasm.much energy and enthusiasm.

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Tactic #5-Bribes WorkTactic #5-Bribes WorkThis is not the type of bribe that you are probably This is not the type of bribe that you are probably

currently thinking of!currently thinking of!

If you want to see dramatically increased response to If you want to see dramatically increased response to any of your offers, try offering a free gift to anyone any of your offers, try offering a free gift to anyone that responds. that responds.

The free gift cannot be junky or look or feel cheap.The free gift cannot be junky or look or feel cheap.

With the low cost of many gifts, consider bribing With the low cost of many gifts, consider bribing your prospects with freebies. (For more ideas, see the your prospects with freebies. (For more ideas, see the AMSOIL promotional items)AMSOIL promotional items)

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Tactic #5-Bribes WorkTactic #5-Bribes WorkTell your prospect that if they send in for your Tell your prospect that if they send in for your

brochure that they will be given a free gift. brochure that they will be given a free gift.

Your responses will increase if you show a full color Your responses will increase if you show a full color picture of the gift they will receive.picture of the gift they will receive.

Consider a postcard with a full color picture.Consider a postcard with a full color picture.

Offer bribes as well to your existing customers who Offer bribes as well to your existing customers who refer new customers to yourefer new customers to you

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Tactic #6-Eight StampsTactic #6-Eight StampsIf you use direct mail, use eight stamps to mail that If you use direct mail, use eight stamps to mail that

letter.letter.

Or, use a commemorative stamp, but eight stamps Or, use a commemorative stamp, but eight stamps will get more attention.will get more attention.

This will also get more attention than using a meter This will also get more attention than using a meter imprint or standard stamp. Differentiate yourself!imprint or standard stamp. Differentiate yourself!

When is the last time you received such a letter?When is the last time you received such a letter?

Did you open it first?Did you open it first?

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The Eight Stamp PloyThe Eight Stamp PloyThis is a perfect example of an AMSOIL Guerilla This is a perfect example of an AMSOIL Guerilla

Marketing tactic:Marketing tactic:

It doesn’t cost more money than using a first class stamp.It doesn’t cost more money than using a first class stamp.

It requires extra time, energy and imagination.It requires extra time, energy and imagination.

It demands patience.It demands patience.

It increases your rate of response, thereby lowering your It increases your rate of response, thereby lowering your cost of marketing while making that marketing more cost of marketing while making that marketing more effective.effective.

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Tactic #7-Media Buying ServicesTactic #7-Media Buying ServicesThink about using a Media Buying Service for your Think about using a Media Buying Service for your

advertising and marketing.advertising and marketing.These specialists learn your budget, your target These specialists learn your budget, your target

market and the competition.market and the competition.They also negotiate the best price for you. They also negotiate the best price for you. They also check to see if you received what you paid They also check to see if you received what you paid

for. for. Something to think about.Something to think about.

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Basic Training For AMSOIL Guerilla Marketer’sBasic Training For AMSOIL Guerilla Marketer’s AMSOIL Dealer Tactics To ConsiderAMSOIL Dealer Tactics To Consider



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Direct MarketingDirect MarketingDirect Marketing refers to:Direct Marketing refers to:

Direct MailDirect Mail Coupons in newspapers and magazinesCoupons in newspapers and magazines PostcardsPostcards Direct response televisionDirect response television TelemarketingTelemarketing InsertsInserts Bulletin BoardsBulletin Boards

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DefinitionDefinitionDirect marketing is a sub-discipline of Direct marketing is a sub-discipline of

marketing focused on driving purchases that marketing focused on driving purchases that can be attributed to a specific "call-to-action.”can be attributed to a specific "call-to-action.”

Direct marketing is distinguished from other Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, marketing efforts by its emphasis on trackable, measurable results (known as "response" in the measurable results (known as "response" in the industry) regardless of medium.industry) regardless of medium.

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Definition (con’t)Definition (con’t)Direct marketers use a variety of media including Direct marketers use a variety of media including

catalogs, postcards, statement inserts, card packs, catalogs, postcards, statement inserts, card packs, magazines and other mail. magazines and other mail.

Direct marketers also use media such as door Direct marketers also use media such as door hangers, package inserts, magazines, newspapers, hangers, package inserts, magazines, newspapers, radio, television, email, internet banner ads, pay-per-radio, television, email, internet banner ads, pay-per-click ads, billboards, transit ads, etc. If the ad in the click ads, billboards, transit ads, etc. If the ad in the medium asks the prospect to take a specific action--medium asks the prospect to take a specific action--call an 800 number, visit a website, return a response call an 800 number, visit a website, return a response card, place an order, complete a survey, etc.--then the card, place an order, complete a survey, etc.--then the effort is considered to be direct marketing.effort is considered to be direct marketing.

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For ExampleFor ExampleDon’t be surprised to see more and more grocery Don’t be surprised to see more and more grocery

store circulars in your newspaper and mail box.store circulars in your newspaper and mail box.Why?Why?Vertis Communications Retail Direct Mail survey Vertis Communications Retail Direct Mail survey

reports that 90 percent of male direct mail readers reports that 90 percent of male direct mail readers and 83 percent of females, aged 18-34, read circulars and 83 percent of females, aged 18-34, read circulars from the grocery store.from the grocery store.

(Published on: April 10, 2007)(Published on: April 10, 2007)

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Marketing TipMarketing TipIf you are not using a computer in your business, If you are not using a computer in your business,

consider this:consider this: Here’s a look at technology usage according to a survey Here’s a look at technology usage according to a survey

done by a leading researcher on Baby Boomers. The in-done by a leading researcher on Baby Boomers. The in-depth study explored Boomers’ views and perceptions on depth study explored Boomers’ views and perceptions on life, family, work, finances, health and wellness and life, family, work, finances, health and wellness and technology.technology.

Boomers online:Boomers online: According to the Pew Foundation, home According to the Pew Foundation, home Internet usage is high across most age groups: 18-29 year Internet usage is high across most age groups: 18-29 year olds (88 percent), 30-49 year olds (84 percent), 50-64 year olds (88 percent), 30-49 year olds (84 percent), 50-64 year olds (71 percent), 65 years old and over (32 percent). olds (71 percent), 65 years old and over (32 percent).

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Why Direct Marketing?Why Direct Marketing?It creates a sense of urgency. It creates a sense of urgency.

There is always a date that the offer expires and the There is always a date that the offer expires and the prospect or customer need to be alerted to this fact.prospect or customer need to be alerted to this fact.

Knowing there is a deadline will motivate many people to Knowing there is a deadline will motivate many people to take action rather than think it over.take action rather than think it over.

It is accountable.It is accountable. If your offer ends on May 24If your offer ends on May 24thth, you know on May 25, you know on May 25thth

whether your effort soared or fizzled. whether your effort soared or fizzled. Standard media marketing does not give such instant and Standard media marketing does not give such instant and

honest feedback.honest feedback.

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Why Direct Marketing?Why Direct Marketing?It is economicalIt is economical

More and more small businesses are realizing that direct More and more small businesses are realizing that direct marketing is very cost effective. marketing is very cost effective.

Actually more economical than a face-to-face call or sale. Actually more economical than a face-to-face call or sale. Do you know what the average face-to-face sales call costs?Do you know what the average face-to-face sales call costs?

Depending on who you talk to, anywhere from $200.00 to $500.00

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Why Direct Marketing?Why Direct Marketing?You can determine the direct cost for each sale you You can determine the direct cost for each sale you

make.make.

You should understand the mathematics of direct-response You should understand the mathematics of direct-response marketing.marketing.

If you are a AMSOIL marketing guerilla, you will knowIf you are a AMSOIL marketing guerilla, you will know

• Your exact cost to acquire a new customer.Your exact cost to acquire a new customer.

• The lifetime worth of that customer.The lifetime worth of that customer.

• Your profit per sale.Your profit per sale.

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Why Direct Marketing?Why Direct Marketing?It is very convenient and getting more so everyday. It is very convenient and getting more so everyday.

People order from the comfort of their home.People order from the comfort of their home. They can receive what they order in days. They can receive what they order in days.

Direct Marketing also offers the ultimate in Direct Marketing also offers the ultimate in selectivity. selectivity. You can market to people based upon a chosen You can market to people based upon a chosen

demographic or their probability of accepting your offer.demographic or their probability of accepting your offer. You can market to existing customers, which you should You can market to existing customers, which you should

do again, and again, and again, and….you get the picture.do again, and again, and again, and….you get the picture.

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Marketing TipMarketing TipAMSOIL Guerrillas communicate respect for the AMSOIL Guerrillas communicate respect for the

prospect, the competition, and themselves. prospect, the competition, and themselves.

AMSOIL Guerrillas are at ease with people of every AMSOIL Guerrillas are at ease with people of every status, treating the cafe waitress or the hotel bell status, treating the cafe waitress or the hotel bell man with the same deference they would offer the man with the same deference they would offer the president of a major company. president of a major company.

Their impartiality makes everyone feel important Their impartiality makes everyone feel important and respected for the contribution they make. Check and respected for the contribution they make. Check it out. it out.

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How To Gauge Success In How To Gauge Success In Direct MarketingDirect Marketing

It should be measured by only one gauge:It should be measured by only one gauge:PROFITIBILITYPROFITIBILITYFor example;For example;

You invest $2,000.00 dollars in magazine and newspaper You invest $2,000.00 dollars in magazine and newspaper advertisingadvertising

Profit: $22,000.00 Profit: $22,000.00 Do you care if the response rate is only .0001 percent?Do you care if the response rate is only .0001 percent? No!No!

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Basic Training For AMSOIL Guerilla Marketer’sBasic Training For AMSOIL Guerilla Marketer’s AMSOIL Dealer Tactics To ConsiderAMSOIL Dealer Tactics To Consider Direct Marketing AMSOIL Dealer StyleDirect Marketing AMSOIL Dealer Style


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Marketing Myth #1Marketing Myth #1

It is good to have a great deal of white space It is good to have a great deal of white space in advertisements, brochures and other in advertisements, brochures and other

printed material.printed material.

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Marketing Truth #1Marketing Truth #1Your customers and prospects are not interested in Your customers and prospects are not interested in

white space. white space.

They are interested in information and what They are interested in information and what AMSOIL products can do for them.AMSOIL products can do for them.

When you use white space where you could be When you use white space where you could be putting information, you are wasting money.putting information, you are wasting money.

Printed materials should attract attention with Printed materials should attract attention with substance rather than emptiness.substance rather than emptiness.

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People like to open thick envelopes.People like to open thick envelopes.

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Marketing Truth #2Marketing Truth #2Thick envelopes appear to be time wasters filled Thick envelopes appear to be time wasters filled

with hype and confusion.with hype and confusion.

You may want to consider intriguing the recipient of You may want to consider intriguing the recipient of a direct mail piece by enclosing some interestingly a direct mail piece by enclosing some interestingly shaped object such as a ball point pen that could be shaped object such as a ball point pen that could be used to fill out a response device.used to fill out a response device.

Bulk adds cost and cuts down on readership. Bulk adds cost and cuts down on readership.

Avoid a thick envelope unless you have a darn good Avoid a thick envelope unless you have a darn good reason.reason.

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Marketing TipMarketing TipDo I ask questions that show I really care? Do I Do I ask questions that show I really care? Do I

remember to say things to my customers like remember to say things to my customers like "Hmmm, That's really interesting, tell me more...," "Hmmm, That's really interesting, tell me more...," and "How did that feel?“and "How did that feel?“

These phrases demonstrate to our clients and These phrases demonstrate to our clients and prospects that we are interested, that we're "on their prospects that we are interested, that we're "on their side," and that we really care. side," and that we really care.

Besides hairdressers, manicurists, and bartenders, Besides hairdressers, manicurists, and bartenders, AMSOIL Guerrillas are often the only person in any AMSOIL Guerrillas are often the only person in any week who really listens to the customer. No wonder week who really listens to the customer. No wonder they're so popular and do so well! they're so popular and do so well!

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Use short copy. People won’t read long Use short copy. People won’t read long copy.copy.

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Marketing Truth #3Marketing Truth #3This is one of the most dangerous, silly, and costly This is one of the most dangerous, silly, and costly

myths in marketing. myths in marketing.

People will read long books, long articles and long People will read long books, long articles and long letters. letters.

They will read whatever interests them and the more They will read whatever interests them and the more it interests them, the more of it they want. it interests them, the more of it they want.

When presented with a marketing offer, they want When presented with a marketing offer, they want enough information to make an informed decision.enough information to make an informed decision.

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Marketing TipMarketing TipGuerrillas never complain about politics, the Guerrillas never complain about politics, the

weather, the traffic, or the rough day they're having.weather, the traffic, or the rough day they're having.

Stay positive and enthusiastic! Few things are less Stay positive and enthusiastic! Few things are less motivating than getting negative news or negative motivating than getting negative news or negative commentary from a sales person. commentary from a sales person.

Stay 100% positive, but don't over do it! Stay 100% positive, but don't over do it!

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It is costly to purchase radio and television It is costly to purchase radio and television advertising time. advertising time.

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Marketing Truth #4Marketing Truth #4

Radio and TV advertising time does not have to be Radio and TV advertising time does not have to be costly.costly.

It is coming down in price regularly and is It is coming down in price regularly and is negotiable. negotiable.

It often provides a superb value.It often provides a superb value.

Don’t automatically discount it as a marketing Don’t automatically discount it as a marketing vehicle.vehicle.

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Sell the sizzle, not the steak.Sell the sizzle, not the steak.

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Sell the solution and not the sizzle!Sell the solution and not the sizzle!

The easiest way to sell AMSOIL is to offer it as a The easiest way to sell AMSOIL is to offer it as a solution to a customer problem.solution to a customer problem.

If you tend to look for the sizzle rather than the If you tend to look for the sizzle rather than the problem, you are looking in the wrong direction.problem, you are looking in the wrong direction.

Do all in your power to identify problems that your Do all in your power to identify problems that your prospects have, then position AMSOIL and your prospects have, then position AMSOIL and your services as the best solution to that problem.services as the best solution to that problem.

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Great marketing works instantly.Great marketing works instantly.

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Marketing Truth #6Marketing Truth #6Great price mark downs work instantly.Great price mark downs work instantly.

Great limited time offers work instantly.Great limited time offers work instantly.

But great marketing is not made up of price mark But great marketing is not made up of price mark downs and repeated limited time offers alone.downs and repeated limited time offers alone.

Great marketing is made up of creating a desire for Great marketing is made up of creating a desire for AMSOIL products in the minds of qualified AMSOIL products in the minds of qualified prospects.prospects.

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Marketing should entertain and amuse.Marketing should entertain and amuse.

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Marketing Truth #7Marketing Truth #7Show business should entertain and amuse.Show business should entertain and amuse.

Marketing should sell your offering, AMSOIL.Marketing should sell your offering, AMSOIL.

To see how entertaining and amusing detracts from To see how entertaining and amusing detracts from your marketing message, simply watch TV for ads your marketing message, simply watch TV for ads that you know so well, but have probably forgotten that you know so well, but have probably forgotten what product they advertised. what product they advertised.

Awards in the marketing industry for commercials Awards in the marketing industry for commercials should be solely based on profits generated.should be solely based on profits generated.

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Marketing TipMarketing TipWhat are your competitive advantages?What are your competitive advantages?

Make a list upon which you can hang your Make a list upon which you can hang your marketing campaign.marketing campaign.

Your prospects and customers have a choice of Your prospects and customers have a choice of several businesses selling the same products several businesses selling the same products and services you offer. and services you offer.

Why should these people select your company Why should these people select your company over the others?over the others?

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Marketing should be changed every few Marketing should be changed every few years to keep it fresh and new.years to keep it fresh and new.

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Marketing Truth #8Marketing Truth #8The longer great marketing promotes a product or The longer great marketing promotes a product or

service, the better.service, the better. AMSOIL guerillas create marketing strategies that AMSOIL guerillas create marketing strategies that

can be used for five, ten, even twenty or more years. can be used for five, ten, even twenty or more years. Don’t believe me?Don’t believe me?How long has the Green Giant been jolly?How long has the Green Giant been jolly?How long have people been in good hands with How long have people been in good hands with

Allstate?Allstate?Do you think these companies would have been more Do you think these companies would have been more

successful by changing their marketing? I don’t either.successful by changing their marketing? I don’t either.

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Marketing is successful if it is memorable.Marketing is successful if it is memorable.

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Marketing Truth #9Marketing Truth #9Marketing is successful if it moves product, AMSOIL Marketing is successful if it moves product, AMSOIL

product!product!

Memorability has nothing to do with it.Memorability has nothing to do with it.

Whether people like it or not has nothing to do with Whether people like it or not has nothing to do with it. it.

It’s not how memorable you make the marketing, it’s It’s not how memorable you make the marketing, it’s how desirable you make the product that matters.how desirable you make the product that matters.

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Marketing TipMarketing TipTrade show tidbits: Trade show tidbits:

70% of people turn right from the main entrance.70% of people turn right from the main entrance.

If there are an odd number of aisles, attendees walk down If there are an odd number of aisles, attendees walk down the next to the last aisle twice.the next to the last aisle twice.

People go to where other people are so do what you can to People go to where other people are so do what you can to draw a crowd.draw a crowd.

AMSOIL guerrillas get discounts at new trade shows AMSOIL guerrillas get discounts at new trade shows simply by asking for them.simply by asking for them.

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The purpose of marketing is to generate The purpose of marketing is to generate maximum sales volume. maximum sales volume.

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The purpose of marketing is to generate The purpose of marketing is to generate maximum profits. maximum profits.

A high and increase sales volume is nice, but A high and increase sales volume is nice, but not at the expense of profits. not at the expense of profits.

Increased sales are nice, but increased profits Increased sales are nice, but increased profits are why AMSOIL guerillas love marketing.are why AMSOIL guerillas love marketing.

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Once your business has a solid customer Once your business has a solid customer base, you can cease marketing. base, you can cease marketing.

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Marketing Truth #11Marketing Truth #11You can cut down on your marketing to the universe.You can cut down on your marketing to the universe.

You might even reduce the marketing to your second You might even reduce the marketing to your second market, your prospects.market, your prospects.

But you should always market to your customers. But you should always market to your customers.

By investing in prospects to replace customers lost to By investing in prospects to replace customers lost to fate, and marketing to your own customers, you can fate, and marketing to your own customers, you can decrease your marketing investment while your profits decrease your marketing investment while your profits soar.soar.

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Marketing TipMarketing TipIncrease your telephone voice energy level by Increase your telephone voice energy level by

making eye contact with the person you making eye contact with the person you visualize on the other end.visualize on the other end.

You can also stand up and don’t slouch. You can also stand up and don’t slouch.

Put a smile on your face so that it shows in your Put a smile on your face so that it shows in your voice.voice.

Use gestures.Use gestures.

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If a prospect says that they want some time If a prospect says that they want some time to “think it over” before making a to “think it over” before making a

purchase, they actually will think about it, purchase, they actually will think about it, and they’ll probably come back to buy.and they’ll probably come back to buy.

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Marketing Truth #12Marketing Truth #12They will buy alright, just not from you.They will buy alright, just not from you.

When a person selling something deals with a person When a person selling something deals with a person who is shopping, one way or another, a sale is made.who is shopping, one way or another, a sale is made.

Either the prospect will buy from you or you will buy Either the prospect will buy from you or you will buy their story about wanting to think it over.their story about wanting to think it over.

The best time to close a sale is during or immediately The best time to close a sale is during or immediately after the sales presentation.after the sales presentation.

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Repetition of a marketing message is Repetition of a marketing message is boring.boring.

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Marketing Truth #13Marketing Truth #13It may be boring to you, but it won’t be boring to It may be boring to you, but it won’t be boring to

your prospects and customers. your prospects and customers.

Repetition implants your benefits in the Repetition implants your benefits in the unconscious minds of your prospects.unconscious minds of your prospects.

It also reaffirms those benefits in the conscious It also reaffirms those benefits in the conscious minds of your customers.minds of your customers.

Repetition does not bore these wonderful people! Repetition does not bore these wonderful people!

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Southwest Airlines sped up its turnaround time Southwest Airlines sped up its turnaround time not by studying other airlines but by studying not by studying other airlines but by studying pit crews at the Indianapolis 500. pit crews at the Indianapolis 500.

The main idea: learn from the real experts and The main idea: learn from the real experts and those experts may not be your competitors.those experts may not be your competitors.

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ConclusionConclusionThere are three phases to an AMSOIL guerilla There are three phases to an AMSOIL guerilla

marketing attack.marketing attack.

Phase I-PlanningPhase I-Planning Phase II-LaunchingPhase II-Launching Phase III-MaintainingPhase III-Maintaining

The hardest part is to maintain the attack The hardest part is to maintain the attack constantly. constantly.

Because marketing is a living process, it requires Because marketing is a living process, it requires attention, time and nurturing.attention, time and nurturing.

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Your GoalYour Goal Your goal must be to set your marketing in motion.Your goal must be to set your marketing in motion.

If you are an AMSOIL marketing guerilla, you will do it in a If you are an AMSOIL marketing guerilla, you will do it in a way that assures the maintenance of that motion.way that assures the maintenance of that motion.

Develop your plan and calendar. Develop your plan and calendar.

Plan your direct marketing program.Plan your direct marketing program.

Set aside a certain amount of time each week for marketing.Set aside a certain amount of time each week for marketing.

Great marketing deserves full-time attention, but is not a full Great marketing deserves full-time attention, but is not a full time job.time job.

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AMSOIL Marketing Guerilla’sAMSOIL Marketing Guerilla’s

The AMSOIL Sales Department

1 amsoil dealer guerilla marketing attack! amsoil university 2007

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