guerrilla marketing-for-the-professional-speaker-nsa-houston-1227036083196858-8

THE GUERRILLA GROUPinc

Guerrilla Marketing for the Advanced Professional SpeakerGuerrilla Marketing for the Advanced Professional Speaker

Orvel Ray Wilson, CSPSr. Partner, THE GUERRILLA

It’s a Jungle Out There!It’s a Jungle Out There!

•Economic Uncertainty•Economic Uncertainty

We Apologize

•Economic Uncertainty•Tough Competition•Economic Uncertainty•Tough Competition

Grape?

•Economic Uncertainty•Tough Competition•Demanding Clients

•Economic Uncertainty•Tough Competition•Demanding Clients•Advancing Technology

More More More

•Economic Uncertainty•Tough Competition•Demanding Clients•Advancing Technology•Pressure on Prices and Margins

Slowly but Surely

What is Marketing?What is Marketing?• Everything that helps, or hinders, the

sale of your goods or services. • Everything that helps, or hinders, the

sale of your goods or services.

What do we mean by “Guerrilla”?What do we mean by “Guerrilla”?

• Time

• Energy

• Imagination

• Time

• Energy

• Imagination

10 Principles of Guerrilla Marketing10 Principles of Guerrilla Marketing

1. Investment1. Investment

• The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

1. Investment (cont.)1. Investment (cont.)

•People

•Technology

•Yourself

•People

•Technology

•Yourself

Invest in PeopleInvest in People

• Hire first for Attitude

• Collect Competitive Literature

• Tag Team Training

• Resource Center

• Outside Seminars

• Outside Expertise

• Hire first for Attitude

• Collect Competitive Literature

• Tag Team Training

• Resource Center

• Outside Seminars

• Outside Expertise

Invest in TechnologyInvest in Technology

• Good wireless microphones

• Digital audio recorder

• Laptop

• Digital Camera

• Video editing platform

• Good wireless microphones

• Digital audio recorder

• Laptop

• Digital Camera

• Video editing platform

Invest in YourselfInvest in Yourself

• Build Your Library

• Get active in NSA

• Master Mind

• Build Your Library

• Get active in NSA

• Master Mind

2. Consistent2. Consistent

• “Poor marketing done consistently will be more effective than great marketing done sporadically.”

• Consistency is interpreted as longevity, credibility, and trust.

• “Poor marketing done consistently will be more effective than great marketing done sporadically.”

• Consistency is interpreted as longevity, credibility, and trust.

Image vs. IdentityImage vs. Identity

• Use your own stuff

• People will always pay more for an original.

• Use your own stuff

• People will always pay more for an original.

3. Confident3. Confident

• “Guerrillas believe in their products and their people.”

Mr. Colton, do we stand behind our products?

“Mr. Colton, do we stand behind our products?”

3. Confident (cont..)3. Confident (cont..)

• Expect the Sale

• Collect Testimonials

• Don’t play games with your fees.

• Expect the Sale

• Collect Testimonials

• Don’t play games with your fees.

Low Bidder

“How did I wind up here? I was the low bidder!”

4. Patient4. Patient

•Fine-tuning your skills takes time

•Think about quitting

•Fine-tuning your skills takes time

•Think about quitting

Gretsch kitGretsch kit

1 2 3 45

Number of ImpressionsNumber of Impressions

Total Apathy

Purchase ReadinessPurchase Readiness

Prospect Learning CurveProspect Learning Curve

5. Assortment5. Assortment

• “It’s easier to find a new audience than it is to write a new speech.”

--Ira Hayes

• “It’s easier to find a new audience than it is to write a new speech.”

--Ira Hayes

$1 $10 $50 $250 $1,000

Move Them Up the CurveMove Them Up the Curve

– Fill the Curve– Fill the Curve

5. Assortment5. Assortment

• Keynote

• Super-keynote

• Breakout session

• Half-day and Full-day Seminar

• Multi-day Destination Workshop

• Long-term Ongoing Program

• Keynote

• Super-keynote

• Breakout session

• Half-day and Full-day Seminar

• Multi-day Destination Workshop

• Long-term Ongoing Program

Form and Format:Form and Format:

• Keynote

• Super-keynote

• Break-out Session

• Half-day and Full-day Seminars

• Destination Intensives

• Ongoing Programs

• Keynote

• Super-keynote

• Break-out Session

• Half-day and Full-day Seminars

• Destination Intensives

• Ongoing Programs

Positioning:Positioning:

• Local – National - International

• Stock vs. Customized

• Corporate vs. Non-profit

• Flat vs. Gain-share

• Inclusive?

• Pro-bono

• Local – National - International

• Stock vs. Customized

• Corporate vs. Non-profit

• Flat vs. Gain-share

• Inclusive?

• Pro-bono

Publishing and ProductPublishing and Product

• Single CD or DVD

• Book and extensions

• Sets and courses

• On-line audio and videos

• Virtual and TeleSeminars

• Continuity programming

• Single CD or DVD

• Book and extensions

• Sets and courses

• On-line audio and videos

• Virtual and TeleSeminars

• Continuity programming

6. Subsequent6. Subsequent

• “Guerrillas wage their marketing campaign simultaneously on three fronts.”

Customers60%

Universe10%

Prospects30%

6. Subsequent (cont..)6. Subsequent (cont..)

• “It takes 11 positive impressions to overcome a single negative impression.”– Repetition, Repetition, Repetition– You’re always on stage– You Oughta’ Be In Pictures

Photo Note PadDear Pat,

THANK YOU for the opportunity to serve NSA/Houston. What a FUN group! We had a GREAT time! OrvelRay

From the desk of Orvel Ray Wilson,

34316 Gap Road, Golden, CO 80403 800-247-9145

7. Convenient7. Convenient

• “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”

Show UpShow Up“90% of sex is showing up.”

-- Woody Allen

“90% of sex is showing up.”

-- Woody Allen

7. Convenient7. Convenient

• “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”– Message in a bottle

• Zero “Prima Donna” factor

• “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”– Message in a bottle

• Zero “Prima Donna” factor

7. Convenient (cont.)7. Convenient (cont.)

• Available 24/7• Available 24/7

He’s on another line

“He’s on another line at the moment, would you like to hold?”

7. Convenient (cont.)7. Convenient (cont.)

• Available 24/7

• Send out a detailed contract and rider

• Setup instructions– Small room– Big room

• Bring your own tools

• Available 24/7

• Send out a detailed contract and rider

• Setup instructions– Small room– Big room

• Bring your own tools

8. Measurement8. Measurement

• “What you measure is what you get. Inspect what you expect.” – Tom Peters

Five Levels of Metrics:Five Levels of Metrics:

1. Did they Like it?

2. Did they Remember it?

3. Did they Use it?

4. Did it Work?

5. How much was that Worth?

1. Did they Like it?

2. Did they Remember it?

3. Did they Use it?

4. Did it Work?

5. How much was that Worth?

8. Measurement8. Measurement

• Track your evaluations

• Track product and BOR sales

• Customer Survey

• Talk to Lost Clients

• Track your evaluations

• Track product and BOR sales

• Customer Survey

• Talk to Lost Clients

9. Excitement9. Excitement

• Have Fun!– People will happily pay more to be

entertained than they will to be educated.– “How’s business?”– A Good Word for Everyone– Never Complain.

• Have Fun!– People will happily pay more to be

entertained than they will to be educated.– “How’s business?”– A Good Word for Everyone– Never Complain.

Brussels Sprouts

10. Commitment10. Commitment

“If you're not 100% committed to your clients, your product and your organization, you'll never survive.”

• Do your homework

• Become an insider

• Get there early

• Take control to make your client look good

“If you're not 100% committed to your clients, your product and your organization, you'll never survive.”

• Do your homework

• Become an insider

• Get there early

• Take control to make your client look good

Guerrilla Marketing Weapons for Professional Speakers

Ranking the WeaponsRanking the WeaponsA: I’m using this weapon now,

and I’m using it correctly.

B: I’m using this weapon now, but could be improved.

C: I’m not using this weapon now, and I should.

D: This weapon is not appropriate for my practice.

A: I’m using this weapon now, and I’m using it correctly.

B: I’m using this weapon now, but could be improved.

C: I’m not using this weapon now, and I should.

D: This weapon is not appropriate for my practice.

Marketing PlanMarketing Plan

• Seven Sentences

• Forces you to focus

• Can show it to your employees, or your banker

• Seven Sentences

• Forces you to focus

• Can show it to your employees, or your banker

Marketing Plan – Step OneMarketing Plan – Step One

• The Purpose of your Marketing• The Purpose of your Marketing

Marketing Plan – Step Two Marketing Plan – Step Two

• How this purpose will be achieved, focusing upon the benefits of your offering

Marketing Plan – Step ThreeMarketing Plan – Step Three

• Your target audience• Your target audience

Marketing Plan – Step FourMarketing Plan – Step Four

• Proposed Marketing Weapons• Proposed Marketing Weapons

Marketing Plan – Step FiveMarketing Plan – Step Five• Your niche in the market

– What’s the first thing that enters peoples’ minds when they hear your name?

– Topic– Industry– Style– Format

• Your niche in the market– What’s the first thing that enters peoples’

minds when they hear your name?– Topic– Industry– Style– Format

Marketing Plan – Step SixMarketing Plan – Step Six

• Your identity– Not the same as image– Build a list of adjectives

Marketing Plan – Step SevenMarketing Plan – Step Seven

• Your marketing budget expressed as a percentage of your gross sales

Marketing CalendarMarketing Calendar

• Week Number

• Thrust

• Media

• Cost

• Results

• Week Number

• Thrust

• Media

• Cost

• Results

ThemeTheme

• Grows from your identity

• Doubles the memorability of your message– “Finger lickin’ ________.”– “Mmm-mmm good.”– “Unconventional Weapons and Tactics. . .”

• Grows from your identity

• Doubles the memorability of your message– “Finger lickin’ ________.”– “Mmm-mmm good.”– “Unconventional Weapons and Tactics. . .”

UniquenessUniqueness

“It’s better to be different than to be better.”

• People will pay more for an original

• Add 15 minutes of new material every time you speak

“It’s better to be different than to be better.”

• People will pay more for an original

• Add 15 minutes of new material every time you speak

CredibilityCredibility

• Get the facts straight

• Always cite your sources

• Avoid unspecified attribution

• Do your own original research

• Become an author

• Get the facts straight

• Always cite your sources

• Avoid unspecified attribution

• Do your own original research

• Become an author

Public RelationsPublic Relations

• Write press releases for everything!– PRWeb.com

• Put your Bio on Wikipedia

• Write press releases for everything!– PRWeb.com

• Put your Bio on Wikipedia

Write an ArticleWrite an Article

• Photo in the by-line

• Toll-free number in the footnote

• Make 1,000 reprints

• Add it to your website– Peter Shankman's "If I Can Help a

Reporter Out”

• Photo in the by-line

• Toll-free number in the footnote

• Make 1,000 reprints

• Add it to your website– Peter Shankman's "If I Can Help a

Reporter Out”

Write a White PaperWrite a White Paper

• “How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting”

• “Why You Should Hire (Your Name Here)”

• “How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting”

• “Why You Should Hire (Your Name Here)”

Write a ColumnWrite a Column

• Editors are always looking for fresh ideas

• A big commitment, that pays big

• Editors are always looking for fresh ideas

• A big commitment, that pays big

Write a BlogWrite a Blog

• Keep it short and relevant

• LOTS of links back to your other stuff

• GREAT way to drive website traffic and SEO

• Keep it short and relevant

• LOTS of links back to your other stuff

• GREAT way to drive website traffic and SEO

Write a BookWrite a Book

• “Author” = “Authority”

• Consider Collaborators or Ghosts

• Start with an outline

• Develop a Proposal

• New York vs. Self-Publishing?

• “Author” = “Authority”

• Consider Collaborators or Ghosts

• Start with an outline

• Develop a Proposal

• New York vs. Self-Publishing?

Competitive AdvantagesCompetitive Advantages

• Exclusive benefits you offer

• Promise outcomes, not features

• What’s your “WOW Factor”?

• Exclusive benefits you offer

• Promise outcomes, not features

• What’s your “WOW Factor”?

PhotosPhotos

• Glam shot

• Action shots

• Show the audience

• B&W and Color

• Glam shot

• Action shots

• Show the audience

• B&W and Color

StationeryStationery

• Carries a important message about your identity

• Invest in professional design and quality paper

• Include name, theme, address,phone numbers website and email

• Carries a important message about your identity

• Invest in professional design and quality paper

• Include name, theme, address,phone numbers website and email

Toll-free NumberToll-free Number

• People are eight times as likely to call

• Don’t spell a word

• Can increase your response rate from 30% to 700%

• People are eight times as likely to call

• Don’t spell a word

• Can increase your response rate from 30% to 700%

Business CardsBusiness Cards

• Turn them into mini-brochures

• All contact information

• Include your picture

• Print on both sides

• Consider odd shape and size

• Don’t leave home without them

• Turn them into mini-brochures

• All contact information

• Include your picture

• Print on both sides

• Consider odd shape and size

• Don’t leave home without them

One-SheetOne-Sheet

• Single sheet, two sides

• Can convey all the details

• Make it about them!

• Turn it into a reference piece

• Single sheet, two sides

• Can convey all the details

• Make it about them!

• Turn it into a reference piece

TestimonialsTestimonials

• Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss’ attention?”

• Highlight the strongest sentence

• Staple 12 together in sequence

• Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss’ attention?”

• Highlight the strongest sentence

• Staple 12 together in sequence

E-mailE-mail

• THE preferred vector of communication for bureaus and clients

• Include photo, contact info, and a link to your demo in the signature

• Create an e-mail “one sheet” with basic bio and multiple links to demos, etc.

• THE preferred vector of communication for bureaus and clients

• Include photo, contact info, and a link to your demo in the signature

• Create an e-mail “one sheet” with basic bio and multiple links to demos, etc.

Success StoriesSuccess Stories

• Confidence is the #1 buying motive

• “I was just in Dubai last month doing a program for IBM, and one of the things I learned was. . .”

• “Our customers tell us. . .”

• Confidence is the #1 buying motive

• “I was just in Dubai last month doing a program for IBM, and one of the things I learned was. . .”

• “Our customers tell us. . .”

Demo CD/DVDDemo CD/DVD

• WYSIWYG version

• Charge fees for being recorded

• Ask for the Masters in lieu of the fee

• Get right into your best clip

• Include the full-length version

• NSA Research Report on “What Makes Meeting Planners Want To Hire You”

• WYSIWYG version

• Charge fees for being recorded

• Ask for the Masters in lieu of the fee

• Get right into your best clip

• Include the full-length version

• NSA Research Report on “What Makes Meeting Planners Want To Hire You”

Put it on YouTubePut it on YouTube

• Post short videos 3-5 minutes

• Create your own “channel”

• Link everything back to your website

• Post short videos 3-5 minutes

• Create your own “channel”

• Link everything back to your website

Develop Products:Develop Products:

• Tip-sheets

• Checklists

• Advertising Specialties

• Audio CD

• Video DVD

• Tip-sheets

• Checklists

• Advertising Specialties

• Audio CD

• Video DVD

Develop Products:Develop Products:

• Custom CD/DVD albums

• Workbooks and courseware

• Packages and Bundles

• Webinars and E-Courses

• Custom CD/DVD albums

• Workbooks and courseware

• Packages and Bundles

• Webinars and E-Courses

Fusion MarketingFusion Marketing

• Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant.

Contact TimeContact Time

• Get on-site

• Watch all the other speakers– ExpoVendaMeis

• Stay and hang out

• Get on-site

• Watch all the other speakers– ExpoVendaMeis

• Stay and hang out

Showcase OpportunitiesShowcase Opportunities

• Service Clubs, Chambers, CVB, networking groups, university classes

• MPI, ASTD, SGMP, NSA

• Invite VIPs to be your guest

• Establishes you as an authority

• Service Clubs, Chambers, CVB, networking groups, university classes

• MPI, ASTD, SGMP, NSA

• Invite VIPs to be your guest

• Establishes you as an authority

Community InvolvementCommunity Involvement

• Co-Op events with local Chambers, SBDCs, BBB, Trade Associations

• Gain-share programs

• Make it turn-key

• Co-Op events with local Chambers, SBDCs, BBB, Trade Associations

• Gain-share programs

• Make it turn-key

Courses & SeminarsCourses & Seminars

• Conduct free “How To” Courses

• Continuing Education

• Universities and community colleges

• Conduct free “How To” Courses

• Continuing Education

• Universities and community colleges

Follow-upFollow-up

48 hour Thank you card

30 day note

90 day letter offering new products

6 months ask for names for mailing list

9 months Customer Questionnaire

1 year Anniversary card

48 hour Thank you card

30 day note

90 day letter offering new products

6 months ask for names for mailing list

9 months Customer Questionnaire

1 year Anniversary card

WebsitesWebsites• 182,226,259 Web sites*

• 1,463,632,361** Internet users worldwide

• 430,800,000 English-speakers

• Web Survey:– Convenience (65%)– Availability of vendor information (60%)– No pressure from salespeople (55%)– Saving time (53%)

• 182,226,259 Web sites*

• 1,463,632,361** Internet users worldwide

• 430,800,000 English-speakers

• Web Survey:– Convenience (65%)– Availability of vendor information (60%)– No pressure from salespeople (55%)– Saving time (53%)

*Netcraft Survey, Nov 2008

** InternetWorldStats.com Nov 2008

BureausBureaus

• Rapidly being displaced by Internet

• Still an important source of business for some speakers

• You can only manage a handful

• Make their job easy

• Rapidly being displaced by Internet

• Still an important source of business for some speakers

• You can only manage a handful

• Make their job easy

Social NetworkingSocial Networking

• MySpace

• LinkedIn.com– Own NSA Group– SpeakerMatch

• Plaxo

• MySpace

• LinkedIn.com– Own NSA Group– SpeakerMatch

• Plaxo

eSpeakers & eVentProeSpeakers & eVentPro

• Essential if you want to work with bureaus

ReputationReputation

• Build it consciously

• Market consistently

• Eliminate unhappy clients, at any cost

• Build it consciously

• Market consistently

• Eliminate unhappy clients, at any cost

CompetitivenessCompetitiveness

• Of 100 Marketing Weapons:– Sophisticated marketers are using

10 or 15– Most use only 5 or 10– Guerrillas use 40 or 50

• Of 100 Marketing Weapons:– Sophisticated marketers are using

10 or 15– Most use only 5 or 10– Guerrillas use 40 or 50

AdvertisingAdvertising

• Only 1% of marketing

• Always do it last

• Doesn’t work unless you do all the other things first.

• Only 1% of marketing

• Always do it last

• Doesn’t work unless you do all the other things first.

Satisfied ClientsSatisfied Clients

• Every one is another weapon in your arsenal

• What you do makes a real difference.

• Every one is another weapon in your arsenal

• What you do makes a real difference.

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