Go Guerrilla

Go Guerrilla! : 

Go Guerrilla! Tips and Tools you can use RIGHT NOW Jan Ekonomy Director of Corporate Marketing

Go Guerrilla! Workshop Overview : 

Go Guerrilla! Workshop Overview Guerrilla Marketing 101 Tips & Traps Samples & Examples Tools Supplies & Resources THINK Tank Idea Exchange & Raffle!

Guerilla Marketing…What is it? : 

Guerilla Marketing…What is it? Grassroots marketing methods Low cost Targeted Simple to execute Flexibility and creativity MOST IMPORTANT

Effective Campaign Characteristics : 

Effective Campaign Characteristics Know your audience Relevant Call to action Integration with other marketing Deploy you’re A-Team

GUERRILLA TACTICS:TIPS AND TRAPS : 

GUERRILLA TACTICS:TIPS AND TRAPS

Guerrilla Classics : 

Guerrilla Classics Gym Passes Coaster Passes Lead Boxes Trade & Bartering Memberships

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Guerrilla Classics: Other uses for classics Dry Cleaner hangtags Car wash mirror tags Auto repair service tags Door hangers Pizza Box toppers

Guerrilla tips for key influencers : 

Guerrilla tips for key influencers Microwave popcorn Candy boxes Disc Jockeys Concession wrappers for DJ drops

Guerrilla tips for key influencers : 

Guerrilla tips for key influencers Doctors, Sports Medicine and Physical Therapy Professionals

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Community building tactics White Envelope campaigns VIP memberships for community heroes

Promoting GGX launches : 

Sticker advertising in kid’s club Sidewalk signage Promoting GGX launches

Guerrilla Tips:Other uses for business as usual tactics : 

Print extra table tents Use in restaurants, bars, and retail establishments Include passes inside tent floor Ask your Direct Mail provider to print overruns Use for local marketing tactics Guerrilla Tips:Other uses for business as usual tactics

Cost Effective Targeting : 

Cost Effective Targeting No minimum quantity Strong response rate August and September best months to execute Inexpensive New Mover Campaign

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Getting creative with offers… 5% response to mailing Flipped 60% Participants highly engaged Strong community formed

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Getting creative with offers…

Online engagement : 

Online engagement

Online engagement : 

Online engagement Create a community for members who are FB users

Online engagement : 

Online engagement Develop a Blog

Outdoor Signage Tactics : 

Outdoor Signage Tactics Direct traffic to your location at peak times. Keep costs low, copy short, and beware of over-use Yard signs and sandwich boards Be mindful of zoning restrictions Permits may be required

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On vehicles…. Car magnets/toppers

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On sidewalks…. Direct traffic to your location at peak times. Keep costs low, copy short, and beware of over-use Sidewalk chalk

On Buildings! : 

On Buildings! Projection Advertising Well-received tactic in East coast market Impactful and cost-effective! 1 2 3

Projection Advertising : 

Projection Advertising Intriguing & engaging Generated lots of buzz! No issues with local authorities or residents 4 5

Event Tactics : 

Event Tactics Engagement vs. transaction Make it interactive and entertaining

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Event Tactics Engagement vs. transaction Make it interactive and entertaining Wii game demonstrations - Engage prospects while they wait! Kangoo Jumps Effective, attention grabbing element on the streets.

Giveaway Tactics : 

Giveaway Tactics RE-USEABLE, RELEVANT, LOW COST Water bottles – put passes inside Fans – staple passes to the back of them weatbands Refrigerator magnets Chapstick Hand sanitizers Breath Spray

Guerrilla Traps : 

Guerrilla Traps Gimmicks aren’t always effective Street Stenciling Scratch-off’s “B Team” Execution

GUERRILLA TOOLS : 

GUERRILLA TOOLS

Leverage the “Know your own Strength” Brand personality… : 

Leverage the “Know your own Strength” Brand personality… About relationships Aspirational “The Sea of Sameness”

Ad Builder : 

Ad Builder

Guerrilla Tools : 

Guerrilla Tools Keep Guerrilla weapons on hand Playbooks and Pre-printed or editable flyers Outreach and traffic building supplies

Local Marketing Kits : 

Local Marketing Kits 33 Event Marketing Kit Tabletop Display custom panels carrying case Table skirt Spin to win wheel Register to win slips How to Guide Optional STORAGE & PORTABLE TRUNK

Local Marketing Kits : 

Local Marketing Kits 34 Traffic Builder Kit A-Frame Display 4 custom signs 4 banners Cloudbuster’s w/flags Chalk How to Guide

Corporate Planning Calendar : 

Corporate Planning Calendar

Leverage National PR initiatives and seasonal themes : 

Leverage National PR initiatives and seasonal themes Use the Tip Sheets provided with your monthly Marketing M.A.P. National results in April for the Fitness Stimulus and Wii launch 52 million consumer impressions Ad equivalency: $471,510

Remember to integrate your messaging : 

Remember to integrate your messaging Direct Mail Car Canvassing Movie Theater Advertising DJ Promotional Wraps Internet Lead Generation

Go Guerrilla! : 

Go Guerrilla! Idea exchange Q & A Raffle Winners

APPENDIX : 

APPENDIX

Online engagement : 

Online engagement Communicate quickly with members

Guerrilla Marketing : 

Guerrilla Marketing Coined by author, Jay Conrad Levinson in 1984, guerilla marketing is an alternative or grassroots form of promotions. Typically, this type of marketing requires a minimal investment but yields maximum results by using creative, street-savvy techniques to get customers' attention, create buzz, and go toe-to-toe with competitors without having to match budgets dollar-for-dollar. Consult Levinson's numerous books for hundreds of "guerrilla marketing weapons”; each will ultimately encourage creativity and unconventional methodology be applied at the “ground-level” to situations on a consistent basis to stay current. Guerrilla marketing is a frontline approach to creating an ongoing conversation with your consumers. The best tactics will come directly from within your local team so encourage guerrilla marketing as a key part of your overall marketing plan. Develop tactical plans on a monthly basis keeping the basic principles in mind. Look to hire, train and develop your staff with the importance of guerrilla marketing in mind. You’ll find that internally planning guerrilla marketing “attacks” can be extremely empowering to local teams, this is considered to be one of the key benefits, and secrets to – the success of well-executed guerrilla marketing plans. The Guerrilla Marketing Association offers access to bootcamps, coaching forums, online reports, chat sessions, marketing tips, videos and other small business tools.

Mobile to Text Messaging : 

Mobile to Text Messaging Mobile to Text Messaging Emerging low cost channel to drive leads for local promotions using SMS text messaging that provides measurable results Cardio Cinema Promo Pass with movie theatres during summer blockbuster season On digital billboards in stadiums/outdoor venues as part of sponsorship packages

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National PR initiatives and seasonal themes