Speaker Marketing from the Marketing Speaker Al Lautenslager firstname.lastname@example.org
NSA - Wisconsin • Guerrilla Marketing • Social Media Integration • Target, Message, Vehicle, Frequency • Leverage • Other Speaker Marketing • Your Plan / Your Questions /Group Input
Do you have all the speaking engagements you want? Do you have a blank check book to spend on marketing? Does everyone that couldhire you to speak, know about you?
Theory of Guerrilla Marketing The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination. Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!
The Question to Focus On: • “How am I building awareness with my prospects and clients through all of our marketing?”
What is your Marketing Habit? • 3-5 things a day • Put Marketing on your to-do list
Specific Customer Activity • Send in for information • Call your toll free 800 number • Visit your website; Google You • Enter a contest • Visit with you • View a video clip
The Ultimate Targeting Exercise • If you could magically define the “ideal client,” what would they look like?
Your Best Prospect ….is a current customer Second best is a past customer
David Ogilvy: “Marketing results depend less on how advertising is written than on how the product or service is positioned.”
Positioning Examples • Southwest Airlines • 7-Up • United Airlines • Fed-Ex • Crest Toothpaste
Simple Positioning… • We are now known as…
A Revenue Exploding Guerrilla Marketing Positioning Example • An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
Prospects Don’t Care About YouThey want to know, “What’s in it for me? How will you benefit me?”
Your competitive advantage is the benefit you offer that your competition does not
More Good hook examples • Special Report: • 7 Mistakes People Make When Choosing A _______________Supplier • Before You Purchase __________________ You Should Read this Report • This is what our competition won’t tell you about ____________________ • 12 ways to Get Twice as Much Value at Half the Cost
What about Free Consultations • GM 3rd • Savvy consumers
Placement of Marketing Hooks • On or offline • Brochures or other marketing communication material • Videos • Packaging materials • Bounce back offers
PR “All publicity is good publicity except in an obituary” -Brendan Behan
Wear two pair of shoes • Editor’s • Reader’s