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Guerilla Marketing

Guerilla Marketing. “Get More Bang for Your Buck” Jeff Bliss, The GWU School of Business/ The Javelin Group Roy Turner, The Board Retailers Association. The GWU/SIA Program. What: A series of certificate courses focused on helping winter sports retailers and suppliers grow their business.

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Guerilla Marketing

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  1. Guerilla Marketing “Get More Bang for Your Buck” Jeff Bliss, The GWU School of Business/ The Javelin Group Roy Turner, The Board Retailers Association

  2. The GWU/SIA Program • What: • A series of certificate courses focused on helping winter sports retailers and suppliers grow their business. • Includes: • Retail Marketing • Retail Financial Management • Target Marketing • Guerilla Marketing • Where: • Both in-classroom and on-line

  3. Agenda • Objectives • Market Overview • Challenges/Opportunities • Competitive Advantages • Guerilla Strategies/Tactics • Attraction • Conversion • Retention • Summary

  4. Objectives • Try at least one new guerilla tactic this year and measure its impact • Have your staff help develop a guerilla marketing plan for next year

  5. Market Overview • Economy/global events • Consolidation • Stagnant industry growth • Changing consumers • Value equation

  6. Challenge/Opportunity • Challenge: • The industry is stagnant and we are too small to grow participation ourselves • Opportunity: • Power in numbers • Focus on growing your market

  7. Challenge/Opportunity • Challenge: • Consolidated giants have leverage over suppliers • Opportunity: • Strike partnerships with hot brands • More nimble, focused, personalized • Study best practices

  8. Challenge/Opportunity • Challenge: • The giants kick our butt with lower pricing • Opportunity: • Focus on providing value

  9. Challenge/Opportunity • Challenge: • The Big Boys have far more resources • Opportunity: • Focus on your niche and your most profitable consumers • Sell more stuff to more of these customers more often

  10. Challenge/Opportunity • Challenge: • Margins keep slipping along with market share • Opportunity: • Focus on margins vs. share

  11. Competitive Advantages "People want to support the independents. You just need to give them a better reason to shop at your store." - Bob Phibbs, a Long Beach-based retail consultant • While the formula for success is different for each small business/independent, there are common themes: • Focus on a niche • Make yourself distinctive/unique • Provide convenience and friendly, well-informed service, and a unique shopping experience Forbes Small Business

  12. Guerilla Strategies/Tactics • Differentiate • Sustainable positioning • Focus • Consumer • Message • Products/Brands • Resources • Service • Value • Become the “Gorilla” • Execute

  13. Attraction(“Most bang for the buck”) • Targeted ads/promotions • WOM • Internet/Mobile • Location • Partnerships • PR

  14. Conversion(“Sell more to more”) • Value/need fulfillment • Authority • Edu-tainment

  15. Retention(“Keep selling more to more”) • Loyalty programs • Cause-related/community outreach • Personalized communication • Resell

  16. Measure Results(“Try, try again”) • Keep innovating • Keep measuring • Keep asking • Keep tweaking • Keep your customers

  17. Self-Diagnostic Test 1.How to be different and better? What does my business stand for? 2. How can I look more, see more, learn more? Where do I need help? 3. Which trends will affect my business? 4. What can I do to know and thank my best customers better? 5. What is my business value proposition? 6. How can I communicate my value proposition more effectively? 7. How do my customers experience shopping in my store? What can I do to personalize their buying experience? 8. What is the promise of my retail brand? 9. What is the ideal future for my business? How can I get there? • How committed am I to change? How should I begin? Jack Stanyon, President of EDGE

  18. Take-away • Establish niche positioning/brand • Know your profitable customers • Develop/execute guerilla marketing plan, or test at least one tactic • Measure “bang for your buck”

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