Guerrilla Marketing

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Guerrilla Marketing By Jay Conrad Levinson Every
type of entrepreneurial enterprise requires
marketing. There are no exceptions. Its not
possible to succeed without marketing.
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Marketing is everything you do to promote your
business, from the moment you conceive of it to
the point at which customers buy your product or
service and begin to patronize our business on a
regular basis. The key words to remember are
everything and regular basis.
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Going all out, capitalizing on every marketing
option, is the foundation of successful guerrilla
marketing. Energy has to be directed by
intelligence. Intelligent marketing is marketing
that is focused on an idea. ALL your marketing
must be an extension of this idea.
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But it is not enough to have a better idea you
must also have a better argument and a focused
strategy. You must encapsulate your thoughts in a
core concept that can be expressed in a maximum
of seven words. SEVEN WORDS!
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• Several ways to do word-of-mouth marketing
• Be so good at what you do that people will talk
• Give your patients something to remind them and
  others of your business
• Ask for the endorsement
• USE ALL!

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• The three most important marketing secrets
• You must be committed to your marketing program
• You must think of that program as an investment
• You must see to it that your program is
  consistent.

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• Positioning determining exactly what niche your
  offering is intended to fill.
• Of the 32 most important advertising decisions,
  positioning is 1!
• To find your Position
• Do a SWOT analysis
• Consider your target market

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• Measure your position against 4 criteria
• Does it offer a benefit my target market really
  wants?
• Is it a real, honest-to-goodness benefit?
• Does it truly separate me from my competition?
• Is it unique and/or difficult to copy?

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• Ten Truths you must NEVER forget
• The market is constantly changing.
• People forget fast. (79 forget an ad after one
  month)
• Your competition isnt quitting
• Marketing strengthens your identity

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• Marketing is essential to growth and survival
• Marketing enables you to hold on to your old
  customers
• Marketing maintains morale
• Marketing gives you an advantage over competitors
  who have ceased marketing

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• Marketing allows your business to continue
  operating
• You have invested money you stand to lose.

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• Seven steps to advertising that works
• Find the inherent drama within your offering
• Translate that inherent drama into a meaningful
  benefit. People buy benefits, not features.
• State your benefits as believably as possible.

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• 4. Get peoples attention. People do not pay
  attention to advertising they pay attention to
  things that interest them.
• Motivate your audience to do something. Tell
  them to visit, call, fill in a coupon, come in
  for a free...
• Be sure you are communicating clearly. Try out
  your message on 10 people and ask What is the
  main point?

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• Measure your finished ad against your creative
  strategy. If the ad fails to fulfill the
  strategy, its a lousy ad, no matter how much you
  love it.

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7 critical elements (PLUS ONE) of your marketing
plan 1. Benefit to customers 2. Positioning 3.
Target market 4. Advertising strategy/positioning
5. Budget 6. Tools/techniques to reach
audience 7. Month-by-month implementation 8.
Marketing AUDIT
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Budget - need goals, rules of thumb Guerrilla
Marketing Handbook suggests10 of gross sales
(fees) Try to find a standard / ask others
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VITAL STATISTIC What is a patient worth? What
is the value of a patient over his/her time in
your firm? Helps you determine how much you might
be willing to spend to acquire a new
patient Focuses you on realizing cost of losing
one - Fed Ex example
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To compute the value of a patient If you
continue to provide acceptable service and
quality, how long will a patient keep coming
back? How much will he/she spent on
treatment? Multiply this by the number of
expected patients in your practice Then multiply
by 10 for expected marketing budget
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The Marketing Audit EVERY SYSTEM MUST HAVE A
FEEDBACK LOOP You need to understand the effect
of your efforts in order to be able to change and
improve and create the most effective marketing
plan.
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1st Dont talk to ANY prospective patient without
determining where they came from (what marketing
effort) Use new patient intake form Ask
when prospective patients call 2nd Review
monthly make changes every 6 months Create a
form and add up numbers each month
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Dont make changes until after 6 months Ask Is
it bringing in new patients? Is it supporting
word of mouth? Is it keeping our name in the
community?
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3rd Survey current patients periodically Ask
How are we doing? Do an exit questionnaire,
give them a cookie for answering it On
questionnairefind out the best way to reach
prospective patients ask about your customer
service activities
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Never stop asking your patients questions. They
are the best source of information on the most
effective way to offer your service. Be sure to
respect their anonymity
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• Critical elements of your marketing plan
• 1. benefit to consumers
• 2. positioning in the market what business are
  you in?
• 3. target market
• 4. advertising strategy and positioning
• 5. your budget
• tools/techniques used to reach audience
• Month-by-month implementation timetable
• PLUS audit your marketing efforts