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AMSOIL Dealer Guerilla Marketing Attack!


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Title: AMSOIL Dealer Guerilla Marketing Attack!

AMSOIL Dealer Guerilla Marketing Attack!
  • AMSOIL University 2007

  • Guerilla Marketing is
  • A body of unconventional ways of pursuing
    conventional goals, such as profits and joy, with
    unconventional methods, such as investing energy
    instead of money. It is a proven method of
    achieving profits with minimum money.

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

Trait 1-Patience
  • Of the five traits, if patience is not the most
    important, it is at least tied for first.
  • If you are like me, you may not feel that you are
    a patient person.
  • But, this is a personality trait that you must
    develop if you are to launch a successful
    marketing attack.
  • Why is this trait so important? Lets take a look
    at the following

Sending Your Message
  • How many times must a prospect see your message
    before becoming a customer?
  • How many times must a prospect be exposed to your
    marketing message before it registers with them?
  • How many times do you need to put your message
    out there in order to make those nine
  • Nine!
  • Three!
  • Twenty-seven!

Trait 2-Aggressiveness
  • Earns a first place tie with patience as the most
    important characteristic of a guerilla marketer.
  • You can be a
  • Social wallflower
  • Hide behind the potted palm at parties
  • Unable to look even a kitten in the eye
  • But when it comes to marketing, you have to be a

  • The marketing world is extremely competitive.
  • You need to
  • Think aggressively
  • Spend aggressively
  • Market aggressively
  • If your competitors dont hate you, they had at
    least better fear you.
  • They should fear that youll out market them at
    every turn.

What Does Being Aggressive Mean?
  • It means.
  • Learning all the marketing weapons that can be
  • Seeing to it that all those marketing weapons are
  • Using the marketing weapons consistently and more
    effectively each year.
  • Knowing that you are truly being aggressive in
    marketing, using more marketing weapons than ever

What Does Being Aggressive Mean?
  • It means.
  • Knowing that you are truly being aggressive in
    marketing, using more marketing weapons than ever
  • Having your competitors think of you as
    aggressive, as gaining new customers on all
  • Constantly thinking about marketing.

Trait 3-Imagination
  • This is not the ability to paint or draw or make
    up stories.
  • We are speaking of imagination as it relates to
  • Marketing message
  • Research
  • Competitive intelligence
  • Placement of signs
  • Selection of media
  • Allocation of marketing funds

Marketing Tip
  • Guerrillas must have the initiative to be
    self-starters, to set goals, and to manage their
    own time. They are comfortable approaching
    strangers, secure in their self-esteem, and
    anxious to share the benefits to the prospect. If
    you're not this way pretend. In 30 days, it will
    be you.

For Example
  • A person notices, from his customer
    questionnaires, that a disproportionate number of
    them drive Porsches.
  • He rents a list of Porsche owners in his
    community, direct mails to them and breaks the
  • How often have you seen a sign for a competitive
    fast food business placed right next to one of
    their competitors locations?
  • This is imagination at work.

Imagine All The People
  • Remember, imagination in this context means
    marketing ideas rather than single efforts.
  • Imagination is more important than originality.
  • Caution Be careful when exercising your
  • Dont get too cute. More on this later.

Trait 4-Sensitivity
  • Be sensitive to 360 degrees of reality.
  • Be extremely sensitive to the marketplace.
  • Be ultra-sensitive to competitive activity and
  • Obviously, be sensitive to your customers and
    prospects. Try to develop a sixth sense as to
    their needs.
  • Be sensitive to your geographic area. What works
    in New York probably might not work in St. Louis.

Dont Get Too Cute
  • Develop a sensitivity to cleverness.
  • Then examine every part of your marketing and
    eliminate every trace of it.
  • Cleverness is the enemy of the AMSOIL Guerilla
  • Cleverness makes people remember the marketing
    and not the message.
  • Remember, the purpose of marketing is to create
    desire to buy, to sell products on a repeat basis.

The Buying Public Is Smart
  • Develop a sensitivity to your public.
  • In the past, a popular myth was the belief that
    the buying public was as smart as a typical
  • The public is as smart as your mother! And you
    know she is no dummy.

Trait 5-Ego Strength
  • This does not mean that you should be
    egotistical, conceited or self-centered.
  • You must believe in AMSOIL products enough that
    you are not self-conscious about marketing.
  • This does not seem to be a problem in this room!
  • But again, keep your Personal Group Dealers in

Lets Review The 5 Traits
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Guerilla Marketing is not just an exercise. It is
    a battle! There are winners and losers.
  • Now you know the personality traits of the

Marketing Thoughts
  • AMSOIL Marketing Guerrillas have learned that the
    best time to market is when they dont need any
    more business.
  • They know that the best source of new clients is
    old clients and that the best marketing is
    characterized by quality and not quantity.
  • They realize that their best marketing vehicle,
    and least expensive, is a satisfied customer.
  • And they know that the two best ways to measure
    their marketing are by customer retention and by
    profits, both a part of each other.

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

What Does Marketing Do?
  • Marketing is supposed to create a desire to buy
    products and services.
  • Marketing is simply the truth made interesting
    and communicated to all interested parties.
  • Yet, it is easy to spot many marketing messages
    that create absolutely no desire to buy anything.
  • Marketing is perceived to by many to be somewhat
    like wizardry.
  • What is wrong?

Whats Happening?
  • Many people assume that people know more than
    they do.
  • People do know a great deal, but few know a great
    deal about marketing.
  • Books and college addressed to MBA candidates are
    woefully weak on the basics of marketing.
  • Basics 101-Be clear with your message!
  • Example Anyone bought a computer lately? How
    clear was any marketing message as to bits and

Image Is EverythingOr Is It?
  • When a company markets its image and the public
    sees that the company is not exactly what it
    represents itself to be, the public feels ripped
  • This doesnt happen if a company communicates
    their identity.
  • When a company communicates its honest identity
    in marketing, the public sees that the company is
    exactly what it holds itself up to be.

What is AMSOILs identity?
  • The First in Synthetics

Marketing Tip
  • Target your geographical area Be sure to consider
    the many established magazines and newspapers
    that offer regional, metropolitan, and zoned
    editions-geographically targeted to your specific
    audience. Cable and satellite-delivered
    programming in small geographic areas has brought
    the cost of TV marketing down to all -time low

What Is The Key?
  • Dont decide between identity or traditional
  • Blend both! This is the key.
  • Blending powerful identity ads with specific
    selling points.
  • This hammers home particular and unique selling

  • Bounce Fabric Softener
  • First tag line
  • Bounce is for clothes you cant wait to jump
  • Changed to
  • Bounce gives clothes softness with no static
  • Which one do you think works better?

To Whom Do I Market And What Do I Say?
  • Answer
  • In other words, dont try to speak to everyone or
    try to tell them everything!
  • If you do, the net result will be saying nothing
    to everyone, or everything to no one.
  • Market to someone and say something to them!

Pick Your Market
  • Pick out your market-your someone-then decide the
    key points- your something-to communicate.
  • Saying something to someone is a realistic and
    attainable goal.
  • Saying more than that to more people can eat up
    enormous chunks of your valuable marketing budget.

Talk About Your Prospect
  • Think in terms of what your prospective customer
    is thinking, not what you are thinking.
  • As one ad agency executive said
  • Dont tell people how good you make the goods,
    tell them how good your goods make them!
  • Once the prospect is intrigued with the
    possibilities of what AMSOIL can do, then you can
    talk about AMSOIL.

Features Benefits..Benefits Features
  • Standard wisdom says to market features and
  • A wiser wisdom suggests marketing benefits and
  • Your customer will only pay attention to what is
    of interest to them. What subject is of interest
    to all people?

Do You Like Talking About You?
  • Talk to your prospects and customers about
    themselves and you will have their attention.
  • Tell them how you will improve their lives,
    loves, wealth, health, career, looks, security or
    leisure and you are well on your way to making a
    sale to a grateful customer.
  • Your prospects and customers want to buy a better
    life, not the latest high-tech widget.

Three Markets-One Obligation
  • A guerilla marketer has three markets and one
    sacred obligation.
  • Market One The Universe
  • The largest and least profitable of the three
  • It includes every person in your marketing area.
  • This might mean one neighborhood, one industry,
    one city, one nation or the entire universe.

Rule of Thumb
  • You should be investing approximately 10 of
    your marketing budget to Market One, the universe

The Second Market
  • Market Two Your Prospects
  • This market is considerably smaller than the
    first market.
  • The people in this market have differing degrees
    of interest in AMSOIL.
  • Some may be mildly interested in synthetic
    lubricants, some may be specifically interested
    in AMSOIL.
  • Others are blazing hot prospects and just need a
    little nudge.

Rule of Thumb
  • You should be investing approximately 30 of
    your marketing budget to Market Two, your

The Third Market
  • Market Three Your Customers!
  • This market is the most revered of your three
  • These are the people who make you tick!
  • Each of these customers also represent a referral
    sale, and that sale then represents another
    referral sale, then another, and another..
  • And all those referral sales can lead to more
    repeat and referral sales.

Rule of Thumb
  • You should be investing approximately 60 of
    your marketing budget with Market Three, your own

The Sacred Obligation
  • The sacred obligation of every AMSOIL guerilla is
    to move members of the universe market into your
    prospect market, move members of your prospect
    market onto your customer list, and then
  • Market like crazy to everyone on that customer

Dont Make This Mistake
  • Apathy toward a customer list, or worse yet,
    failure to maintain a current customer list, is
    commonplace omission on the part of many
  • This also means a fruitful opportunity for you!
  • Why dont these businesses make offers to
    existing customers?
  • Because they are not guerillas!

You Must Follow Up!
  • Factoid
  • 68 of business that is lost is due to apathy
    toward the customer.
  • In other words, customers get ignored to death!
    Marketing does not stop once the sale is made.

Marketing Tip
  • Guerrillas have the discipline to keep going,
    systematically planning presentations and working
    their territory, consistently following up on
    past customers, consistently. Ask "If you were
    me, who'd would you call on next?"

What Does A Guerilla Do?
  • They massage and fondle their customer lists and
    guard them fiercely.
  • They add to them.
  • The mail to them.
  • They keep in touch with them.
  • Sometimes their mailings are not oriented to
    making sales but to intensifying the relationship
    (Christmas or birthday card).
  • The more intense the relationship, the more
    repeat and referral sales will result.

Is It Possible?
  • Is it possible to market to all three markets at
  • Yes!
  • It is not only possible, but desirable, to run
    marketing that emphasizes AMSOIL and the service
    you provide as an AMSOIL Dealer while enlarging
    the audience in your market at the same time.

  • Customers tend to read ads run by businesses they
  • They do this to rationalize their purchases from
    the business and their relationship with the
  • So, you can be sure of attracting members of
    Market Three.
  • In addition, every time you put out the word on
    your business, people move from Market One to
    Market Two.
  • The second best place for them to be.

Marketing Tip
  • Experts tell us that readers look over your ad,
    then spend seven seconds deciding whether or not
    they are interested in buying or learning more.

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

Tactic 1-Inserts Or Preprints
  • Special advertising sections you see stuffed into
    the newspaper or mailbox.
  • What happens with these?
  • 1/3 get tossed right away.
  • 1/3 get glance at them as they go through the
    newspaper or mail.
  • 1/3 take quite a bit of time checking them out,
    saving them in many cases.

Advantages Of Inserts Or Preprints
  • They allow you to pinpoint a market and cover it
    completely, if you wish. Try five zip codes, or
    two. Zero in.
  • You can give your prospects a great deal of
    information and you dont have to compete for the
    readers attention.
  • They last as long as a month, so you can use them
    monthly, gaining the effects of four week of ads.

Advantages Of Inserts Or Preprints (cont)
  • You can test their effectiveness, using a page of
    coupons as a measurement. Preprints get great
    coupon response.
  • Time-limited offers work well with preprints.
    Offer special discounts,services, packages or

Tactic 2-Marketing Trends
  • This is an ever-changing tactic and it is never
    the same twice, but is always effective and
    unknown to most or your competitors.
  • It entails keeping up with todays marketing
  • Subscribe to one or two marketing trade journals,
    or check them out online.
  • You could also utilize your local library to find
    these trade journals.

Tactic 2-Marketing Trends (cont)
  • Spend a maximum of 15 minutes each week looking
    through the marketing or advertising you have
  • Skip over the gossip and go directly to any
    sections dealing with new trends in marketing.
  • Out of every four issues, there may be three
    reports that are not right for your AMSOIL
  • But, one of every four will be exactly right for
    your AMSOIL business!

Tactic 2-Marketing Trends (cont)
  • The issue will describe the technique, the
    results and all the details you will need to dive
    right into this marketing for growing your AMSOIL
  • Dont wait! Get going immediately.
  • Great marketing ideas will be copied until
    everyone is on the bandwagon (and that is when
    you should leap off!)

Marketing Tip
  • Ready to be amazed? Research Systems Corp.
    studied 56 new and established commercials and
    found that effective spots cost 40 less than
    ineffective spots.

Tactic 3-Samples To The Grapevine
  • Ask this question-What businesses do my customers
  • Then, provide AMSOIL samples to answer the
  • This only works if the product offered is of the
    highest quality. Perfect for AMSOIL!
  • Example Quick lube owner who wont put AMSOIL in
    his shop. Provide him/her five quarts and a
    filter for their personal vehicle.

Tactic 4-Your Club
  • Invite prospects to join your AMSOIL Club.
  • There is no cost.
  • What do people receive with their membership?
  • Gold-trimmed membership certificate
  • T-Shirt
  • Hat
  • Monthly newsletter
  • (You decide on all of the above items)

Tactic 4-Your Club (cont)
  • Who can blame someone for joining a club that
    gives them items of value for no charge?
  • Of course, they feel obligated, but they also
    feel a kinship with you.
  • This really only works if apply the following
    motto to you business.
  • If you go into business to make money, youll go
    out of business. If you go into business to serve
    customers, youll make money!

Tactic 4-Your Club (cont)
  • See if you can come up with the ingredients for a
    club or something like a club.
  • A method by which your prospects and customers
    can identify with you.
  • Present them with products or services that have
    not strings attached.
  • The reap the benefits that accrue from this

Marketing Tip
  • Be a joiner
  • Savvy marketers gain credibility by joining
    clubs and associations, then working their tails
    off. Prospects who meet these hard working club
    members will assume that these marketers run
    their business with as much energy and

Tactic 5-Bribes Work
  • This is not the type of bribe that you are
    probably currently thinking of!
  • If you want to see dramatically increased
    response to any of your offers, try offering a
    free gift to anyone that responds.
  • The free gift cannot be junky or look or feel
  • With the low cost of many gifts, consider bribing
    your prospects with freebies. (For more ideas,
    see the AMSOIL promotional items)

Tactic 5-Bribes Work
  • Tell your prospect that if they send in for your
    brochure that they will be given a free gift.
  • Your responses will increase if you show a full
    color picture of the gift they will receive.
  • Consider a postcard with a full color picture.
  • Offer bribes as well to your existing customers
    who refer new customers to you

Tactic 6-Eight Stamps
  • If you use direct mail, use eight stamps to mail
    that letter.
  • Or, use a commemorative stamp, but eight stamps
    will get more attention.
  • This will also get more attention than using a
    meter imprint or standard stamp. Differentiate
  • When is the last time you received such a letter?
  • Did you open it first?

The Eight Stamp Ploy
  • This is a perfect example of an AMSOIL Guerilla
    Marketing tactic
  • It doesnt cost more money than using a first
    class stamp.
  • It requires extra time, energy and imagination.
  • It demands patience.
  • It increases your rate of response, thereby
    lowering your cost of marketing while making that
    marketing more effective.

Tactic 7-Media Buying Services
  • Think about using a Media Buying Service for your
    advertising and marketing.
  • These specialists learn your budget, your target
    market and the competition.
  • They also negotiate the best price for you.
  • They also check to see if you received what you
    paid for.
  • Something to think about.

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

Direct Marketing
  • Direct Marketing refers to
  • Direct Mail
  • Coupons in newspapers and magazines
  • Postcards
  • Direct response television
  • Telemarketing
  • Inserts
  • Bulletin Boards

  • Direct marketing is a sub-discipline of marketing
    focused on driving purchases that can be
    attributed to a specific "call-to-action.
  • Direct marketing is distinguished from other
    marketing efforts by its emphasis on trackable,
    measurable results (known as "response" in the
    industry) regardless of medium.

Definition (cont)
  • Direct marketers use a variety of media including
    catalogs, postcards, statement inserts, card
    packs, magazines and other mail.
  • Direct marketers also use media such as door
    hangers, package inserts, magazines, newspapers,
    radio, television, email, internet banner ads,
    pay-per-click ads, billboards, transit ads, etc.
    If the ad in the medium asks the prospect to take
    a specific action--call an 800 number, visit a
    website, return a response card, place an order,
    complete a survey, etc.--then the effort is
    considered to be direct marketing.

For Example
  • Dont be surprised to see more and more grocery
    store circulars in your newspaper and mail box.
  • Why?
  • Vertis Communications Retail Direct Mail survey
    reports that 90 percent of male direct mail
    readers and 83 percent of females, aged 18-34,
    read circulars from the grocery store.
  • (Published on April 10, 2007)

Marketing Tip
  • If you are not using a computer in your business,
    consider this
  • Heres a look at technology usage according to a
    survey done by a leading researcher on Baby
    Boomers. The in-depth study explored Boomers
    views and perceptions on life, family, work,
    finances, health and wellness and technology.
  • Boomers online According to the Pew Foundation,
    home Internet usage is high across most age
    groups 18-29 year olds (88 percent), 30-49 year
    olds (84 percent), 50-64 year olds (71 percent),
    65 years old and over (32 percent).

Why Direct Marketing?
  • It creates a sense of urgency.
  • There is always a date that the offer expires and
    the prospect or customer need to be alerted to
    this fact.
  • Knowing there is a deadline will motivate many
    people to take action rather than think it over.
  • It is accountable.
  • If your offer ends on May 24th, you know on May
    25th whether your effort soared or fizzled.
  • Standard media marketing does not give such
    instant and honest feedback.

Why Direct Marketing?
  • It is economical
  • More and more small businesses are realizing that
    direct marketing is very cost effective.
  • Actually more economical than a face-to-face call
    or sale.
  • Do you know what the average face-to-face sales
    call costs?

Depending on who you talk to, anywhere from
200.00 to 500.00
Why Direct Marketing?
  • You can determine the direct cost for each sale
    you make.
  • You should understand the mathematics of
    direct-response marketing.
  • If you are a AMSOIL marketing guerilla, you will
  • Your exact cost to acquire a new customer.
  • The lifetime worth of that customer.
  • Your profit per sale.

Why Direct Marketing?
  • It is very convenient and getting more so
  • People order from the comfort of their home.
  • They can receive what they order in days.
  • Direct Marketing also offers the ultimate in
  • You can market to people based upon a chosen
    demographic or their probability of accepting
    your offer.
  • You can market to existing customers, which you
    should do again, and again, and again,
    get the picture.

Marketing Tip
  • AMSOIL Guerrillas communicate respect for the
    prospect, the competition, and themselves.
  • AMSOIL Guerrillas are at ease with people of
    every status, treating the cafe waitress or the
    hotel bell man with the same deference they would
    offer the president of a major company.
  • Their impartiality makes everyone feel important
    and respected for the contribution they make.
    Check it out.

How To Gauge Success In Direct Marketing
  • It should be measured by only one gauge
  • For example
  • You invest 2,000.00 dollars in magazine and
    newspaper advertising
  • Profit 22,000.00
  • Do you care if the response rate is only .0001
  • No!

Course Outline
  • Traits Of AMSOIL Guerilla Marketers
  • Patience
  • Aggressiveness
  • Imagination
  • Sensitivity
  • Ego Strength
  • Basic Training For AMSOIL Guerilla Marketers
  • AMSOIL Dealer Tactics To Consider
  • Direct Marketing AMSOIL Dealer Style
  • Marketing Myths

Marketing Myth 1
  • It is good to have a great deal of white space in
    advertisements, brochures and other printed

Marketing Truth 1
  • Your customers and prospects are not interested
    in white space.
  • They are interested in information and what
    AMSOIL products can do for them.
  • When you use white space where you could be
    putting information, you are wasting money.
  • Printed materials should attract attention with
    substance rather than emptiness.

Marketing Myth 2
  • People like to open thick envelopes.

Marketing Truth 2
  • Thick envelopes appear to be time wasters filled
    with hype and confusion.
  • You may want to consider intriguing the recipient
    of a direct mail piece by enclosing some
    interestingly shaped object such as a ball point
    pen that could be used to fill out a response
  • Bulk adds cost and cuts down on readership.
  • Avoid a thick envelope unless you have a darn
    good reason.

Marketing Tip
  • Do I ask questions that show I really care? Do I
    remember to say things to my customers like
    "Hmmm, That's really interesting, tell me
    more...," and "How did that feel?
  • These phrases demonstrate to our clients and
    prospects that we are interested, that we're "on
    their side," and that we really care.
  • Besides hairdressers, manicurists, and
    bartenders, AMSOIL Guerrillas are often the only
    person in any week who really listens to the
    customer. No wonder they're so popular and do so

Marketing Myth 3
  • Use short copy. People wont read long copy.

Marketing Truth 3
  • This is one of the most dangerous, silly, and
    costly myths in marketing.
  • People will read long books, long articles and
    long letters.
  • They will read whatever interests them and the
    more it interests them, the more of it they want.
  • When presented with a marketing offer, they want
    enough information to make an informed decision.

Marketing Tip
  • Guerrillas never complain about politics, the
    weather, the traffic, or the rough day they're
  • Stay positive and enthusiastic! Few things are
    less motivating than getting negative news or
    negative commentary from a sales person.
  • Stay 100 positive, but don't over do it!

Marketing Myth 4
  • It is costly to purchase radio and television
    advertising time.

Marketing Truth 4
  • Radio and TV advertising time does not have to be
  • It is coming down in price regularly and is
  • It often provides a superb value.
  • Dont automatically discount it as a marketing

Marketing Myth 5
  • Sell the sizzle, not the steak.

Marketing Truth 5
  • Sell the solution and not the sizzle!
  • The easiest way to sell AMSOIL is to offer it as
    a solution to a customer problem.
  • If you tend to look for the sizzle rather than
    the problem, you are looking in the wrong
  • Do all in your power to identify problems that
    your prospects have, then position AMSOIL and
    your services as the best solution to that

Marketing Myth 6
  • Great marketing works instantly.

Marketing Truth 6
  • Great price mark downs work instantly.
  • Great limited time offers work instantly.
  • But great marketing is not made up of price mark
    downs and repeated limited time offers alone.
  • Great marketing is made up of creating a desire
    for AMSOIL products in the minds of qualified

Marketing Myth 7
  • Marketing should entertain and amuse.

Marketing Truth 7
  • Show business should entertain and amuse.
  • Marketing should sell your offering, AMSOIL.
  • To see how entertaining and amusing detracts from
    your marketing message, simply watch TV for ads
    that you know so well, but have probably
    forgotten what product they advertised.
  • Awards in the marketing industry for commercials
    should be solely based on profits generated.

Marketing Tip
  • What are your competitive advantages? Make a list
    upon which you can hang your marketing campaign.
  • Your prospects and customers have a choice of
    several businesses selling the same products and
    services you offer.
  • Why should these people select your company over
    the others?

Marketing Myth 8
  • Marketing should be changed every few years to
    keep it fresh and new.

Marketing Truth 8
  • The longer great marketing promotes a product or
    service, the better.
  • AMSOIL guerillas create marketing strategies that
    can be used for five, ten, even twenty or more
  • Dont believe me?
  • How long has the Green Giant been jolly?
  • How long have people been in good hands with
  • Do you think these companies would have been more
    successful by changing their marketing? I dont

Marketing Myth 9
  • Marketing is successful if it is memorable.

Marketing Truth 9
  • Marketing is successful if it moves product,
    AMSOIL product!
  • Memorability has nothing to do with it.
  • Whether people like it or not has nothing to do
    with it.
  • Its not how memorable you make the marketing,
    its how desirable you make the product that

Marketing Tip
  • Trade show tidbits
  • 70 of people turn right from the main entrance.
  • If there are an odd number of aisles, attendees
    walk down the next to the last aisle twice.
  • People go to where other people are so do what
    you can to draw a crowd.
  • AMSOIL guerrillas get discounts at new trade
    shows simply by asking for them.

Marketing Myth 10
  • The purpose of marketing is to generate maximum
    sales volume.

Marketing Truth 10
  • The purpose of marketing is to generate maximum
  • A high and increase sales volume is nice, but not
    at the expense of profits.
  • Increased sales are nice, but increased profits
    are why AMSOIL guerillas love marketing.

Marketing Myth 11
  • Once your business has a solid customer base, you
    can cease marketing.

Marketing Truth 11
  • You can cut down on your marketing to the
  • You might even reduce the marketing to your
    second market, your prospects.
  • But you should always market to your customers.
  • By investing in prospects to replace customers
    lost to fate, and marketing to your own
    customers, you can decrease your marketing
    investment while your profits soar.

Marketing Tip
  • Increase your telephone voice energy level by
    making eye contact with the person you visualize
    on the other end.
  • You can also stand up and dont slouch.
  • Put a smile on your face so that it shows in your
  • Use gestures.

Marketing Myth 12
  • If a prospect says that they want some time to
    think it over before making a purchase, they
    actually will think about it, and theyll
    probably come back to buy.

Marketing Truth 12
  • They will buy alright, just not from you.
  • When a person selling something deals with a
    person who is shopping, one way or another, a
    sale is made.
  • Either the prospect will buy from you or you will
    buy their story about wanting to think it over.
  • The best time to close a sale is during or
    immediately after the sales presentation.

Marketing Myth 13
  • Repetition of a marketing message is boring.

Marketing Truth 13
  • It may be boring to you, but it wont be boring
    to your prospects and customers.
  • Repetition implants your benefits in the
    unconscious minds of your prospects.
  • It also reaffirms those benefits in the conscious
    minds of your customers.
  • Repetition does not bore these wonderful people!

Marketing Tip
  • Southwest Airlines sped up its turnaround time
    not by studying other airlines but by studying
    pit crews at the Indianapolis 500.
  • The main idea learn from the real experts and
    those experts may not be your competitors.

  • There are three phases to an AMSOIL guerilla
    marketing attack.
  • Phase I-Planning
  • Phase II-Launching
  • Phase III-Maintaining
  • The hardest part is to maintain the attack
  • Because marketing is a living process, it
    requires attention, time and nurturing.

Your Goal
  • Your goal must be to set your marketing in
  • If you are an AMSOIL marketing guerilla, you will
    do it in a way that assures the maintenance of
    that motion.
  • Develop your plan and calendar.
  • Plan your direct marketing program.
  • Set aside a certain amount of time each week for
  • Great marketing deserves full-time attention, but
    is not a full time job.

AMSOIL Marketing Guerillas
The AMSOIL Sales Department