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Building a
a
Powerful
Powerful
Marketing
Marketing Plan
Plan
Building a Guerrilla
Marketing Plan
Marketing
The process of creating and delivering
desired goods and services to customers.
Involves all of the activities associated
with winning and retaining loyal
customers.
D&B Study
Just 1 in 5 small companies creates a
strategic marketing plan.
Most common sales method: Walk-in
traffic.
Building a Guerrilla
Marketing Plan
A Guerrilla
Marketing
Plan
1.
2.
3.
4.
Market Research
Be a Trend-Tracker
Successful
One-to-One
Marketing
Source: Adapted from Susan Greco, The Road to Oneto-One Marketing, Inc., October 1995, pp. 56-66.
Market Research
How to Conduct Market Research:
Define the problem.
Collect the data.
11
Relationship Marketing
(Customer Relationship
Management/ CRM)
12
Relationship Marketing
(Customer Relationship
Management)
Steps:
Collect meaningful customer information
and compile it in a database.
Mine the database to identify best
customers.
Use the information to develop lasting
relationships with best customers.
Attract more customers who fit the best
customer profile.
Stay in contact with customers between
sales.
13
Sell,
Service,
and Satisfy
Analyze
Build
Relationships
Based on what you have
learned, contact customers
with an offer designed for
them. Make customers feel
special and valued.
Connect
and
Collect
Learn
Steps in CRM
15
Level 2: Customer Sensitivity. A wall stands between the company and its customers.
Employees know a little about their customers but dont share this information with
others in the company. The company does not solicit feedback from customers.
Guerrilla Marketing
Strategies
Entertailing
Strive to be unique.
Connect with customers
on an emotional level.
Build trust
Define a unique selling
proposition (USP)
17
Unique Selling
Proposition
18
Guerrilla Marketing
Strategies
19
Building a Brand
Relevance
High
Antes
Drivers
Neutrals
Fools Gold
Lo
w
Lo
High
Differentiation
w
Source: Adapted from What Really Matters in Building a Brand, The McKinsey Quarterly, May 2004, www.mckinseyquarterly.com/newsletters/chartfocus/2004_05.htm
Guerrilla Marketing
Strategies
Start a blog.
Focus on the
customer.
21
Focus on the
Customer
22
Focus on the
Customer
23
Satisfied,
Satisfied,loyal,
loyal,
repeat
(and
repeat (and
profitable)
profitable)
customers
customers
Long-term
Long-termview
viewofofthe
thecompany/customer
company/customer
relationship
rather
than
a
focus
relationship rather than a focuson
onmaking
makingaa
sale
sale
Emphasis
Emphasison
onsustaining
sustainingan
anongoing
ongoingrelationship
relationship
built
on
trust
and
respect
built on trust and respect
Frequent
Frequentand
andvisible
visibledemonstrations
demonstrationsofof
commitment
commitmenttotonurturing
nurturingthe
thecompany/customer
company/customer
relationship
relationship
Source: Adapted from Wake-Up Call: To Fix CRM, Fix the Customer Experience Now!,
BearingPoint White Paper (www.bearingpoint.com, Fall 2005, p. 5.
Focus on the
Customer
25
Guerrilla Marketing
Strategies
Be devoted to quality.
26
Devotion to
Quality
27
How Do Americans
Define Quality in a
Product?
28
How Do Americans
Define Quality in a
Service?
Tangibles (equipment,
facilities, people)
Reliability (doing what you
say you will do)
Responsiveness (promptness
in helping customers)
Assurance and empathy
(conveying a caring attitude)
Quality
29
Guerrilla Marketing
Strategies
Pay attention to
convenience.
30
Attention to
Convenience
31
Attention to
Convenience
32
Guerrilla Marketing
Strategies
Concentrate on
innovation.
33
Concentration on
Innovation
Innovation
34
Guerrilla Marketing
Strategies
Concentrate on innovation.
Survey: 46 percent of
customers had walked out of
a store within the past year
because of poor service.
35
Dedication to
Service
Listen to customers.
Define superior service.
Set standards and measure
performance.
Examine your companys
service cycle.
Hire the right employees.
Train employees to deliver
superior service.
36
Dedication to
Service
(continued)
37
Guerrilla Marketing
Strategies
Concentrate on innovation.
Be dedicated to service and
customer satisfaction.
Emphasize speed.
38
Emphasis on
Speed
39
Emphasis on
Speed
40
Emphasis on
Speed
41
Marketing on the
World Wide Web
42
Marketing on the
World Wide Web
About 70 percent of
small companies have a
Website, double the
number in 2002.
Web marketing strategy
must emphasize small
companys strengths
and core competencies.
43
44
Introductory stage
High
Costs
45
Introductory stage
Growth and acceptance stage
High
Costs
High
Sales
Costs
Climb
46
Introductory stage
Growth and acceptance stage
Maturity and competition stage
High
Costs
Sales
Climb
Profits
Peak
47
Introductory stage
Growth and acceptance stage
Maturity and competition stage
Market saturation stage
High
High
Costs
Costs
Sales
Climb
Profits
Profits
Peak
Peak
Sales
Sales
Peak
Peak
48
Introductory stage
Growth and acceptance stage
Maturity and competition stage
Market saturation stage
Product decline stage
High
High
High
High
Costs
Costs
Costs
Costs
Chapter 8: Guerrilla Marketing Plan
Sales
Climb
Profits
Profits
Peak
Peak
Sales
Sales
Peak
Peak
Sales
Sales&&
Profits
Profits
Fall
Fall
49
Channels of Distribution
Consumer Goods
Manufactur
er
Consumer
Manufactur
er
Manufactur
er
Manufactur
er
Chapter 8: Guerrilla Marketing Plan
Retaile
r
Wholesale
r
Wholesale
r
Wholesale
r
Consumer
Retaile
r
Consumer
Retaile
r
Consumer
50
Channels of Distribution
Industrial Goods
Manufactur
er
Manufactur
er
Industrial User
Wholesale
r
Industrial User
51