Seminar Jay Conrad Levinson

In toamna lui 2006, asistam la un seminar Jay Conrad Levinson.

Mai jos, am redat notitele mele de atunci.

Marketing: any contact in the company with anyone from outside the company

If marketing as a process aims to increase profits, guerilla marketing aims to educate prospects succeed in their goals

Communication in guerilla marketing is Truth (always tell the truth) made fascinating.

The 21 Differences between Traditional Marketing and Guerilla Marketing

#1
TM says : the more money you invest, the more you sell
GM : marketing without money, but with :
Time
Energy
Imagination
Information
#2
TM : complicated, it frightens
GM : the essence of simplicity
#3
TM is for fig businesses, with big accounts
GM is for small businesses, without bank accounts
#4
TM : measured through sales
GM : measured through profits
#5
TM : based on experience and judgment (=guess work)
GM : based on psychology
#6
TM : grow business and diversify
GM : stick to what you do best
#7
TM : says to grow business linearly, one customer at a time
GM : says that linearity is too slow, that the growth should be geometrically
Large transaction size
More transactions
Each customer is the center of a network thus the power of each customer should be used
GM is based on referral transactions
#8
TM : after sales, the marketing is over
GM : with the sales real marketing begins (referral transactions)
GM never loses customers
#9
TM: scans the horizon for competitors and fights
GM: scans and fights but also looks for other businesses to ally with
Fusion marketing : let’s share and combine leads
#10
TM: logo
GM: MEME (read meem) : a symbol that communicates the idea (i.e. the international traffic symbols)
#11
TM: TM company is a “me” company
GM: “you” marketing, each company talks about you (the customers)
#12
TM: getting as much as they can from customers
GM: giving as much as they can to customers, making them succeed at their goals
#13
TM: advertising/ PR works
GM: marketing combinations: advertising + PR + internet etc.
#14
TM: counts up money
GM: counts up new relations established
#15
TM: doesn’t embrace technology (technophobes)
GM: embraces new technology to increase the power of business (techno-cozy)
#16
TM: messages to groups
GM: messages to individuals
#17
TM: uses the big weapons of marketing : magazines, internet etc
GM: identifies every detail of a business (i.e. how to answer the phone)
#18
TM: believes you can sell with marketing; in fact what TM succeeds is to gain consent for marketing materials
GM: gains & broadens consent
#19
TM : monologue
GM : dialogue, interactivity
#20
TM: marketers interested what happens on Wall-Street (shareholders)
GM: interested in customers first
#21
TM: identifies a handful of marketing weapons
GM: there are 200 different marketing weapons. Here are 19 of them:

W#1 – Marketing plan: a poor plan executed today is better than a good plan executed tomorrow
W#2 – Days of operations 24/7, to the convenience of customers
W#3 – WOM marketing 24/7
W#4 – Brochures given to new customers at the moment of maximum satisfaction: 30 days from purchase, right information at the right time
W#5 – Community involvement (people buy from friends, not from strangers, so become their friend)
W#6 – Know your entire audience (and know you have more than one target audience)
W#7 – Write a list of benefits that your customers have
W#8 – Say hello and goodbye with: smile, eye contact, saying their names
W#9 – The role of PR: and know that the news media needs you far more than you need them
W#10 – Neatness: people do not come back in a dirty space
W#11 – Guarantee: offer the best guarantee you can: lifetime guarantee
W#12 – Internet – the best location everywhere
W#13 – Sales training – on a regular basis
W#14 – Opportunities to upgrade
W#15 – DM: only with a good envelope and good opening line and PS
W#16 – Stories: people do not want naked facts, they want stories
W#17 – Speed: do everything you can not to waste your customers’ time
W#18 – TIME IS LIFE (time is not money?)
W#19 – SPY – on yourself (i.e. mystery shopping), on others

The 17 Secrets of GM

S#1: Commitment (mediocre marketing done with commitment works far better than perfect marketing without commitment)
S#2: Investment
S#3: Consistent
S#4: Confident (pay attention that this is the main reason people buy stuff: only after confidence come: quality, service, selection, and price)
S#5: Patience (Marlboro man become USA’s national symbol after 20 years)
S#6: Assortment (of weapons)
S#7: Convenient
S#8: Subsequent
S#9: Amazement
S#10: Measurement
S#11: Involvement
S#12: Dependant (on others)
S#13: Armament
S#14: Consent
S#15: Content
S#16: Augment
S#17: Implement

Components of a guerilla marketing plan (the 5 minute, 10,000$ marketing plan?)

1.The purpose of your marketing
2.The competitive advantage that you stress in order to achieve the purpose
3.Target audience(s) (there are often more than one target audience)
4.Marketing weapons to be used (make a list)
5.Your area of specialization (niche in the market)
6.Your identity (personality of your company)
7.Marketing budget ( % of projected growth)

10 Secrets to Succeed with a GM Plan

1.Research (on market, product, competition, media, prospects, technology, benefits, internet, your offer etc)
2.Write a benefits list
3.Select weapons to be used (priority order) + date to launch each weapon + person in charge
4.Marketing plan
5.GM calendar for the full year (see model below)
6.Find fusion marketing partners
7.Launch attack in slow motion (financially)
8.Maintain the attack
9.Keep track
10.Improve in all areas (using new knowledge – message, budget etc)