Guerrilla Advertising Planning Your Campaign

guerrilla marketing 

Guerrilla Advertising Planning the Campaign

Talk about momentum! You've got an advertising strategy. You know who your best prospects are. You have a good idea of exactly how to reach them. Your advertising is going to be teeming with strength and power as you continue to go through the process of infusing it with steroids. These steroids aren't going to wear away, aren't going to disappear, aren't going to be a temporary fix. The steps you're taking now will forever energize your advertising. And that means boost your profits.

Okay, what now? What are you going to say to your prospects? What you say and when you say are essential decisions for your success. We're all aware of some companies that are saying all the right things to the wrong people and others that are saying all the wrong things to the right people.

You want to say the right things to the right people at the right time and in the right way. Determining how to pull that off means leaning upon your advertising strategy. It's your roadmap. You don't have to make things up as you go along because you know the direction toward which you should be heading. It's stated in the first sentence of your strategy.

That strategy also keeps you aware of the realities of your budget and helps you say things that will be as beneficial in the future as they will be in the present moment. The better you know the real truth about your prospects and customers, the better equipped you'll be to say exactly what will motivate them to make purchases from you. Here's a down-and-dirty examination of them:

You may think you know why your customers buy from you, but there’s a good chance they buy for reasons other than the reasons you think. Or they don’t buy for reasons that may escape you.

People seek a wide array of benefits when they’re in a buying mindset. If you are communicating any one of those benefits to the people who want them this very instant, you’ve virtually made the sale. People do not buy because advertising is clever, but because it strikes a responsive chord in their mind, and its resonance makes that person want the advantages of what you are selling.

Your customers do not buy because they’re being advertised to or sold to. Instead, they buy because you help them realize the merits of owning what you offer.

They often buy because you offer them instant gratification -- such as I sought when El Nino flexed his muscles and my roof began to leak. Sprinting to the yellow pages, I called the one roof repair company that offered emergency service, for there I was, smack dab in the middle of an emergency.  

It was an easy decision for me. The company offered just the benefit I needed. I was in the market for a specific benefit and there it was, grinning up at me from the directory. If the company’s ad heralded their new roofing materials, I would have ignored it.

Like most people, I was looking to buy a benefit, not a feature. Everybody knows that. But the truth is that people don’t always buy benefits. They buy a whole lot more:

* They buy promises you make. So make them with care.

* They buy the promises they want personally fulfilled.

* They buy your credibility or don’t buy if you lack it.

* They buy solutions to their problems.

* They buy you, your employees, your service department.

* They buy wealth, safety, success, security, love and acceptance.

* They buy your guarantee, reputation and good name.

* They buy other people’s opinions of your business.

* They buy expectations based upon your marketing.

* They buy believable claims, not simply honest claims.

* They buy hope for their own and their company’s future.

* They buy brand names over strange names.

* They buy the consistency they’ve seen you exhibit.

* They buy the stature of the media in which you market.

* They buy the professionalism of your marketing materials.

* They buy value, which is not the same as price.

* They buy selection and often the best of your selection.

* They buy freedom from risk, granted by your warranty.

* They buy acceptance by others of your goods or services.

* They buy certainty.

* They buy convenience in buying, paying and lots more.

* They buy respect for their own ideas and personality.

* They buy your identity as conveyed by your marketing.

* They buy style -- just the kind that fits their own style.

* They buy neatness and assume that’s how you do business.

* They buy easy access to information about you, offered by your website.

* They buy honesty for one dishonest word means no sale.

* They buy comfort, offerings that fit their comfort zone.

* They buy success; your success can fit with theirs.

* They buy good taste and know it from bad taste.

* They buy instant gratification and don’t love to wait.

* They buy the confidence you display in your own business.

It’s also important to know what customers do not buy: fancy adjectives, exaggerated claims, clever headlines, special effects, marketing that screams, marketing that even hints at amateurishness, the lowest price anything (though 14 percent do), unproven items, or gorgeous graphics that get in the way of the message.

They also do not buy humor that hides benefits, offerings heralded with unreadable type, poor grammar, misspelled words, salespeople who don’t listen, or things they don’t fully understand or trust.

The best advertising of all involves prospects and informs customers. It builds confidence and invites a purchase. Best and most unique of all -- it gets through to people. That’s why knowing the truth about them will help you to stand apart from your competitors and shine in the minds of your prospects and customers.

Guerrillas know that an advertising campaign must have continuity to do the persuading job well. In advertising, intermittent communication is no communication at all. Your plan must have consistency built right into it. The idea is not merely to flirt with your public, but to convince them. There is a huge difference between the two. Any true advertising expert will tell you that frequency and persistence are the secrets of success in advertising. A major commitment to one or a few of the media will work better in most cases than an across-the-board plan with a variety of media but a short insertion schedule.,

Plan your campaign for that you are consistent, but never boring, committed, but never predictable. You've got to build special promotions into your plan to keep your staff on their feet and your competition off balance. The only part of the plan that is engraved in stone is your identity. Flexibility and an ability to make alterations in your advertising is crucial.

All guerrillas know that when it comes to creating advertising, there are three factors to consider: speed, quality, and economy. They also know that they get to select any two of these factors. You can bet they opt for quality and economy every time. Their careful planning eliminates the need for speed.

When you begin to craft the messages you will convey, keep this depressing information in mind:

1. The first time a man looks at an advertisement, he does not see it.

2. The second time, he does not notice it.

3. The third time, he is conscious of its existence.

4. The fourth time, he faintly remembers having seen it before.

5. The fifth time, he reads it.

6. The sixth time, he turns up his nose at it.

7. The seventh time, he reads it through and says, “Oh brother!”

8. The eighth time, he says, “Here’s that confounded thing again!”

9. The ninth time, he wonders if it amounts to anything.

10. The tenth time, he asks his neighbor if he has tried it.

11. The eleventh time, he wonders how the advertiser makes it pay.

12. The twelfth time, he thinks it must be a good thing.

13. The thirteenth time, he thinks perhaps it might be worth something.

14. The fourteenth time, he remembers wanting such a thing a long time.

15. The fifteenth time, he is tantalized because he cannot afford to buy it.

16. The sixteenth time, he thinks he will buy it some day.

17. The seventeenth time, he makes a memorandum to buy it.

18. The eighteenth time, he swears at his poverty.

19. The nineteenth time, he counts his money carefully.

20. The twentieth time he sees the ad, he buys what it is offering.

 

The list you’ve just read was written by Thomas Smith of London in l885.   But here we are moving bravely ahead in the 2000s, so how much of that list is valid right now, today? The answer is all of it.

 Guerrillas know that the single most important element of superb marketing is commitment to a focused plan. Do you think commitment is easy to maintain after an ad has run nineteen times and nobody is buying?   It’s not easy. But marketing guerrillas have the coolness to hang in there because they know how to get into a prospect’s unconsciousness, where most purchase decisions are made. They know it takes repetition. This knowledge fuels their commitment. Anyhow, they never thought it was going to be easy.

As real estate is location location location, advertising is frequency frequency frequency.  

 

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.

 

About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

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