Archive for category Guerrilla Marketing
Formulas, Goals, and the Battlefield
I usually agree with Seth Godin on most things, but this one is a bit too far out for me. I’ve included the entire post on his blog below, it short, and also a link to his blog if you want to read any of the comments there. So take a quick read and I’ll continue below:
The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out–this is a formula for slightly better mediocrity.
The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn.
Compared to that, how are you doing?
– Seth Godin
Formula: Short Sale
I do agree with Godin that many companies sell themselves short. Always trying to lower the bar in the hope of gaining a few customers. Where I disagree with Godin on this is that it’s not because of the comparison to competitors, but rather a poor strategy for taking consumers away from those competitors based on the tactics that are short sighted.
Goal: Long Term Relationship
The tactics you use should be based on the principle that your company is seen as the better choice. There are many areas a consumer could focus to answer this question. It is your job to make the answer self-evident when it come to comparing your company to your competitors.
We fight on the battlefield of the consumer’s mind. It’s one of the smallest battlefield you will ever find yourself on, about 6 inches. You should create campaigns that, hopefully, take up territory. And if you do it well, you should hold more ground then your competitors. The strategy is different for each company. It is based on the position of your product in the market place and how our competitors currently stand. We recommend following the “Marketing Warfare” strategies laid out by Ries and Trout. So make sure your strategy fits your goals.
Because the last time I checked … your consumers aren’t looking to buy Magical Unicorns … and I’m fairly certain you haven’t hired anyone with unicorn making skills recently.
Good Hunting and would love to read your comments on this topic.
- Notes From The Seth Godin Event: Pick Yourself (styleandthestartup.com)
- How To Move Your Brand From Good Enough To Remarkable (fastcompany.com)
- Sunday Shorts – Businesses Doing It Right Edition (dannybrown.me)
- The 10 Most Echoed Seth Godin Posts (davejafari.com)
- Education Manifesto ‘Stop Stealing Dreams’ by Seth Godin (connectwithyourteens.net)
Firstly, I need to apologize up front that I don’t remember where I got this idea from. It is not my idea, I have used variations of this exercise in my consulting practice, but I wanted to pass it along. One of the problems I have when listening to a host of podcast products is that at times I am not in a good position to stop and take notes. This idea I found on either Phil McKinney’s “Killer Innovation” or on a “Venture Voice” interview, but that is a guess at best.
We all need tools to help us think of new ways to solve old problems. We have a lens that we use to evaluate data as it comes in. Every so often we find a new lens which helps us provide a breakthrough in performance or understanding. In this case I wanted to share with you a new way of looking at things with a hope that it produces exceptional results.
Always / Never Brainstorming
This is an excellent team exercise. I would expect at least two large hanging paper sheets and a pile of sticky notes and some felt tip markers would work nicely. Here are the steps:
- Define the topic or focal point. Try to be specific. I prefer these questions NOT be open-ended if possible to make sure you are focused as possible. Here are some example:
- “What are the first impressions of our company/organization/church?”
- “What’s the last thing people remember about ?????”
- “What do people expect when they ????”
- “What happens when a person doesn’t ????”
- Have the team brainstorm things that ALWAYS happen (Time limit 10 minutes or until the ideas dry up)
- Now, have the team identify things that NEVER happen for this topic (Same time limit, and keep the answers relevant)
- Take a break – you just spent 20 minutes hurting your brains! (5 minutes)
- Nominal Grouping next – spend 5 to 10 minutes moving the stickies together that are talking about the same thing (duplicate stickies if the idea is relevant to two groupings)
- Focus on the Never – now ask the team to come up with ideas that would make the never become a reality and be considered exceptional. (20 minutes)
Innovation Bonus Exercise
Now I did get this great idea from a Phil McKinney podcast as I was driving back from a State Cup soccer tournament. This is the first time I heard this exercise described this way and should provide you some great ideas and insights.
Our brains are programmed to stop thinking once we think we found the right answer and often we leave ideas in our head and never share them because of this reason. You as the leader or facilitator need to force your team past this creative barrier. Here is the bonus exercise:
- Have all your nominally grouped ideas placed on a grid.
- Each idea group should run across the top of the grid
- Each idea group should run down the left side creating a matrix.
- In each matrix box, FORCE the team to come up with a new idea.
- Use this Hybrid list of ideas for innovative ways to move forward.
The ALWAYS List
This list represents the performance bar that all expect from any organization in the specific category examined. This list becomes the managers performance list. The manager will use this list to help identify talents and skills needed by the staff to accomplish these objectives. Mentoring, training, feedback and possibly team reconfiguration (fire/hire) might be needed to help the team reach the Always Base Level, if they are not already there. It is imperative that the manager get his team to this level and make sure they stay there.
The NEVER List
The Never list (and Innovation Hybrid List) is used by leadership to determine what the group will take on next. An assessment needs to be performed first. Do we have the right talents? Do the correct skills exist at the right level to take on the new item? What do we gain by taking on the new item as it relates to our competitors? How long can we have an advantage before the competitors catch up to us? And let’s not forget, how much will this cost us?
Marketing Warfare Correlations
Now before I get emails asking me how this relates to Marketing Warfare let me break this down quickly. This exercise will work for three of the four areas of the strategic squares. I’ll try and break this down by market position:
Market Leader – you are using this exercise to create a Defensive Marketing Plan. The goal is to create a moving target for the competitors in your space. The ultimate object of these repetitive successes would be to discourage your competitors from attempting direct attacks on your position.
Market Non-Leaders – since you are not using this exercise to attack the leaders weakness within their strength, this exercise should be used in creating a flanking attack and would work best if you focused on an area in which the leader is currently not focusing on.
Local or Regional Leaders – this exercise will produce great ideas for guerrilla marketing warfare plans. Many of these ideas will place you in a strong competitive advantage to the national companies that cannot respond to the dominance you hold in your local or regional spaces.
Please let me know what you think of this post. I hope it helps you and your organization. Your feedback is most welcome!
Good Luck and Good Hunting!
While out to dinner with the family, we ran across a ‘boat map’ which suggested we find the 30 boats in the city of St. Joseph. It’s a beautiful little town, trying it’s best to bring in tourists considering the rather large number of Lake Michigan harbor towns along Michigan’s west coast.
We decided it would be a great photo hunt for the boys and planned a day trip. I took my family for the afternoon and preceeded to located the boats marked on the map of downtown St. Joseph Michigan. I have included the photo link to Flickr.com
Not Bad – Could be better
As I was traversing the 8 block area the street art had been placed in this picturesque downtown, it occurred to me that this could have been planned out better. I’m sure the “Mommy, Mommy, we need to go to St. Joe and find all the boats” drove some families into the heart of the tourist town and thus into stores located near the displayed boats. But with a little more thought, we believe we could come up with some better ways to drive people into the stores.
Some Possible Variations:
- Photo Scavenger Hunt – images would need to be posted on a campaign blog. No worries, a local photo store would help those that didn’t have the computer handy (in the photo store next to all the impulse items of course)
- Best Community Fact – Each street art piece would require the contestant to find an interesting artifact or piece of knowledge about the art work or author or sponsor. Of course, there would be plenty of material in the shops near the street art work. Entries would be placed on the campaign BLOG.
- Best Costume – contestants would dress up in something which complements the street art work and have their photos taken. The entries would be posted on the campaign BLOG. Bonus if you are using something purchased from the stores nearby. (not sure I like this one, but didn’t want to lose the thought)
- Crossword Puzzle Drawing – Each week of the campaign, the contestants would be asked to find words on the street art plaques or displays and posters within the stores nearby the street art work to fill in a crossword puzzle. Persons submitting a correctly completed crossword would be entered into a drawing. A new drawing with a new set of words could be created each week, possibly around a theme or set of stores.
- Stamp Collecting – contestants would collect a clue sheet and a stamp card from the city welcome center and search for street art based on the clues. Once found, they would enter the nearby shops to get stamped, thus showing they found the correct art item based on the stamp. Each week could be a different set of clues when a different set of winners.
We like the idea of using BLOGS in this case. People can post their submissions. The contest rules would state the ‘right to use’ of the city conducting the contest, which is important for future marketing materials. Who doesn’t have a digital camera, or who wouldn’t love to sell some cheap digitals in a tourist town.
Guerrilla Marketing at it’s best
Since the goal is to drive more visitors to your tourist town from the other nearby tourist towns, you are conducting a guerrilla campaign. Your ability to start or stop the campaigns are very flexible and have little or no overhead because the street art work is already being sponsored by local organizations or companies. With some minor adjustments to prizes and reach, you could push your campaigns into the other nearby towns with little or no cost.
It was a great time for our family and we actually did visit some stores. With a little more campaign effort, I bet we would have visited many more stores.