Guerrilla Marketing Coach -Media
Dated 10/16/00
THE 60 SECOND GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 8 - October 16, 2000
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
www.gmarketingcoach.com
"The best selling marketing series in history"
***************************************************
Quote for today:
If you can't succinctly explain how you're special to 'the man
or woman on the street,' you're headed for trouble."
Tom Peters
***************************************************
SELECTING MEDIA
Some media are apples and others are oranges. What works in one
medium may not work in another. Guerrillas have insight into the powers of each medium. They tap those strengths to use the medium
to its greatest advantages. Here's what they know about media
power:
1. The power of newspapers is news. Marketing that is newsy gets
noticed because news is on the forefront of readers' minds.
2. The power of magazines is credibility. Readers unconsciously attach to the advertiser the same credibility that they associate
with the magazine.
3. The power of radio is intimacy. Usually radio is a one-on-one situation allowing for a close an intimate connection between
listener and marketer.
4. The power of direct mail is urgency. Time-dated offers that
might expire before the recipient can act often motivates them to
act now.
5. The power of telemarketing is rapport. Few media allow you to establish contact in a give-and-take situation as adroitly as the telephone.
6. The power of brochures is the ability to give details. Few
media allow you the time and space to expand on your benefits as
much as a brochure.
7. The power of classified ads is information. Nobody in their
right mind actually reads the classified ads except for those in
a quest for data.
8. The power of the yellow pages is even more information. Here, prospects get a line on the entire competitive situation and can compare.
9. The power of television is the ability to demonstrate. No other media lets you show your product or service in use along with the benefits it. offers. TV is still the undisputed heavyweight champ
of marketing.
10. The power of the internet is interactivity. You can flag a person's attention, inform them, answer their questions and take
their orders.
11. The power of signs is impulse reactions. Signs motivate people
to buy when they are in a buying mood and in a buying arena. Signs either trigger an impulse remind people of your other marketing or both.
12. The power of fliers is economy. They can be created, produced
and distributed for very little and can even bring about instant results.
13. The power of billboards is to remind. They rarely do the whole selling job but they're great at jostling people's memories of your other efforts.
from Mastering Guerrilla Marketing by Jay Conrad Levinson
***************************************************
ACTION IDEA:
Decide what media will be most effective for your marketing plan
this month. Create a Guerrilla Marketing Calender and track which marketing weapons that pay off and which ones need to be revised.
***************************************************
TIP OF THE WEEK:
The single best way to generate word-of-mouth advertising is to
amaze your customers on a regular basis.
**************************************************
GIVE A GIFT TO A FRIEND OR ASSOCIATE:
If you know someone who might benefit from this free newsletter,
feel free to forward it to them. We only ask that you please
leave the entire newsletter intact. Thank you.
************************************************
(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
************************************************
Return to the Archive Index
|
