The Seven Step Guerrilla Marketing Plan

The following information is excerpted from the Guerrilla Marketing 6 Week Jumpstart Program
with coaching audio by Mitch Meyerson and Al Lautenslager
(become a Certified Guerrilla Marketing Coach)

1. The Purpose of Your Marketing

"Begin with the end in mind." --Stephen Covey

What is the outcome you really want? Be specific. A true Guerrilla knows that the clearer the goal in the mind and on paper, the richer the rewards of your marketing efforts. Maybe it's to develop 100 new leads in the next month. Or to generate 1000 web hits a day. Or cultivate ten new clients in the next 3 months. Send 100 newsletters targeted to the most influential people in my industry. Develop a new brochure. All steps to follow will be based on the clarity of your initial goals and purpose. Start now.

Coaching Fieldwork:

•On a scale of 1-10 how clear and measurable are my marketing goals? ______
•Have I written them down and put them in a place I can see every day?
•What systems of accountability do I have in place? ( Marketing calendar, success partner, reminder system, coach etc)

3. Your Target Audience

Now that you've identified the purpose of your marketing and the benefits of your product or service, it's time to clearly define your target market. Exactly who wants and needs what you have to offer? The wrong answer is "everyone".

You want a niche and the more focused the better. What are their age, income and important needs? What makes this group different? If you can't get a clear enough picture start with the market first and then define the product or service. For example, you might notice that women in their 40's have concerns about the health hazards of pregnancy. What product or service might benefit them?

Coaching Fieldwork:

• Write out your target market(s).
• Can they afford your product or service?
• What is the core problem(s) you can help them solve. If you do, are they ready to buy?

4. Your Niche

Now that you have determined your purpose, benefits and target market, it is time to define your marketing niche. Guerrillas know that the marketplace is cluttered with competition and that it can really pay to be a leader in a smaller pond.

Marty Winston is "the most e-mail knowledgeable PR agent in the universe". Sara Walker is the "ADD coach" and Ingred Elsel is "an insurance agent specializing in mining companies". Guerrillas carve out a position where they can differentiate themselves and it is apparent in every marketing weapon they use. Niches can be defined in many ways: through a specific target market or a distinct means of service.

Coaching Fieldwork:

• What’s your niche? Write it down.
• Discuss the viability of this niche with your success partner or coach.

5. Your Marketing Weapons

Guerrilla Marketing offers over one hundred weapons for launching your marketing attack (see Guerrilla Marketing Weapons in our Library) .

Coaching Fieldwork:

•You will want to spend some time with the 100 Weapons list and choose those most appropriate for beginning your attack. After you make your selections, list your top ten right here.

1.___________________________________________________
2. ___________________________________________________
3. ___________________________________________________
4. ___________________________________________________
5. ___________________________________________________
6. ___________________________________________________
7. ___________________________________________________
8. ___________________________________________________
9. ___________________________________________________
10. ___________________________________________________

*Stay tuned for our Guerrilla Marketing Online Weapons course!

6. Your Identity

A word to strike from your marketing vocabulary is image. An image is a façade, something phony. A far better I word is identity. Your identity is automatically honest. If you communicate a real identity, people sense feelings of comfort and relaxation when they contact you. What they see in your marketing is ultimately what they get from your goods and services and that builds trust and rapport.
i.e. Federal Express:Reliability, Nordstoms: Superior Customer service,

Coaching Fieldwork:

•How would you describe your identity? Write it down.

7. Your Budget

The beauty of Guerrilla Marketing is that over half the marketing weapons are free. But don't let that fool you, there are important reasons to spend money on your marketing.

The Guerrilla knows that the most important place to spend money is on your business presentation. This means the quality of your stationery, business cards, brochures, flyers and logos. The public will get their first sense of your professionalism through your written materials. Make a strong impression. This may cost you some money, but look at it as an investment in your future.

Coaching Fieldwork:

• Now spend a few minutes deciding where you’ll get the biggest bang for your buck with your marketing dollars.
• Write out your budget for the next 3 months. Include training and education