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NobleOak's team of business experts have put together articles on
business planning and business models, marketing plans, and tips and
strategies on web site design and functionality. We also introduce
the terms 'pixie dust' and 'guerrilla marketing' both vital elements
to your short and long term business success. Enjoy!
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"Marketing Plan: Find Clients and Customers through Guerrilla Marketing" (Part 3 of 3)
Guerrilla marketing and leveraging your assets are important tools for entrepreneurs to use. Having said that, it is also important for the new entrepreneur to ensure that they respect the property, copyright, intellectual property and all of the laws, rules and regulations of their country of operation. In the case cited above, "Roger" should make sure that he brings in his partners and others in a co-op advertising program, which is a well-accepted practice. He should ensure that he is not reselling or 'subletting' if you will the advertising space he has contracted for.
Example 13 Sharing Costs (More Leveraging)
A young entrepreneur in the security business knows that there are two trade shows that are coming up in the next two months. They are the Spring Home Show in Vancouver and the B.C. Camping Association show (BCCA).
In regards to the BCCA show, I had a good response last year and I made some money from this niche. So I am thinking, the booth costs $500, I think I should go but I need to rethink all my strategies that I have used in the last year. During the night, when I was awake, I thought of an idea. I made a very good contact with the head insurance broker for all the camps across Canada. I emailed her this morning suggesting we share a booth as we both have something in common. She sells insurance, I sell a service that can help during an insurance claim. She emailed me back a few hours later say she thought that was a fine idea. I think this was good, all Camp Directors will talk to Jennifer and I will be there right beside her.
So the bottom line is I pay for half a booth, get some guaranteed traffic, and I get to build a stronger relationship with the head insurance broker.
Example 14 Attack Web Site
A large company is stuck with a huge environmental hearing and implacable enemies. It creates a web site sponsored by its suppliers, customers and others in the community to create third party support for the Company's expansion plan. The expansion is reasoned, well planned and well studied.
The opponents (anti-globalist fanatics) already have web sites that serve to attack this company and others. Their sites are moneymakers really- they attack high profile companies to generate media coverage- this drives people to their web sites and once there, they make contributions.
They are not registered with the IRS; they are simply money machines.
The company creates this third party sponsored web site that simply expresses support for their workers. By pinging the site, emails are generated automatically that go to the enemies list. Used to having it all their own way, the enemies react explosively and email the site laying out their entire strategy in advance of the hearing. The attack site acts as a one-way mirror with information flowing one way.
In war and business, this can be a distinct advantage.
The web site cost less than $10,000 to set up.
Example 15 Faces Count
In cyberspace, the metaverse, in mainstream media, faces count. People will pass over hundred thousand dollar, full page spreads showing, for example, fancy cars but they will look at your teensy ad showing a face. It can be your face (remember when Loblaw President's Choice used to use Dave Nichol's face everywhere?) or your nephew or niece- an image for your company that personalizes your product. People buy from people they like and trust. I suggest to people on the web, use faces! Put a photo of your team on your web site. Even in the stateless world of the metaverse, faces count.
Example 16 Mazda Miata
Over a urinal at Carleton University in Ottawa, Canada, there is a poster of a fine automobile- the Mazda Miata. The byline is "Miata Here." pronounced: "Me ... A ... Outta Here!" Now that has to appeal to students in their last year.
The Mazda.ca web site allows you to select english or french. They don't just use "Enter" or "Click Here". Instead they say: "Move me in English." For a car company, that is pretty cool- a triple meaning.
Example 17 Using Your Existing Assets
What type of car do you drive? If it is relatively new and if you keep it clean, then you could consider adding your corporate logo and web address to the passenger side, driver's side, rear and front (in mirror image). This is free advertising for you that works 7 days per week. But is has to be done well. DO NOT USE THOSE HORRIBLE RUBBER MAGNETIZED MATS THAT STICK TO THE CAR. This would be reverse marketing.
If you do it, it has to be done well and depending on what type of business you are in, it can be done in an understated kind of way.
Example 18 How to Collect Email Addresses With the Permission of and Indeed the Willing Participation of Your Target Market
Here is an email that a lot of people have been getting from their friends. Not only does Labatt look good, direct people to the beer.com site, they get to collect e-mail and contact information, plus friends spam one another with the email. All at almost no cost. Nice....
"Subject: Another Long Weekend!
Labatt Blue Light is petitioning the Ontario government for a new long weekend in June. This is serious...they're really doing it. The petition comes on the heels of a national survey that says about HALF of Canadians don't have enough free time and that they have less free time than they did five years ago. Make your voice heard now. Go to http://www.enlist.com/cgi-bin/re/freeyourtime and sign the petition. And pass this along!"
(Editor's Note: This is an example of guerrilla marketing by Labatt that uses a supposedly third party to promote Labatt Blue and it uses the power of the web for geometric growth.)
Example 19 Selling a Commercial Building
The best place to find someone to buy your shopping plaza is by talking to your tenants. Instead of asking them to buy your building, which might frighten them, ask them if they want a build-to-suit next door on vacant land you own. Your downside is that they do, in which case you have sold a new piece of land and made a fee on managing their new construction. Your upside is that they conclude it is too expensive or difficult or takes too long but they enquire about buying their existing location.
Example 20 Butterflies or Pests?
Microsoft recently blanketed much of New York City with butterfly decals bearing their trademark colors. They received national media coverage with the Associated Press running the following headline NEW YORK (AP) -- Microsoft Corp. apologized to New York City for blanketing public property with hundreds of butterfly decals used to promote the company's new MSN 8 Internet service. The denizens of New York might not have known what Microsoft was promoting until they read the AP headline. Microsoft apologized and the City accepted. Additional cost above the decal cost to Microsoft a single $50 summons.
...previous | 1 | 2 | 3
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| 11/1/2002 |
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"Mapping Interface"
"Getting the Business Model Right and Pixie Dust"
"Tips On Web Site Design"
"Web Site Functionality" (Part 1 of 2)
"Web Site Functionality" (Part 2 of 2)
"Marketing Plan: Find Clients and Customers through Guerrilla Marketing" (Part 1 of 3)
"Marketing Plan: Find Clients and Customers through Guerrilla Marketing" (Part 2 of 3)
"Marketing Plan: Find Clients and Customers through Guerrilla Marketing" (Part 3 of 3)
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