Transcript Document

AMSOIL Dealer Guerilla
Marketing Attack!
AMSOIL University 2007
1
Definition
Guerilla Marketing is;
A body of unconventional ways of
pursuing conventional goals, such as
profits and joy, with unconventional
methods, such as investing energy instead
of money. It is a proven method of
achieving profits with minimum money.
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Course Outline
 Traits Of AMSOIL Guerilla Marketers
 Patience
 Aggressiveness
 Imagination
 Sensitivity
 Ego Strength
 Basic Training For AMSOIL Guerilla Marketer’s
 AMSOIL Dealer Tactics To Consider
 Direct Marketing AMSOIL Dealer Style
 Marketing Myths
3
Course Outline
Traits Of AMSOIL Guerilla Marketers
Patience
Aggressiveness
Imagination
Sensitivity
Ego Strength
 Basic Training For AMSOIL Guerilla Marketer’s
 AMSOIL Dealer Tactics To Consider
 Direct Marketing AMSOIL Dealer Style
 Marketing Myths
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Trait #1-Patience
Of the five traits, if patience is not the most
important, it is at least tied for first.
If you are like me, you may not feel that you
are a patient person.
But, this is a personality trait that you must
develop if you are to launch a successful
marketing attack.
Why is this trait so important? Let’s take a
look at the following:
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Sending Your Message
How many times must a prospect see your message
before becoming a customer?
 Nine!
How many times must a prospect be exposed to your
marketing message before it registers with them?
 Three!
How many times do you need to put your message
out there in order to make those nine impressions?
 Twenty-seven!
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Trait #2-Aggressiveness
Earns a first place tie with patience as the most
important characteristic of a guerilla marketer.
You can be a;
 Social wallflower
 Hide behind the potted palm at parties
 Unable to look even a kitten in the eye
 But when it comes to marketing, you have to be a
TIGER.
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Aggressiveness
The marketing world is extremely competitive.
You need to;
 Think aggressively
 Spend aggressively
 Market aggressively
If your competitors don’t hate you, they had at
least better fear you.
They should fear that you’ll out market them
at every turn.
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What Does Being Aggressive
Mean?
It means….
 Learning all the marketing weapons that can be used.
 Seeing to it that all those marketing weapons are used.
 Using the marketing weapons consistently and more
effectively each year.
 Knowing that you are truly being aggressive in marketing,
using more marketing weapons than ever before.
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What Does Being Aggressive
Mean?
It means….
 Knowing that you are truly being aggressive in
marketing, using more marketing weapons than
ever before.
 Having your competitors think of you as aggressive,
as gaining new customers on all fronts.
 Constantly thinking about marketing.
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Trait #3-Imagination
This is not the ability to paint or draw or make up
stories.
We are speaking of imagination as it relates to your;
 Marketing message
 Research
 Competitive intelligence
 Placement of signs
 Selection of media
 Allocation of marketing funds
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Marketing Tip
Guerrillas must have the initiative to be selfstarters, to set goals, and to manage their own
time. They are comfortable approaching
strangers, secure in their self-esteem, and
anxious to share the benefits to the prospect. If
you're not this way: pretend. In 30 days, it will
be you.
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For Example
A person notices, from his customer questionnaires,
that a disproportionate number of them drive
Porsches.
He rents a list of Porsche owners in his community,
direct mails to them and breaks the bank.
How often have you seen a sign for a competitive fast
food business placed right next to one of their
competitors locations?
This is imagination at work.
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Imagine All The People…
Remember, imagination in this context means
marketing ideas rather than single efforts.
Imagination is more important than originality.
Caution: Be careful when exercising your
imagination.
Don’t get too cute. More on this later.
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Trait #4-Sensitivity
Be sensitive to 360 degrees of reality.
Be extremely sensitive to the marketplace.
Be ultra-sensitive to competitive activity and plans.
Obviously, be sensitive to your customers and
prospects. Try to develop a “sixth sense” as to their
needs.
Be sensitive to your geographic area. What works in
New York probably might not work in St. Louis.
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Don’t Get Too Cute
Develop a sensitivity to cleverness.
Then examine every part of your marketing and
eliminate every trace of it.
Cleverness is the enemy of the AMSOIL Guerilla
Marketer.
Cleverness makes people remember the marketing
and not the message.
Remember, the purpose of marketing is to create
desire to buy, to sell products on a repeat basis.
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The Buying Public Is Smart
Develop a sensitivity to your public.
In the past, a popular myth was the belief that
the buying public was as smart as a typical
twelve-year-old.
The public is as smart as your mother! And you
know she is no dummy.
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Trait #5-Ego Strength
This does not mean that you should be egotistical,
conceited or self-centered.
You must believe in AMSOIL products enough that
you are not self-conscious about marketing.
This does not seem to be a problem in this room!
But again, keep your Personal Group Dealers in
mind!
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Let’s Review The 5 Traits
1.
2.
3.
4.
5.
Patience
Aggressiveness
Imagination
Sensitivity
Ego Strength
 Guerilla Marketing is not just an exercise. It is a
battle! There are winners and losers.
 Now you know the personality traits of the
winners.
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Marketing Thoughts
AMSOIL Marketing Guerrillas have learned that
the best time to market is when they don’t need any
more business.
They know that the best source of new clients is old
clients and that the best marketing is characterized
by quality and not quantity.
They realize that their best marketing vehicle, and
least expensive, is a satisfied customer.
And they know that the two best ways to measure
their marketing are by customer retention and by
profits, both a part of each other.
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Course Outline
 Traits Of AMSOIL Guerilla Marketers
 Patience
 Aggressiveness
 Imagination
 Sensitivity
 Ego Strength
Basic Training For AMSOIL Guerilla Marketer’s
 AMSOIL Dealer Tactics To Consider
 Direct Marketing AMSOIL Dealer Style
 Marketing Myths
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What Does Marketing Do?
Marketing is supposed to create a desire to buy
products and services.
Marketing is simply the truth made interesting and
communicated to all interested parties.
Yet, it is easy to spot many marketing messages that
create absolutely no desire to buy anything.
Marketing is perceived to by many to be somewhat
like wizardry.
What is wrong?
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What’s Happening?
Many people assume that people know more than
they do.
People do know a great deal, but few know a great
deal about marketing.
Books and college addressed to MBA candidates are
woefully weak on the basics of marketing.
Basics 101-Be clear with your message!
Example: Anyone bought a computer lately? How
clear was any marketing message as to bits and
bytes?
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Image Is Everything…Or Is It?
When a company markets it’s image and the public
sees that the company is not exactly what it
represents itself to be, the public feels ripped off.
This doesn’t happen if a company communicates
their identity.
When a company communicates its honest identity in
marketing, the public sees that the company is
exactly what it holds itself up to be.
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What is AMSOIL’s identity?
“The First in Synthetics”
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Marketing Tip
Target your geographical area
Be sure to consider the many established
magazines and newspapers that offer regional,
metropolitan, and zoned editionsgeographically targeted to your specific
audience. Cable and satellite-delivered
programming in small geographic areas has
brought the cost of TV marketing down to all time low prices.
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What Is The Key?
Don’t decide between identity or traditional
marketing.
Blend both! This is the key.
Blending powerful identity ads with specific selling
points.
This hammers home particular and unique selling
points.
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Example
Bounce Fabric Softener:
First tag line:
“Bounce is for clothes you can’t wait to jump into.”
Changed to:
“Bounce gives clothes softness with no static cling.”
Which one do you think works better?
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To Whom Do I Market And
What Do I Say?
Answer:
Market to someone and say something to them!
In other words, don’t try to speak to everyone or try to
tell them everything!
If you do, the net result will be saying nothing to
everyone, or everything to no one.
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Pick Your Market
Pick out your market-your someone-then decide the
key points- your something-to communicate.
Saying something to someone is a realistic and
attainable goal.
Saying more than that to more people can eat up
enormous chunks of your valuable marketing budget.
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Talk About Your Prospect
Think in terms of what your prospective customer is
thinking, not what you are thinking.
As one ad agency executive said;
Don’t tell people how good you make the goods, tell them
how good your goods make them!”
Once the prospect is intrigued with the possibilities
of what AMSOIL can do, then you can talk about
AMSOIL.
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Features & Benefits..Benefits &
Features
Standard wisdom says to market features and
benefits.
A wiser wisdom suggests marketing benefits and
features.
Your customer will only pay attention to what is of
interest to them. What subject is of interest to all
people?
Themselves!
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Do You Like Talking About You?
Talk to your prospects and customers about
themselves and you will have their attention.
Tell them how you will improve their lives, loves,
wealth, health, career, looks, security or leisure and
you are well on your way to making a sale to a
grateful customer.
Your prospects and customers want to buy a better
life, not the latest high-tech widget.
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Three Markets-One Obligation
A guerilla marketer has three markets and one
sacred obligation.
Market One: The Universe
 The largest and least profitable of the three markets.
 It includes every person in your marketing area.
 This might mean one neighborhood, one industry, one city,
one nation or the entire universe.
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Rule of Thumb
You should be investing
approximately 10% of your marketing
budget to Market One, the universe
market.
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The Second Market
Market Two: Your Prospects
This market is considerably smaller than the first
market.
 The people in this market have differing degrees of interest
in AMSOIL.
 Some may be mildly interested in synthetic lubricants,
some may be specifically interested in AMSOIL.
 Others are blazing hot prospects and just need a little
nudge.
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Rule of Thumb
You should be investing
approximately 30% of your marketing
budget to Market Two, your prospects.
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The Third Market
Market Three: Your Customers!
This market is the most revered of your three
markets.
 These are the people who make you tick!
 Each of these customers also represent a referral sale, and
that sale then represents another referral sale, then
another, and another…..
 And all those referral sales can lead to more repeat and
referral sales.
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Rule of Thumb
You should be investing
approximately 60% of your marketing
budget with Market Three, your own
customers.
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The Sacred Obligation
The sacred obligation of every AMSOIL guerilla is to
move members of the universe market into your
prospect market, move members of your prospect
market onto your customer list, and then…
Market like crazy to everyone on that
customer list!
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Don’t Make This Mistake
Apathy toward a customer list, or worse yet, failure
to maintain a current customer list, is commonplace
omission on the part of many businesses.
This also means a fruitful opportunity for you!
Why don’t these businesses make offers to existing
customers?
Because they are not guerillas!
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You Must Follow Up!
Factoid
68% of business that is lost is due to
apathy toward the customer.
In other words, customers get ignored to
death! Marketing does not stop once the
sale is made.
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Marketing Tip
Guerrillas have the discipline to keep going,
systematically planning presentations and
working their territory, consistently following
up on past customers, consistently. Ask "If you
were me, who'd would you call on next?"
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What Does A Guerilla Do?
They massage and fondle their customer lists and
guard them fiercely.
 They add to them.
 The mail to them.
 They keep in touch with them.
 Sometimes their mailings are not oriented to making sales
but to intensifying the relationship (Christmas or birthday
card).
 The more intense the relationship, the more repeat and
referral sales will result.
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Is It Possible?
Is it possible to market to all three markets at once?
Yes!
It is not only possible, but desirable, to run marketing
that emphasizes AMSOIL and the service you provide
as an AMSOIL Dealer while enlarging the audience in
your market at the same time.
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FACT
Customers tend to read ads run by businesses they
patronize.
They do this to rationalize their purchases from the
business and their relationship with the business.
So, you can be sure of attracting members of Market
Three.
In addition, every time you put out the word on your
business, people move from Market One to Market
Two.
The second best place for them to be.
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Marketing Tip
Experts tell us that readers look over your ad,
then spend seven seconds deciding whether or
not they are interested in buying or learning
more.
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Course Outline
 Traits Of AMSOIL Guerilla Marketers
 Patience
 Aggressiveness
 Imagination
 Sensitivity
 Ego Strength
 Basic Training For AMSOIL Guerilla Marketer’s
AMSOIL Dealer Tactics To Consider
 Direct Marketing AMSOIL Dealer Style
 Marketing Myths
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Tactic #1-Inserts Or Preprints
Special advertising sections you see stuffed into the
newspaper or mailbox.
What happens with these?
 1/3 get tossed right away.
 1/3 get glance at them as they go through the newspaper
or mail.
 1/3 take quite a bit of time checking them out, saving them
in many cases.
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Advantages Of Inserts Or
Preprints
They allow you to pinpoint a market and cover
it completely, if you wish. Try five zip codes, or
two. Zero in.
You can give your prospects a great deal of
information and you don’t have to compete for
the readers attention.
They last as long as a month, so you can use
them monthly, gaining the effects of four week
of ads.
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Advantages Of Inserts Or
Preprints (con’t)
You can test their effectiveness, using a page of
coupons as a measurement. Preprints get great
coupon response.
Time-limited offers work well with preprints.
Offer special discounts,services, packages or
freebies.
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Tactic #2-Marketing Trends
This is an ever-changing tactic and it is never the
same twice, but is always effective and unknown to
most or your competitors.
It entails keeping up with today’s marketing trends.
Subscribe to one or two marketing trade journals,
or check them out online.
You could also utilize your local library to find
these trade journals.
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Tactic #2-Marketing Trends (con’t)
Spend a maximum of 15 minutes each week looking
through the marketing or advertising you have
chosen.
Skip over the gossip and go directly to any sections
dealing with new trends in marketing.
Out of every four issues, there may be three reports
that are not right for your AMSOIL business.
But, one of every four will be exactly right for your
AMSOIL business!
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Tactic #2-Marketing Trends (con’t)
The issue will describe the technique, the results
and all the details you will need to dive right into
this marketing for growing your AMSOIL business.
Don’t wait! Get going immediately.
Great marketing ideas will be copied until everyone
is on the bandwagon (and that is when you should
leap off!)
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Marketing Tip
Ready to be amazed?
Research Systems Corp. studied 56 new
and established commercials and found
that effective spots cost 40% less than
ineffective spots.
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Tactic #3-Samples To The Grapevine
Ask this question-What businesses do my customers
patronize?
Then, provide AMSOIL samples to answer the
question.
This only works if the product offered is of the
highest quality. Perfect for AMSOIL!
Example: Quick lube owner who won’t put AMSOIL
in his shop. Provide him/her five quarts and a filter
for their personal vehicle.
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Tactic #4-Your Club
Invite prospects to join your AMSOIL Club.
There is no cost.
What do people receive with their membership?
 Gold-trimmed membership certificate
 T-Shirt
 Hat
 Monthly newsletter
 (You decide on all of the above items)
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Tactic #4-Your Club (con’t)
Who can blame someone for joining a club that gives
them items of value for no charge?
Of course, they feel obligated, but they also feel a
kinship with you.
This really only works if apply the following motto to
you business.
If you go into business to make money, you’ll go out of
business. If you go into business to serve customers,
you’ll make money!
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Tactic #4-Your Club (con’t)
See if you can come up with the ingredients for a
club or something like a club.
A method by which your prospects and customers
can identify with you.
Present them with products or services that have not
strings attached.
The reap the benefits that accrue from this tactic.
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Marketing Tip
Be a joiner
Savvy marketers gain credibility by
joining clubs and associations, then
working their tails off. Prospects who
meet these hard working club members
will assume that these marketers run
their business with as much energy and
enthusiasm.
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Tactic #5-Bribes Work
This is not the type of bribe that you are probably
currently thinking of!
If you want to see dramatically increased response to
any of your offers, try offering a free gift to anyone
that responds.
The free gift cannot be junky or look or feel cheap.
With the low cost of many gifts, consider bribing
your prospects with freebies. (For more ideas, see the
AMSOIL promotional items)
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Tactic #5-Bribes Work
Tell your prospect that if they send in for your
brochure that they will be given a free gift.
Your responses will increase if you show a full color
picture of the gift they will receive.
Consider a postcard with a full color picture.
Offer bribes as well to your existing customers who
refer new customers to you
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Tactic #6-Eight Stamps
If you use direct mail, use eight stamps to mail that
letter.
Or, use a commemorative stamp, but eight stamps
will get more attention.
This will also get more attention than using a meter
imprint or standard stamp. Differentiate yourself!
When is the last time you received such a letter?
Did you open it first?
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The Eight Stamp Ploy
This is a perfect example of an AMSOIL Guerilla
Marketing tactic:
 It doesn’t cost more money than using a first class stamp.
 It requires extra time, energy and imagination.
 It demands patience.
 It increases your rate of response, thereby lowering your
cost of marketing while making that marketing more
effective.
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Tactic #7-Media Buying Services
Think about using a Media Buying Service for your
advertising and marketing.
These specialists learn your budget, your target
market and the competition.
They also negotiate the best price for you.
They also check to see if you received what you paid
for.
Something to think about.
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Course Outline
 Traits Of AMSOIL Guerilla Marketers
 Patience
 Aggressiveness
 Imagination
 Sensitivity
 Ego Strength
 Basic Training For AMSOIL Guerilla Marketer’s
 AMSOIL Dealer Tactics To Consider
Direct Marketing AMSOIL Dealer Style
 Marketing Myths
66
Direct Marketing
Direct Marketing refers to:
 Direct Mail
 Coupons in newspapers and magazines
 Postcards
 Direct response television
 Telemarketing
 Inserts
 Bulletin Boards
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Definition
Direct marketing is a sub-discipline of
marketing focused on driving purchases that
can be attributed to a specific "call-to-action.”
Direct marketing is distinguished from other
marketing efforts by its emphasis on trackable,
measurable results (known as "response" in the
industry) regardless of medium.
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Definition (con’t)
Direct marketers use a variety of media including
catalogs, postcards, statement inserts, card packs,
magazines and other mail.
Direct marketers also use media such as door
hangers, package inserts, magazines, newspapers,
radio, television, email, internet banner ads, pay-perclick ads, billboards, transit ads, etc. If the ad in the
medium asks the prospect to take a specific action-call an 800 number, visit a website, return a response
card, place an order, complete a survey, etc.--then the
effort is considered to be direct marketing.
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For Example
Don’t be surprised to see more and more grocery
store circulars in your newspaper and mail box.
Why?
Vertis Communications Retail Direct Mail survey
reports that 90 percent of male direct mail readers
and 83 percent of females, aged 18-34, read circulars
from the grocery store.
(Published on: April 10, 2007)
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Marketing Tip
If you are not using a computer in your business,
consider this:
 Here’s a look at technology usage according to a survey
done by a leading researcher on Baby Boomers. The indepth study explored Boomers’ views and perceptions on
life, family, work, finances, health and wellness and
technology.
 Boomers online: According to the Pew Foundation, home
Internet usage is high across most age groups: 18-29 year
olds (88 percent), 30-49 year olds (84 percent), 50-64 year
olds (71 percent), 65 years old and over (32 percent).
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Why Direct Marketing?
It creates a sense of urgency.
 There is always a date that the offer expires and the
prospect or customer need to be alerted to this fact.
 Knowing there is a deadline will motivate many people to
take action rather than think it over.
It is accountable.
 If your offer ends on May 24th, you know on May 25th
whether your effort soared or fizzled.
 Standard media marketing does not give such instant and
honest feedback.
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Why Direct Marketing?
It is economical
 More and more small businesses are realizing that direct
marketing is very cost effective.
 Actually more economical than a face-to-face call or sale.
 Do you know what the average face-to-face sales call costs?
Depending on who you talk to, anywhere from $200.00
to $500.00
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Why Direct Marketing?
You can determine the direct cost for each sale you
make.
 You should understand the mathematics of direct-response
marketing.
 If you are a AMSOIL marketing guerilla, you will know
• Your exact cost to acquire a new customer.
• The lifetime worth of that customer.
• Your profit per sale.
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Why Direct Marketing?
It is very convenient and getting more so everyday.
 People order from the comfort of their home.
 They can receive what they order in days.
Direct Marketing also offers the ultimate in
selectivity.
 You can market to people based upon a chosen
demographic or their probability of accepting your offer.
 You can market to existing customers, which you should
do again, and again, and again, and….you get the picture.
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Marketing Tip
AMSOIL Guerrillas communicate respect for the
prospect, the competition, and themselves.
AMSOIL Guerrillas are at ease with people of every
status, treating the cafe waitress or the hotel bell man
with the same deference they would offer the
president of a major company.
Their impartiality makes everyone feel important
and respected for the contribution they make. Check
it out.
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How To Gauge Success In
Direct Marketing
It should be measured by only one gauge:
PROFITIBILITY
For example;
 You invest $2,000.00 dollars in magazine and newspaper
advertising
 Profit: $22,000.00
 Do you care if the response rate is only .0001 percent?
 No!
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Course Outline
 Traits Of AMSOIL Guerilla Marketers
 Patience
 Aggressiveness
 Imagination
 Sensitivity
 Ego Strength
 Basic Training For AMSOIL Guerilla Marketer’s
 AMSOIL Dealer Tactics To Consider
 Direct Marketing AMSOIL Dealer Style
Marketing Myths
78
Marketing Myth #1
It is good to have a great deal of white space
in advertisements, brochures and other
printed material.
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Marketing Truth #1
Your customers and prospects are not interested in
white space.
They are interested in information and what
AMSOIL products can do for them.
When you use white space where you could be
putting information, you are wasting money.
Printed materials should attract attention with
substance rather than emptiness.
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Marketing Myth #2
People like to open thick envelopes.
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Marketing Truth #2
Thick envelopes appear to be time wasters filled
with hype and confusion.
You may want to consider intriguing the recipient of
a direct mail piece by enclosing some interestingly
shaped object such as a ball point pen that could be
used to fill out a response device.
Bulk adds cost and cuts down on readership.
Avoid a thick envelope unless you have a darn good
reason.
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Marketing Tip
Do I ask questions that show I really care? Do I
remember to say things to my customers like
"Hmmm, That's really interesting, tell me more...,"
and "How did that feel?“
These phrases demonstrate to our clients and
prospects that we are interested, that we're "on their
side," and that we really care.
Besides hairdressers, manicurists, and bartenders,
AMSOIL Guerrillas are often the only person in any
week who really listens to the customer. No wonder
they're so popular and do so well!
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Marketing Myth #3
Use short copy. People won’t read long
copy.
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Marketing Truth #3
This is one of the most dangerous, silly, and costly
myths in marketing.
People will read long books, long articles and long
letters.
They will read whatever interests them and the more
it interests them, the more of it they want.
When presented with a marketing offer, they want
enough information to make an informed decision.
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Marketing Tip
Guerrillas never complain about politics, the weather,
the traffic, or the rough day they're having.
Stay positive and enthusiastic! Few things are less
motivating than getting negative news or negative
commentary from a sales person.
Stay 100% positive, but don't over do it!
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Marketing Myth #4
It is costly to purchase radio and television
advertising time.
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Marketing Truth #4
Radio and TV advertising time does not have to be
costly.
It is coming down in price regularly and is
negotiable.
It often provides a superb value.
Don’t automatically discount it as a marketing
vehicle.
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Marketing Myth #5
Sell the sizzle, not the steak.
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Marketing Truth #5
Sell the solution and not the sizzle!
The easiest way to sell AMSOIL is to offer it as a
solution to a customer problem.
If you tend to look for the sizzle rather than the
problem, you are looking in the wrong direction.
Do all in your power to identify problems that your
prospects have, then position AMSOIL and your
services as the best solution to that problem.
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Marketing Myth #6
Great marketing works instantly.
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Marketing Truth #6
Great price mark downs work instantly.
Great limited time offers work instantly.
But great marketing is not made up of price mark
downs and repeated limited time offers alone.
Great marketing is made up of creating a desire for
AMSOIL products in the minds of qualified
prospects.
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Marketing Myth #7
Marketing should entertain and amuse.
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Marketing Truth #7
Show business should entertain and amuse.
Marketing should sell your offering, AMSOIL.
To see how entertaining and amusing detracts from
your marketing message, simply watch TV for ads
that you know so well, but have probably forgotten
what product they advertised.
Awards in the marketing industry for commercials
should be solely based on profits generated.
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Marketing Tip
What are your competitive advantages?
Make a list upon which you can hang your
marketing campaign.
Your prospects and customers have a choice of
several businesses selling the same products
and services you offer.
Why should these people select your company
over the others?
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Marketing Myth #8
Marketing should be changed every few
years to keep it fresh and new.
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Marketing Truth #8
The longer great marketing promotes a product or
service, the better.
AMSOIL guerillas create marketing strategies that
can be used for five, ten, even twenty or more years.
Don’t believe me?
How long has the Green Giant been jolly?
How long have people been in good hands with
Allstate?
Do you think these companies would have been more
successful by changing their marketing? I don’t either.
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Marketing Myth #9
Marketing is successful if it is memorable.
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Marketing Truth #9
Marketing is successful if it moves product, AMSOIL
product!
Memorability has nothing to do with it.
Whether people like it or not has nothing to do with
it.
It’s not how memorable you make the marketing, it’s
how desirable you make the product that matters.
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Marketing Tip
Trade show tidbits:
 70% of people turn right from the main entrance.
 If there are an odd number of aisles, attendees walk down
the next to the last aisle twice.
 People go to where other people are so do what you can to
draw a crowd.
 AMSOIL guerrillas get discounts at new trade shows
simply by asking for them.
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Marketing Myth #10
The purpose of marketing is to generate
maximum sales volume.
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Marketing Truth #10
The purpose of marketing is to generate
maximum profits.
A high and increase sales volume is nice, but
not at the expense of profits.
Increased sales are nice, but increased profits
are why AMSOIL guerillas love marketing.
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Marketing Myth #11
Once your business has a solid customer
base, you can cease marketing.
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Marketing Truth #11
You can cut down on your marketing to the universe.
You might even reduce the marketing to your second
market, your prospects.
But you should always market to your customers.
By investing in prospects to replace customers lost to
fate, and marketing to your own customers, you can
decrease your marketing investment while your profits
soar.
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Marketing Tip
Increase your telephone voice energy level by
making eye contact with the person you
visualize on the other end.
You can also stand up and don’t slouch.
Put a smile on your face so that it shows in your
voice.
Use gestures.
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Marketing Myth #12
If a prospect says that they want some time
to “think it over” before making a
purchase, they actually will think about it,
and they’ll probably come back to buy.
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Marketing Truth #12
They will buy alright, just not from you.
When a person selling something deals with a person
who is shopping, one way or another, a sale is made.
Either the prospect will buy from you or you will buy
their story about wanting to think it over.
The best time to close a sale is during or immediately
after the sales presentation.
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Marketing Myth #13
Repetition of a marketing message is
boring.
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Marketing Truth #13
It may be boring to you, but it won’t be boring to
your prospects and customers.
Repetition implants your benefits in the
unconscious minds of your prospects.
It also reaffirms those benefits in the conscious
minds of your customers.
Repetition does not bore these wonderful people!
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Marketing Tip
Southwest Airlines sped up its turnaround time
not by studying other airlines but by studying
pit crews at the Indianapolis 500.
The main idea: learn from the real experts and
those experts may not be your competitors.
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Conclusion
There are three phases to an AMSOIL guerilla
marketing attack.
 Phase I-Planning
 Phase II-Launching
 Phase III-Maintaining
The hardest part is to maintain the attack
constantly.
Because marketing is a living process, it requires
attention, time and nurturing.
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Your Goal
 Your goal must be to set your marketing in motion.
 If you are an AMSOIL marketing guerilla, you will do it in a
way that assures the maintenance of that motion.
 Develop your plan and calendar.
 Plan your direct marketing program.
 Set aside a certain amount of time each week for marketing.
 Great marketing deserves full-time attention, but is not a full
time job.
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AMSOIL Marketing Guerilla’s
The AMSOIL Sales Department
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