1 Cleaning Service Guerrilla Marketing Low-cost High-impact Marketing Ideas

2 Guerrilla Marketing – the book 25 Guerrilla Marketing ToolsToday’s Agenda Welcome Guerrilla Marketing – the book 25 Guerrilla Marketing Tools

3 Guerrilla Marketing Based on the class business book Guerrilla Marketing by Jay Conrad Levinson Using time, imagination, and energy in place of big marketing budgets In many ways the internet has empowered the small business and guerrilla marketer more than in the past Encourages authentic connections between business owners and potential clients

4 1 Tell Your Origin Story Every great hero has an origin story, what is yours? Derek and Liz

5 2 Car Graphics Makes your company look bigger than it isCreates thousands of impressions per day at very little cost Keep the end in mind – it needs to be easy to read from a distance while moving. It needs to have a clear phone number and/or website Derek

6 Car Graphics Tips Using a few graphics can sometimes achieve the same results of a full wrap at a fraction of the cost $200 - $250 When running errands park your car in an easy to see location When visiting a client, park to increase visibility Bonus idea – put graphics on every car in the family even if they are not involved with the business Derek

7 3 Business Cards HoldersVery cost effective, as little as $3.50 on Amazon.com Place them on your cars, on the front door of your business, and your sign if you have one Liz

8 4 Google My Business Favors geographic location versus sizeClaim your Google business account immediately  Location matters Get as many reviews as possible. More on this later Derek Google places appears first on search and it greatly favors geographic location versus size. Claim your Google places account immediately so your competition cannot! This will require a mailing address and Google will send a post card you in the mail to confirm you are at this address. If you do not have an office, you will need an address and the location matters. If you do not live in the neighborhood, you want to service get a mailing address there. It can be as simple as a PO box, although Google places will not take a PO box, but this is easy to get around. Most box rental businesses will give you an address and a unit number so you look like you are renting a suite in an office building.

9 5 Phone Demeanor Answer the phone with energy and like you careAnswer the phone like you cannot wait to service them Liz - Answer the phone with energy and like you care. In a corporate world all the excitement and joy is out of most people. Answer the phone like you cannot wait to service them. People like to do business with happy successful people. They will want to know why you are so happy. Your business must be doing really well.

10 6 Receipts/Invoices One cleaning service reports that 1 out of 20 clients purchase upgrades included on their reminder s Derek Every time you give your client something, it is an opportunity to sell Every invoice, receipt, customer survey, should ask for a referral or remind them of another service.

11 7 Networking Groups Find and join a business networking group in your area that makes sense Attend a few groups to find one with lots of action Work on the Leadership Give out LOTS of referrals Liz - Formal business networking groups are a great way to grow your business such as BNI and Chamber networking groups. Attend a few groups to find one with lots of action and referrals. Plan ahead and keep it interesting. If you are bored, they won’t be impressed. Give out lots of referrals. You want people to owe you favors and give you referrals back.

12 8 Search Engine OptimizationCan be done using DIY services Upcity.com Tracking Step by step instructions If you are serious, you can be first page in months Derek -

13 9 Lectures Makes you an expert in the eyes of those in the roomRecord the lectures and post them on your website Target Churches women’s groups community colleges corporation events BNI presentations Liz - Makes you an expert in the eyes of those in the room Record the lectures and post them on your website, let everyone know you are an expert. Churches, women’s groups, community colleges, corporation events, even your BNI presentations all are great places to do a lecture.

14 10 Facebook Marketing Use the Ad Manager Facebook.com/businessExtremely Focused Can be as little as $100 Need to capture and address and follow up. It does not normally lead to an immediate sale Message unique for each market Monitor and adjust Derek - Go to places where you spend your money – child’s daycare – you have a relationship with them that they value and will want to continue to support.

15 11 Tie In with Others Find businesses that have the same client base as you but do not directly compete. Meet with the owner!!! Offer to support their business in return. Include their offer to your clients in your newsletter in return for them doing the same. Liz Find businesses that have the same client base as you but do not directly compete Meet with the owner!!! The best place to start is places you already spend money. Offer to support their business in return. Include their offer to your clients in your newsletter in return for them doing the same. Dry cleaners, dog daycare, child care, meal preparation businesses, tutoring businesses, junk removal businesses, organizers, and some restaurants all make great marketing partners.

16 12 Barter Trade your service with other businesses for things you need. Call local advertisers first – trade your service for cash clients. Trade for goods and services you would otherwise need to spend money on. Join an organized trade exchange such as ITEX or IMS. Derek - Trade your service with other businesses for things you need. The great thing about a cleaning service is just about everyone wants one. Call local advertisers first – trade your service for cash clients. Trade for goods and services you would otherwise need to spend money on. Join an organized trade exchange such as ITEX or IMS. Don’t switch from a paying situation (you are already receiving money) to a barter. Not good savings.

17 13 Consultations Don’t do estimates—offer a free consultation.Help the client identify the surfaces in their homes. Give them some tips how to properly clean them whether they go with you or someone else. Carry a flash light! Liz

18 14 Referrals Make it personal – ask for the referral face to face whenever possible. Be as specific as possible – I need a client on Tuesday afternoons. Thank them – not with a few dollars but a nice hand written card. Derek Ask for the referral face to face when ever possible. Remember the personal connection is your advantage at this stage so use it. Be specific as possible – I need a client on Tuesday afternoons. It lets them know there is a real need not just a generic “I want more business.” Thank them – not with a few dollars but a nice hand written card. A small gift like a Starbucks card is nice but only if you know they drink coffee and if you do the personal note.

19 15 Community Events Go where your customers areDraw the clients in with something fun and visual Work the crowd outside your tent or booth Offer a contest to collect names and s for your newsletter database Liz - Go where your customers are Renting a booth a public event is normally very inexpensive Draw the clients in. If you are looking for families rent a bubble machine Work the crowd. Be friendly and pull people in. Do not just sit there Offer a contest to collect names and s for your newsletter data base.

20 16 Blogs A blog helps build you as an expert for your clients and it helps your search engine placement. Write articles for other bloggers. Most bloggers always need more articles. Ask to do a regular column if they liked your first blog. Derek

21 17 Meet the Competition Find a competitor you respect and become friends There are going to be days you are booked and will need to send the clients somewhere - they can do the same back to you. There are going to be days you have too many people call off, and they can help you out. You will get chances to bid jobs that you are too small to work alone. Liz

22 18 Direct Marketing Make them specific when possible – “We cleaned your neighbor today. If you book the same day, receive 15% off” Radius Bomb or similar software can help make it easier Implied endorsement by the neighboring business and home owners Derek

23 19 Make a Spectacle of YourselfWhy does Liberty Tax Service put people dressed in a costume? It works. Ideas we have seen work. Sign spinners Wonder Woman Costume “You do not need to be Wonder Woman, we can help ” Nun Costume “You know what they say about cleanliness, we can help” Liz - First photo of Katie: she really dressed up as Wonder Woman and stood at the highway. Second photo of Katie: combine spectacle/mascot (dressing as Dorothy from Wizard of Oz) at a community event

24 20 Outbound Calling Does not have to be an expensive third partySet benchmarks of number of calls expected per hour. If inbound calls are slow then make them do outbound calls Expiring contracts, Annual Services like window cleaning and carpet cleaning Derek

25 21 Personalize your companyPeople like to do business with people Do not make your company look like a bank, keep it personal even as you get larger. Make sure they know the people behind the company You can even automate personalization. Liz

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27 22 Cause Marketing Find a cause you can supportGreat for relationship building Can get active on the board of the charity Potential source of PR Works great on social media Derek

28 23 Ask for Reviews Make sure your client was happy, then ask for a review. ASK—yes, ask for a review. In person, over the phone if you cannot be in person. Be specific – tell them where to write the review and even send them a link if possible. People like to help people not corporations. Pick a review site and dominate that one place. Pick the one that you have the best chance to dominate. Liz Make sure your client was happy then ask for a review Be specific – tell them where to write the review and even send them a link if possible Pick a review site and dominate that one place. Google, Yelp, Yahoo, City Search, Angie’s List, Kudzu, there are many to choose. Pick the one that you have the best chance to dominate.

29 24 Learn to Pitch Your BusinessSpend 15 minutes listing every reason why people would want to use your business Then take it down to 3 minutes Then take it down to 1 minute Learn how to adjust your pitch to the wants and needs of the consumer Derek

30 25 Carpet Bomb for visibilityCan work well especially in tight geographies Liz

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