We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.

1. Guerilla
Marketing
Workshop
Presented By
Daniel Schutzsmith
@schutzsmith

2. “They're so good at
marketing what's bad,
and we're so bad at
marketing what's good
Peter Shumlin, Governor of Vermont
(@GovPeterShumlin)

3. What is
Guerilla
Marketing?

4. achieving conventional
goals (profits and joy)
with unconventional
methods (energy instead
of money)

5. achieving conventional
goals (profits and joy)
with unconventional
methods (energy instead
of money)

6. BIG BUDGETS

7. Time Energy
GM
Imagination

8. Guerilla
Marketing
Principles

9. Its based on
human psychology:
the way people think &
react, instead of
judgment & guesswork.

10. There's an emphasis on
profits, not just sales.

11. It measures relationships
just as much as profits.

12. Focus is on markets &
target audiences vs.
trying to be all things to
mass markets.

13. Instead of competition,
we support cooperation
with other businesses.

14. Made of many elements
all working together and
supporting each
component of the
program.

15. Ecompasses the following & more:
• Reverse Graffiti
• Viral marketing
• Presence marketing
• Grassroots marketing
• Alternative marketing
• Buzz marketing
• Undercover marketing
• Astroturfing
• Experiential marketing
• Tissue-pack marketing
• Live-in marketing
• Wait marketing

16. Technology is the
guerrilla marketer's
friend.

17. Technology is the
guerrilla marketer's
friend.
Live it.

18. Technology is the
guerrilla marketer's
friend.
Live it.
Love it.

19. Technology is the
guerrilla marketer's
friend.
Live it.
Love it.
Profit from it!

20. Some Tools
& Examples

21. Be An
Expert
(AKA Make Friends
w/ Journalists)

24. Write

27. Tell Your
Story

29. BottleHood’s recycled glassware is made from
wine, beer, liquor and soda bottles recycled from
restaurants, bars, homes and events in the
community. Our repurposed tumblers, juice glasses,
vases, pendant beads and light fixtures are all eco-
friendly products. Created out of a passion to
create local jobs, stimulate our local retail economy
and help our environment, BottleHood’s success is
a reflection of neighborhood sentiment and
support for what BottleHood stands for… a pride in
our neighborhood, our local craftsmen and
entrepreneurs, and our social responsibility.
BottleHood (bottlehood.com)

31. Mark & Phil provides marketing and philanthropic
strategy for non-profits, foundations, and socially
responsible companies. We’re built on the
philosophy that all good causes deserve a chance
to become great. Running a cause is hard enough
without having to deal with the costly and time
consuming aspects of marketing and philanthropy.
Mark & Phil acts as an organizations external
marketing and philanthropy department. Its really a
partnership between you and us. We are your grant
writer. We are your CMO. We are your press liason.
And we are so much more.
Mark & Phil (markandphil.com)

32. Workshop
Activity #1

33. Write your
brand’s story in
one paragraph.
(who, what, when,
where, how, WHY)

34. Some Tools
& Examples

35. Do An
Event

38. Be Mobile

41. Use Social
Media

43. YOUR
Target
BRAND
Audience

46. Show the
Personalities

49. Partner Up

50. http://www.flickr.com/photos/chumpboy/

51. http://www.flickr.com/photos/chumpboy/

52. Build
Ambassadors

54. http://www.flickr.com/photos/chumpboy/

60. Workshop
Activity #2

61. Write down an
outline for your
ambassadors
and partners.
(expectations, support,
incentives, time, & tools)

62. Some Tools
& Examples

63. Pictures Tell A
Thousand
Words

66. http://www.flickr.com/photos/chumpboy/

67. http://www.flickr.com/photos/chumpboy/

69. Make It
A Game

70. http://www.flickr.com/photos/chumpboy/

71. Make It
Wearable

75. Be Green

81. Your
Homework

82. Choose 1 idea
you can do
starting
Monday!
(define steps to success)

83. Tips For
Success

84. Be Real,
Don’t Lie

85. No Sales
Speak

86. Encourage
Cooperation

87. Let People
Create

88. Make It A
Team Effort

89. Keep Moving
Forward

90. Stay
Consistent

91. Show
The ROI

92. Its Never
A Nuisance

93. Make Time
For Marketing

94. Slides Are At
http://bit.ly/guerillaOG

95. Take the Green
Marketing
Survey
bit.ly/greenmarketingsurvey

96. Thanks!
Daniel Schutzsmith
daniel@markandphil.com
@schutzsmith
Mark & Phil
http://markandphil.com
@markandphil