Cleaning Service Guerrilla - PowerPoint Presentation

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Cleaning ServiceGuerrillaMarketingLow-costHigh-impactMarketing Ideas

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Today’s Agenda

Welcome

Guerrilla Marketing – the book

25 Guerrilla Marketing Tools

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Guerrilla Marketing

Based on the class business book Guerrilla Marketing by Jay Conrad LevinsonUsing time, imagination, and energy in place of big marketing budgetsIn many ways the internet has empowered the small business and guerrilla marketer more than in the pastEncourages authentic connections between business owners and potential clients

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1 Tell Your Origin Story

Every great hero has an origin story, what is yours?

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2 Car Graphics

Makes your company look bigger than it isCreates thousands of impressions per day at very little costKeep 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

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Car Graphics Tips

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

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3 Business Cards Holders

Very cost effective, as little as $3.50 on Amazon.comPlace them on your cars, on the front door of your business, and your sign if you have one

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4 Google My Business

Favors geographic location versus sizeClaim your Google business account immediately Location mattersGet as many reviews as possible. More on this later

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5

Phone Demeanor

Answer the phone with energy and like you care

Answer the phone like you cannot wait to service them

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6 Receipts/Invoices

One cleaning service reports that 1 out of 20 clients purchase upgrades included on their reminder emails

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7 Networking Groups

Find and join a business networking group in your area that makes senseAttend a few groups to find one with lots of actionWork on the LeadershipGive out LOTS of referrals

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8 Search Engine Optimization

Can be done using DIY services Upcity.comTrackingStep by step instructionsIf you are serious, you can be first page in 2 - 4 months

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9 Lectures

Makes you an expert in the eyes of those in the roomRecord the lectures and post them on your websiteTargetChurcheswomen’s groupscommunity collegescorporation eventsBNI presentations

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10 Facebook Marketing

Use the Ad Manager Facebook.com/business

Extremely Focused

Can be as little as $100

Need to capture and email address and follow up. It does not normally lead to an immediate sale

Message unique for each market

Monitor and adjust

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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.

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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.

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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!

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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.

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15 Community Events

Go where your customers areDraw the clients in with something fun and visualWork the crowd outside your tent or boothOffer a contest to collect names and emails for your newsletter database

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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.

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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.

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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

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19 Make a Spectacle of Yourself

Why does Liberty Tax Service put people dressed in a costume? It works. Ideas we have seen work.Sign spinnersWonder Woman Costume “You do not need to be Wonder Woman, we can help. 513-555-1212”Nun Costume “You know what they say about cleanliness, we can help”

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20 Outbound Calling

Does not have to be an expensive third party

Set 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

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21 Personalize your company

People 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.

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22 Cause Marketing

Find a cause you can supportGreat for relationship buildingCan get active on the board of the charityPotential source of PRWorks great on social media

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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.

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24 Learn to Pitch Your Business

Spend 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

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25 Carpet Bomb for visibility

Can work well especially in tight geographies

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