#13: Guerrilla marketing, with Jay Conrad Levinson

On this episode, we dive into Guerrilla Marketing with Jay Conrad Levinson.

[powerpress]

In today's over-advertised world, it should be harder than ever to reach new clients. But according to best-selling author Jay Conrad Levinson, there has never been a better – or cheaper – time to advertise, market and promote yourself. The name Guerrilla Marketing might seem to suggest sneaky and covert maneuvers – but that’s not what it’s all about. It's about using what's at your immediate disposal to capture more business without spending a ton of money.

Jay is commonly referred to as the father of Guerrilla Marketing. He’s been integral to some of the most recognizable campaigns in advertising history, including the Marlboro Man, the Pillsbury Doughboy, Allstate's Good Hands, and the Jolly Green Giant. Unfortunately, Jay passed away – but his insights live on, and can be used to help you win whatever battle you’re in.

SHOW NOTES:

02:10  Jay explains his guerrilla marketing concept and what it can do for agents and advisors.

05:15  Traditional marketing tends to measure success in sales – or even website hits or store traffic. But Jay says the only number that really matters in guerrilla marketing is your profit.

08:15  Some people believe their companies only need one strategy or method for marketing. But Jay disagrees with that notion of clinging to traditional methods like advertising and PR .

09:20  What are the keys to guerrilla ‘target marketing?’

12:00  Jay frequently mentions ‘intentional marketing.’ He says there’s a great example of a company that embraces this concept in his hometown of Orlando, Fla.

13:20  The little things make all the difference, and every touch point with each client is critical.

13:50  So let’s say a salesperson has made a successful initial contact. What happens next?

16:35  Selling people what they need is often different than selling them what they want. Jay gives an example from a couple decades ago, from when he and his wife lived in London.

18:30  Most people resent pressure, which is why it’s important for insurance agents and financial advisors to develop relationships – not just sales. Jay says that provides a level of assurance to potential clients.

20:40  While it’s sad to say, most businesses don’t have their own marketing plan – not even a simple one. Jay has said that a simple marketing plan can be better than an extraordinary one – it just needs to get done. Jay gives some strategies for getting a simple plan started.

24:25  Let’s say you roll out a marketing plan and commit to it – but after a while, it just doesn’t seem to be working. How do you know when to pull the plug on it?

26:20  All too often, brands are frequently quick to change campaigns and messages. But think about it: some of the greatest marketing campaigns have been around for longer than we can remember.