Traveling and Treasure Hunting by Chris Trayhorn, Publisher of mThink Blue Book, July 1, 2004 Every time you go on the road, you should position yourself to market like a guerrilla and earn money like a king named Midas. Keep in mind that the road leads in both directions. You can promote your site when you’re away from your town and you can promote it to travelers who come to your town. It’s a double-edged golden opportunity. When you’re a traveler, don’t forget that the copy shops of the world are the allies of affiliates. Taking a trip to Houston? Print up your marketing weapons before you leave, then take them to the closest copy shop to your hotel in Houston. Ask them to print a quantity of circulars, posters, stickers, mini-brochures, gift certificates, coupons and/or postcards, then distribute them at hotels, airports, trade shows, ballgames, concerts and bulletin boards. For example, there are 800 free community bulletin boards in the San Francisco Bay Area, and there are hundreds of others in most major cities. Post your flier on any or all of them. And you thought that visibility and awareness cost a lot of money? Wrong! Whatever you print, copy, post or distribute, be sure it is exceptionally easy to read and lists your Web site. That, too, should be a paragon of clarity. You’ve heard of viral marketing. It only happens if people want to talk about your product, service or marketing. If you’ve got the goods, your marketing weapons can be your virus. Word-of-mouth advertising is often generated by a “blitz” or “total immersion campaign” such as this. Your job is to overcome inertia and create momentum. Using a combination of guerrilla marketing tools does this. You’re not going anywhere? No problem. Canny affiliates also use this kind of 360 degree marketing at home. They generously distribute their marketing materials in venues visited by travelers. We’re talking restaurants, hotels, convention halls, theaters, night clubs, sporting events, concerts, tourist attractions, train stations and all the rest that draw crowds of tourists. Give those people a dose of your marketing message coupled with information that will help them while they’re in town. Some of those folks will actually take that information home with them, possibly use it on their sites, and if you’ve done a good job of marketing, evangelize about your “biz” to their friends and co-workers. Don’t laugh. It happens all the time. It’s always a good idea to see if any trade shows are being held where you’re visiting. You don’t have to exhibit at a trade show to earn a lot of money. At any show, you can learn, you can make contacts and you can get good ideas. Your take-homes from a show should be new relationships and profit-producing ideas. Fill your suitcase. If I had to pick a list of things all traveling affiliates should do while they’re accomplishing the primary mission of the trip, they would be these seven guerrilla marketing tactics: 1. Start viral marketing. It’s still the most power-packed method of marketing because people trust their friends as credible sources. You get it when you are a first-rate listener, when you ask questions and when you pay attention to the details spoken by the person to whom you’re listening. You also get it in spades when you follow up by phone, email or surface mail. And you can speed it up when you institute a power-packed referral plan, tapping current customers and prospects for the names of prospective customers. 2. Influence people who can influence other people. That’s exactly what Nike is doing when it gives free shoes to athletes and coaches. You may meet some serious movers and shakers while you’re away from home. Some of them can motivate hundreds of others to do things you want them to do. As all customers are not created equal, all prospects are just as unequal. Your “A” list may be worth more to you than your “B” through “Z” list combined. The road is a great place to meet the influencers. 3. Focus on what’s most important to your target audience. After all, they don’t pay attention to marketing, but they pay rapt attention to whatever interests them, and that can be marketing. They pay especially rapt attention to people who pay attention to them, who use their names, who look them directly in the eye and who smile. When you’re a traveling guerrilla, often your handshake is a more important marketing weapon than your computer. 4. Expand your potential for getting free publicity. You can do it by making it a point to develop at least one new media contact each time you visit a city. Whether you have a meeting, a lunch, a conversation or a cocktail with them, media contacts are your key to dynamite public relations. There is no substitute for knowing a media contact on a first name basis. Guerrillas never assume that PR kits and press releases can do the job. No way. Media contacts do the job. 5. Enrich your travels with brochures and newsletters. These make exceptional conversation starters, serve as potent follow-up weapons and allow you to intensify your relationships. They also allow you to prove your expertise, to help your prospects and customers and to sell the dickens out of your offering. No longer are they expensive to produce. You can offer your free brochure or no-cost newsletter to all the prospects you meet while traveling and while at your destination. You can and should even offer them at home, sweet home. 6. Utilize guerrilla media. By the time consumers figure out that the message you’ve stenciled in chalk on the sidewalk is actually an ad, you’ve already hit home with them. Look into all sign-posting opportunities. They are all over the place. You’ll learn to love them. Become aware of the countless opportunities to run free and low-cost classified ads prior to your trip. 7. Make yourself the recognized expert by speaking before groups while your travel. If you offer to speak for free, you’ll be dazzling at the speaking invitations you’ll get. You should speak for about 30 minutes and provide information of worth and value, delivered with passion and insight. At the end, it’s cool to distribute brochures or give your elevator pitch (that means you should be able to describe your business in the amount of time it takes to ride an elevator). You do have an elevator pitch, don’t you? As a strong recommendation to travelers, I caution you, as Karl Malden did a couple of decades ago, “Don’t leave home without it.” Jay Conrad Levinson is the author of the Guerrilla Marketing series of books, the most popular marketing series in history with 14 million sold in 39 languages. He also publishes the Web site GuerrillaMarketingAssociation.com. Filed under: Revenue Tagged under: 03 - Summer 2004, affiliate marketing, Columns, Lifestyle, mtadmin, Viral Marketing About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.