1.0 Definition of Guerrilla
Marketing
1.1 The
term "Guerrilla Marketing" was developed by Jay Conrad Levinson more than a decade ago. Marketing is generally defined by Levinson to be "everything you do to PROMOTE
your business, from the moment you conceive of it to the point at which
customers buy your product or service and begin to patronize your business on a
regular basis."
1.2 Guerrilla
Marketing is predicated on the idea that "Smaller Is Better." Smaller businesses have the advantage over
larger businesses in the critical areas of size, speed, and flexibility.
1.3 The
primary advantage that larger companies have over smaller companies in the area
of marketing is money. Small
Businesses must combat this primary disadvantage by being more creative,
flexible, and adaptive. Guerrilla
Marketers must do much more with much less money!
1.4 The essential strategies of Guerrilla Marketing have stayed the same, but the weapons have changed dramatically. Guerrillas thrive on change and the unexplored opportunities, which are an inevitable byproduct of change.
1.4.1 The primary changes that have occurred over this past decade that directly affect the field of marketing are:
1. The emphasis on Environmental Issues.
2. The advent of Cable and Satellite television.
3. Long term Economic Stagnation.
4. Workforce 2000: The
increasing impact of Women and minorities
in the workplace.
5. The Global Network. Perhaps the biggest avenue of new exploration
for marketing opportunities NOW and in the future will be the Internet.
1.5 What
Guerrilla Marketing is not: "expensive,
easy, common, wasteful, taught in marketing classes, found in marketing
textbooks, practiced by advertising agencies, or known to your
competitors."
2.0 The Marketing Needs Of Small
Businesses
2.1 Perhaps one of the biggest reasons that Guerrilla Marketing
has become so enormously popular with small business owners over the past
decade is the focus on bottom line results.
2.2 Fewer than 10% of all Small Business Owners have explored more than one or two of the many successful marketing methods available to them. And of this 10%, far fewer still have met with any true measure of bottom line success.
2.2.1 Not knowing the insiders' secrets of successful marketing, the
average small business owner usually experiments, gets burned (no immediate
cash results), and quickly resolves to "never
dump money down that hole again."
2.3 Below are listed
25 highly profitable marketing strategies.
Most of these strategies remain untested by the average business owner.
How many
of these strategies has 3 D Datacom used this past year?
How many
of these strategies have 3 D Datacom never explored?
How many
of these strategies has 3 D Datacom used successfully (produced a significant increase in targeted
sales volume and market share)?
1. Canvassing
2. Personal Letters
3. Telemarketing
4. Integrated Direct Marketing
5. Direct Marketing
6. Circulars and Brochures
7. Internal Signs
8. External Signs
9. Yellow Page Ads
10. Classified Ads
11. T-shirt Campaigns
12. Public Relations Campaigns
13. Fund Raising Campaigns
14. Sponsorships
15. Teaching and Training Videos and Seminars
16. Newspapers
17. Magazines
18. Radio
19. Television
20. Specialty products (pens, coffee cups, T-shirts, etc.)
21. Product Demonstrations
22. Event Sponsorship (Fashion Show, Golf Outing, Celebrity Auction, etc.)
23. Trade Shows
24. Conventions
25. Cooperative Share Marketing
2.4 Big
Businesses draft 200 page Marketing
Plans that research, plan, and budget for every contingency
imaginable. Big Businesses must focus on
gaining a larger segment of an entire industry.
Being off a few percentage points at this level can mean the loss of
millions, if not billions, of dollars.
2.5
Small Businesses need only gain a tiny
slice of an entire industry in order to create dramatic increases
in sales and bottom line profits.
2.6 Small
Businesses, however, "are not just little big
businesses." This was
in fact the focal point of an article published in the Harvard Business
Review. For a small business owner to
survive, he must produce bottom line results without the benefit of a large
marketing and advertising budget.
2.7 Because
expediency and efficiency of results is so critical to Small Business Owners, a
200 page Marketing Plan for a small business would do more harm than good. Even if the Plan were prepared by the best
outside Marketing Consultant available, it would not meet the needs of most
small business owners.
3.0 The Core Idea Developing Your Marketing
Blueprint:
3.1 One of the basic tenets of Guerrilla Marketing is to reduce all aspects of the Plan to their most fundamental, or core level. There are several important reasons for this:
3.1.1 The more focused the Core Idea or Principle can be stated, the easier it is to convert to specific marketing strategies.
3.1.2 Most small business owners do not have the time, interest, or money to follow a traditional marketing plan.
3.2 For
Guerrilla Marketing, the Core Idea
of the Marketing Plan should initially be stated in no more than 7
Sentences. This is only the
beginning; however, as the End Goal will be to state the Core Idea of your
Marketing Plan in no more than 7 Words!
3.2.1 The first sentence tells the PURPOSE of your Marketing
Plan.
Your PURPOSE
must be stated in terms of the bottom line results that your Marketing Plan will hold you and your
employees accountable to produce.
3.2.2 The second tells HOW you will achieve this
purpose, focusing on BENEFITS (see Kramer: Features, Advantages &
Benefits)
For
example: XYZ Manufacturing will achieve its Purpose (building the highest
quality
auto parts in the world BY: establishing purchasing
contracts
with
suppliers throughout the world who can offer XYZ the highest core
supplies at the
lowest possible prices.
3.2.3 The third identifies your TARGET MARKET.
How has your
Target Market changed over the past one, three, and
five years?
If you think that
it has not changed, or you simply don't know how it
has changed, the
fact is that you are not keeping up with the inevitable
changes within
your Target Market.
Three specific markets, which have emerged as, hot markets in the late 90's are: Women, Mature Adults, Boomer Generation, and Ethnic Groups.
3.2.4 The fourth identifies the STRATEGIES & TACTICS that
you will use.
This sentence
should list every form of media you plan to employ in your
Marketing Plan.
3.2.5 The fifth identifies your NICHE within this
market.
One of the most famous people in the Advertising world was David Ogilvy. After many years of experience, and many billions of dollars of successful advertising, Mr. Ogilvy listed the 32 most important things that his company had learned in the advertising business. The number one item on the list, above all else, was positioning the product within the market.
Market position
should be measured against 4 Criteria:
1. Will the prospective customer readily perceive the Benefits?
2. How will the customer rate the importance
or value of that benefit?
3. How do these features and benefits
separate my business from
the rest
of the industry?
4. How unique and/or difficult to replicate
is my product or service?
3.2.6 The sixth sentence describes your IDENTITY.
What business are
you in?
How do you want
your business to be remembered?
Your company Identity must be based on Truth. Any Marketing program designed to create an Identity that a company does not in fact stand behind 100%, is doomed for failure.
3.2.7 The last sentence defines your MARKETING BUDGET,
defined as a
percentage of
projected gross revenue.
3.3 EXAMPLES:
3.3.1 Levinson provides the following paragraph as an example of a Guerrilla Marketing Plan:
(1) The PURPOSE of ABC
Publisher's marketing is to sell the maximum number of books at the lowest
possible selling cost per book.
(2) This will be ACCOMPLISHED BY
positioning the books as being so valuable to free-lancers that they are guaranteed to be worth more to the
reader than their selling price.
(3) The TARGET MARKET will
be people who can or do engage in free-lance earning activities.
(4)
MARKETING TOOLS to be utilized will be a combination of classified
advertising in magazines and newspapers, direct mail, sales at seminars,
publicity in newspapers and on radio and television, direct sales calls to
bookstores, and mail-order display ads in magazines.
(5) The NICHE to be
occupied is one that stands for valuable
information that helps free-lancers succeeds the ultimate authority for free
lancers.
(6) Our IDENTITY will be
one of expertise, readability, and quick response to customer requests.
(7) Thirty PERCENT OF SALES
will be allocated to marketing.
3.3.2 That's it! The whole thing.
3.3.3 Most marketing plans especially if they are reduced to one paragraph seem deceptively simple. But unless they are simple, they are difficult to execute.
3.4
A complete marketing plan, can be accurately
displayed in as little as three paragraphs.
3.4.1 The
Marketing Plan (answers the 7 primary questions outlined
above).
3.4.2 The Creative Plan
(details the message and your identity).
3.4.3 The Media Plan;
(details media costs, identifies newspapers, radio stations, dates
and sizes of ads, frequency, advertising
specialties, strategies for free publicity, and the identity of your business.
The more
brief and concise your Marketing Plan, the more likely that you will follow it, the more likely your employees will understand
and follow it, and the more likely your customers will see it
translated into your policies, products and
services.
3.5 You
must always remember that the primary purpose of your Marketing Plan is to
obtain the maximum profits.
3.6 The
details of your Marketing Plan should also:
Project short range and long range goals
Identify
anticipated roadblocks and obstacles
Provide a plan
for overcoming each of these obstacles
Include a
Situational Analysis of your Competition
Identifying Your
Customer Profile
Analysis of
Marketplace conditions
Marketing
Calendar
Marketing Budget
3.7 The
Business
Plan by comparison goes into greater detail regarding the details
of growth, exact expenditures, and contingencies (best case, worst case, and
most likely case.)
3.8 A
good Marketing Plan is not designed to be flexible. It is designed to provide a Roadmap, which if
followed, will take you exactly where you want to go.
4.0 The Ten Best Kept Secrets of
Guerrilla Marketing
4.1 Secret # 1: Commitment
Sales and Marketing Mgrs. always remain COMMITTED to their Marketing
Plan
4.1.1
Many business executives still believe that sales and
marketing are the same thing. Basically,
their attitude is that if marketing isn't the same things as sales, and if it
doesn't necessarily translate dollar for dollar to the bottom line; then what
good could it possibly be? The
necessarily pragmatic orientation of the typical business owner quickly leads
them to the assumption that anything that doesn't produce direct and immediate bottom
line results just isn't something that they can afford to waste
their time and money on.
4.1.2 This is the first obstacle that every successful Guerrilla
Marketer must overcome. More than any other
of these "ten secrets", this is the primary obstacle that most Small
Business Owners must overcome. Many of
the best Marketing Consultants agree that most Small Business Owners with whom they work, lack the ability to understand
the importance of remaining
committed to their marketing plan, and this represents their greatest obstacle
to success.
4.1.3 AN OFFER YOU CAN'T REFUSE: One of the
most outstanding examples of long-term commitment to an advertising program is
the case of Union Bank of
It doesn't take a genius to
figure out that this Marketing program will cost Union Bank many millions of
dollars over the next five years. The
brilliant plan behind this program; however, is that it may make Union Bank the
most successful and profitable bank in
the state of
The answer
of course is that very few people will refuse this offer. In five years how many new customers will
Union Bank have recruited through this program?
And who will those new customers be?
They will all be people who have a computer and a modem; exactly the
market that Union Bank wants to target.
4.1.4 In 1885, a London Businessman offered the following description of
the efforts required capturing the attention of a prospective customer. Little has changed in the world of marketing over the past 100 years.
1. The first time a man [or woman] looks at
an ad, he/she doesn't see it.
2. The second time, he/she doesn't notice it.
3.
The third time, he/she is conscious of its existence.
4. The fourth time, he/she faintly remembers
having seen it.
5. The fifth time, he/she reads the ad.
6. The sixth time, he/she turns up his nose
at it.
7. The seventh time, he/she reads it through
and says, "Oh brother!"
8. The eighth time, he/she says, "Here's
that confounded thing again!"
9. The ninth time, he/she wonders if it
amounts to anything.
10. The tenth time, he/she will ask his neighbor
if he has tried it.
11. The eleventh time, he/she wonders how the
advertiser makes it pay.
12. The twelfth time, he/she thinks it must be a
good thing.
13. The thirteenth time, he/she thinks it might
be worth something.
14. The fourteenth time, he/she remembers that
he wanted such a thing for a long time.
15. The fifteenth time, he/she is tantalized
because he cannot afford to buy it.
16. The sixteenth time, he/she thinks he will
buy it someday.
17. The seventeenth time, he/she makes a
memorandum of it.
18. The eighteenth time, he/she swears at
his/her poverty.
19. The nineteenth time, he/she counts his/her
money carefully.
20. The twentieth time he/she sees the ad,
he/she buys the article or instructs his wife [her husband] to do so.
Only those Small Business Owners who
remain steadfastly committed to their long-term
Marketing Plan will eventually reap their due rewards on the bottom line.
Ten
Reasons Why You Must (ABM) Always Be Marketing
1. The
Market Is Always Changing.
New families, new prospects, new lifestyles change the marketplace. Nearly 18% of the people in the
2. People
Are Not Elephants. Maybe
elephants never forget but people forget quite quickly. Unlike elephants, the average human being is
bombarded by more than 2,700 messages each day.
3. Your
Competition Hasn't Quit.
Someone is always gaining the upper hand in the world of business. If it's not your business, you can be sure it
will be your competition.
4. Marketing
Strengthens Your Identity.
When businesses stop marketing customers lose confidence, and your
business reputation and identity suffers.
5. Marketing
Is Essential To Your Survival And Growth.
6.
Marketing Enables You To Hold On To Your Old
Customers. Repeat
Business and Referrals are the key to profitability for many businesses, and
maintaining your existing customers is critical.
7. Marketing
Maintains The Morale Of Your Business.
8. Marketing
Gives You An Advantage Over Your Competition. Especially in adverse economic times, you can
gain a much bigger share of your Target Market if your competition decides to
ease off on their marketing efforts.
9. Marketing
Allows Your Business To Continue Operating.
10. Marketing
Protects The Investment You Have Already Made In Your Business.
4.2 Secret #2: Investment
Marketing Mgrs. think of
Marketing as an INVESTMENT.
4.2.1 Successful
Marketing is a Blue Chip Investment, NOT a Speculative Investment. Like
all Blue Chip Investments, the smart money is always invested for the
long haul. Sound Stock
Market advice applies here as
well;
"if you can't stand the market's ups and downs, then you shouldn't be in
the Market."
4.2.2 Unfortunately, most Small Business Owners treat their
Marketing investment as a "pure speculative investment." Because speculative investments are high
risk, and high volatility, investors tend to "dabble, get burned, and get
out." This is in fact the reaction
of most Small
Business
Owners to their past marketing efforts.
4.3 Secret # 3 Consistency:
Sales and
Marketing Mgrs. make sure that their Marketing program is CONSISTENT.
4.3.1 The identity of 3 D
Datacom and its message must
remain constant. Remember, the big
payoff in marketing only come to those who are in it for the long haul. By constantly changing marketing identity,
strategy, and message, many Small Business Owners guarantee their own
failure. This becomes a self-fulfilling
prophecy for those business owners who simply don't believe in the
value and impact of marketing in the first place.
4.3.2 THE TEENY TINY AD THAT PRODUCED GREAT BIG
PROFITS!
The owner
of a retail furniture store was going bankrupt.
She had run it in the ground by pouring many dollars into Television
advertising.
Because she could only afford two commercial
slots per week, she wasn't gaining
enough exposure to make any impact, and was subsequently throwing her money
away.
The
Marketing Consultant convinced her that "consumer confidence gained through consistency of image
over a long period of time" should be her primary objective. Therefore, she began to run a teeny tiny advertisement every Sunday in her local
newspaper. After several years of consistently running this ad, her sales have
quadrupled and her profits have followed
suit. Now she runs ten television
commercials per day, but she credits all
of her success to that teeny tiny ad that developed a consistency of image for her
store.
4.4 Secret # 4: Confidence
Sales and
Marketing Mgrs. make their prospects CONFIDENT
in their Company.
4.4.1 Above all other factors (including
speed, quality, convenience and cost), the
number one reason why consumers buy any product or service is CONFIDENCE!
4.4.2 Confidence is a byproduct of
"familiarity." The term
familiar comes from the Latin
meaning "to know someone, or something, like a member of your own family." In order for customers to become familiar
with your company, they must know that
you are honest, reliable, and dependable.
These traits do not come overnight, they must be earned over a long
period of time. Every policy and
practice of your company becomes an opportunity
to gain confidence in the eyes of your customers.
4.5 Secret # 5: Patience
Sales and
Marketing Mgrs. remain PATIENT
by creating Intermediate Benchmarks of Success.
4.5.1 It
only stands to reason that the most important pre requisite for establishing
consistency, commitment, investment, and confidence would be patience on the
part of the business owner themselves.
Without
the Patience
of Job, most Small Business Owners will
only end
up realizing the Problems of Job, because they simply
didn't
stick it out long enough to reap the rewards of their efforts.
4.5.2 Rather than looking strictly at the bottom-line, Sales and Marketing Mgrs. create intermediate Goals and
Measurements by which to judge the progress of their Marketing efforts.
These intermediate measuring sticks become the focus, rather than an
immediate return on investment.
4.6 Secret # 6: Diversity:
Sales and
Marketing Mgrs. provide a wide DIVERSITY
of marketing approaches in their Marketing Mix.
4.6.1 Because no one Marketing approach
can possibly appeal to every prospective customer, VP's Sales and Marketing
make sure to use as many different approaches as possible in order to maximize
their efforts. Guerrillas make it their
business to know the ins and outs of every marketing strategy and tactic available to them, and use each strategy to its
fullest potential.
4.7 Secret # 7: Persistence:
Sales and
Marketing Mgrs. are 4th Quarter
Players, because they know that the Big Profits only come after
the sale.
4.7.1 Sales
and Marketing Mgrs. Know That All Games Are Won In The Fourth Quarter!
Lots of
teams look good for three quarters, but then fold in the final period of
play.
4.7.2 The 4th Quarter in Sales, Comes After The
Legendary
Service leads to Legendary Profits.
1st Quarter: Marketing
The Product
2nd Quarter: Presentation
Of The Product
3rd Quarter: Closing
The
4th Quarter: Earning
Their Business Forever
4.8 Secret # 8: Convenience:
Sales and
Marketing Mgrs. make their business CONVENIENT
for their customers.
4.8.1 Perhaps the most important
demographic of the 1990s and beyond is understanding the impact of TIME on
today's consumer. The typical 2 paycheck household with children
values convenience above all other qualities.
4.8.2 Sales and Marketing Mgrs. make their businesses
convenient for their customers by:
• Extending Their Regular Hours
• Accepting Every Form Of Credit Known To
Mankind
• Making Special Arrangements
• Providing Special Service
4.9 Secret # 9 Sizzle:
Sales and
Marketing Mgrs. "Sell the Sizzle."
4.9.1 The ideal Guerrilla Marketer is the business owner who
loves to be in front of the camera, in the newspapers, and behind the
microphone! This is how the public eventually connects your product or service
with your electric personality!
4.9.2 Sales and Marketing Mgrs. who lack the personal charisma
needed to be in the spotlight simply create their sizzling company image
vicariously by hiring those who are.
These Sales and Marketing Mgrs. are The Directors who produce the
image, while others choose to be The Stars who embody their
image in their personal charm and appeal.
Either way, Sales and Marketing Mgrs. know that they alone must "Sell
The Sizzle!"
4.10 Secret # 10 Measurement:
Sales and
Marketing Mgrs. rely on MEASUREMENT
to test
all results.
4.10.1 Sales and Marketing Mgrs. know that any Marketing efforts
that are not measured to accurately reflect results directly attributable to
each specific dollar spent are little better than throwing darts at the wall.
4.10.2 Sales and Marketing Mgrs. use every Marketing effort to
fine tune and revise what they will do in the future to more accurately hone in
on their target market.
5.0 The Creative Plan
5.1 (Marketing
is not creative unless it sells.)
5.1 The
first step in developing a Creative Plan is to write a simple Creative Strategy.
5.2 The
Creative Strategy is limited to your Marketing materials only,
and directed solely at their content.
5.3 A
Creative Strategy should be built upon 3 fundamental statements:
5.3.1 The Purpose of your Creative Strategy.
5.3.2 How This Purpose Will Be Accomplished.
5.3.3 The Mood And Tone of the advertising.
5.4 EXAMPLES:
"The PURPOSE
of Mother Nature breakfast cereal advertising will be to convince our target
audience, mothers of children twelve years of age and younger, that Mother Nature breakfast cereal is the most nutritious
and healthful boxed cereal on the market. This will be ACCOMPLISHED BY listing the
vitamins and minerals in each serving of the cereal. The MOOD AND TONE of the advertising
will be upbeat, natural, honest, and warm."
"The PURPOSE
of Energizer battery advertising will be to convince our target audience,
primarily males eighteen to fifty-four, that Energizer batteries last an
inordinately long time. This will be ACCOMPLISHED
BY creating an Energizer bunny that marches on and on through the years,
powered by the same Energizer battery.
The MOOD AND TONE of the advertising will be humorous and
single-minded to embed the idea of the Energizer's durability, while making the
TV commercials fun to watch."
5.5 Another
Seven Step Guide
5.5.1 Locate The Drama
5.5.2 Translate The Drama Into A Recognizable Benefit
5.5.3 State The Benefits In The Most Marketable Manner
5.5.4 Get And Hold Your Audience's Attention
5.5.5 Compel Your Audience To Take Action
5.5.6 Use Simple But Elegant Forms Of Communication
5.5.7 Measure Your Results
5.6 EXAMPLES:
Example 1: Creative Strategy: Prospecting For New Clients
Example 2: Creative Strategy: Store Image
Example 3: Creative Strategy: Free National Publicity
A jeweler
wanted to attract attention to himself every Christmas, so he invented
outlandishly expensive Christmas gift ideas.
One was a Frisbee with a diamond
in the center. Price: $5,000.
One was a miniature hourglass with real diamonds instead of sand. Price: $10,000. One
was a jewel-encrusted backgammon set with a price tag of $50,000. The jeweler rarely sold any of these
items. But he did attract free national
publicity and his December sales nearly equaled the rest of his entire yearly
income.
Example 4: Creative Strategy: Financial Bang For The Buck
5.7 Creative Marketing aims to make an impact at motivating their audience at both the Conscious and the Unconscious levels.
5.7.1 Marketing which focuses on the Conscious level is referred to as
being "Skinnerian." Named
after the famous psychologist/behaviorist B.F. Skinner, this type of
advertising aims at modifying behavior.
The purpose of Skinnerian advertising is to compel the audience to take
specific actions.
5.7.2 Although Skinnerian advertising is more easily accessible, Freudian advertising is often more powerful. Freudian advertising aims at making an impact on the unconscious thinking patterns of the audience.
5.7.2 (A) A classic example of Freudian advertising is
the now famous ice cube found in the
glass of a Seagram's advertisement.
Careful study of the ice cube
reveals three letters barely visible to the naked eye which are implanted into the ice cube. The three letters are " S - E - X
".
5.7.3 The emphasis in the 1990s on the Environment is an example of a message that blends both Skinnerian and Freudian approaches.
5.7.3 (A) In 1992, 83% of all shoppers who had recently
changed brands stated that their reason
for changing was based solely upon environmental concerns.
5.7.3 (B) The "Made In The U.S.A." label is an
important motivator on the East Coast, and in the
5.7.4 (C) In the decade of the 1990s all industrialized
nations are experiencing a slower growth rate among 20 - 29 year olds. This is the
Market audience that has traditionally started new households, and there has been a subsequent slow down of
this group's purchasing of big-ticket items.
6.0 CONCLUSIONS
6.1 Guerrilla Marketing is a specific style and
focus of Marketing that uses the leverage of speed and flexibility
that every Small Business Owner has to balance against their lack of money for
the purpose of advertising.
6.2 Marketing should not be viewed as a dollar -
for - dollar investment, but as a long-term investment that expands your
customer base.
The essence of creativity is simply
combining two or more elements that are not
normally put together.
Seven-Up as the "UnCola"
being different, being unique
AT & T "Reach Out And Touch
Someone"
Marlboro "Joe Camel" [now
illegal]
Avis Rent A Car "We Try Harder" Appeals To the Underdog!
Guerrillas must think backward.
Levinson provides the example of an
entrepreneur who wanted to offer a course in computer education. He had a professional marketing plan created,
including a 6 page marketing concept outlining his primary goal of addressing a
"cure for technophobe." With
this as his marketing scheme, his advertisements received little favorable
response. Then he followed Levinson's advice and decided to
rewrite his Core Idea. His first
statement read; "I wish to alleviate the fears that people have regarding computers,
so that they will recognize the enormous value and competitive advantages of
working with computers."
(1) The PURPOSE of
Computer Tutor marketing is to book 100% of the company's available time for
computer education, at the lowest possible cost per hour.
(2) This will
be ACCOMPLISHED
BY establishing the credentials of the educators, the location of
the operation, and the equipment.
(3) The TARGET
MARKET will be local small business people who can benefit from
learning how to operate a small computer.
(4) MARKETING TOOLS to be
utilized will be a combination of personal letters, circulars, brochures, signs
on bulletin boards, classified ads in local newspapers, yellow page
advertising, direct mail, advertising specialties, free seminars, sampling, and
publicity in local newspapers, on radio, and on television.
(5) The
company will be POSITIONED as the prime source of one-on-one, guaranteed
instruction in the operation of small computers; office decor, employee attire,
telephone manners, and local selection will intensify positioning.
(6) Our
company's IDENTITY will be a blend of professionalism, personal
attention, and warm, human regard for our students.
Ken Roys,
CEO
BTF
Management Consultants Inc
866-385-1900
Toll Free 713-983-7904 Fax
Ken.Roys@btfmanagement.com
www.btfmanagement.com