Since starting the Messages On Hold business in 1988 from his bedroom in Perth, Kym Illman has generated tens of millions of dollars worth of free TV and press exposure at some of Australia’s (and the world’s) largest sporting events.
His marketing tool of choice is the little understood strategy of Guerrilla marketing (AKA ambush marketing).
Sacked from a cushy TV station job in 1988, Kym has achieved unpaid coverage at major sporting events including Cathy Freeman’s run at the 2000 Olympic Games, AFL grand finals and Melbourne Cups!
Whilst they’ve got him in to some hot water, they have also contributed to the success of the Messages On Hold business which is now turning over sixteen million dollars annually.
Topics covered in this fireside chat with Kym include:
- The trials and tribulations of starting the business.
- What is guerrilla marketing?
- How to implement a guerrilla marketing campaign.
- Examples of guerrilla marketing.
- What constitutes outstanding customer service?
- What can a business do right now to amp up their customer service?
- The power of diversifying in to other businesses – is it a good idea?
- Plus Kym tells us why two of the Top Gear hosts stayed at his house!
Oh, and if you’re looking for a bit of extra pocket money, Kym is looking for a smart guerrilla marketer or two to ambush some upcoming events. He’ll teach you all the tricks of the trade, and pay you handsomely.
Links & Resources Mentioned In This Episode ..
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4 thoughts on “#99 How To Get Millions Of Dollars Of Free Exposure.”
I leave my business card on fuel bowsers so that the next person who fills up has something to read. 🙂
I leave my business card on fuel bowsers so that the next person who fills up has something to read. 🙂
Hi Kym. I remember getting you some electronic gear in Japan back in your startup days 20 years ago. Congratulations on building a great business and inspiring us with your story.
Hi Kym. I remember getting you some electronic gear in Japan back in your startup days 20 years ago. Congratulations on building a great business and inspiring us with your story.