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  • FREE Guerilla Marketing

  • FREE Guerilla Marketing

    Table of Contents

    Chapter 1 – What Is Guerilla Marketing?..............................................................5

    The Definition ....................................................................................................6

    The History........................................................................................................6

    The Evolution ....................................................................................................7

    Chapter 2 – How and Why Guerilla Marketing Works...........................................9

    The Element of Surprise....................................................................................9

    It Pays to Be Different .....................................................................................11

    Controls and Variables....................................................................................12

    Fun with Case Studies ....................................................................................14

    Several Campaigns That Worked................................................................15

    One Campaign That Didn't ..........................................................................16

    Chapter 3 – Guerilla Marketing for Your Small Business....................................18

    Advantages .....................................................................................................19

    Disadvantages ................................................................................................20

    Cost Breakdown: Money versus Effort ............................................................21

    Finding Your Target Market.............................................................................24

    Chapter 4 – Guerilla Marketing Methods ............................................................28

    Word of Mouth.................................................................................................28

    What is it?....................................................................................................29

    How do you do it?........................................................................................30

    Summary .....................................................................................................32

    Canvassing .....................................................................................................33

    What is it?....................................................................................................33

    How do you do it?........................................................................................34

    Summary .....................................................................................................36

    The Sign Says.................................................................................................37

  • FREE Guerilla Marketing

    What is it?....................................................................................................38

    How do you do it?........................................................................................38

    Summary .....................................................................................................41

    Vehicle and Body Advertising..........................................................................41

    What is it?....................................................................................................42

    How do you do it?........................................................................................42

    Summary .....................................................................................................44

    Promotional Items ...........................................................................................44

    What is it?....................................................................................................45

    How do you do it?........................................................................................47

    Summary .....................................................................................................48

    Chapter 5 – Digital Guerilla Marketing ................................................................50

    Establishing yourself .......................................................................................50

    Website basics ............................................................................................51

    Internet marketing basics.............................................................................53

    Going Viral ......................................................................................................54

    What is it?....................................................................................................55

    How do you do it?........................................................................................56

    Summary .....................................................................................................58

    Beating the Blog Drum ....................................................................................58

    What is it?....................................................................................................59

    How do you do it?........................................................................................60

    Summary .....................................................................................................62

    Chapter 6 – Rules and Regulations ....................................................................63

    Fairness in Advertising ....................................................................................63

    What It Means .............................................................................................63

    Spam Isn't Healthy ..........................................................................................64

    Weird Laws and Ordinances ...........................................................................67

    Chapter 7 – Welcome to the Jungle....................................................................69

  • FREE Guerilla Marketing

    Table of Figures..................................................................................................71

  • FREE Guerilla Marketing

    Chapter 1 – What Is Guerilla Marketing?

    Not these guerillas!

    If you've never heard of guerilla marketing, the term might sound a little

    extreme. Perhaps it brings to mind images of camouflage-clad rebels

    forcing unsuspecting consumers to buy products at gunpoint, or small

    bands of rogue salespeople wandering Corporate America and

    chanting about liberation.

    Fortunately, guerilla marketing is not as threatening as it sounds. In

    fact, when used properly, this tactic is one of the most effective

    methods available to today's entrepreneur to cultivate a business and

    increase sales.

    So, what's all the fuss about?

  • FREE Guerilla Marketing

    The Definition

    Guerilla Marketing: Any unconventional marketing technique that is

    designed to produce maximum results using minimal resources

    (money and materials).

    This definition is broad at best. There are as many types of guerilla

    marketing as there are businesses and entrepreneurs attempting to

    use it. From the home business to huge mega-corporations, guerilla

    marketing strategies cover an enormous spectrum that includes a little

    of everything.

    However, there are a few aspects that remain common to all guerilla

    tactics:

    • They are inexpensive, and sometimes free, to implement.

    • They involve a commitment of time and effort in place of money

    and resources.

    • They are unexpected, and sometimes shocking, to the consumer.

    • They concentrate on cooperation and relationship-building, rather

    than competition and strong-arm sales tactics.

    • They promote brand awareness and customer loyalty.

    The best approach to creating an effective guerilla marketing campaign

    is to determine where your target customers are, and find a unique

    way to reach them. This book will help you accomplish that goal.

    The History

  • FREE Guerilla Marketing

    The term "guerilla marketing" was coined in the 1980's by Jay Conrad

    Levinson. Considered the "father of Guerilla Marketing," Levinson

    published his first book on the subject in 1984 (Guerilla Marketing,

    Houghton Mifflin), and since then has become living proof that the

    tactics work.

    Levinson has since written over a dozen books on guerilla marketing,

    and his website at www.gmarketing.com presents a wealth of

    information, tips, and articles on the subject.

    One of the earliest and most well-known examples of effective guerilla

    marketing is the Marlboro Man. Regardless of your opinion on tobacco,

    the evidence of Marlboro's success can't be ignored. The company

    skyrocketed from near the bottom of the cigarette brand list to the top

    slot almost instantly with the introducti