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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