Guerrilla Marketing For Dummies (Google eBook)

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John Wiley & Sons, Nov 24, 2008 - Business & Economics - 384 pages
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Want to reach consumers in innovative ways? Guerilla Marketing For Dummies is packed with guerilla tactics and trade secrets for marketing your products or services like never before. From re-imagining existing marketing platforms to mastering trailblazing methods, you’ll create a cost-effective game plan for getting your customers’ attention and keeping it!

This savvy, hands-on guide explains what guerilla marketing is, who does it, and why. You’ll learn how it can take your brand to new heights as you start thinking like a guerilla, brainstorming, collaborating, and refining ideas for an exciting, non-traditional marketing program. The real fun starts when you build a winning team and take your message to the streets, executing attention-grabbing publicity stunts and creating unforgettable events. You’ll find out when it pays to work with the big-gun guerilla-marketing firms and how to launch your own low-cost campaign. Discover how to:

  • Reach customers wherever they are
  • Develop a cohesive guerilla-marketing campaign
  • Capitalize on the hottest trends
  • Cut through the constant marketing clutter
  • Make products and brands stand out
  • Use buzz, viral, grassroots, and experiential marketing
  • Write a great press release
  • Create opportunities for partnership and tie-ins
  • Find budget-friendly ways to go guerilla
  • Build a powerful online presence
  • Work with existing contacts, publicists, and the press

You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.

  

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Contents

Introduction
1
Part I Its a Jungle out There Be a Guerrilla
9
Part II Marketing at Street Level
81
Part III Opportunities All around You Nontraditional Media
143
Part IV Driving It Home From the Street to Your Site
185
Part V If a Tree Falls in the Woods The Power of the Press
233
Part VI You Scratch My Back
267
Part VII The Part of Tens
297
Index
329
Copyright

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About the author (2008)

Jonathan Margolis and Patrick Garrigan bring the expertise that they've developed within the michael alan group, a recognized leader in nontraditional marketing. Holding more than 2,000 events annually, the firm works primarily with entertainment and lifestyle brands, specializing in innovative, street-level initiatives across the country.

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