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 MarketingFor Dummies is packed with guerilla tactics and trade secretsfor marketing your products or services like never before. Fromre-imagining existing marketing platforms to mastering trailblazingmethods, you’ll create a cost-effective game plan for gettingyour 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 brandto 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 youbuild a winning team and take your message to the streets,executing attention-grabbing publicity stunts and creatingunforgettable events. You’ll find out when it pays to workwith the big-gun guerilla-marketing firms and how to launch yourown 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 thelion’s share of the sales! Let Guerilla Marketing ForDummies show you how.

  

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Contents

Introduction
1
Its a Jungle out There Be a Guerrilla
9
Scoping Out Your Options
25
Guerrillas Plan Too Developing Your
35
Thinking Like a Guerrilla
51
Letting It Rip Letting It Stew and Figuring It Out
61
Bringing in the Big Guns Guerrilla Marketing Firms
69
Marketing at Street Level
81
Driving It Home From the Street
185
Considering Online Infiltration
196
Creating Your Online Presence
203
is a good idea
209
Getting Social
219
If a Tree Falls in the Woods
233
Becoming a OnePerson Public Relations Outfit
247
Hiring Publicists and Public Relations Peeps
259

Hitting the Street with Street Teams
83
The Spectacular Publicity Stunts
99
Events and Experiences
123
Casting Calls
137
Opportunities All around You
143
Going Indoors
157
Using and Innovating New Media
169
Figuring Out and Communicating Your Message
173
You Scratch My Back
267
CrossPromotional Partnerships
279
Giving Back Adding a CauseRelated TieIn
287
The Part of Tens
297
Ten Reasons We Love Guerrilla Marketing
311
Ten Obstacles to Avoid When Going Guerrilla
319
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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