DOCSLIB.ORG

The Best of Guerrilla Marketing/By Jay Con- Rad Levinson and Jeannie Levinson

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Best of Guerrilla Marketing/By Jay Con- Rad Levinson and Jeannie Levinson greatest hits MARKETING GUERRILA GUERRILLA UPDATED, ADAPTED, REMASTERED... remix The only book to deliver The Best of Contributions from 35 Guerrilla Marketing—a combination Guerrilla hits, including: of the latest secrets, strategies, The Guerrilla Marketing Handbook tactics, and tools from more than Guerrilla Publicity 35 top-selling Guerrilla books— Guerrilla Marketing in 30 Days MARKETING updated for a new generation. Guerrilla Marketing for Writers Guerrilla Social Media Marketing Guerrilla Marketing on the Internet careers branding When they write the history of marketing thought, Guerrilla Networking Jay doesn’t get a page...he gets his own chapter. writers Guerrilla Negotiating Seth Godin, author of Poke the Box retailing remix networking Guerrilla Selling canvassing This book is the culmination of Guerrilla Marketing’s wealth Guerrilla Public Speaking huge footprint on the marketing landscape. Keep it on Guerrilla Multilevel Marketing top of your desk—it will become your marketing bible. advertisinginternet copywriting Guerrilla Profi ts Jill Lublin, international speaker and author, Jilllublin.com Guerrilla Finanacing For business survival in the 21st century, Guerrilla strategies job-hunters Guerrilla Business Secrets Marketing ranks right up there with food, water, Guerrilla Breakthrough Strategies shelter—and, of course, Internet access. negotiating speakers David Garfi nkel, author of The Best Of Guerrilla Retailing Advertising Headlines That Make You Rich Guerrilla Rainmaking Guerrilla Marketing for Consultants 21 million entrepreneurs around the world, including Guerrilla Marketing Goes Green myself, and most of my clients and friends, owe a debt of gratitude to Jay Conrad Levinson for his Guerrilla Marketing for Nonprofi ts Guerrilla Marketing inspiring Guerrilla Marketing advice and mentoring. deal making LEVINSON & LEVINSON social media research Roger C. Parker, www.PublishedandProfi table.com rainmakers fi nancingselling franchisees Jay Conrad Levinson is the Father Jeannie Levinson is the of Guerrilla Marketing. His books co-author of Startup Guide have sold more than 21 million to Guerrilla Marketing. p r o fi t s publicity consultants copies worldwide, appear in 62 She serves as the President languages and have become the of Guerrilla Marketing multilevel marketing non-profi ts most powerful brand in the history International and is a green of marketing. He is the chairman of founder of the Guerrilla Guerrilla Marketing International. Marketing Association. BY THE FATHER OF GUERRILLA MARKETING ISBN 13: 978-159918-422-7 ISBN 10: 1599184222 $21.95 Business / Marketing JAY CONRAD LEVINSON Cover design by Andrew Welyczko entrepreneurpress.com AND JEANNIE LEVINSON GUERRILLA remix MARKETING JAY CONRAD LEVINSON AND JEANNIE LEVINSON Entrepreneur Press, Publisher Cover design: Andrew Welyczko Composition and production: Eliot House Productions © 2011 by Entrepreneur Media, Inc. All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further informa- tion should be addressed to the Business Products Division, Entrepreneur Media Inc. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Levinson, Jay Conrad. Guerrilla marketing remix: the best of guerrilla marketing/by Jay Con- rad Levinson and Jeannie Levinson. p. cm. ISBN-13: 978-1-59918-422-7 (alk. paper) ISBN-10: 1-59918-422-2 (alk. paper) 1. Marketing 2. Marketing—Planning. I. Levinson, Jeannie. II. Title. HF5415.L4768 2011 658.8'02—dc23 2011028811 Printed in the United States of America 15 14 13 12 10 9 8 7 6 5 4 3 2 1 Dedication With pride, gratitude and real love—we dedicate this Remix to the guerrillas who were part of the mix—part of the lore that has become and is becoming guerrilla marketing. Those guerrillas are the guerrilla co-authors whose names appear in this book and whose gleaming words of advice and knowledge generously flow from these pages. —Jay and Jeannie Levinson Contents FOREWORD BY SETH GODIN __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ VII PART 1 Insight Into Guerrilla Marketing CHAPTER 1 WHAT MARKETING REALLY IS __ __ __ __ __ __ __ __ __ __ __ __ __ _ 3 CHAPTER 2 WHAT MARKETING IS NOT __ __ __ __ __ __ __ __ __ __ __ __ __ __ 10 CHAPTER 3 THE BIRTH OF GUERRILLA MARKETING _ _ _ _ _ _ _ _ _ _ _ 18 CHAPTER 4 THE SPREAD OF GUERRILLA MARKETING __ __ __ __ __ __ __ __ __ __ 24 CHAPTER 5 THE SIMPLICITY OF GUERRILLA MARKETING __ __ __ __ __ __ __ __ __ 32 CHAPTER 6 THE MONUMENTAL SECRETS OF GUERRILLA MARKETING _ _ _ _ _ _ 38 CHAPTER 7 THE GUERRILLA MARKETING STRATEGY __ __ __ __ __ __ __ __ __ __ 61 CHAPTER 8 GUERRILLA MARKETING TO THE UNCONSCIOUS MIND_ _ _ _ _ _ _ 68 CHAPTER 9 THE GUERRILLA MARKETING WEAPONS_ _ _ _ _ _ _ _ _ _ _ 77 CHAPTER 10 GUERRILLA ADVERTISING __ __ __ __ __ __ __ __ __ __ __ __ __ __ 85 CHAPTER 11 GUERRILLA MARKETING IN THE SOCIAL MEDIA_ _ _ _ _ _ _ _ _104 CHAPTER 12 GUERRILLA MARKETING WITH MEMES __ __ __ __ __ __ __ __ __ __ __116 CHAPTER 13 ACHIEVING GUERRILLA MARKETING EXCELLENCE _ _ _ _ _ _ _ _120 CHAPTER 14 GUERRILLA MARKETING YOURSELF _ _ _ _ _ _ _ _ _ _ _ _131 iv Guerrilla Marketing remix CHAPTER 15 THE GUERRILLA ENTREPRENEUR __ __ __ __ __ __ __ __ __ __ __ __140 PART 2 Guerrilla Wisdom from Guerrilla Co-Authors CHAPTER 16 THE GUERRILLA MARKETING HANDBOOK Co-Author Seth Godin__ __ 161 CHAPTER 17 GUERRILLA RETAILING Co-Authors Orvel Ray Wilson and Elly Valas __ _168 CHAPTER 18 GUERRILLA DEAL-MAKING Co-Author Donald Hendon __ __ __ __ 173 CHAPTER 19 GUERRILLA PUBLICITY Co-Author Jill Lublin __ __ __ __ __ __ __ __ _ 181 CHAPTER 20 GUERRILLA WRITING TIPS Co-Author Roger C. Parker __ __ __ __ 189 CHAPTER 21 GUERRILLA COPYWRITING TIPS Co-Author David Garfinkel __ __ __ __ _ 196 CHAPTER 22 GUERRILLA MARKETING FOR JOB HUNTERS 2.0 Co-Author David Perry__ __ __ __ __ __ __ __ __ __ 203 CHAPTER 23 GUERRILLA RESEARCH Co-Author Robert Kaden __ __ __ __ __ __ __ _ 208 CHAPTER 24 GUERRILLA MARKETING ON THE INTERNET Co-Authors Mitch Meyerson and Mary Eule Scarborough __ __ __ __ __ _ 217 CHAPTER 25 GUERRILLA SOCIAL MEDIA MARKETING Co-Author Shane Gibson __ __ _ 235 CHAPTER 26 GUERRILLA MARKETING GOES GREEN Co-Author Shel Horowitz __ __ 245 CHAPTER 27 GUERRILLA MARKETING FOR NONPROFITS Co-Authors Frank Adkins and Chris Forbes __ __ __ __ __ __ 250 CHAPTER 28 GUERRILLA MARKETING MEETS KARATE MASTER Co-Author Chet Holmes __ __ __ __ __ __ __ __ __ __ __ __ __ __ _ 259 CHAPTER 29 GUERRILLA MARKETING IN 30 DAYS Co-Author Al Lautenslager__ __ 269 CHAPTER 30 GUERRILLA PROFITS Co-Author Stuart Burkow __ __ __ __ __ _277 CHAPTER 31 GUERRILLA MARKETING TO WOMEN Co-Author Wendy Stevens __ __ 284 CHAPTER 32 GUERRILLA RAINMAKING Co-Author David T. Fagan __ __ __ __ __ __ _ 292 CHAPTER 33 GUERRILLA WEALTH Co-Author Loral Langemeier __ __ __ __ __ __ __ _ 299 Contents v Guerrilla Marketing remix CHAPTER 34 GUERRILLA MARKETING FOR FINANCIAL PLANNERS Co-Author Grant Hicks__ __ __ __ __ __ __ __ __ __ 307 CHAPTER 35 GUERRILLA SAVING Co-Author Kathryn Tyler __ __ __ __ __ __ __ __ _ 312 CHAPTER 36 GUERRILLA BREAKTHROUGH STRATEGIES Co-Author Terry Telford __ __ __ __ __ __ __ __ __ __ __ __ __ __ _ 320 CHAPTER 37 GUERRILLA MULTILEVEL MARKETING Co-Authors James Dillehay and Marcella Vonn Harting __ __ __ __ __ _ 328 CHAPTER 38 GUERRILLA NETWORKING Co-Author Monroe Mann __ __ __ __ __ __ _ 337 CHAPTER 39 GUERRILLA PUBLIC SPEAKING Co-Author Craig Valentine __ __ __ __ _ 349 CHAPTER 40 GUERRILLA MARKETING FOR WRITERS Co-Authors Michael Larsen, Rick Frishman, and David Hancock __ __ 353 CHAPTER 41 GUERRILLA BUSINESS SECRETS Co-Author Steve Savage __ __ __ __ _ 357 CHAPTER 42 GUERRILLA MARKETING AND THE HUMAN EGO Co-Author Alexandru Israil __ __ __ __ __ __ __ __ __ __ __ __ __ _ 360 CHAPTER 43 GUERRILLA CANVASSING Co-Author Ed Antle __ __ __ __ __ __ __ __ _ 363 CHAPTER 44 GUERRILLA SELLING Co-Authors Orvel Ray Wilson with William K. Gallagher Sr. __ __ __ __ _ 374 CHAPTER 45 GUERRILLA NEGOTIATING Co-Authors Orvel Ray Wilson and Mark S. A. Smith __ __ __ __ __ __ _ 389 CHAPTER 46 GUERRILLA MARKETING FOR FRANCHISEES Co-Author Todd Woods __ _ 403 CHAPTER 47 GUERRILLA MARKETING ON THE FRONT LINES Co-Authors Alex Mandossian and Mitch Meyerson __ __ __ __ __415 ABOUT THE AUTHORS AND CO-AUTHORS __ __ __ __ __ __ __ __ __ __ _ 428 INDEX __ __ __ __ __ __ __ __ __ __ __ __å° _456 vi Contents Foreword AY INVENTED IT. You don’t get to say that very often (not the “Jay” part, of Jcourse, the “invented” part).
Load more

Recommended publications
  • Paying Attention to Public Readers of Canadian Literature
    PAYING ATTENTION TO PUBLIC READERS OF CANADIAN LITERATURE: POPULAR GENRE SYSTEMS, PUBLICS, AND CANONS by KATHRYN GRAFTON BA, The University of British Columbia, 1992 MPhil, University of Stirling, 1994 A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY in THE FACULTY OF GRADUATE STUDIES (English) THE UNIVERSITY OF BRITISH COLUMBIA (Vancouver) August 2010 © Kathryn Grafton, 2010 ABSTRACT Paying Attention to Public Readers of Canadian Literature examines contemporary moments when Canadian literature has been canonized in the context of popular reading programs. I investigate the canonical agency of public readers who participate in these programs: readers acting in a non-professional capacity who speak and write publicly about their reading experiences. I argue that contemporary popular canons are discursive spaces whose constitution depends upon public readers. My work resists the common critique that these reading programs and their canons produce a mass of readers who read the same work at the same time in the same way. To demonstrate that public readers are canon-makers, I offer a genre approach to contemporary canons that draws upon literary and new rhetorical genre theory. I contend in Chapter One that canons are discursive spaces comprised of public literary texts and public texts about literature, including those produced by readers. I study the intertextual dynamics of canons through Michael Warner’s theory of publics and Anne Freadman’s concept of “uptake.” Canons arise from genre systems that are constituted to respond to exigencies readily recognized by many readers, motivating some to participate. I argue that public readers’ agency lies in the contingent ways they select and interpret a literary work while taking up and instantiating a canonizing genre.
    [Show full text]
  • Varsity Wrestlers Hang Tough at Team State Championship Changes
    Follow us on Twitter @PantherPressSHS for all the latest news and updates Saegertown Jr. Sr. High School 18079 Mook Road, Saegertown, PA Volume 11 Issue 6 Friday, Feburary 17, 2017 Changes coming to Saegertown cafeteria By Kaitlyn Walsh such as calzones, Extension period FEATURES EDITOR curly fries, and New changes are coming to the chicken tenders that coming soon cafeteria that include new and im- students could buy at proved C.Y.O.B. (create your own an additional cost. bowl), and other possible changes for “We would like By Austin Brown and Rachel to incorporate these Barner the greater good of the Saegertown NEWS EDITORS cafeteria. The deli bar is phasing out items within the of the lunch line, and taking its place lunch lines,” said PENNCREST sister schools is a macaroni and cheese bar where Zelker. Maplewood and Cambridge High students can customize their own Positive student schools have implemented a new mac bowls. feedback is already tutorial type program based around “We want the students more in- coming from these student needs. This system started at volved,” said Suzanne Zelker, The changes. Maplewood, was recently rolled out Nutrition Group’s Food Service “It was really at Cambridge, and will begin at Sae- Director. “We want to add toppings good,” said seventh gertown in the next few weeks. such as buffalo chicken, bacon, chili, grader Ashtin Hen- Currently it is being called exten- taco meat, broccoli, corn, and bread- ry of the macaro- sin period, but that my change as it sticks. It’s kind of a work-in-prog- ni and cheese bar.
    [Show full text]
  • 48 Free Social Media Monitoring Tools | Dreamgrow Social Media
    DreamGrow Social Media Your Source of Social Media Marketing Information Free Facebook Page Evaluation Our Clients Social Media Marketing Services Speaking & Training About DreamGrow Facebook Account Avail Great Discounts on All Brands Register Free to get 80% Off Now! FashionandYou.com/Register-Now JomSocial Get Your Own Social Network with 4000+ of Joomla Extensions www.JomSocial.com Jet Airways Airfare Deals World-Class Service At Affordable Price. Book Jet Airways Konnect! www.JetAirways.com/Konnect_Service 48 Free Social Media Monitoring Tools Author: Priit Kallas | Filed under: Facebook , Social media , Tools , Twitter | Tags: Buzz Monitoring , Digg , Facebook , facebook monitoring tool , facebook monitoring tools , forum monitoring , free social media monitoring , free social media monitoring tools , free social media tracking , Google alerts , message board tracking , social media Monitoring , social media monitoring tools , social media tools , social media trends , Social Web Analytics , Twitter monitoring , twitter tools | 23 Comments » If you want to know what’s happening in the social web you need monitoring tools. Before you get out your credit card and start to spend money try out some of the free social 412 109 media monitoring services . This way you get a taste of what is available and if you need Like paid services. I have collected 48 free social media monitoring tools. In the Group A are the services that I use regularly or seem interesting to check out immediately. The Group B is an alphabetical list of tools for you to play with. Here we go: Group A Seesmic Twitter account: seesmic Seesmic is a suite of social media management and collaboration tools that provide everything to build their brands online.
    [Show full text]
  • Writing a Book Using Google Docs
    Share Report Abuse Next Blog» Create Blog Sign In Docs Blog News and notes from the Google Docs and Sites teams Guest post: Writing a book using Google Docs Looking for posts on your Monday, November 01, 2010 favorite product? Labels: documents, Google Apps Blog, Guest Post Google Sites Documents Guest post: November is National Writing Month and to celebrate, we’ve invited Dr. Steven Daviss Spreadsheets to talk about how he used Google Docs to write a book with two colleagues. Dr. Daviss is currently Presentations the Chairman of Psychiatry at Baltimore Washington Medical Center in Maryland and has been Forms increasingly leveraging his clinical and administrative experience towards a career merging health Drawings care policy, informatics, and health care reform. Docs list Archives Archives Site Feed Follow us on Twitter twitter.com/googledocs Followers Follow with Google Friend Connect Followers (5351) More » Two other psychiatrists (Anne Hanson and Dinah Miller) and I have been writing a popular blog (Shrink Rap) about the practice of psychiatry since 2006. A year later, we started a podcast (My Three Shrinks) that has received great reviews in iTunes. Late in 2007, we decided to take some of those posts and weave them together to write a book. We started out using a desktop word processor to write the book, each chapter being a separate document. We learned about the limitations of making edits and sending out each of our revisions to the other two: we very quickly had multiple out-of-sync versions and the whole thing was a mess. This is from one of Dinah’s emails back then: “With 3 people doing this, I need to be able to keep track of what everyone wants to write.
    [Show full text]
  • Impact of Guerrilla Marketing on the Buying Behavior of Consumers
    International Journal of Research in Engineering, Science and Management 508 Volume-1, Issue-11, November-2018 www.ijresm.com | ISSN (Online): 2581-5792 Impact of Guerrilla Marketing on the Buying Behavior of Consumers Arun Raghu Babu Sr. Assistant Professor, Department of MBA, New Horizon College, Bengaluru, India Abstract: Guerrilla marketing is a modern technique in product advertising world and providing a message for consumers that marketing that makes use of unconventional or unusual means of is very interactive and this practice has been engaged by many promoting the product to the market. This advertising style relies companies such as Nike, beverage industry. Guerrilla heavily on unconventional marketing strategy, high energy and imagination. Guerrilla marketing involves unusual approaches marketing is an essential marketing technique which consist a such as intercept encounters in public places, street giveaways of chain of strategies that can be applied with a little budget in the products, or any unconventional marketing intended to get company. It can also bring new customers over the time and the maximum results from minimal resources. More innovative customers which have a good relationships with companies approaches to Guerrilla marketing now utilize mobile digital tend to talk about their good experiences and they will attach to technologies to engage the consumer and create a memorable a brand because they trust the brand and the firm. brand experience. Guerrilla marketing is a low cost strategy which makes ideal for firms who do not have massive marketing budgets. A. Research methodology Its success will depend on its social acceptance and mature scripts rather than vulgar ideas.
    [Show full text]
  • Tipologie Di Dati Raccolti Modalità E
    Privacy Policy di www.mcj.it Questa Applicazione raccoglie alcuni Dati Personali dei propri Utenti. Titolare del Trattamento dei Dati Mcj Sede legale: Corso Rosselli, 73 – 10129 Torino P.IVA 01370130336 Tipologie di Dati raccolti Fra i Dati Personali raccolti da questa Applicazione, in modo autonomo o tramite terze parti, ci sono: Cookie, Dati di utilizzo, Numero di Telefono, Email, Nome, Cognome, Posizione geografica, Indirizzo, Password, Codice Fiscale, Professione, Nazione, Provincia, CAP e Città. Altri Dati Personali raccolti potrebbero essere indicati in altre sezioni di questa privacy policy o mediante testi informativi visualizzati contestualmente alla raccolta dei Dati stessi. I Dati Personali possono essere inseriti volontariamente dall’Utente, oppure raccolti in modo automatico durante l'uso di questa Applicazione. L’eventuale utilizzo di Cookie - o di altri strumenti di tracciamento - da parte di questa Applicazione o dei titolari dei servizi terzi utilizzati da questa Applicazione, ove non diversamente precisato, ha la finalità di identificare l’Utente e registrare le relative preferenze per finalità strettamente legate all'erogazione del servizio richiesto dall’Utente. Il mancato conferimento da parte dell’Utente di alcuni Dati Personali potrebbe impedire a questa Applicazione di erogare i propri servizi. L'Utente si assume la responsabilità dei Dati Personali di terzi pubblicati o condivisi mediante questa Applicazione e garantisce di avere il diritto di comunicarli o diffonderli, liberando il Titolare da qualsiasi responsabilità verso terzi. Modalità e luogo del trattamento dei Dati raccolti Modalità di trattamento Il Titolare tratta i Dati Personali degli Utenti adottando le opportune misure di sicurezza volte ad impedire l’accesso, la divulgazione, la modifica o la distruzione non autorizzate dei Dati Personali.
    [Show full text]
  • Blood, Sweat, and Fear: Workers' Rights in U.S. Meat and Poultry Plants
    BLOOD, SWEAT, AND FEAR Workers’ Rights in U.S. Meat and Poultry Plants Human Rights Watch Copyright © 2004 by Human Rights Watch. All rights reserved. Printed in the United States of America ISBN: 1-56432-330-7 Cover photo: © 1999 Eugene Richards/Magnum Photos Cover design by Rafael Jimenez Human Rights Watch 350 Fifth Avenue, 34th floor New York, NY 10118-3299 USA Tel: 1-(212) 290-4700, Fax: 1-(212) 736-1300 [email protected] 1630 Connecticut Avenue, N.W., Suite 500 Washington, DC 20009 USA Tel:1-(202) 612-4321, Fax:1-(202) 612-4333 [email protected] 2nd Floor, 2-12 Pentonville Road London N1 9HF, UK Tel: 44 20 7713 1995, Fax: 44 20 7713 1800 [email protected] Rue Van Campenhout 15, 1000 Brussels, Belgium Tel: 32 (2) 732-2009, Fax: 32 (2) 732-0471 [email protected] 8 rue des Vieux-Grenadiers 1205 Geneva Tel: +41 22 320 55 90, Fax: +41 22 320 55 11 [email protected] Web Site Address: http://www.hrw.org Listserv address: To receive Human Rights Watch news releases by email, subscribe to the HRW news listserv of your choice by visiting http://hrw.org/act/subscribe-mlists/subscribe.htm Human Rights Watch is dedicated to protecting the human rights of people around the world. We stand with victims and activists to prevent discrimination, to uphold political freedom, to protect people from inhumane conduct in wartime, and to bring offenders to justice. We investigate and expose human rights violations and hold abusers accountable. We challenge governments and those who hold power to end abusive practices and respect international human rights law.
    [Show full text]
  • How to Create a Lease Contract for Selling Beats
    How To Create A Lease Contract For Selling Beats Undrowned Alix still outprays: Pomeranian and cynical Ramsey factorise quite apically but impropriating her transmissibility savourily. Is Stern well-deserved when Spencer clitter remorselessly? Wolfgang is irrespirable and bristled lithographically while iconoclastic John-Patrick discant and pour. In this error we can long put artists who try to keep the beat or a part back the bride of some producer, recording or capturing the system audio. You have any provision of my name of having a lease to the artist is getting my website, using it really nice i have a handful of. Play both beats at tire same you, add team and getting the dead of both beats. This trail so simple, it kills me your time! Publishing is a poor revenue stream. This is the exact is why the Unlimited Licenses are bound a remove option, considering they seem no streaming cap. The answers to these are other important questions help determine those actually owns the copyrights in any random song. That is very awesome article. The master is fairly priced beats have to use the main reason you lease to a contract for beats and potential legal lingo for instance in any artist. What cover the Difference Between Active and Passive Speakers? Create a passive income, create a lease contract to how do you must vote or album? USTED RECONOCE Y ACEPTA QUE HA TENIDO LA OPORTUNIDAD SIN RESTRICCIONES PARA SER REPRESENTADO POR UN ABOGADO INDEPENDIENTE. Where via Lease Beats? You would you choose the other producers climb the best for commercial or get you something very lucrative business correctly the code of selling a lease contract beats to for how you can spend some things a function to.
    [Show full text]
  • “Guerrilla Marketing – Structuring the Manifestations and Critical Evaluation”
    “Guerrilla marketing – structuring the manifestations and critical evaluation” AUTHORS Gerd Nufer https://orcid.org/0000-0003-1414-004X ARTICLE INFO Gerd Nufer (2013). Guerrilla marketing – structuring the manifestations and critical evaluation. Innovative Marketing , 9(2) RELEASED ON Monday, 29 July 2013 JOURNAL "Innovative Marketing " FOUNDER LLC “Consulting Publishing Company “Business Perspectives” NUMBER OF REFERENCES NUMBER OF FIGURES NUMBER OF TABLES 0 0 0 © The author(s) 2021. This publication is an open access article. businessperspectives.org Innovative Marketing, Volume 9, Issue 2, 2013 Gerd Nufer (Germany) Guerrilla marketing – structuring the manifestations and critical evaluation Abstract Guerrilla marketing designates the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits. While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. The paper gives an overview of guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples. Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced. Keywords: guerrilla marketing, marketing communications, marketing mix, innovative marketing.
    [Show full text]
  • “To Explore If Guerrilla Marketing Campaigns Effect Consumption Behaviour on Consumers Between the Ages of 18-29, Generation Y.” Conor Kelly 1571569
    SUPERVISOR: ALAN MORGAN “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Conor Kelly 1571569 Bachelor of Business 4/10/2015 Word Count: 5,080 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Table of Contents Declaration . 4 Acknowledgements . .5 Abstract. 6 Chapter One Introduction 1.1 Introduction . 8 1.2 Research Problem Area . 8 1.3 Research Objectives . 9 1.4 Data Collection Method . 9 Chapter Two Literature Review 2.1 Consumer behaviour . 11 2.2 Generation Y . 11 2.3 Guerrilla Marketing. 12 2.4 Conclusion. 13 Chapter Three Methodology 3.1 Introduction . .15 3.2 Research Question . 15 3.2.1 Research Objectives. 15 3.3 Research Design . 16 3.3.1 Descriptive . 16 3.3.2 Exploratory . 16 Conor Kelly Page 1 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” 3.3.3 Causal. 17 3.4 Information collection and Quantitative Research. 17 3.4.1 Quantitative Research. 17 3.4.2 Surveys. 18 3.5 Methods Rejected. 19 3.6 Conclusion. 20 3.7 Limitations. 20 Chapter Four Findings and Analysis 4.1 Introduction . 22 4.2 Quantitative Analysis and Findings . 22 4.2.1 Questions from survey conducted . 22 4.3 Quantitative Results . 23 4.3.1 Analysis for age group 18-21 . 23 4.3.2 Analysis for age group 22-25 . 25 4.3.3 Analysis for age group 26-29 .
    [Show full text]
  • Social Media Time Management Strategies for Tackling Information Overload Getting Organized
    Social Media Time Management Strategies for Tackling Information Overload Getting Organized Information overload is real, but it’s something that’s in your control. Managing your time in social media is first and foremost about deciding where to spend your time and why, and that requires a little bit of organization to start with. What Are You In This For? If your goal is to be engaged in social media for pleasure or just for personal connections, your approach is rather simple. You’ll choose the tools and sites where you find folks with common interests, and you’ll tuck the time in out- side your other responsibilities. But if you’re in this for business, at least in part, you’re going to need to think through some clearer goals than that Here are five sets of questions to ask yourself: 1) Realistically, how many hours do I have to spend in social media each day? Do I have resources/people other than me? What can I expect of them? (Note: if you’re serious about doing social, you need to find an hour a day to start with, at least.) 2) Which 2 or 3 tools and social networks make sense based on my listening efforts? What is my goal for participa- tion on those sites? What is the culture of those communities and how will my participation line up with that? 3) Have we evaluated our current online and offline communication efforts to determine what’s working and what we might supplement or replace with social media? Am I going to need to add this on to my existing responsibilities in order to prove its value before making trade-offs? 4) Has our leadership bought into this idea already, or am I establishing a presence so I can build a stronger case? Is time I spend on social media going to be viewed as an investment or a time sink? How do I make the case for the former? 5) What does success look like? How about failure? How can I measure both, even simplistically? (Hint: Objectives you can’t measure against are going to be really hard to celebrate or adjust, since you won’t know how you did either way).
    [Show full text]
  • It's Like a Billboard. Only Smaller. and Held up by a Hula Girl Magnet
    It’s like a billboard. Only smaller. And held up by a hula girl magnet. A customized Polaroid photo can do things an 8-panel board on the interstate just can’t. Like generate a memorable, personal connection between your brand and your customers. Our Custom Film can be designed any way you’d like - with your logo or other graphics right on it. Use it at an event and people will have a keepsake of themselves and your brand which they’ll hang up and look at again and again and again. And that’s bigger than any billboard. To increase the impact of your promotions with Polaroid Custom Film, call 1.800.662.8337 xV067 or visit www.polaroid.com/events. ©2004 “Polaroid and Pixel Design” is a registered trademark of Polaroid Corporation, Waltham, MA 02451. ©GOT MILK? Is a registered trademark of the California Milk Processor Board. Photo illustrated. contentsmay 2004 word on creative interactive personal the street briefs writing space dialogue [8] medium rare [18] righting the wrongs of interactive extracurricular [38] what’s on everyone’s mind an ad idea worth noting writing [28] a michigan-based art director gets interactive design has come a bowled over pencil it in [10] diary of a concept [20] long, long way since its inception. events and happenings to note brainforest does good work for writing for the web, however, is the last word [40] gilda’s club taking much longer to catch up. ernie offers some sound resources [11] we explore why there’s so much advice for doubling that pitiful area clubs and organizations media blitz [24] cost-cutting when it comes to starting salary cool creative from bbdo detroit, interactive content.
    [Show full text]