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Guerrilla Marketing: Advertising and Marketing Definitions, Ideas, Tactics, Examples, and Campaigns to Inspire Your Business Success [Minkštas viršelis]

4.50/5 (3 ratings by Goodreads)
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  • Formatas: Paperback / softback, 390 pages, aukštis x plotis: 228x152 mm, Illustrations
  • Išleidimo metai: 20-Jan-2022
  • Leidėjas: Morgan James Publishing llc
  • ISBN-10: 163195623X
  • ISBN-13: 9781631956232
Kitos knygos pagal šią temą:
Guerrilla Marketing: Advertising and Marketing Definitions, Ideas, Tactics, Examples, and Campaigns to Inspire Your Business SuccessDidesnis paveikslėlis
  • Formatas: Paperback / softback, 390 pages, aukštis x plotis: 228x152 mm, Illustrations
  • Išleidimo metai: 20-Jan-2022
  • Leidėjas: Morgan James Publishing llc
  • ISBN-10: 163195623X
  • ISBN-13: 9781631956232
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781631956232.html
Raktažodžiai:
Guerrilla Marketing was introduced to the world in a self-titled book in 1984 by Jay Conrad Levinson, and Jason Myers and Merrilee Kimble are continuing his unconventional system of marketing by providing the Guerrilla Marketing tactics, tools and tips that every business needs to succeed and generate profits.

Guerrilla Marketers are unique, and they know it and promote it. Therefore, Jason Myers and Merrilee Kimble had to ask themselves: “How can we make this book unique?” After all, Guerrilla Marketing, since the original Guerrilla Marketing book was introduced by Jay Conrad Levinson in 1984, has supported and empowered entrepreneurs, small and medium sized businesses, solopreneurs, and people with ideas that they think can be a business.

Where does it all begin? That’s a simple answer: with a strong foundation of Guerrilla Marketing.

Jason and Merrilee spend the first section reviewing the strong foundational elements of Guerrilla Marketing and spend the remaining sections of Guerrilla Marketing sharing today’s Guerrilla Marketing tactics, tools, and tips. These are the Guerrilla Marketing resources that every business needs to succeed and generate profits. They also offer a FREE companion course to help entrepreneurs continue to build their rock-solid Guerrilla Marketing foundation. In the companion course, Jason and Merrilee dive deeper with video tutorials, exercises, and the tools entrepreneurs need to build that crucial foundation from which their Guerrilla Marketing success will be born. Guerrilla Marketing also contains 70+ free online tools for small businesses.

Jason and Merrilee are continuing Jay Conrad Levison’s unconventional system of marketing. By understanding not only what marketing is but why it works, they give small and medium sized businesses (SMBs) the opportunity to think and grow big. When the power of one’s SMB is understood and what they can do with Guerrilla Marketing, it not only levels the playing field with competition, but it also tilts the playing field to their advantage.

Daugiau informacijos

Target entrepreneurs and small- and medium-sized businesses

Work with a professional book publicist

Blog and write as a guest for other blogs and e-publications

Speak at business conferences, seminars, colleges, and universities

Employ Guerilla Marketing tactics to spread the word

Connect with audience on various social media platforms

Distribute biweekly e-newsletter to list of 15K+

Submit to major industry reviewers, including Publishers Weekly and Foreword Reviews
Acknowledgments xiii
Preface xiv
What Makes This Book Unique? xv
Introduction xvii
Section I The Strong Foundation of Guerrilla Marketing Success
1(15)
1.1 Research and Knowing
2(2)
1.2 Guerrilla Creativity
4(2)
1.3 Unique Selling Proposition (USP)
6(1)
1.4 Guerrilla Marketing Ten-Word Profit Challenge
7(3)
1.5 Guerrilla Marketing Plan Challenge
10(1)
1.6 Guerrilla Creative and Advertising Strategy Challenge
11(1)
1.7 Guerrilla Marketing Calendar
12(4)
Section II Guerrilla Maximedia Marketing
16(33)
2.1 Direct Mail
18(2)
2.2 Newspaper Advertising
20(2)
2.3 Radio Advertising
22(2)
2.4 Podcast Advertising
24(2)
2.5 Television Advertising and Appearances
26(9)
2.6 Magazine Advertising
35(4)
2.7 Billboard Advertising
39(2)
2.8 Advertising Keys to Success
41(8)
Section III Guerrilla Minimedia Marketing
49(42)
Guerrilla On-Site Minimedia Marketing
50(2)
3.1 Interior Design and Signage
52(5)
3.2 Exterior Signage
57(2)
Guerrilla Off-Site Minimedia Marketing
59(1)
3.3 Vehicle Wraps
60(2)
3.4 Business Cards
62(1)
3.5 Digital Templates and Stationery
63(1)
3.6 Personalization
64(3)
3.7 Telephone Marketing
67(2)
3.8 Easy Contact
69(1)
3.9 A Vanity Phone Number
70(1)
3.10 Directory Advertising
71(1)
3.11 Postcards
72(2)
3.12 Classified Advertising
74(2)
3.13 Shared Advertising
76(1)
3.14 Coupons and Coupon Sites
77(1)
3.15 Cash Back/Point Shopping Portal Sites
78(2)
3.16 Community Advertising
80(1)
3.17 Traveler Advertising
81(2)
3.18 Niche Out-of-Home Advertising
83(1)
3.19 Events, Conferences, and Trade Shows
84(4)
3.20 Shopping Deals on TV
88(1)
3.21 Canvassing and Street Teams
89(2)
Section IV Guerrilla E-Media Marketing
91(76)
4.1 Data Privacy and Cybersecurity
92(2)
4.2 Paid Digital Advertising
94(1)
4.3 Display, Search, and Native Advertising
95(3)
4.4 Video Advertising
98(1)
4.5 Retargeting (or Remarketing) Advertising
98(2)
4.6 Influencer Marketing
100(2)
4.7 Cost and Measurement of Digital Advertising
102(2)
4.8 Your Website
104(1)
4.9 Website Hosting Platforms
105(2)
4.10 Contact Us and About Us Pages
107(2)
4.11 Your E-Commerce Website
109(1)
4.12 Conversion Rate Optimization (CRO)
110(2)
4.13 Your Mobile App
112(2)
4.14 Viral Marketing and Social Media
114(2)
4.15 Sweepstakes, Giveaways, Challenges, and Competitions
116(3)
4.16 Social Media
119(3)
4.17 Online Groups, Chat Rooms, and Forums
122(1)
4.18 Search Engine Optimization
122(1)
4.19 On-Page SEO
123(2)
4.20 Search Engine Keywords
125(2)
4.21 Off-Page SEO
127(1)
4.22 Google My Business
128(2)
4.23 Directory and Search Engine Listings
130(2)
4.24 Revenue Streams and Channels of Revenue
132(2)
4.25 Webinars
134(1)
4.26 Geofencing
135(1)
4.27 Ebooks, Self-Publishing, and Electronic Brochures
136(1)
4.28 Courses
137(1)
4.29 Membership Programs
138(2)
4.30 Your Podcast
140(1)
4.31 Email Marketing
141(2)
4.32 Email Address
143(1)
4.33 Email Signatures
144(1)
4.34 Email Autoresponder Platforms
145(4)
4.35 Email Split Testing
149(2)
4.36 Video and Audio Email
151(1)
4.37 List Building
152(3)
4.38 Abandoned Cart Emails
155(2)
4.39 Cold Email Outreach
157(1)
4.40 Personalized Email
157(1)
4.41 Email Deliverability
158(1)
4.42 Email Infrastructure
159(2)
4.43 Email Content
161(2)
4.44 Email List Management
163(4)
Section V Guerrilla Info-Media Marketing
167(26)
5.1 Presentations, Speeches, Consultations, Demonstrations, and Seminars
168(2)
5.2 Customer Data and Studies
170(1)
5.3 By-Product
171(3)
5.4 Blog and Newsletter Copy
174(1)
5.5 Know-How
175(1)
5.6 White Papers, Testimonials, and Sharing
176(2)
5.7 Catalogs
178(3)
5.8 Brochures
181(2)
5.9 Books, Ebooks, and Downloads
183(3)
5.10 Certifications, Surveys, and Quizzes
186(4)
5.11 Infomercials
190(3)
Section VI Guerrilla Human-Media Marketing
193(35)
6.1 Your Employees and Representatives
194(4)
6.2 Business Attire and Uniforms
198(1)
6.3 Your Expertise and Credibility
199(2)
6.4 Be the Solution
201(2)
6.5 Stories Sell
203(1)
6.6 Appealing to Opinions
204(2)
6.7 Designate and Delegate
206(1)
6.8 Guerrilla Marketing Insight
207(4)
6.9 Consumer Behavior
211(5)
6.10 Sales Training
216(3)
6.11 Satisfied and Delighted Customers
219(1)
6.12 The 80/20 Rule
220(2)
6.13 Your Guerrilla Self
222(3)
6.14 Evolution
225(1)
6.15 Connection and Interaction
226(2)
Section VII Guerrilla Non-Media Marketing
228(27)
7.1 Organizing and Hosting Meetups
229(1)
7.2 Benefits and Competitive Advantages
230(2)
7.3 Buzz and Shares
232(1)
7.4 Gift Cards
233(1)
7.5 Memberships
234(1)
7.6 Fusion/Affiliate Marketing and Collaboration
235(4)
7.7 Research
239(3)
7.8 Public Relations (PR)
242(3)
7.9 Offers and Promotions
245(3)
7.10 Giveaways and Sampling
248(2)
7.11 Free Trials and Consultations
250(1)
7.12 Negotiations
251(1)
7.13 Warranties, Guarantees, and Service Programs
252(1)
7.14 Crowdfunding
253(2)
Section VIII Guerrilla Company Attributes
255(52)
8.1 Brand
256(2)
8.2 Name
258(1)
8.3 Identity
259(1)
8.4 Logo
260(1)
8.5 Memes and Jingles
261(1)
8.6 Tagline
262(2)
8.7 Color Palette, Typeface, and Fonts
264(1)
8.8 Intelligent Positioning
265(2)
8.9 What Your Business Stands For
267(1)
8.10 How Your Business Delivers
268(2)
8.11 Innovation
270(1)
8.12 Quality
271(1)
8.13 Efficiency
272(2)
8.14 Credibility
274(1)
8.15 Special Orders
275(1)
8.16 Amazement
276(1)
8.17 Writing, Copy, and Headlines
276(2)
8.18 Subject Matter Expert (SME)
278(2)
8.19 Product Placement
280(1)
8.20 Testimonials, Reviews, and Ratings
281(2)
8.21 Convenience
283(3)
8.22 Service
286(1)
8.23 Selection and Cross-Selling
287(2)
8.24 Price and Upgrade Opportunities
289(1)
8.25 Referral Programs
290(2)
8.26 Awareness
292(1)
8.27 Winning
293(1)
8.28 Connecting and Interacting
294(2)
8.29 Follow-Up
296(2)
8.30 Payment Methods
298(1)
8.31 Systems and Automation
299(3)
8.32 Subliminal Marketing
302(3)
8.33 Lead Buying
305(2)
Section IX Guerrilla Company Attitudes
307(18)
9.1 Passion and Enthusiasm
311(1)
9.2 Easy to Do Business With
312(2)
9.3 Technology Friendly
314(1)
9.4 Your Employees' Voices
315(1)
9.5 Responsive and Attentive
316(1)
9.6 Honest Interest in People
317(1)
9.7 Self-Confidence and Intention
318(1)
9.8 Aggressiveness and Competitiveness
319(1)
9.9 High Energy and Take Action
320(1)
9.10 Focused
321(1)
9.11 Consistency
322(2)
9.12 Generosity
324(1)
Section X Guerrilla Marketing Case Studies
325(16)
Guerrilla Marketing Case Study 1
326(3)
Guerrilla Marketing Case Study 2
329(4)
Guerrilla Marketing Case Study 3
333(3)
Guerrilla Marketing Case Study 4
336(5)
Section XI 70+Free Tools
341(20)
Section XII Guerrilla Marketing Definitions
361(27)
Authors' Note
383(2)
The Guerrilla Club
385(1)
What the Guerrilla Marketing Book Series Will Do for You and Your Business
386(2)
About the Authors 388(3)
Endnotes 391(10)
Index 401
Jason Myers is the Chairman of Guerrilla Marketing Global LLC, and co-author of the Guerrilla Marketing volume of books. He is a perpetual sponge for knowledge and a long-time marketer, entrepreneur, and business leader who has co-authored several books. Jasons Guerrilla Marketing journey began over three decades ago. Since then, he has been involved with starting, growing, and selling multiple businesses, from: startups to multi-billion-dollar Fortune 50 enterprises in many industries. He has used Guerrilla Marketing and agile scaling process principles in his role as: founder, investor, or executive. Jason currently works with businesses world-wide of all sizes and stages, to deploy effective and efficient marketing and growth strategies. He is extensively teaching, coaching, consulting, and speaking on the topics of marketing for organizations. His ongoing efforts to learn, apply, and teach are instrumental in shaping the future of Guerrilla Marketing, which is an ongoing series of books, courses, and events to provide powerful methodologies to todays businesses. 

Jason has served on boards and in key roles with various private and philanthropic organizations where his business acumen helps to shape the world we live in. He uses his experience as an early entrepreneur to help people to succeed by being Guerrilla in all areas of business. His blend of operational and marketing experience is a key driver in making Guerrilla Marketing actionable for the worlds businesses.

Merrilee Kimble is an entrepreneur, the Chief Creative Officer of Guerrilla Marketing Global, LLC and a co-author of the Guerrilla Marketing volume of books. With a degree in Business/Marketing and extensive experience and accolades with a Fortune 50 company, Merrilee has managed multi-million-dollar advertising and marketing activities and budgets to execute successful multi-language marketing. The combination of large-corporation marketing and advertising, boot-strapped entrepreneurial management and marketing endeavors and global marketing practices observed as an avid traveler, has created a diverse pool of experience that she utilizes to help shape the future of Guerrilla Marketing. As marketing is becoming more complex, by the day, she is passionate about making sure Guerrilla Marketing is here for businesses now and long into the future. 

Merrilee is focused on helping businesses build a strong marketing foundation and turn complicated marketing into the simple and delightful task of continually executing fresh and consistent marketing tactics with easy-to-use tools that help them know, attract, and connect with their customers, while their profits soar. Guerrilla Marketing is an ever-evolving opportunity for businesses to succeed and our volume of books will keep businesses grounded in powerful knowledge that allows them to successfully reach for the stars.