Focused on low-cost, strategic marketing concepts that will creatively promote a compelling product or service, Guerrilla Marketings winning approach relies on knowledge, time, energy, and imagination rather than a big marketing budget. Now, the winning continues with Guerrilla Marketing Volume 2. Jason Myers and Merrilee Kimble ask the simple question: Will you act and succeed, or will you fold?
In Guerrilla Marketing Volume 1, Jason Myers and Merrilee Kimble reviewed the strong foundational elements of Guerrilla Marketing. They provide a summary at the beginning of Guerrilla Marketing Volume 2 that is a great refresher for those who are currently using Guerrilla Marketing tactics in their businesses, and a good overview for those who are new to Guerrilla Marketing. Guerrilla Marketing Volume 2 includes many Guerrilla Marketing tools, tactics, and tips to give readers even more options to choose from. Jason and Merrilee are thrilled to continue Jay Conrad Levisons vision and are thrilled for the profits readers will generate in the pages that follow.
For those who are new to Guerrilla Marketing or want to learn more, Jason and Merrilee offer a FREE online companion course (visit gMarketing.com/Club) to help readers build their rock-solid Guerrilla Marketing foundation. In the companion course, theyll dive deeper with video tutorials, exercises, and the tools readers need to build that crucial foundation from which their Guerrilla Marketing success will be born. The remaining sections of Guerrilla Marketing Volume 2 share todays Guerrilla Marketing tactics, tools, and tips which are options that every business needs to succeed and generate profits. Readers will find a toolbox of information and resources to choose from to build a strong Guerrilla business and drive their competition mad.
Daugiau informacijos
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| Acknowledgments |
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xi | |
| Preface |
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xii | |
| Welcome to Volume Two |
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xiii | |
| What Makes This Volume of Books Unique? |
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xiv | |
| Introduction |
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xvi | |
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Section I The Strong Foundation of Guerrilla Marketing Success |
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1 | (20) |
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2 | (4) |
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1.8 Crucial Skills for Effectively Using Guerrilla Marketing |
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6 | (9) |
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1.9 Guerrilla Marketing Consistency |
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15 | (4) |
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1.10 Guerrilla Marketing Repetition |
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19 | (2) |
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Section II Guerrilla Maximedia Marketing |
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21 | (20) |
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2.9 Radio Presence/Influence |
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23 | (2) |
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25 | (1) |
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26 | (5) |
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2.12 Measurement and Analysis |
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31 | (2) |
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33 | (2) |
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2.14 Creativity and Practicality |
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35 | (2) |
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37 | (4) |
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Section III Guerrilla Minimedia Marketing |
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41 | (18) |
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3.22 Promotional Item Advertising |
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43 | (2) |
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3.23 Promotional Item Marketing |
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45 | (2) |
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47 | (1) |
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48 | (2) |
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50 | (2) |
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3.27 Retail Location Selection |
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52 | (3) |
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55 | (2) |
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57 | (2) |
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Section IV Guerrilla E-Media Marketing |
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59 | (26) |
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62 | (2) |
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4.46 Enhanced Images and Descriptions |
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64 | (2) |
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66 | (3) |
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4.48 YouTube Connected TV |
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69 | (2) |
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71 | (1) |
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4.50 Digital Account-Based Marketing |
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72 | (4) |
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4.51 Text Message Marketing |
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76 | (2) |
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78 | (1) |
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79 | (1) |
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80 | (1) |
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4.55 Social Media Monitoring |
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81 | (2) |
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83 | (2) |
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Section V Guerrilla Info-Media Marketing |
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85 | (14) |
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87 | (1) |
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88 | (1) |
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5.14 Variety and Modality |
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89 | (1) |
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90 | (2) |
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92 | (2) |
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5.17 Video and Audio Broadcasting |
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94 | (2) |
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96 | (3) |
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Section VI Guerrilla Human-Media Marketing |
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99 | (16) |
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6.16 Meet Prospects and Customers Where They Are |
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101 | (2) |
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103 | (2) |
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105 | (2) |
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107 | (1) |
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108 | (1) |
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6.21 Human Billboards and Directionals |
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109 | (2) |
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6.22 Be Stickie and Compelling |
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111 | (4) |
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Section VII Guerrilla Non-Media Marketing |
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115 | (22) |
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7.15 Know Your Surroundings |
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117 | (1) |
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118 | (1) |
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7.17 Returns and Exchanges |
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119 | (2) |
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121 | (3) |
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124 | (1) |
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125 | (2) |
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7.21 Customer Entertainment |
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127 | (3) |
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130 | (2) |
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7.23 Expanded Distribution |
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132 | (5) |
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Section VIII Guerrilla Company Attributes |
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137 | (24) |
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140 | (2) |
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142 | (3) |
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145 | (2) |
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8.37 Inspect What You Expect |
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147 | (1) |
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8.38 Capital and Fundraising for Your Business/Idea |
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148 | (3) |
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151 | (3) |
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8.40 Profit Out of Lemons |
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154 | (1) |
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155 | (2) |
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8.42 Leveraging Social Live Broadcasting |
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157 | (4) |
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Section IX Guerrilla Company Attitudes |
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161 | (24) |
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9.13 Guerrilla Agile Mind |
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164 | (1) |
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165 | (1) |
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166 | (1) |
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167 | (1) |
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168 | (2) |
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170 | (1) |
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171 | (1) |
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172 | (1) |
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173 | (3) |
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176 | (1) |
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177 | (3) |
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180 | (2) |
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182 | (1) |
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183 | (2) |
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Section X Guerrilla Marketing Case Studies |
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185 | (18) |
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186 | (1) |
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Guerrilla Marketing Case Study 5 |
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187 | (4) |
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Guerrilla Marketing Case Study 6 |
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191 | (5) |
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Guerrilla Marketing Case Study 7 |
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196 | (4) |
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Guerrilla Marketing Case Study 8 |
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200 | (3) |
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Section XI 100+Free Tools |
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203 | (28) |
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100+ Free Tools to Propel Your Guerrilla Marketing Success into Profits |
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204 | (27) |
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Section XII Guerrilla Marketing Definitions |
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231 | (22) |
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232 | (21) |
| Authors Note |
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253 | (2) |
| Guerrilla Club |
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255 | (2) |
| What the Guerrilla Marketing Book Series Will Do for You and Your Business |
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257 | (1) |
| About the Authors |
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258 | (4) |
| Endnotes |
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262 | (10) |
| Index |
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272 | |
Jay Conrad Levinson was the author of Guerrilla Marketing, the best-selling marketing series in history, in addition to 58 other business books. His books have sold more than 20 million copies worldwide and been translated into over 60 languages, with many being required reading in MBA programs worldwide. In addition to his work as a marketing professional, visionary, and author, Jay conducted Guerrilla Marketing training programs and was the Chairman of Guerrilla Marketing International and The Guerrilla Marketing Associationa marketing support system for small business.
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.
