Guerrilla Marketing for Dummies

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More About This Book

Overview

Timely advice on using hip, irreverent methods to connect with consumers

Guerrilla Marketing For Dummies provides entrepreneurs and small to mid-size businesses with cutting-edge, unconventional marketing solutions that achieve maximum results from minimal resources. Using a hands-on approach, this savvy guide covers such hot trends as buzz marketing, product placement, viral marketing, grassroots marketing, and experiential marketing. It shows readers how, using equal parts hard work and imagination, they can cut through the constant marketing clamor to get the consumer's attention where he or she lives, works, and plays. Also addressed are new online media options and blogs as avenues for reaching the target market and differentiating products and brands from the competition.

Product Details

  • ISBN-13: 9780470289679
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 10/6/2008
  • Edition number: 1
  • Pages: 384
  • Sales rank: 1,168,241
  • Series: For Dummies Series
  • Product dimensions: 7.30 (w) x 9.20 (h) x 0.70 (d)

Meet the Author

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.

Table of Contents

Foreword.

Part I: It’s a Jungle out There — Be a Guerrilla.

Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing.

Chapter 2: Scoping Out Your Options.

Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan.

Chapter 4: Thinking Like a Guerrilla.

Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms.

Part II: Marketing at Street Level.

Chapter 6: Hitting the Street with Street Teams.

Chapter 7: The Spectacular! Publicity Stunts.

Chapter 8: Events and Experiences.

Part III: Opportunities All around You: Nontraditional Media.

Chapter 9: Out in the Fresh Air.

Chapter 10: Going Indoors.

Chapter 11: Using and Innovating New Media.

Part IV: Driving It Home: From the Street to Your Site.

Chapter 12: Different Methods to Online Madness.

Chapter 13: Creating Your Online Presence.

Chapter 14: Getting Social.

Part V: If a Tree Falls in the Woods . . .The Power of the Press.

Chapter 15: Identifying Your Outlets.

Chapter 16: Becoming a One-Person Public Relations Outfit.

Chapter 17: Hiring Publicists and Public Relations Peeps.

Part VI: You Scratch My Back.

Chapter 18: Meeting of the Minds.

Chapter 19: Cross-Promotional Partnerships.

Chapter 20: Giving Back: Adding a Cause-Related Tie-In.

Part VII: The Part of Tens.

Chapter 21: Ten Practically Perfect Campaigns.

Chapter 22: Ten Reasons We Love Guerrilla Marketing — And Why You Will, Too!

Chapter 23: Ten Obstacles to Avoid When Going Guerrilla.

Index.

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