Overview

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 ...

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Guerrilla Marketing For Dummies

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Overview

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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Product Details

  • ISBN-13: 9780470457801
  • Publisher: Wiley
  • Publication date: 11/24/2008
  • Series: For Dummies Series
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 384
  • Sales rank: 1,162,486
  • File size: 2 MB

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.
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Table of Contents

Foreword.

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

Chapter 1: Entering the Jungle: An Introduction to GuerrillaMarketing.

Chapter 2: Scoping Out Your Options.

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

Chapter 4: Thinking Like a Guerrilla.

Chapter 5: Bringing in the Big Guns: Guerrilla MarketingFirms.

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: NontraditionalMedia.

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 YourSite.

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 thePress.

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 — AndWhy You Will, Too!

Chapter 23: Ten Obstacles to Avoid When Going Guerrilla.

Index.

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