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This savvy, hands-on guide explains what guerilla marketing is, who does it, and why. You’ll learn how it can take your ...
This savvy, hands-on guide explains what guerilla marketing is, who does it, and why. You’ll learn how it can take your brand to 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 you build a winning team and take your message to the streets, executing attention-grabbing publicity stunts and creating unforgettable events. You’ll find out when it pays to work with the big-gun guerilla-marketing firms and how to launch your own low-cost campaign. Discover how to:
You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.
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.