Guerrilla Marketing Buchzusammenfassung - das Wichtigste aus Guerrilla Marketing

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Zusammenfassung von Guerrilla Marketing

Name: Guerrilla Marketing
Rating: 3.8 (54 reviews)
Author: Jay Conrad Levinson

Jay Conrad Levinson

Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

3.8 (54 Bewertungen)

19 Min.

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Marketing

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Guerrilla Marketing
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What’s in it for me? Learn how to get more bang out of your marketing buck.

In the early 1980s, Jay Conrad Levinson started a marketing revolution when he published the first book on something new and exciting called “guerrilla marketing.” The term has since become widespread and today guerrilla marketing is a weapon in every professional marketer’s arsenal.

This revised edition of Levinson’s classic explains how you can leverage today’s new, innovative marketing techniques whether you’re a small business owner struggling to match the marketing efforts of a larger competitor or you work in the marketing department of the said larger competitor.

In these blinks you’ll discover

why giving things away can sometimes be more profitable than selling them;
how marketing campaigns can break sales records and still lose money; and
why you should be friends with journalists.

Marketing is an ongoing process encompassing all the ways your company presents itself to the world.

What comes to mind when you think of the word “marketing”?

TV commercials? Newspaper ads? Billboards by the roadside?

All these are good examples. But have you ever stopped to think about what the term “marketing” really means?

In layman’s terms, marketing consists of every detail that consumers perceive about your company: your logo, your product packaging, the layout of your newsletter, etc.

The goal of marketing is to steer the way people think about your company or organization by adjusting these details. Marketing can determine whether people see your products as more exclusive or a better value for money.

Another trait of marketing is that it is an ongoing process, not a discrete event.

What does this mean?

Well, first you plan and launch a marketing campaign. This could mean handing out flyers on the street, sending prospective customers e-mails or launching a traditional advertising campaign on TV.

But when the campaign is over, you can’t rest on your laurels. Instead, you take the money you earned from the sales generated by this campaign and reinvest it into more marketing, starting the cycle again.

Why?

Because the world is changing all the time and new competitors are always on the horizon, so you need to constantly try to attract the attention of potential customers.

Another reason why marketing can be defined as a process is that it’s not only directed at gaining new customers but also at keeping existing ones. No matter how satisfied they are, customers still need to be stimulated with marketing to remind them of your existence.

So, as you can see, you’re never really “done” with marketing, you just start the cycle over again and again.

Now that you understand the nature of marketing, you have a solid basis for your journey to become a successful guerilla marketer.

Innovative and comparatively inexpensive: guerrilla marketing is ideal for small businesses.

You’ve probably heard the term guerrilla marketing get thrown around time and again. But what does it actually mean and how is it different from traditional marketing?

The majority of traditional marketers believe that success comes from making large investments in marketing campaigns, such as expensive TV commercials and full-page ads in Time magazine.

Before thinking about specific steps, you have to position your campaign appropriately.

Though marketing campaigns can take many shapes and forms, they all aim to communicate a key message to customers: namely, the company’s positioning. Positioning involves defining the problem you want to solve, who the target group with that problem is and how your product solves the problem.

This positioning is the heart of your marketing strategy, which will be the basis for all the individual campaigns you launch.

Every guerrilla marketing campaign is based on seven key decisions.

As mentioned before, one of the keys to successful guerrilla marketing is creative ideas. Despite this, there are some rules you need to follow when crafting your marketing campaign.

More specifically, you must address seven issues regarding your campaign. Let’s examine them by looking at a scenario where you run a bookstore specializing in freelancing guides.

To market successfully, you must choose the right medium.

These days, marketers have all different kinds of media at their disposal: from website banners to roadside billboards, they can reach their customers in a variety of ways.

But, to be successful, each advertisement has to go through the right medium, and every medium has its own distinct advantages and drawbacks. Let’s examine some of the more prominent media options.

E-media marketing is an effective weapon for all types of companies.

In the last blink we touched upon the topic of internet marketing, which is part of a broader marketing category known as e-media marketing. These days, however, internet marketing is its most important form.

You might think that this doesn’t concern you if your company doesn’t revolve around digital products. But that would be a mistake. Today every company has to invest in internet marketing.

People love free things, so you can also market your product by giving away free information.

Ever wonder why so many companies like to send you free samples of their products? It’s because they know that people love free stuff.

This even applies to information. One way to attract more customers is to offer free information about your business. This is called info-media marketing. Potential customers get to know you and your products so they feel safer buying from you.

Non-media marketing methods are often less expensive but also very effective.

We’ve now examined both internet marketing and info-media marketing. But there’s still a third alternative all guerrilla marketers need to master: non-media marketing, meaning all marketing methods outside of paid media. All this kind of marketing costs you is time and creativity.

One prominent type of non-media marketing is public relations (PR), or the sum of the relationships you have with other people. Having a newspaper article published about your company is a part of PR since it will help build a relationship between you and the readers. It can also be far more effective than an ad.

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Worum geht es in Guerrilla Marketing?

Originally published in 1984, Guerrilla Marketing is a classic must-read for marketers. It explains how small firms with limited marketing budgets can still compete with bigger competitors by getting creative.

Bestes Zitat aus Guerrilla Marketing

Marketing is the art of getting people to change their minds.

—Jay Conrad Levinson

Wer Guerrilla Marketing lesen sollte

Anyone who wants to market effectively with a small budget
Anyone interested in the marketing practices that have emerged with the digital age
Entrepreneurs and marketing professionals

Über den Autor

Jay Conrad Levinson is known for coining the term “guerrilla marketing.” He has worked on successful marketing campaigns for the likes of Mercedes, Visa and Rolling Stone, and was also responsible for developing the iconic Marlboro Man.

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