When Jay Conrad Levinson introduced his guerrilla marketing concept in the mid-80s, it was a revolution. The concept has now lost some of its revolutionary aura. More than enough authors have taken up the grateful topic, and the inventor himself no longer has anything truly stunning to add. But if you’re looking for a rock-solid, well-written overview of the current state of marketing, this book is a good choice. The target group is small and medium-sized companies whose advertising budget is modest to tiny. But budget can be replaced with creativity, says Levinson – e.g. B. by buying the remaining advertising minutes from the television stations that no one wants. In times of financial scarcity, tips like these are more important than ever. Only some of the methods in the “Email Marketing” chapter are a bit questionable: they are also being used more and more often in spam emails – and are therefore probably now useless for serious marketing. Other than that, recommends getAbstract the book for all marketing managers and advertisers.
Guerrillas advertise more cheaply
Guerrilla marketing means achieving great success with a minimal advertising budget. So it’s not about sales, but about profits. The marketing guerrilla doesn’t care whether he’s doing traditional advertising, direct marketing or public relations. He may also choose not to spend any money at all because he finds that he can accomplish just as much from his home PC as he can with an expensive agency. What matters is that the cash register rings. Guerrilla fighters definitely rely on well-known forms of advertising. But they sometimes handle them differently than in traditional marketing. Let us e.g. B. engage in barter transactions and look for the niches that go unnoticed by the rich advertising industry. Guerrillas advertise to very narrowly defined target groups because broad distribution is not their concern. Don’t monologue, but enter into a dialogue with your customers. Response elements, feedback and interactivity are mandatory. You also need a whole range of virtues, especially commitment, patience and willingness to invest. Formulate your guerrilla marketing strategy in just seven…
Jay Conrad Levinson is a management consultant, author and as such the “inventor” of guerrilla marketing. Before starting his own business, Levinson worked as a creative director at well-known advertising agencies.
2023-12-31 06:53:31
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