I just finished another marketing book- "Guerrilla Marketing, easy and inexpensive strategies for making big profits from your small business" To me guerrilla marketing is "The Truth" anti-smoking campaign.
http://www.thetruth.com/
The author Jay Conrad Levinson first breaks down the difference between traditional marketing and guerrilla marketing. He then lists the 16 Monumental Secrets of Guerrilla Marketing. (Commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement, involvement, dependent, armament, consent, content, and augment. He tells you the steps on how to develop a marketing plan and the various marketing methods you can use- radio, telephone, tv, internet, newspaper, magazine, direct mail, and outdoor signs and billboards.
Chapter 7- Secrets of Saving Marketing Money, is a really great chapter. This chapter is definitely a big reason as to why you need to read this book and save your company money. Here are a few examples from the chapter: 1. You can barter with radio stations and newspapers to get what you want at a fraction of the cost. 2. Cooperative Advertising Funds- Large advertisers will pay small advertisers who mention their name or logo on their ads. 3. Remnant space- Magazines will sell advertising space at a discounted price for the pages and spots they can't fill.
The book is then broken down into Minimedia Marketing, Maximedia Marketing, and New Media Marketing. Minimedia Marketing is circulars, brochures, classified advertising, and bulletin boards. Maximedia Marketing is newspapers, magazines, radio, television and outdoor advertising. New Media Marketing is blogs, podcasts, email, your website, SEO (search engine optimization), and webinars. Each section breaks down each marketing method and gives you tips and secrets on how to master each one and save you money.
This is Jay's Guerrilla Marketing Association website:
http://guerrillamarketingassociation.com/
You can also check out his other website:
http://www.gmarketing.com/ It has articles on guerrilla marketing, presentations, coaching advice, the many books he has written, and his blog.
This is his tip of the day:
Push the envelope
The direct mail letter gets 70% of your orders, the brochure 20%, and the order form 10%. But none of these items will be seen if the envelope doesn't grab their attention. Personalize with stamps and hand-written addresses. Try using bright colors, rubber stamp and post-it effects.
This is the book I read You can find it at the Amazon website:
http://www.amazon.com/Guerrilla-Marketing-4th-Inexpensive-Strategies/dp/0618785914/ref=sr_1_2?s=books&ie=UTF8&qid=1311262483&sr=1-2