By Jay Conrad Levinson, ChangeThis.com, 2004

Over 90 field-tested tactics to get your business into the frontlines...

The Guerrilla Marketing Guru, Jay Conrad Levinson, serves up 93 (yes, 93) examples of unusual, quirky, and downright effective ways you can catch people's attention. Marketing your business or yourself doesn't have to boring, and if you're a guerrilla marketer, it better not be!

You're guaranteed to leave this one with some ideas of your own.

Asiaing Links:

Download the Manifesto (Pdf, 609KB)

Guerrilla Marketing ChangeThis Official Website

About Guerrilla Marketing:

It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.

Levinson identifies the following principles as the foundation of guerrilla marketing:

    * Guerrilla Marketing is specifically geared for the small business.
    * It should be based on human psychology instead of experience, judgement, and guesswork.
    * Instead of money, the primary investments of marketing should be time, energy, and imagination.
    * The primary statistic to measure your business is the amount of profits, not sales.
    * The marketer should also concentrate on how many new relationships are made each month.
    * Create a standard of excellence with an acute focus instead of trying to diversify by offering allied products and services.
    * Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
    * Forget about the competition and concentrate more on cooperating with other businesses.
    * Guerrilla Marketers should always use a combination of marketing methods for a campaign.
    * Use current technology as a tool to empower your marketing.

While many of these are viable today, Guerrilla Marketing has gone mainstream. It is no longer simply the weapon of the small business and in fact, fortune 500 companies are jumping into the fray in increasing numbers. General Electric, Yahoo, Citigroup, Sony Ericsson and Nike have all done noted guerrilla marketing campaigns.

(From Wikepedia)

External Links:

• Go Big Network Guerilla funding guide official site
• jay conrad levinsons official site
• cnn.com on guerrilla marketing
• thezeromovement.org a website exploring a current coca-cola guerrilla marketing campaign
• [1] Guerrilla Marketing for Small Businesses
• [2] DropLA - one group's efforts at guerrilla marketing strikes through the heart of the grass-roots community
• Guerrilla Marketing Blog: Guerrilheiro.

About the Author:

Jay Conrad Levinson is the author of the best-selling marketing series in history, Guerrilla Marketing, plus 24 other business books. His guerrilla concepts have influenced marketing so much that today his books appear in 37 languages and are required reading in many MBA programs worldwide. Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. And he was a practitioner of it in the United States--as Senior Vice President at J. Walter Thompson, and in Europe, as Creative Director at Leo Burnett Advertising.

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