Guerrilla Marketing For Dummies游击营销傻瓜书 fb2 pdf azw3 网盘 rtf 免费 下载 txt

Want to reach consumers in innovative ways? Guerilla Marketing For Dummies is packed with guerilla tactics and trade secrets for marketing your products or services like never before. From re-imagining existing marketing platforms to mastering trailblazing methods, you’ll create a cost-effective game plan for getting your customers’ attention and keeping it!

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:

Reach customers wherever they are

Develop a cohesive guerilla-marketing campaign

Capitalize on the hottest trends

Cut through the constant marketing clutter

Make products and brands stand out

Use buzz, viral, grassroots, and experiential marketing

Write a great press release

Create opportunities for partnership and tie-ins

Find budget-friendly ways to go guerilla

Build a powerful online presence

Work with existing contacts, publicists, and the press

You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.

Foreword

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

Index

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作者简介：Jonathan Margolis and Patrick Garrigan bring the expertise that they've developed within the michael alan group, a recognized leader in nontraditional marketing. Holding more than 2,000 events annually, the firm works primarily with entertainment and lifestyle brands, specializing in innovative, street-level initiatives across the country.

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Want to reach consumers in innovative ways? Guerilla Marketing For Dummies is packed with guerilla tactics and trade secrets for marketing your products or services like never before. From re–imagining existing marketing platforms to mastering trailblazing methods, you’ll create a cost–effective game plan for getting your customers’ attention and keeping it! 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: Reach customers wherever they are Develop a cohesive guerilla–marketing campaign Capitalize on the hottest trends Cut through the constant marketing clutter Make products and brands stand out Use buzz, viral, grassroots, and experiential marketing Write a great press release Create opportunities for partnership and tie–ins Find budget–friendly ways to go guerilla Build a powerful online presence Work with existing contacts, publicists, and the press You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.