Download e-book for kindle: The Guerrilla Marketing Handbook by Jay Conrad Levinson, Seth Godin

By Jay Conrad Levinson, Seth Godin

ISBN-10: 0395700132

ISBN-13: 9780395700136

This ebook will advisor agents into the area of positioning and promoting services and products. The authors lead the reader step-by-step in the course of the technique of constructing a campaign. they give specified descriptions of greater than 100 advertising and marketing instruments from contests to affinity courses, from unsolicited mail to billboard ads. Anecdotes, snap shots, and ideas of thumb also are integrated.

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Extra info for The Guerrilla Marketing Handbook

Example text

If there’s leftover spaceat press time, that remnant space hasto be filled with something. It’s usually soldto advertisers at a discount. RUN OF STATION-broadcast advertising without a guaranteed runtime. Radio stations and cable stations will often offer adiscount for ads that they have the option to run whenever they have room, rather than ata certain time. COMMISSION-most mainstream advertising media automatically grant recognized advertising agencies 15% a commission on all ads placed. prooj?

Tonypositioned his business m a dzfferent type of stereo store, and customers responded “In case you ’re interested an incus the middle part of the huh? inner ear-pretty .................. i i i i i i 45 ADVERTISING poster. Posters (see Posters) cost verylittle, and can createmore excitement in your store. The real valuein newspaper advertising comes from realizing that many people newspaper-shop beforegoing out topurchase aproduct. In order to reach those people, you must target your advertising to them right at themoment they are makingthe decision about where to shop.

And ask them the same questions. Place a stack of comment cards on your counter and encourage people who come into your store to fill one out. If your business is new there’s still one step that you can take in this audit: Show your new advertising to some strangers. Ask them the same three questions: Who is our target customer? ~ ~ ~~ m What benefits do we offer that our competition doesn’t? If you could use just two sentences to describe what our business stands for, what would they be? If any person you ask can’t answer these questions after reading your ad, think twice (maybe three times) before spending a penny running it.

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