Guerrilla Marketing Weapons (Ocean View, CA)

Guerrilla Marketing Weapons

100 Affordable Marketing Methods For Maximizing Profits From Your Small Business Local pick-up preferred but will ship at the buyer s expense.Condtion excellent Kingston Books 3 IMG_1118 Author Jay Conrad Levinson Publisher Plume Note Some important passages are Hi-Lited with a yellow marker. Contents by Chapter Preface 1. THE MORE WEAPONS YOU USE THE MORE PROFITS YOU EARN 2. WEAPONS FOR THE OUTSET (The WEAPON AND The NUMBER of WEAPONS) Name 20 Niche 22 Quality 24 Color 26 Logo 28 Theme 30 Location 32 Research Studies 34 Distribution 36 Marketing Plan 38 Identity 41 Pricing 43 Selection 45 Custom Mailing List 47.. 3. WEAPONS NOT RECOGNIZED AS PART OF MARKETING (The WEAPON AND The NUMBER of WEAPONS) Package 53 Business Cards 55 Stationary 67 Order Form Invoice 59 Inserts 61 Contests and Sweepstakes 63 Road Side Stands 63 Gift Baskets 67 Audio Visual Aids 69 Audiotape and Videotapes 71 Marketing on Phone Hold 73 D cor 75 Attire 77 Ad Specialties and Gifts 79 Matchbooks 81 Music 83. 4. WEAPONS THAT BEGIN WITH ATTITUDE Phone Demeanor 89 Neatness 91 Smiles 93 Speed 95 Service 97 Follow-up 99 Contact Time with the Customer 101 How You Say Hello and Good-bye 103 Publicity Contacts Brand-Name Awareness 107 Enthusiasm 109 Competitiveness 111. 5. WEAPONS OVERLOOKED BY NONGUERRILAS Community Involvement 118 Take-One-Boxes 120 Window Displays 122 Club and Association Memberships 124 Team Sponsorships 126 Reprints of Ads and Publicity 128 Sales Training 130 Circulars 132 Refreshments 134 Books and Articles 136 Courses and Lectures 138 Gift Certificates 140 Testimonials 142 Tie-ins with Others 144 Column in a Publication 146 Newsletters 148 Classified Ads 150 Posters 152.. 6. WEAPONS THAT MAKE YOU EASY TO BUY FROM Hours of Operation 158 Days of Operation 160 Credit Cards Accepted 162 Availability of Financing 164 Catalogs 166 Samples 168 Toll-Free Phone Numbers 170 Credibility 172 Satisfied Customers 174. 7. WEAPONS THAT ARE FRQUNTLY MISUSED Outside Signs 180 Word-of-Mouth. 182 Brochures 184 Yellow Pages Ads 186 Public Relations 188 Telemarketing Scripts 190 Access to Co-op Funds 192 Access to Marketing Materials 194. 8. WEAPONS THAT PRODUCE INSTANT RESULTS Inside Signs 201 Trade Show Displays 203 Fairs and Flea Markets 205 Special Events 207 Searchlights and Blimps 209 Seminars and Workshops 211 Merchandise Displays 213 Demonstrations 215 Consultations 217 Sales presentations 219 Direct-Mail Letters 221 Direct-Mail Postcards 223 Post Card Decks 225 Booths for Malls 227 227 Doorhangers 229 Sales Representatives 231. 9. WEAPONS THAT HAVE EXTRA FIREPOWER Advertising 237 Reputation 239 Newspaper Ads 241 Magazine Ads 243 Radio Commercials 245 TV Commercials 247 Outdoor Billboards 249. 10. A STRATEGY FOR USING THE WEAPONS The Weapons 253 The Priorities 253 The People 254 The Timing 255. Too many small and mid-sized businesses offer gold-medal quality and service yet struggle to pay their bills and stay in business. What they need are guerrilla marketing weapons to put energy behind their dreams. This indispensable nuts-and-bolts guide outlines every weapon you need to make a significant bottom-line difference in your company. These weapons will add potency to your marketing attack and substantially increase profits. They work for all types of small and medium businesses even nonprofit organizations. Among them are fourteen powerhouse weapons for start-up businesses and five substantial lifts to already running operations. All are inexpensive to implement and fully half of them are cost-free. Paperback 258 pages ISBN 0-452-26519-3