Guerrilla Marketing - Jay Conrad Levinson

Guerrilla Marketing - Jay Conrad Levinson

Do you want to develop more effective marketing strategies? Understand how to create a bond with your customers, spending less and impacting more.

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Do you want to know how to improve your company's marketing, generating more impact and spending less money? The concept of Guerrilla Marketing will help you in this journey.

With the techniques presented in this summary you will achieve high results and impact more clients, and all of this spending the less money possible.

Come with me and you'll know more about it!

About the book "Guerrilla Marketing"

First published in the 1970s, "Guerrilla Marketing" was named after the Vietnamese guerrillas that, with limited resources, defeated the US with their great technologies during the Vietnam War.

Recently relaunched, throughout its 570 pages, the book presents a detailed analysis of how this concept is outlined and how we can apply it to our reality.

About the author Jay Conrad Levinson

Responsible for creating, developing and disseminating the concept of "guerrilla marketing", Jay Conrad Levinson was a scholar in the field of marketing and advertising.

Graduated from the University of Colorado, Levinson was the Creative Director and Vice President of Advertising Agencies and created the International Guerrilla Marketing, a marketing consulting firm where he applied the concepts he created.

To whom is this book indicated?

We recommend this book to those who want to better understand how to design more effective marketing strategies that will generate greater and better results, knowing the tools available for this.

Jay Conrad Levinson brings a study on marketing, his strategies and tools, and best of all: spending less on the process.

Main ideas of the book "Guerrilla Marketing"

  • What is Guerrilla Marketing;
  • What is the step by step to be followed to develop a marketing strategy;
  • What types of media and the tools used in each of them.

So let's go?

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[Book Summary] Guerrilla Marketing - Jay Conrad Levinson

Overview: The Guerrilla Approach

First of all, we need to better understand what Guerrilla Marketing is.

The concept of marketing deals with everything that consumers perceive about your company and the means that this image is passed on to the public, so that there can be an exchange of products and/or values.

Through campaigns in various media, the main goal is to attract the attention of the consumer, so that he can thus know the brand, buy your product and generate profit for your company.

In elaborating the concept of Guerrilla Marketing, the author sought to define a thinking that offers branding tools that are not the traditional media, such as television and radio.

Initially, this thinking was directed primarily at small and medium-sized businesses, but their ideas proved so effective that large companies began to use these tactics as well.

"Guerrilla Marketing" encourages marketing strategists to increase creativity! Through more creative campaigns, the simpler media can generate greater impacts, promoting a unique experience for consumers.

Based on this, this method seeks to follow the formula of providing greater impact from more creativity and innovation, with less investment.

Overview: Guerrilla Marketing Step by Step

Jay Conrad discusses in his book the steps and decisions to be followed for Guerrilla Marketing to be implemented. By following these steps, you can have a well-crafted strategy.

  • When designing the marketing campaign, you should ask yourself, "What do I want the consumer to do?" It is necessary to understand what will be the main objective of the campaign;
  • Find out what is your competitive advantage. With the defined objective, elaborate the way that you will reach it, using your competitive advantage and your benefits, because that is what will differentiate you from your competitors;
  • Set the target market, because in order to have a well-crafted campaign, you need to know who you are trying to reach, because each audience will react in a different way;
  • With the goal and audience defined, choose the tools you will use to accomplish this goal;
  • Understand your niche, your position and what you represent in the market;
  • To have a good positioning, your company needs to have an identity, that is, your brand must have characteristics that will make people recognize and relate to you;
  • A good marketing strategy will require investments, so establish the investments available for marketing and how much each campaign will demand from that budget.

By following these steps, it is possible to craft a good Guerrilla Marketing strategy, having a much greater impact and spending less.

The most important thing is that at the end of these 7 steps, you will have a broad view of your company, on the market in which you are inserted, on your audience and the image you are propagating. And this knowledge is fundamental to have a good result in the strategies formulated.

Overview: Guerrilla Tools

According to Jay Conrad, after knowing the Guerrilla Marketing's ideias and steps to follow, you need to focus on what tools and media to use when conducting guerrilla marketing actions and reaching costumers more efficiently.

Mini Media Marketing

Minimedia Marketing is formed by the tools that have a smaller reach of public, but that, with the proper planning and a lot of creativity, can generate a very good bond with the clients.

Among these tools, we can mention letters, postcards, pamphlets, posters, among others.

When well-used, it is possible to establish a brand positioning and assist in the consumer's purchasing decision.

Maxi Media Marketing

Maximedia marketing is focused on tools that will have a much broader reach and, thus, create relationships with a larger number of clients.

As examples we can mention newspapers, magazines, television and, with the digital world, the Internet also enters this relationship.

This model requires a little more investment, but it can generate great results.

Marketing in the New Media

As a good guerrilla, you must take advantage of all types of media and be aware of the news, taking advantage of all the communication opportunities with your client.

For this, you have at your disposal electronic marketing, informational marketing, human marketing and marketing without media.

Electronic marketing primarily addresses new technologies, including personalized email, Internet sites and e-books.

Information marketing, or infomarketing, differs from other media because it does not lead the customer directly to the purchase, but it does provide information that can lead to a sale. It is also known as content marketing.

As an example, we can mention the offer of free seminars, product demonstrations, newsletters, articles for publication, among others.

Jay Conrad says that human marketing deals with the way people in your company, including you, relate to consumers. Among the points covered, we can cite how your sales representative acts, the employee's clothing, how to tell stories to delight customers and even how to give a good morning.

Finally, there is marketing without media, which, as the name itself says, does not require the use of any type of media, but that can bring significant results for the profit of your company.

This model does not require media investment, but requires an investment in stock planning. Some examples of marketing without media tools are: fusion marketing, where brands make joint advertisements, also, involvement in the community, which inserts the name of your company and product in the discussions.

What do other authors say about it?

Philip Kotler, considered the "Marketing Pope" in his books "Marketing 3.0" and "Marketing 4.0", brings the thought that marketing needs to be more and more focused on the human being and his desires and, in addition, it is necessary to be always aware of changes and innovations, investing in digital marketing.

In his book "This is Marketing", Seth Godin states that the internet has changed the rules of the game because it is a massive mean of communication that connects billions of people.

Jeffrey Gitomer, in "The Sales Bible", introduces rules that help sell more, as an example, the rule that states that you should try different approaches. This is directly driven by the thinking we've seen now, when Levinson says testing new tools is the key to having the most impact.

Okay, but how can I apply this to my life?

We already studied the theoretical part, now it's up to you, it's time to put learning into practice!

  • The first step is to understand your current situation: the market, your audience, your strategies;
  • Understand what were the results of the tactics and tools you have used to date;
  • Define the new tools that will be used;
  • Be creative;
  • Use the data you have acquired to develop the new action plans.

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Book 'Guerrilla Marketing'