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Book Review: The Complete Idiot’s Guide To Guerrilla Marketing

The Complete Idiot’s Guide To Guerrilla Marketing
By Susan Drake & Colleen Wells
Published By Alpha Books

Content Suitable For:

Novice Marketer
Experienced Marketer
Online Marketing
Offline Marketing

If you’ve been involved with Internet Marketing for any length of time you’ve no doubt heard the phrase Guerilla Marketing kicked around quite a bit. In a nutshell, this term refers to methods of promotion and selling that require little monetary investment; most definitions state that time, energy, and creativity are used in place of big advertising dollars. Guerilla Marketing was originally coined by Jay Conrad Levinson but has since been written about or taught by numerous, lesser known marketing consultants.

The Complete Idiot’s Guide to Guerrilla Marketing takes the reader from the basic definition and concept through a wide range of easily visualized application scenarios, making it very easy to grasp the basics of this philosophy. Examples provided encompass traditional brick and mortar operations and Internet-based ventures, with various promotional tactics and stunts discussed for both the offline world and the Web.

A key point made again and again throughout this book is: The flash and “bling” of big ad budgets is rarely the most valuable element of any marketing campaign. What really matters is the specific, well-defined intent behind each and every promotion and how well a businessperson knows his or her ideal customer. Any entrepreneur worried about failing at business due to lack of advertising funds will be refreshed and excited by this content.

For people who have a business and a good product or two, but struggle to get traffic and leads for their sales funnel, this material will prove most helpful. You’ll find a number of useful tips and ideas, supported by detailed examples. Perhaps the most useful aspect of this book, as it relates to inexperienced marketers, is the manner in which all information is presented from a strong, traditional marketing foundation. This is much more than a book full of tricks; you’ll get a genuine education on real marketing fundamentals that should serve you well throughout your career.

As with any book about marketing, it’s a great idea to make some notes and keep the manuscript handy as a reference tool. Select one or two of the methods provided and commit to testing them out as soon as possible, then pick another technique and give it a try as well.

Seasoned marketers will likely consider the bulk of the book a review, yet it’s quite possible one or two sections will provide new ideas. For this reason I’ve included Experienced Marketer as a relevant category. However if you’re already doing quite well with your marketing campaigns I don’t recommend putting this work ahead of more advanced material on your reading list; pick it up sometime when you don’t have anything else scheduled.

Rating: 3 stars

By Aaron Whiston
This article was originally featured in Mike Filsaime’s print newsletter, “MDC Monthly.” You can get a free trial copy shipped to your door by clicking here.

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