Jay Conrad Levinson's "Guerrilla" Tactics
No, guerrilla marketing doesn't involve forcing potential clients to watch your commercials at gunpoint. However, it does involve an unconventional approach to marketing that involves networking to obtain free publicity. Levinson's strategy states that small companies are actually at an advantage when it come to guerrilla marketing, since they interact easily with their clients and have more agility. He thinks that a marketer must enlist all of his or her contacts in both the public and private sector in order to get publicity for the company. Instead of investing money, as many companies typically do, Levinson believes that the primary investments of marketing should be time, energy and imagination. Making new relationships is essential. Levinson recommends looking for referral business and increasing business with current clients. Rather than killing yourself with cold calls, guerrilla marketing encourages you to grow the accounts that already know and love you. Concentrate on making new relationships instead of finding new business. Forget about the competition and focus on different ways to publicize your business. In addition to Guerrilla Marketing, Levinson is the author of 24 other business books. His books have been translated into 37 languages and many of them are incorporated into MBA programs worldwide. He currently writes a column for Entrepreneur Magazine every month, in addition to articles for Inc. Magazine. He also pens a syndicated column for newspapers and magazines and online columns that is distributed each month on Microsoft and GTE websites. Earlier in his career, Levinson served as a senior vice-president at J. Walter Thompson. He also worked in Europe as creative director at Leo Burnett Advertising. Levinson has served on the Microsoft Small Business Council, and he is also involved with the 3Com Small Business Advisory Board. Levinson is currently the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. He has worked as a teacher for over for ten years with the extension division of the University of California in Berkeley. In addition to being an author, serving as chairman of his own company, and teaching collegiate courses, Levinson is also a renowned public speaker. His public speaking dates inspire many young entrepreneurs and aspiring businesspeople to take their work to the next level.
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