Jay Levinson

Guerrilla marketing. Simple ways to make big profits at low costs

The book that changed the world of marketing

How to attract more customers without increasing your advertising budget?

If you have ever asked yourself this question, you must have already heard about guerrilla marketing, which is also called low-cost or low-budget marketing. And, perhaps, they have even successfully implemented tips from Igor Mann’s book “Marketing Without a Budget” or my book “More Money from Your Business,” which reveals 234 proven techniques for increasing profits without costs, into their business.

And now you are holding in your hands the same one the book that started guerrilla marketing. Translated into 62 languages, Jay Conrad Levinson's bestselling business book is the book that changed the world of marketing.

For many years, marketing has been studied using the examples of the largest international companies - for example, Philip Kotler’s “Fundamentals of Marketing” provides cases from the history of Coca-Cola, Procter & Gamble, PepsiCo, Merck and other companies whose advertising budgets are measured billions dollars. Need I say that for owners of small and medium-sized companies such lessons were at least useless?

The situation changed completely in 1984 when Jay Conrad Levinson said: “What is good for giant corporations is not good for small businesses! It requires its own, special marketing” - and published a book on how to advertise your company with only a small marketing budget or no budget at all. How? Replacing the investment of money with an investment of effort, time and creativity.

The title of the book – “Guerrilla Marketing” – became the name of a new direction in marketing. Easy-to-implement and effective “guerrilla” methods turned out to be in demand, and after a few years, guerrilla marketing was already included in the programs of many business schools, and then MBA courses.

The first version of the book was written almost 30 years ago, so some of the advice may make you smile today - for example, you are unlikely to send audio cassettes to someone by mail. However, the book is based on the principles of inexpensive customer acquisition and successful sales that do not become outdated over the years. Now you are holding in your hands an updated version of the book, which also includes tips on Internet marketing.

There is another reason why I want to recommend this book to you. It's not easy to find today honest business literature - most authors spread one or two thoughts over hundreds of pages, although the entire essence of their book could be summarized on a postcard. It's all the more rewarding to read a book whose author generously shares ideas, tips and tricks on every page - I tried to count the bookmarks in my copy of Levinson's book, but lost count halfway through the second hundred.

The book will teach you how to plan your marketing, how to make your current advertising more effective, how to find new, unusual ways to attract customers, how to get the most out of advertising in traditional media, how to use “small” advertising tools - from leaflets to business cards ... Most of Levinson's advice can be put into action right away - and make a profit.

Initially, guerrilla marketing was addressed only to small businesses, but today large companies also successfully use it. Among those who studied with me are MDM Bank, Beeline, Essen Production (Makheev trademark) and MTS; Rosgosstrakh, Sberbank, Euroset, Svyaznoy are also introducing “guerrilla” methods...

Therefore, regardless of whether your company is large or just growing, this book should be on your bookshelf.

Introduction

I remember the shock I felt at the age of fifty when I learned that the average college graduate was better informed than the average professional my age. No matter how many fifty-year-olds study all the important new literature, all the magazines and newspapers, TV documentaries, websites, etc., they will still know less than the guy or girl from college whose academic diet includes the cream of new information.

This is an updated edition of a book on guerrilla marketing that is based on the book I wrote to help my students at the University of California, Berkeley. This book is like graduating from college. It contains everything new and good from marketing - some eternal truths, some innovations - everything that will be useful to you in marketing battles.

Marketing continues to evolve and shape, just like a former student. This publication is everything like its partisan father. It does not intend to abandon its own principles, just as people do not betray their essence. But it's going to tell you a secret or two about the many changes that have taken place in marketing since I published my first book and all the subsequent ones. In war it’s like in war.

Take courage: every change in your life can mean getting money, If Only you will know about it and act. It's impossible to make money on all the changes, so you'll have to be picky. If you're as smart as you seem, try using a few proven marketing tools and tactics, and come up with new ways to leave your dazed competitors scorched earth.

I'm going out on a limb to warn you that unless you improve your marketing skills, your organization is doomed. Companies that succeed either grow and change or die. Failure to adapt is the main reason for their death.

This new edition is all about onboarding techniques that will energize your marketing. It is also about those properties and relationships that cannot be avoided in the business environment, present and future. The key to success in guerrilla marketing is skill. attract attention. You need to constantly look at a wide variety of media, competitors, customers, current events, everything that is happening on the scene where events are developing. If you don’t pay attention to all this, then you will be chewing your popcorn, sitting in the cinema, while on the screen the main character begins to approach your competitor’s tasty stocks. This is what I mean when I say you need to attract attention to yourself. This is the kind of marketing I'm talking about. This is the high you are looking for. And these are the changes I mean.

You will read some of the guerrilla marketing tips in this book and say to yourself, “I knew that.” After reading other revelations, you will exclaim, “We could do it!”

I don't blame you for worrying. I myself have been unable to calm down since the moment the idea of ​​using guerrilla marketing first occurred to me in an era when entrepreneurs are no longer even handling millions, but billions of dollars. Marketing theorists view our time as two separate eras. One is based on the time-tested principles of endurance and patient anticipation of possible profits. The other requires offers you can’t refuse, a long and effective mailing list, and online knack for making quick money. The modern guerrilla marketer operates seamlessly in both eras.

Adherents of guerrilla marketing are pleased with all the changes that are happening in marketing. These merchants know that when it comes to modernizing their marketing and making it really shine and not just look good, most competitors pretend they don't care.

But in order to bloom, you need more sun exposure. You must be the energy that gives life to your marketing. Think about the essence of the following two statements.

1. Guerrilla marketing is theory and practice. The theory is mine. What are you going to do? To begin with, understand what marketing is in principle and why guerrilla marketing replenishes many bank accounts around the world with tidy sums.

2. Understand the freedom of choice for the guerrilla marketer. Today, guerrilla fighters have so many new options to choose from that it becomes too easy to achieve success. But I know that this is your task, and my task is to help you. So let's get to work.

Part one

Guerrilla approach

What is guerrilla marketing today?

Marketing is any contact with the outside world that your company enters into. Anyone, even the most insignificant. This means plenty of marketing opportunities. And it doesn’t mean you need to invest a lot of money.

Jay Levinson, Paul Henley

GUERILLA MARKETING

Welcome to the marketing revolution!

Preface

Jay Conrad Levinson has long been considered the greatest proponent of “free” marketing and advocate for small business owners. His last books were devoted to individual elements of guerrilla tactics in marketing - useful, but very limited in number. This book takes you to a whole new level. It examines the most powerful, yet inherently complex, marketing forces in existence. The authors offer a simple explanation of these phenomena and very clearly show how to put them into practice without much time or expense.

I have been a staunch advocate for studying the workings of the human psyche and brain for many years. Jay Levinson and Paul Hanley do a great job showing entrepreneurs how to apply what they learn in this area to marketing, consulting, and sales. By mastering the skills presented in this book, you will automatically increase the effectiveness and efficiency of all your activities.

Jay Abraham

Founder and CEO of Abraham Group, Inc., a business performance consultant with a total of over 10,000 clients in over 400 industries

Introduction

Proponents of guerrilla marketing have been advocating the use of psychology for marketing purposes since its inception. Guerrilla marketing evolves along with the development of modern psychology and our knowledge of the human brain. The business world is constantly changing, and marketing must respond to these changes in order to keep up with life and not be left on the sidelines. Guerrilla marketing is a constant search for new methods, techniques and strategies, among which there will certainly be those that belong to the future.

This book highlights some of the most interesting discoveries made in the field of guerrilla marketing in recent times. Most importantly, you'll learn new content that will help you shorten your sales cycle, improve the overall effectiveness of your marketing efforts, and increase your profits.

Every day, neurolinguistic programming (NLP) is increasingly entering our lives. Guerrilla marketing firms (or "guerrillas" as we'll call them) are eager to try out any new methods or strategies that expand their marketing arsenal. NLP is one of them. Much of the material in this book is based on the principles of NLP, because understanding and manipulating behavior is one of the main features of the guerrilla “character”. Richard Bandler, one of the creators of NLP, continues to study how far control over our consciousness can go, and “guerrillas” around the world are keeping their ears open. NLP and the latest brainchild of R. Bandler, neurohypnotic restructuring ( Neuro-Hypnotic Repatting, NHR™) is a powerful weapon of modern marketing, and the more weapons we have in our arsenal, the more variety of uses we have for guerrilla marketing campaigns.

This book describes the latest methods, techniques and strategies created by guerrilla marketing experts and trainers.

The goal of guerrilla marketing is to provide information in a way that influences the decision-making process of potential buyers. In short, we are trying to make an impact.

To better understand how we can influence or influence people, we must first understand how decisions are made. Why? Because this book will present ways to influence people on a biological level, by physically appealing to parts of their brains that they are usually unaware of being involved in decision-making processes. You will learn techniques and strategies to help people make decisions faster than usual, and in most cases without any awareness of outside influences or influences on their part.

Some will say that such methods are “invisible marketing”, which is designed to fool buyers. This is completely untrue. “Partisans” know that such methods usually cause buyers to regret what they did. True adherents of guerrilla marketing strive to create long-term relationships with their customers and clients, and not to make a deal and rush to look for a new “victim”. If a customer feels that they have not received true value and exceptional service, the guerrilla seeks out the source of the dissatisfaction and immediately resolves the issue so that it never arises again. This leads to the emergence of loyal customers. Satisfied customers are not hard to find, but loyal customers are rare. Loyal customers and repeat orders are the future of profitable marketing. "Guerillas" do not practice "invisible marketing" - they use knowledge in the field of communication.

This book will teach you ways to reach the minds of potential buyers so they can make informed and honest decisions. However, you will also learn how to get your audience to make decisions without even being aware of your influence!

The application of psychology to marketing has already proven the ability of guerrilla marketing to produce consistent and ultimately predictable results beyond those typically associated with traditional marketing. We are learning more and more about how the human brain is structured, how it works, and through this knowledge we will find out how decisions are made. The more we understand the biology of decision-making, the more we will be able to create methods that appeal specifically to those parts of the brain that are responsible for these decisions. And as such methods are developed, systems of influence on the decision-making process are outlined more and more clearly. In general, everything seems simple, doesn’t it?

The problem is that the human brain is the most complex structure known to us! Every second, 50 billion signals are transmitted in the average person's brain. Huge areas of the brain are not used, and the principles of operation and purpose of some parts remain a mystery to us to this day.

Despite rapid progress in this area of ​​research, there is still a long way to go. Even if we are ever able to talk about a complete understanding of the human brain, we will still be very far from a thorough understanding of the decision-making process, since each person has his own unique system of beliefs. Effective marketing requires that we influence our audiences to our maximum benefit. Effective guerrilla marketing requires that we do it using every means available to us, including current scientific research data.

Successful marketing appeal to the unconscious requires an open, receptive mind from ourselves. "Guerillas" try to achieve traditional goals using new and unusual techniques and strategies. Most of the material in this book will be completely unfamiliar to you. And if so, your belief system may try to reject some of them as unimportant and not particularly relevant to you. Don't follow her lead. This is your brain. Do you want to be a passive observer?

Many of the techniques presented in this book will make you question your beliefs. This is normal, this is called training. Other methods will excite you and you'll immediately see how they can be applied to your marketing campaigns. Still others will cause you concern - because they seem “not quite right” to you, or perhaps challenge traditional marketing. In fact, these methods are often the ones that produce the most profitable marketing campaigns; many firms simply lack the determination to try to understand the use of non-traditional approaches. The guerrilla marketing philosophy regarding these methods is perfectly captured by the motto of the British Special Air Force (SAS): “He who dares wins.”

SmartReading is a new project by the co-founder of one of the leading Russian publishing houses of business literature, Mann, Ivanov and Ferber, Mikhail Ivanov and his partners. SmartReading produces so-called summaries - texts that concisely present the key ideas of best-selling books in the non-fiction genre. Thus, people who for some reason cannot quickly read the full versions of books can get acquainted with their main ideas and theses. SmartReading uses a subscription business model in its work.

First of all, guerrilla marketing differs from traditional marketing in its flexibility, creativity and focus on customer needs. A guerrilla marketer has two hundred effective tools in his arsenal, including minimedia, maximedia and online resources.

Guerrilla marketing is based on knowledge of psychology, and this makes it extremely effective because 90% of purchases are made unconsciously. Properly organized customer support and “live” marketing tools strengthen the loyalty of old customers and attract new ones.

Jay Levinson's book is undoubtedly worthy of becoming a reference book for both a novice entrepreneur and an experienced businessman. She can inspire people who are hesitant to start their own business.

1. What is guerrilla marketing

Guerrilla marketing is a term that appeared relatively recently, thanks to Jay Levinson. If before, budding entrepreneurs were frightened by the upcoming financial investments, now numerous guerrilla marketers around the world are looking for and finding effective budget ways to promote goods and services.

1.1. Traditional marketing VS guerrilla marketing.

1. Conventional marketing says: to enter the market and gain a foothold in it, you need money. Guerrilla marketing is not against investing money, but believes that time, imagination, energy and information can be just as effectively invested.

2. Traditional marketing is shrouded in mystery - many entrepreneurs do not fully know what this concept includes: sales, website, PR... Guerrilla marketing is a completely managed and controlled process.

3. Conventional marketing is focused on big business, while Guerrilla marketing is a godsend for companies with a small budget but huge ambitions.

4. Traditional marketing has a lot of performance measures: sales volume, number of responses to an offer, clicks on websites or traffic in stores. Guerrilla marketing has one performance indicator - profit.

5. Conventional marketing is based on experience and judgment, and Guerrilla marketing is based on knowledge of psychology.

6. Traditional marketing gradually develops a business, modifying it along the way, Guerrilla marketing knows from the beginning what to aim for.

7. According to the traditional marketing scheme, business develops linearly, gradually attracting new customers. This expensive and slow method is alien to guerrilla marketing, which is about ensures business growth exponentially.

8. Traditional marketing is aimed solely at selling, Guerrilla marketing - to maintain relationships with the client.

9. Traditional marketing calls for studying the market and eliminating competitors, while guerrilla marketing studies the market to identify companies with similar goals and cooperate with them, which, in turn, will help reduce costs and expand the range of action.

10. Conventional marketing believes that you need a logo that represents the company, and guerrilla marketing offers memes- universal visual and verbal symbols that convey an idea.

11. Traditional marketing is “me marketing” with stories about the company, its goals and products. Guerrilla marketing is “you marketing”, initially aimed at the desires and needs of customers.

12. Conventional marketing focuses on what can be obtained from the client, while Guerrilla marketing first determines what can be given to the buyer.

13. Traditional marketing believes in individual means, but guerrilla marketing believes that only the right combination of marketing tools can lead to success.

14. Proponents of traditional marketing count money and guerrilla marketers are collecting new contacts, which are the key to making a profit.

15. Traditional marketing is distrustful of new technologies, and guerrilla marketers, against, are technophiles, because the introduction of new technologies provides businesses with flexibility and speed.

16. Traditional marketing is aimed at the general public, while Guerrilla marketing seeks to narrow the target audience as much as possible, to be able to convey information to every potential client.

17. Traditional marketing is global: using radio, television and print, it ignores details. Guerrilla Marketing Is Detail-Oriented, which helps build a reputation and retain customers.

18. The main goal of traditional marketing is to sell, but guerrilla marketing sets a more realistic goal - obtain consent from people to inform about your product.

19. Traditional marketing is a monologue, and guerrilla marketing - dialogue, making a potential client a participant in the marketing process.

20. Traditional marketing only recognizes television, radio, newspapers, magazines, Internet, direct mail, while how guerrilla marketing uses 200 marketing tools, some of which are free.

Traditional marketing aims solely to sell, guerrilla marketing - to maintain relationships with the client

You need to start with a quality product. If the product is bad, guerrilla marketing will only hasten its demise.

You will undoubtedly need capital. There should be enough money to grow the business within three months (ideally, within a year). What your budget should be depends on your goals.

You should study all the marketing tools to evaluate the usefulness of each for your business, and then test as many tools as possible in different combinations.

Then you need to formulate the goal, and then briefly and clearly define the key concept.

One entrepreneur wanted to open computer literacy courses. Knowing that most people suffer from technophobia, he formulated his goal as follows: “I want to reduce people's fear of computers so that they can appreciate the competitive advantages of people using a computer.” Then he shortened the wording to “I will teach people to work with computers” and immediately understood what name the company should have - “Computers for Beginners.” As a result, the company's concept took only a couple of pages, which gave a clear idea of ​​the future business and led to success.

To ensure successful marketing, you need to follow these steps to develop a creative strategy:

• Determine the “highlight” of your proposal.
• Turn a highlight into a significant benefit.
• State your benefits as believably as possible.
• Get attention.
• Encourage your audience to participate.
• Make sure your message is clear.
• Align your advertising with your creative strategy.

Having chosen marketing means, you need to properly organize them by creating a marketing program. The best way to do this is to use a marketing calendar to help you organize all your to-do list items. Guerrilla marketing calendars detail each week of the year: marketing funds; online promotions or other events in which you will participate; duration of each promotion. In addition, some marketing calendars include the cost of marketing activities.

Remember: the best way to save money on marketing is to strictly follow your marketing program. Stopping it too early is a sure way to lose money.

2. Marketing and media

One of the dangers is placing the right advertisement in the wrong media.

When choosing marketing tools, you should first of all pay attention to those that you can use competently and regularly.

2.1. Minimedia

Mini-media marketing is popular among guerrillas: soliciting orders, sending personal letters, sending postcards, telephone marketing, handing out pamphlets, advertising in movie theaters, advertising on bulletin boards, posting classified advertising, using yellow pages and dual-use business cards. In this case, the small size of your company is a plus: you can provide maximum flexibility and proximity to the client. Plus, using mini media won't put a big dent in your budget since they're all inexpensive.

The oldest method of minimedia is collecting orders. Its essence is to look your potential customers in the eye and ask them to place an order. To succeed in order collection, you need to be enthusiastic about the product you sell, genuinely enjoy people, and be goal-oriented. Order collection can be the least expensive of marketing tools, even free, but it is time-consuming. Unfortunately, you won't be able to reach enough potential customers with it, and its coverage is limited geographically. However, this method is indispensable if you are just starting a business and have limited financial resources. Order collection consists of three stages: contact establishment, presentation and completion. When collecting orders, you must follow the following rules:

• find out as much as possible about the client, try to tailor the presentation to him;
• meet the person who is authorized to make decisions;
• dress appropriately - advertising window cleaning services in a Hugo Boss suit is a bit strange;
• be concise - don’t waste other people’s time;
• get straight to the point, focus on the main benefits of the product or service;
• refer - name the names of customers who are satisfied with your product;
• achieve an order - always think about making a deal.

During your presentation, accompany the product description with a description of the benefit: Our security system is solar-powered, so you won't need batteries and won't waste any electricity.

At the initial stage there is not always the means to produce high-quality prospectuses And brochures. To provide information about your product or service, you can make a “two in one” option - business card, on one side of which there will be the name and contact information of the company, and on the other - a short list of what you can offer the client.

An effective and low-cost tool is Personal letter, in which you offer the client something that he needs. The effectiveness of personal emails is about 10%, in contrast to personalized mailing (standard text with the customer's name), which only motivates about 2% of recipients to make a purchase. To write an effective personal letter, consider the following rules:

• the letter should be no more than one page;
• the first paragraph should not contain more than 5–6 lines;
• at the beginning of each paragraph you need to indent;
• You should not overload the letter with capital letters, underlining, or notes;
• the letter should not look like a pre-prepared “blank”;
• the signature must be highlighted in a color different from the main text;
• The letter should have a postscript that contains a point that creates a sense of urgency for the proposal.

In a personal letter you need to use as much personal information as possible. So, in the mailing list they usually write: “Dear gardener! You may be experiencing problems this year. We are pleased to offer you a wide range of garden products and specialist advice.” However, a personal letter will look different: “Dear Ms. Atkins! Your gardenias and carnations look absolutely wonderful this year! However, the roses need help. I will be glad to help you cope with this trouble."

Telephone marketing- an effective tool if you sell goods or services to other businesses. Make a list of the hundred clients you most want to get and take action. In the US, telephone marketing is extremely popular and its profitability has been growing over the past three decades. It takes less time and money to make a phone call than to collect orders; it is more personal than a letter; provides fairly close personal contact with a potential buyer. However, it is easier to say “no” to a human voice than to a person in person. There are a number of things to consider when preparing your telephone presentation:

• a presentation learned by heart sounds better than one read “from a piece of paper”;
• Before speaking into a telephone receiver, you should make an audio recording and evaluate how it sounds;
• the speech should be like a conversation, and not like an advertisement, and give the interlocutor the opportunity to insert remarks and ask questions;
• the script should not be changed, only rephrased; It is necessary to prepare several options for ending the conversation, depending on the reaction of the interlocutor.

People like to hear words like “profit,” “sales,” “revenue,” “cash flow,” “savings,” “productivity,” “market share,” “competitive advantage,” but they are uncomfortable with jargon and buzzwords.

Many businesses thrive due to classified advertising. Now the most popular are online resources, most of which allow you to advertise for free. When placing classified advertising, you should remember that:

• the title should not be long;
• Abbreviations and terms should not be used as this may hinder understanding;
• It is better to write in short sentences;
• it is necessary to formulate advertising so that it differs from others;
• you need to choose the category carefully.

As an example of unsuccessful classified advertising, the author cites an advertisement for an apartment for rent in the UK. It stated that the cost included CCF&F. Later, Jay Levinson and his wife learned that the acronym stands for “carpets, curtains, fixtures and fittings” (“carpets, curtains, networks and communications that provide water, heat and gas supply to buildings”).

When we talk about maximedia marketing, we're talking about magazines, radio, television, billboards, direct mail, and the Internet. A guerrilla marketer knows how to use maximedia effectively with a small budget. Advertising in the media greatly enhances the effect of minimedia. Due to the increasing share of small businesses (about 98% in the United States), newspapers, magazines, television and radio companies began to offer attractive prices for advertising packages. As a result, marketing through maximedia has become accessible to almost everyone.

Online advertising is gradually replacing newspaper advertising. However, there are categories of citizens who do not use the Internet so actively: first of all, these are elderly people and emigrants who read newspapers published in their native language. Multiply the newspaper's circulation by three and you will get the approximate number of readers. Make your ad readable by choosing a clear font that is no smaller than the main font of the newspaper, and opting for dark font on a light background. When choosing the ad size, it is optimal that it exceeds half a newspaper page in width and height: such an ad will stand out no less than if it occupied a whole page, and you will be able to save on cost. Vague headlines reduce ad effectiveness by 11%, while humor can increase ad effectiveness by 10%. The participation of celebrities in advertising often increases its effectiveness by 25%.

To determine which newspaper is best suited for your ad, do the following analysis: Advertise in several newspapers, with each ad offering different discount options. Use coupons in your advertising. By accepting them from customers, it will not be difficult to understand in which newspapers advertising does not work and in which it brings the greatest return. Be careful to determine exactly whether the consumer is responding to the offer or the newspaper. This can be found out with a repeat test: publish a different sentence in the best-performing newspaper. If this time you get good results, then you hit the target.

Advertising in magazines is credible because it is based on the relationship with the magazine itself. If people believe that a magazine is reliable and reputable, they tend to transfer this attitude to the companies that advertise in it. Magazine advertising is more targeted than newspaper advertising: you address a specific audience of people, and every reader of a trade magazine becomes your potential client. A good guerrilla marketer will not advertise in mass-market magazines. The advertisement should use subheadings in bold - they should be brief, but as informative as possible.

One successful company managed to use a one-time ad that ran in Time magazine in 1973 for 33 years! Copies of those advertisements were placed on counters and displays and distributed via mailers that read, “This is what the Time magazine ad looked like.”

Radio advertising not as popular as newspaper advertising and online marketing. However, radio brings you closer to your audience than newspapers or the Internet. Radio advertising can be effectively used by a company with a limited advertising budget. To determine which radio station is worth advertising on, it is worth conducting testing similar to what was considered with the example of newspaper advertising.

• save money by advertising every three out of four weeks;
• repeat the same advertising screensaver several days in a row (for example, from Wednesday to Sunday);
• Try to advertise at the end of the workday, when people are heading home and are in a better mood to shop than during the middle of the workday.
• when checking sound quality, listen to advertising on car equipment, and not in a studio;
• find out about discounts and bonuses provided by radio stations;
• study the audience of radio stations broadcasting in your sales area;
• in radio advertising, refer to your website - in a short video there is no opportunity to talk in detail about the product, and the site can be viewed for a long time.

Television has been the undisputed favorite among the media for many years. Now TV advertising also available for small businesses. It became possible to narrow the audience of viewers by showing advertisements on thematic channels and even to residents of certain areas. However, the peculiarity of television advertising is the fact that it is effective only when it is shown frequently. Showing a video once a month will not move sales forward.

Successful television advertising starts with an idea. Try to express the idea visually, then add words, music and sound effects to make it clearer and stronger. Watch your ad without sound. If this is a winning advertisement, then it will achieve its goal only with the help of video.

Outdoor advertising- these are billboards, banners, advertising in transport, outdoor signs. What makes outdoor advertising bad? Lack of readability, uniqueness, fussy fonts, dull colors, short words, poor placement, and poor communication with other marketing components.

The bookstore of one small entrepreneur found itself sandwiched between two large bookstores. One day the owner came to work and saw that a competitor on the right had hung up a huge poster: “Grand Anniversary Sale - Prices minus 50%!” The poster was larger than the entire window of the neighboring store. Things were even worse with the competitor on the left: the store had an even larger poster: “Total sale - prices reduced by 60%!” Being a guerrilla marketer, the store owner did not compete with his giant neighbors in the size of discounts and posters, but hung up a poster with a unique inscription “Entrance”.

2.3. Electronic media

The popularity of electronic marketing tools is growing every year. Not only advertising, but also trading platforms themselves are “moving” to the Internet en masse. If you decide to start selling online, then you need to learn the three-thirds rule: you must determine a budget intended for online marketing, then invest a third of this amount in the development of your site, a third in its promotion, and a third in its support. Most failed marketers invest three-thirds into website development and then wonder why they don't make big profits.

At first glance, the instructions for Internet marketing are extremely simple:

• start with an outstanding product or service;
• create a motivating website;
• send emails with links to your website.

The easiest part of this process is having an outstanding product or service. Creating a website that increases your sales is not an easy task, but it is achievable. However, the main difficulty lies in compiling a list of people who will want to listen to you and make contact with you. Compilation mailing list is the process of identifying your market and setting goals. Finding names and addresses is not difficult, but getting people's consent to receive mailings is more difficult. You can grow your list by offering people a free newsletter subscription or a free e-book. The idea is to offer valuable information for free.

Blogging- an interesting marketing technique. A successful blog meets five requirements:

• individuality - readers should feel as if they personally know the author;
• utility;
• writing style - try to be honest, but do not push your product too aggressively;
• usability and design;
• desire to return.

If you can't write good, short posts two or three times a week, or if you're not open enough to create a dialogue with your potential clients, then blogging is not for you.

An extremely convenient marketing tool is webinars:

• no need to waste time and money on travel;
• there is no need to rent premises and a hotel;
• it is possible to demonstrate texts, presentations and videos;
• You can conduct them for several people or several thousand listeners.

Partnership programs- one of the best achievements in the field of marketing. The author offers eight key ingredients to the recipe for successful co-marketing:

• good partner;
• planning time and prospects;
• organization of joint business;
• joint business plan;
• your employees and your partner’s employees;
• implementation of a plan;
• openness, no secrets;
• exit strategies.

According to research from the Georgia Institute of Technology, 87% of Internet users use search engines to discover new sites. However, 80-90% of Internet users only look at the first page of search results, so your site must be at the top to get good traffic. If the site is not enough optimized for the best search engines, then your clients may simply not find you. A well-optimized website for search engines will provide you with motivated visitors - those who want to buy something. Search engine users are 10–100 times more likely to become actual customers compared to users who come through banner advertising. Search engine optimization is a long-term investment as it can increase your traffic for months or even years.

One of the most successful affiliate programs runs on Amazon.com. The site pays commissions to affiliates whose customers make purchases on Amazon.com. Affiliate programs are extremely easy to use and install, they contain a special code that tells the system which visitors came from your site

3. Marketing without media

Marketing without media is the most important method for a guerrilla marketer because does not require financial investments. However, it is no less important and requires intangible investments in the form of time, energy, imagination and information.

3.1. "Live" marketing

In this type of marketing, people play a leading role: you yourself, your employees, satisfied customers and media representatives.

Providing quality service directly depends on the ability to hear the client. By responding to his dreams and desires, you will earn gratitude and loyalty. Of the five most important reasons why people become regular customers of companies, service comes in third place, right behind trust and quality, but before choice and price.

Most companies lose customers due to indifferent attitude towards them after the transaction is concluded. Post-sale indifference accounts for 68% of all U.S. company losses.

Many successful entrepreneurs use one of the main non-media marketing methods: they display and sell their products on industry exhibitions and fairs. These people understand that many serious potential clients attend these events, and therefore put a lot of effort into organizing exhibitions and selling their products (exhibitions usually sell products, not services).

People generally don't like to feel influenced by marketing, so they trust their friends more. When a person buys something, it is important to use such a phenomenon as the “moment of maximum satisfaction.” It lasts from the date of purchase for 30 days. During this period, people talk about your company with enthusiasm. If you hand them a brochure or prospectus that briefly outlines the benefits of your product, you will put the right words in the right mouth at the right time, which will ensure an influx of customers thanks to "Word of mouth"

One lawyer sought to establish warm relationships with clients. He made it a rule not only to accompany them to the elevator, but also to go down from the twenty-third floor to the lobby and accompany them to the car. It is not surprising that word of the courteous lawyer quickly spread among friends and relatives of visitors to the law office.

3.2. Life after the deal

Most companies lose customers due to indifferent attitude towards them after the transaction is concluded. Post-sale indifference accounts for 68% of all U.S. company losses. Business owners believe that marketing ends immediately after the sale. It is not right. Marketing begins when you have completed a transaction. Wise guerrillas understand that selling something to a new client will be much more difficult than selling it to an old one. Consistent support will turn a client into a permanent one.

When a guerrilla has sold an item, the customer receives a thank you letter within 48 hours. A month later, the guerrilla either sends another letter or calls the buyer to find out if he is satisfied with the product and if he has any questions. After three months, the client receives information about a new product (service) or related product. After some time, the buyer is asked to recommend three friends who may be interested in the company's offers. A year after the purchase, the buyer receives a letter with a discount coupon. Becoming a repeat buyer, the client refers his acquaintances to the guerrilla's company, and he continues to maintain contact with customers.

Conclusion

The book “Guerrilla Marketing. Simple ways to make profits at low cost" made a revolution in the world of marketing, debunking the myth that high-quality product promotion is only possible if you have an impressive bank account.

Guerrilla marketing is as different from traditional marketing as a wooden abacus is from a computer. Guerrilla marketing is a fully controlled process based on knowledge of psychology and focused on the needs of the client.

The only indicator of the effectiveness of guerrilla marketing is profit, it is characterized by high technology, flexibility and attention to detail.

Guerrilla marketers strive to work with a narrow target audience and masterfully combine budget marketing funds.

Through guerrilla marketing, anyone who is willing to invest time, imagination, energy and information can succeed in business.

If you are confident in the quality and necessity of what you are selling, create a marketing program and follow it, no matter the difficulties.

There are hundreds of tools in a guerrilla marketer's arsenal, and it's important to study each one and then test as many as you can to decide which tools work for your business.

At the initial stage, mini-media tools are a priority: they do not require significant financial investments, but they allow you to better study the target audience and ensure the speed and flexibility of the business.

Properly selected maximedia tools can greatly enhance the effect of minimedia. In recent decades, the cost of media advertising has been falling, making it affordable for small businesses.

Online marketing is becoming more and more popular every year. However, such effective means as banner advertising, email newsletters, webinars, blogs and search engine optimization are not very effective unless combined with mini- and maxi-media tools.

As great as media marketing is, it is personal involvement that makes a company different from others. In addition, “live marketing” can significantly reduce the budget and attract customers not for one transaction, but for life.