patrick garrigan jonathan margolis

Want to reach consumers in innovative ways? Guerilla Marketing For Dummies is packed with guerilla tactics and trade secrets for marketing your products or services like never before. From re-imagining existing marketing platforms to mastering trailblazing methods, you’ll create a cost-effective game plan for getting your customers’ attention and keeping it!
This savvy, hands-on guide explains what guerilla marketing is, who does it, and why. You’ll learn how it can take your brand to new heights as you start thinking like a guerilla, brainstorming, collaborating, and refining ideas for an exciting, non-traditional marketing program. The real fun starts when you build a winning team and take your message to the streets, executing attention-grabbing publicity stunts and creating unforgettable events. You’ll find out when it pays to work with the big-gun guerilla-marketing firms and how to launch your own low-cost campaign. Discover how to:
Reach customers wherever they are
Develop a cohesive guerilla-marketing campaign
Capitalize on the hottest trends
Cut through the constant marketing clutter
Make products and brands stand out
Use buzz, viral, grassroots, and experiential marketing
Write a great press release
Create opportunities for partnership and tie-ins
Find budget-friendly ways to go guerilla
Build a powerful online presence
Work with existing contacts, publicists, and the press
You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.

Jonathan Margolis and Patrick Garrigan bring the expertise that they've developed within the michael alan group, a recognized leader in nontraditional marketing. Holding more than 2,000 events annually, the firm works primarily with entertainment and lifestyle brands, specializing in innovative, street-level initiatives across the country.

Foreword.
Part I: It’s a Jungle out There — Be a Guerrilla.
Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing.
Chapter 2: Scoping Out Your Options.
Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan.
Chapter 4: Thinking Like a Guerrilla.
Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms.
Part II: Marketing at Street Level.
Chapter 6: Hitting the Street with Street Teams.
Chapter 7: The Spectacular! Publicity Stunts.
Chapter 8: Events and Experiences.
Part III: Opportunities All around You: Nontraditional Media.
Chapter 9: Out in the Fresh Air.
Chapter 10: Going Indoors.
Chapter 11: Using and Innovating New Media.
Part IV: Driving It Home: From the Street to Your Site.
Chapter 12: Different Methods to Online Madness.
Chapter 13: Creating Your Online Presence.
Chapter 14: Getting Social.
Part V: If a Tree Falls in the Woods . . .The Power of the Press.
Chapter 15: Identifying Your Outlets.
Chapter 16: Becoming a One-Person Public Relations Outfit.
Chapter 17: Hiring Publicists and Public Relations Peeps.
Part VI: You Scratch My Back.
Chapter 18: Meeting of the Minds.
Chapter 19: Cross-Promotional Partnerships.
Chapter 20: Giving Back: Adding a Cause-Related Tie-In.
Part VII: The Part of Tens.
Chapter 21: Ten Practically Perfect Campaigns.
Chapter 22: Ten Reasons We Love Guerrilla Marketing — And Why You Will, Too!
Chapter 23: Ten Obstacles to Avoid When Going Guerrilla.
Index.