Jay Conrad Levinson, author of the extremely successful book “Guerrilla Marketing”, is considered a marketing industry genius. Levinson is an expert at using unconventional marketing tools to create success for businesses, big and small, that have limited resources. His marketing concepts have been so influential that his books have been published in sixty-two languages and are required reading for many MBA (Master of Business Administration) programs worldwide.
Levinson is a creative marketing master, creating marketing materials for all forms of media for many, many years. He spent many years of his life working with and heading up creative teams that developed such notable name brand campaigns including The Marlboro Man, The Pillsbury Doughboy, Allstate’s Good Hands, United’s Friendly Skies, The Sears Diehard battery, Morris the Cat, Tony the Tiger, and the Jolly Green Giant.
“It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money. The need for guerrilla marketing can be seen in the light of three facts:
1. Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.
2. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing.
3. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it’s simple to understand, easy to implement and outrageously inexpensive.
Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.”
Times have changed over the last few decades and so have the “Guerrilla Marketing” strategies developed by Levinson. According to Levinson, “The newest, biggest, most mysterious, most misunderstood and most promising marketing opportunity in history is the one offered by the advent of the internet.”
However, he points out that “there are at least 100 marketing weapons and that online marketing is only one of them”. Online marketing can’t be your only plan for success. But, it should be a part of your marketing mix, combined with “time-honored” methods such as TV, radio, mailing lists, and magazines. Time and space in the media that you choose should point people towards your website. “No media offers you the comprehensiveness of the web.” People are slowly but surely learning that they can find the most information about you online.