-Our guest blogger- Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. He was a teacher and sounding board for The Shift Doctors (Tracy Latz, M.D. and Marion Ross, Ph.D.) ; and after many discussions strongly encouraged us to publish a book (soon to be released) designed to assist people who struggle with implementing tools learned in business or entrepreneurial coaching programs due to self-sabotage. For more on Jay Conrad Levinson visit www.gmarketing.com
Guerrillas are aces at obtaining things for free and also very wise in the ways they’ll part with one thousand dollars. To take 600 dealers from around the nation on a factory tour with a free lunch tossed in would be far to high an expense for Fossler Special Markets Company of Illlinois. So they mailed an invitation to receive permission to send a package containing a can of chicken noodle soup, a mug, a packet of cocoa and a bag of potato chips, plus a video of a nine-minute factory tour. A full 120 of the dealers granted permission, and 50 of them increased their sales 40% or more during the next two months. Cost of the entire campaign: $1,000. Not free, but definitely a guerrilla bargain. Think barter. Think co-op. Think creatively.
– For more on Jay Conrad Levinson visit www.gmarketing.com