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GuerrillaMarketingFORDUMmIES‰by Jonathan Margolis and Patrick GarriganForeword by Jay Conrad LevinsonThe Father of Guerrilla Marketing

Guerrilla Marketing For Dummies Published byWiley Publishing, Inc.111 River St.Hoboken, NJ 07030-5774www.wiley.comCopyright 2008 by Wiley Publishing, Inc., Indianapolis, IndianaPublished simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except aspermitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the priorwritten permission of the Publisher, or authorization through payment of the appropriate per-copy fee tothe Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600.Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing,Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, or online at http://www.wiley.com/go/permissions.Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for theRest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related tradedress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the UnitedStates and other countries, and may not be used without written permission. All other trademarks are theproperty of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendormentioned in this book.LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NOREPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OFTHE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BECREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIESCONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THEUNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OROTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OFA COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THEAUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCEOF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSESTHE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS ITMAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THISWORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN ANDWHEN IT IS READ.For general information on our other products and services, please contact our Customer CareDepartment within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.For technical support, please visit www.wiley.com/techsupport.Wiley also publishes its books in a variety of electronic formats. Some content that appears in print maynot be available in electronic books.Library of Congress Control Number: 2008935261ISBN: 978-0-470-28967-9Manufactured in the United States of America10 9 8 7 6 5 4 3 2 1

Contents at a GlanceForeword .xxiiiIntroduction . 1Part I: It’s a Jungle out There — Be a Guerrilla . 9Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing. 11Chapter 2: Scoping Out Your Options . 25Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan . 35Chapter 4: Thinking Like a Guerrilla. 51Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms. 69Part II: Marketing at Street Level . 81Chapter 6: Hitting the Street with Street Teams . 83Chapter 7: The Spectacular! Publicity Stunts . 99Chapter 8: Events and Experiences . 123Part III: Opportunities All around You:Nontraditional Media . 143Chapter 9: Out in the Fresh Air . 145Chapter 10: Going Indoors . 157Chapter 11: Using and Innovating New Media . 169Part IV: Driving It Home: From the Streetto Your Site . 185Chapter 12: Different Methods to Online Madness . 187Chapter 13: Creating Your Online Presence . 203Chapter 14: Getting Social . 219Part V: If a Tree Falls in the Woods . . .The Power of the Press . 233Chapter 15: Identifying Your Outlets. 235Chapter 16: Becoming a One-Person Public Relations Outfit. 247Chapter 17: Hiring Publicists and Public Relations Peeps . 259

Part VI: You Scratch My Back . . . . 267Chapter 18: Meeting of the Minds . 269Chapter 19: Cross-Promotional Partnerships . 279Chapter 20: Giving Back: Adding a Cause-Related Tie-In . 287Part VII: The Part of Tens . 297Chapter 21: Ten Practically Perfect Campaigns. 299Chapter 22: Ten Reasons We Love Guerrilla Marketing —And Why You Will, Too!. 311Chapter 23: Ten Obstacles to Avoid When Going Guerrilla . 319Index . 329

Table of ContentsForeword.xxiiiIntroduction . 1About This Book . 2Conventions Used in This Book . 3What You’re Not to Read . 3Foolish Assumptions . 3How This Book Is Organized . 4Part I: It’s a Jungle out There — Be a Guerrilla . 4Part II: Marketing at Street Level. 4Part III: Opportunities All around You: Nontraditional Media . 5Part IV: Driving It Home: From the Street to Your Site . 5Part V: If a Tree Falls in the Woods . . . The Power of the Press . 5Part VI: You Scratch My Back . . . 5Part VII: The Part of Tens . 6Icons Used in This Book . 6Where to Go from Here . 7Part I: It’s a Jungle out There — Be a Guerrilla . 9Chapter 1: Entering the Jungle: An Introductionto Guerrilla Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11Marketing 101 . 12Going back to brand basics . 15Going Guerrilla . 15What is guerrilla marketing?. 16Who does it? . 17Why do they do it? . 18Can it work for me and my brand? . 19Taking the Road Less Traveled. 20Hitting the streets . 20Developing new outlets . 20Harnessing technology. 21Publicizing your efforts . 22

xivGuerrilla Marketing For DummiesFinding partners . 22Colleagues and friends . 22Charity . 23Industry . 23Agency . 23Chapter 2: Scoping Out Your Options . . . . . . . . . . . . . . . . . . . . . . . . . . . .25How Is Guerrilla Different? . 26Why Is Guerrilla Necessary? . 28Stocking Your Arsenal. 30Making an Impression and Knowing Its Cost . 31What is an impression? . 31How much do I have to pay for it? . 32Chapter 3: Guerrillas Plan, Too: Developing YourMarketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35Setting Goals, Objectives, and Strategies . 36Defining your goals and objectives . 36Raising awareness of your brand . 37Driving traffic: In store, online, or both. 37Building buzz . 38Garnering press . 38Keeping costs down . 39Evaluating your assets and using what you’ve got. 39Describing Your Target Audience . 40Figuring Out When and Where You Want to Strike . 43Addressing and Overcoming Obstacles . 44Preparing for the Unforeseen. 45Crunching the Numbers. 48Chapter 4: Thinking Like a Guerrilla. . . . . . . . . . . . . . . . . . . . . . . . . . . . .51Staying Open-Minded, Creative, and Involved . 52Creating the environment . 52Laying out the tools . 53Setting out the parameters . 54Appointing a scribe . 55Starting the brainstorming . 56Don’t judge . 56Allow for piggybacking . 56Don’t be afraid to be literal . 56Exploring the Explored and Refining the Existing . 57Embracing campaigns that have worked in the past . 59Tweaking what works to fit your brand . 60Letting It Rip, Letting It Stew, and Figuring It Out . 61Putting plan to paper. 62Creating a budget . 63

Table of ContentsAssembling your team. 64Putting together street teams. 65Planning an event . 65Creating distribution materials or premiums. 65Going online . 66Preparing to pull the trigger . 66Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms . . . .69Knowing When It’s Time . 70When you don’t have the money for big media . 70When traditional methods won’t cut it . 71When you have to move fast . 72Deciding Who to Hire . 72Identifying the agencies and options . 72Qualifying the candidates . 74Reviewing the agencies’ Web sites . 75Issuing a request for proposal. 75Asking for references . 78Turning Your Attention toward the Cash . 78What to pay . 78What to expect in return . 79Saying Goodbye . 80Part II: Marketing at Street Level . 81Chapter 6: Hitting the Street with Street Teams. . . . . . . . . . . . . . . . . . .83Coming Up with a Budget . 84Building a Winning Team . 85Hiring the right staff . 85Determining the size of your team . 87Finding the right clothes . 87Teaching your staffers well . 88Crafting Your Message . 91Creating a Distribution Piece . 92Keeping your brand or business in mind . 92Reviewing the key sample specs. 93Making sure you don’t run out of samples . 96Identifying the Best Time and Place for Your Campaign. 96Keeping Your Team out of Trouble and Your Image Untarnished. 97Chapter 7: The Spectacular! Publicity Stunts. . . . . . . . . . . . . . . . . . . . .99Defining the Elements of a Sensational Stunt. 99Crafting a Cohesive Stunt . 101Choosing and planning your stunt . 101Matching the stunt to your brand. 101Creating and enforcing the rules. 103xv

xviGuerrilla Marketing For DummiesSelecting the venue to present your masterpiece . 104Power of the press: considering the media . 104Power to the people: Considering your public . 105Tackling permits and permissions . 106Permission to use your venue . 106Additional permits . 107Finding the venue to fill “the bill” . 108And the venue is . . . . 108Choosing the time to reach your target . 109Bells and whistles: Production elements and more . 110Setting the stage . 110Determining the participants . 112Matching your participants to your target . 113I know who I want — now where the heck are they? . 113Tapping into talent. 115Selecting talent . 117Leaving a lasting impression . 117Bring in the originality, bring in the media. 118If You Build It, Will They Come? Pre-Promoting Your Event . 119Getting street-wise . 119Hitting the computer . 120Getting a little more out of your venue . 120When Good Stunts Go Bad . 121Chapter 8: Events and Experiences. . . . . . . . . . . . . . . . . . . . . . . . . . . . .123Knowing What Makes a Good Event . 124Being the only game in town . 125Making it easy for your target to attend . 126Providing a unique experience . 127Offering the human touch . 127Giving your guests the V.I.P. treatment . 128Engaging your guests . 129Gathering information about your guests . 132Meet-and-Greets and Performances . 133Meeting and greeting . 134Securing guests and speakers . 134Having a clear plan of attack . 135Making the most out of an opportunity . 136Casting Calls . 137Tracking down your talent . 138Structuring your call. 138Hiring your star . 139On-Air Events . 140Getting on-air . 140Knowing what to do when your press arrives . 142