The Complete Idiot’s Guide® to Guerrilla Marketing: Get creative … and get the word out about your product or service, Susan Drake and Colleen Wells, (Alpha, 2008)
With The Complete Idiot’s Guide to Guerilla Marketing, Susan Drake and Colleen Wells have written a classic Idiot’s Guide about a function that is essential to every business—it’s easy to read, entertaining, informative, and best of all, useful.
After a solid explanation of the basics—what is marketing and why is it necessary—the authors explain some traditional marketing techniques. You may be tempted to skip these chapters, but don’t. They provide the foundation for the rest of the book, which covers marketing in today’s fast-paced, internet-based, digital world populated by people who, when all is said and done, really just want their needs met.
Throughout the book, Drake and Wells explain strategies, offer real life examples of how large and small companies have actually used them, and develop some hypothetical situations illustrating how the reader might apply the same techniques.
Perhaps the most interesting and valuable section of this book is Part 3, “To the Internet and Beyond!” Drake and Wells explain podcasts, blogs, Bluetooth messaging, social networking, message boards, search engine optimization, and more. They close with some practical how-to tips and questions that will guide you to figuring out what strategies will best work for your particular goals.
You’ll also learn some behind-the-scenes facts about marketing and publicity stunts that will make for great cocktail party chitchat. For example, did you know that there’s a restaurant in Lodi, California that offers a 50 percent discount to bald people on Wednesdays?
If you’re smart enough to be in business, you’re certainly not a “complete idiot”—but you’ll find plenty in The Complete Idiot’s Guide to Guerilla Marketing to make it a worthwhile read.
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