GUERRILLA MARKETING FORJAY CONRAD LEVINSON MICHAEL W. McLAUGHLINCONSULTANTS docx

[...]... Wield the right mix of marketing tactics to build and sustain a profitable consulting practice Consultants who understand and take full advantage of guerrilla marketing tactics will prosper Guerrilla marketing will show you the way 2 Chapter What Is Guerrilla Marketing for Consultants? Marketing is everything —REGIS MCKENNA1 Although marketing has many definitions, for guerrillas, marketing is a full-time... consultant—coauthor, Michael McLaughlin But the message of guerrilla marketing is equally relevant for all professional service providers Whatever consulting you do, guerrilla marketing can separate your practice from the pack That’s not to say that classical marketing principles have no validity But they are not a potent enough response to the rapidly changing demands of today’s clients Guerrilla marketing strategy... and serve One size fits none Create markets 12 ➤ MARKETING THE GUERRILLA WAY only are expensive, but also emphasize the sharp differences between traditional marketing programs and guerrilla marketing ■ SIX PRINCIPLES OF GUERRILLA MARKETING FOR CONSULTANTS Open any marketing textbook and you are likely to read about the classic Four Ps marketing model, which advocates using a mix of product, place,... plans for success 18 ➤ MARKETING THE GUERRILLA WAY ■ WHAT GUERRILLA MARKETING ISN’T Although guerrilla marketing is low cost, it certainly isn’t free Be prepared to invest time and money You may need professional help for elements like Web site design, computer programming, copywriting, graphic design, or even marketing; but your goal should be to get the biggest bang for your marketing buck, every... strategy and tactics will take you to the next level, where profits flow abundantly Guerrillas use their time, energy, creativity, and knowledge to maximize the return on their marketing dollars This book isn’t about good marketing It’s about great marketing and long-term success—an investment in your future Think of Guerrilla Marketing for Consultants as an owner’s manual for your career and your practice... your marketing If your services can’t meet those standards, put down this book now and focus on building your consulting skills, not on marketing ■ TRADITIONAL VERSUS GUERRILLA MARKETING Many consultants have taken to the airwaves to promote their practices Large firms use mass media advertising, event sponsorships, and public relations to grab attention The resulting brand wars not WHAT IS GUERRILLA MARKETING. .. should be to get the biggest bang for your marketing buck, every time Your expenditures for guerrilla marketing will usually be far less than the expenses you would incur with traditional marketing Guerrilla marketing requires more than planning, strategizing, or navel-gazing It demands action Sure, you must create a marketing plan that serves you, but you also must develop a bias for action in the process... buzz that helps people cut through the chaos of marketing to find what they need Rosen points out, “In order to compete, companies must understand that they are selling not to individual customers but rather to networks of customers.” Guerrilla marketing recognizes this new buying environment and the power of guerrilla clients It takes into account that guerrilla clients find out about consultants’ services... need expert assistance Guerrilla 8 ➤ MARKETING THE GUERRILLA WAY marketing focuses your communication to the market on all ideas that can help clients achieve their goals ■ FEAST OR FAMINE Consultants can run into long successful or losing streaks that have nothing to do with either economic or business innovation cycles They ride the roller coaster between feast and famine GUERRILLA INTELLIGENCE:... Consultants are often hesitant to disclose their best insights in their marketing materials However, insights are the guerrilla s ultimate weapon They cut through the marketing morass Frame your marketing to help clients resolve urgent, substantive issues Give them original, insightful, and valuable ideas at every step of the marketing process Don’t be afraid that you will give too much away before . Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Levinson, Jay Conrad. Guerrilla marketing for consultants : breakthrough tactics for winning. y0 w0 h0" alt=""