Guerrilla Marketing Goes Green : Winning Strategies to Improve Your Profits and Your Planet

by Levinson, Jay Conrad; Horowitz, Shel

• ISBN13: 9780470409510
• ISBN10: 0470409517
• Format: Paperback
• Copyright: 2010-01-26
• Publisher: Wiley

Summary

There's been a sea change in attitudes toward business ethics and sustainability. Many topics that were considered pretty far out on the fringe have been slowly working their way into the mainstream. Trend-bucking business owners are looking for guidance. They want ethics and success. They want to know how to survive and thrive in a world that sometimes feels like it's out to get them, and they want validation for the choices they've made not to play dishonest and nasty business games. Guerrilla Marketing Goes Green will be perfectly positioned to take advantage of the topics rapidly increasing visibility and the proposed broader scopeIn true guerrilla marketing tradition, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving your planet. This book provides both the theory and the practical roadmap. It presents good reasons why ethical businesses work better, and also offers solid marketing tools that these ethical business owners can harness in order to grow their businesses. For struggling businesses that haven't learned how to market themselves as ethical, environmentally friendly, active corporate citizens that their prospects want to do business with, it could be a lifeline. The book will also discuss blogs, social networking websites (not just Facebook and MySpace, but several lesser-known ones, such as Plaxo), podcasts, and teleseminars.

Author Biography

Jay Conrad Levinson released the first of more than sixty Guerrilla Marketing books in 1984, after a long corporate marketing career. A household name in the marketing world, he's sold more than twenty million books. For more information, go to www.gmarketing.com.

Shel Horowitz has been both an environmental activist/organizer and a marketer since 1972 (as a fifteen-year-old high school student). A world-renowned copywriter, marketing consultant, and award-winning author, he has participated actively in several major environmental and social change movements. This is his eighth book. For more information, go to www.shelhorowitz.com.

Table of Contents

Foreword	p. xix
Preface: Tastes Great and Good for You	p. xxi
Acknowledgments	p. xxiii
If You've Already Read Principled Profit: Marketing That Puts People First	p. xxv
Introduction: Green Marketing Is a Mandate from Nature	p. xxvii
The Way Of The Golden Rule
Because People Matter	p. 3
Lessons and Actions	p. 5
Basic Concepts	p. 7
The Road to Your Success: Providing Value to Othersr	p. 7
Lessons and Actions	p. 15
Advantages of Doing the Right Thing	p. 17
Why Responsible Companies Perform Better	p. 17
Building Trust	p. 19
Johnson & Johnson: A Lesson in Ethical Crisis PR	p. 21
One Part of Corporate Social Responsibility Strategic Giving	p. 22
Not Just Corporate, but Personal Responsibility	p. 23
Keys to Successàand Happiness.	p. 24
The Magic Triangle: Quality, Integrity, Honesty	p. 24
Who Wins When You Market with Quality, Integrity, and Honesty?	p. 26
How the Magic Triangle Positions You Better in a Tough Economy	p. 26
Lessons and Actions	p. 28
Marketing versus Adversarial Sales	p. 29
Marketing Instead of Sales	p. 29
But Wait-It Gets Worse	p. 34
Lessons and Actions	p. 36
Sales the Right Way	p. 37
Three Wise Sales Strategies from the UMass Family Business Center-and One from Someone Else	p. 38
When to Say No to a Sale	p. 41
Lessons and Actions	p. 42
Expand the Model Exponentially-by Making It Personal	p. 43
John Kremer and Biological Marketing	p. 43
Bob Burg and Winning without Intimidation	p. 45
Networking that Works	p. 46
Lessons and Actions	p. 47
The New Marketing Mindset
The New Marketing Matrix	p. 51
Pull versus Push	p. 53
Practical Pulls	p. 57
Lessons and Actions	p. 58
Abundance versus Scarcity	p. 59
The Old Scarcity Paradigm	p. 59
The Prosperity Consciousness Paradigm-and Its Problems	p. 59
The New Vision: Not Scarcity, Not Prosperity, but Abundance	p. 61
The Abundance Model in Business	p. 62
Lessons and Actions	p. 64
Build Powerful Alliances-with Competitors, Too	p. 65
Turn Your Competitors into Allies	p. 66
You've Done the Hardest Part-Now, Network with Complementary Businesses	p. 71
Social Proof-Turn Your Customers and Suppliers into Evangelists	p. 75
It's Not about Transactions, It's about Relationships	p. 85
Lessons and Actions	p. 86
How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers	p. 87
The Death of Market Share	p. 88
Lessons and Actions	p. 92
Exceptions: Are There Cases When Market Share Really Does Matter?	p. 93
Major Media	p. 93
Extremely Limited or Saturated Markets	p. 95
Predators	p. 97
Crooks	p. 101
Lessons and Actions	p. 101
Some Real Loyalty Programs from Big Companies	p. 103
Saturn	p. 103
Nordstrom	p. 104
Stop & Shop's Two Promotions	p. 105
Other Affinity Promotions	p. 105
Lessons and Actions	p. 106
Marketing Green	p. 107
How You Benefit by Marketing Green	p. 107
Packaging and Values	p. 114
Local as Green	p. 115
Global as Green	p. 118
Using the Right Language	p. 118
Don't Get Stuck in the Greenwashing Swamp	p. 119
Thriving as the Bar Is Raised	p. 122
Lessons and Actions	p. 123
Hands-On With Cooperative, People-Centered Marketing
Getting Noticed in the Noise and Clutter; A Brief Introduction to Effective Marketing Techniques	p. 127
Honesty in Copywriting	p. 129
Copywriting Basics	p. 131
Lessons and Actions	p. 335
Practical Tools for Effective Marketing	p. 137
Media Publicity	p. 137
Coverage in Do-It-Yourself Media	p. 139
Twenty-First-Century Toolkit	p. 140
Speaking	p. 141
Internet Discussion Groups and Social Networking Sites	p. 141
Social Media Dos and Don'ts	p. 149
User-Friendly Web Sites with Newsletters	p. 150
Apparel and Premiums	p. 151
Highly Targeted Advertising and Direct Mail	p. 152
Guerrilla Gifting and Sampling	p. 153
The Triangle of Expertise: Get Paid to Do Your Own Marketing	p. 158
Lessons and Actions	p. 160
Give the people What They Want	p. 161
When Satisfaction Isn't Enough	p. 161
Companies That Get It	p. 163
Shopping as Experience and Entertainment	p. 169
Reputation Management in the Twenty-First Century	p. 171
Lessons and Actions	p. 174
Marketing as Social Change, and Social Change as Marketing	p. 175
Barbara Waugh, Corporate Revolutionary	p. 178
Case Study: Save the Mountain	p. 180
Lessons and Actions	p. 181
Community-Foe used and Charity/Social Change Marketing	p. 183
Lessons and Actions	p. 185
Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society	p. 187
Recap of Our Core Principles	p. 187
What Could a Sustainable Future Look like?	p. 188
Making It Happen	p. 191
Amory Lovins: Reinventing Human Enterprise for Sustainability	p. 192
John Todd: Waste Streams into Fish Food	p. 195
Profit by Thinking Like Lovins and Todd	p. 197
A Social Movement Around Business Ethics	p. 198
Lessons and Actions	p. 200
Abundance and Wealth Creation	p. 201
Powerful Product Creation	p. 202
Lessons and Actions	p. 203
Resources	p. 205
Web Links	p. 205
More Help from Jay and Shel	p. 206
Notes	p. 209
Index	p. 229
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