You are previewing Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet.
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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

Book Description

These Two Masters of Marketing Want to Pass Their Most Powerful Success Strategies on to You!

Learn to:

  • Slash marketing costs and boost profits by making your business as green and ethical as possible

  • Easily turn your customers, suppliers, and even competitors into your unofficial sales force

  • Understand how to turn business acquaintances into powerful joint-venture partners

  • Cut your advertising budget and build revenues using social media, traditional media, and the power of your own brain—even get paid to do your marketing

  • Harness the Magic Triangle and the Abundance Principle to skyrocket to success

Find all this and much more within the covers of Guerrilla Marketing Goes Green—your road map to thrive and prosper as a green, ethical business in tough times and good times.

"A playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading—not just for so-called green marketers, but for any marketer who wants to succeed in today's economy, and tomorrow's."

— Joel Makower, Executive Editor, GreenBiz.com, and author, Strategies for the Green Economy

"Very wise words from very wise men. Shel and Jay are seasoned marketing pros who not only talk the talk, but walk the walk . . . Follow the advice of Guerrilla Marketing Goes Green. Your current customers, your new customers, and your bank account will be richer for it."

—Bob Burg, author, Endless Referrals, and coauthor, The Go-Giver

Table of Contents

  1. Copyright
  2. Preface: Tastes Great and Good for You
  3. Acknowledgments
  4. If You've Already Read Principled Profit: Marketing That Puts People First
  5. Introduction: Green Marketing Is a Mandate from Nature
  6. I. The Way of the Golden Rule
    1. 1. Because People Matter
      1. 1.1. LESSONS AND ACTIONS
    2. 2. Basic Concepts
      1. 2.1. THE ROAD TO YOUR SUCCESS: PROVIDING VALUE TO OTHERS
        1. 2.1.1. Consumers Avoid Buying from—and Will Put Pressure on—Companies They Perceive to Be Unethical
        2. 2.1.2. Consumers Prefer to Buy from Companies That Support Their Social Agenda
        3. 2.1.3. Investors Have Shifted 13 Percent of All Investment Dollars into Socially Responsible Companies
        4. 2.1.4. Customers, Investors, and Workers Like This Approach
      2. 2.2. LESSONS AND ACTIONS
    3. 3. Advantages of Doing the Right Thing
      1. 3.1. WHY RESPONSIBLE COMPANIES PERFORM BETTER
      2. 3.2. BUILDING TRUST
      3. 3.3. JOHNSON & JOHNSON: A LESSON IN ETHICAL CRISIS PR
      4. 3.4. ONE PART OF CORPORATE SOCIAL RESPONSIBILITY: STRATEGIC GIVING
      5. 3.5. NOT JUST CORPORATE, BUT PERSONAL RESPONSIBILITY
      6. 3.6. KEYS TO SUCCESS... AND HAPPINESS
      7. 3.7. THE MAGIC TRIANGLE: QUALITY, INTEGRITY, HONESTY
      8. 3.8. WHO WINS WHEN YOU MARKET WITH QUALITY, INTEGRITY, AND HONESTY?
      9. 3.9. HOW THE MAGIC TRIANGLE POSITIONS YOU BETTER IN A TOUGH ECONOMY
      10. 3.10. LESSONS AND ACTIONS
    4. 4. Marketing versus Adversarial Sales
      1. 4.1. MARKETING INSTEAD OF SALES
      2. 4.2. BUT WAIT—IT GETS WORSE
      3. 4.3. LESSONS AND ACTIONS
    5. 5. Sales the Right Way
      1. 5.1. THREE WISE SALES STRATEGIES FROM THE UMASS FAMILY BUSINESS CENTER—AND ONE FROM SOMEONE ELSE
      2. 5.2. WHEN TO SAY NO TO A SALE
      3. 5.3. LESSONS AND ACTIONS
    6. 6. Expand the Model Exponentially—by Making It Personal
      1. 6.1. JOHN KREMER AND BIOLOGICAL MARKETING
      2. 6.2. BOB BURG AND WINNING WITHOUT INTIMIDATION
      3. 6.3. NETWORKING THAT WORKS
      4. 6.4. LESSONS AND ACTIONS
  7. II. The New Marketing Mindset
    1. 7. The New Marketing Matrix
      1. 7.1. PULL VERSUS PUSH
      2. 7.2. PRACTICAL PULLS
      3. 7.3. LESSONS AND ACTIONS
    2. 8. Abundance versus Scarcity
      1. 8.1. THE OLD SCARCITY PARADIGM
      2. 8.2. THE PROSPERITY CONSCIOUSNESS PARADIGM—AND ITS PROBLEMS
      3. 8.3. THE NEW VISION: NOT SCARCITY, NOT PROSPERITY, BUT ABUNDANCE
      4. 8.4. THE ABUNDANCE MODEL IN BUSINESS
      5. 8.5. LESSONS AND ACTIONS
    3. 9. Build Powerful Alliances—with Competitors, Too
      1. 9.1. TURN YOUR COMPETITORS INTO ALLIES
        1. 9.1.1. Get to Know Other People in Your Niche
        2. 9.1.2. Market Together, Cooperatively
        3. 9.1.3. Refer Business to Each Other
        4. 9.1.4. Subcontract, Joint Venture, or Even Merge
        5. 9.1.5. Help Out When You Can, and Reap the Benefits
      2. 9.2. YOU'VE DONE THE HARDEST PART—NOW, NETWORK WITH COMPLEMENTARY BUSINESSES
        1. 9.2.1. Online Joint Ventures
        2. 9.2.2. Geographic Alliances
        3. 9.2.3. Other Joint Ventures
      3. 9.3. SOCIAL PROOF—TURN YOUR CUSTOMERS AND SUPPLIERS INTO EVANGELISTS
        1. 9.3.1. Use Testimonials
        2. 9.3.2. Explore Co-Op Advertising Programs
        3. 9.3.3. Develop Incentive Programs
        4. 9.3.4. Bundling
        5. 9.3.5. Networking
        6. 9.3.6. Enlist Your Customer's Help for Charity
        7. 9.3.7. Framing and Social Proof
      4. 9.4. IT'S NOT ABOUT TRANSACTIONS, IT'S ABOUT RELATIONSHIPS
      5. 9.5. LESSONS AND ACTIONS
    4. 10. How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers
      1. 10.1. THE DEATH OF MARKET SHARE
      2. 10.2. LESSONS AND ACTIONS
    5. 11. Exceptions: Are There Cases When Market Share Really Does Matter?
      1. 11.1. MAJOR MEDIA
      2. 11.2. EXTREMELY LIMITED OR SATURATED MARKETS
      3. 11.3. PREDATORS
      4. 11.4. CROOKS
      5. 11.5. LESSONS AND ACTIONS
    6. 12. Some Real Loyalty Programs from Big Companies
      1. 12.1. SATURN
      2. 12.2. NORDSTROM
      3. 12.3. STOP & SHOP'S TWO PROMOTIONS
      4. 12.4. OTHER AFFINITY PROMOTIONS
      5. 12.5. LESSONS AND ACTIONS
    7. 13. Marketing Green
      1. 13.1. HOW YOU BENEFIT BY MARKETING GREEN
      2. 13.2. PACKAGING AND VALUES
      3. 13.3. LOCAL AS GREEN
      4. 13.4. GLOBAL AS GREEN
      5. 13.5. USING THE RIGHT LANGUAGE
      6. 13.6. DON'T GET STUCK IN THE GREENWASHING SWAMP
      7. 13.7. THRIVING AS THE BAR IS RAISED
      8. 13.8. LESSONS AND ACTIONS
  8. III. Hands-On with Cooperative, People-Centered Marketing
    1. 14. Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques
      1. 14.1. HONESTY IN COPYWRITING
      2. 14.2. COPYWRITING BASICS
        1. 14.2.1. Understand Your Audience and Your Medium
        2. 14.2.2. Focus Your Copy on Why It's to Your Prospect's Advantage to Do Business with You
        3. 14.2.3. Stay Believable—and Stay Connected to Your Customer
        4. 14.2.4. Provide Hype-Free Incentives
      3. 14.3. LESSONS AND ACTIONS
    2. 15. Practical Tools for Effective Marketing
      1. 15.1. MEDIA PUBLICITY
      2. 15.2. COVERAGE IN DO-IT-YOURSELF MEDIA
      3. 15.3. TWENTY-FIRST-CENTURY TOOLKIT
      4. 15.4. SPEAKING
      5. 15.5. INTERNET DISCUSSION GROUPS AND SOCIAL NETWORKING SITES
      6. 15.6. SOCIAL MEDIA DOS AND DON'TS
        1. 15.6.1. Should You Develop Your Own Social Network?
      7. 15.7. USER-FRIENDLY WEB SITES WITH NEWSLETTERS
      8. 15.8. APPAREL AND PREMIUMS
      9. 15.9. HIGHLY TARGETED ADVERTISING AND DIRECT MAIL
      10. 15.10. GUERRILLA GIFTING AND SAMPLING
        1. 15.10.1. Library Gifts with Bookplate or Stamp
        2. 15.10.2. Work with Your Retailers and Sales Outlets to Broaden the Sale
        3. 15.10.3. Donate Your Product to a Store
        4. 15.10.4. Donate Your Product as a Premium
        5. 15.10.5. Achievement, Birthday, and Anniversary Gifts
      11. 15.11. THE TRIANGLE OF EXPERTISE: GET PAID TO DO YOUR OWN MARKETING
      12. 15.12. LESSONS AND ACTIONS
    3. 16. Give the People What They Want
      1. 16.1. WHEN SATISFACTION ISN'T ENOUGH
      2. 16.2. COMPANIES THAT GET IT
        1. 16.2.1. Catch a Piece of Maine
        2. 16.2.2. Mercedes-Benz USA
        3. 16.2.3. RentQuick
        4. 16.2.4. First Bank of Troy
        5. 16.2.5. Swedish Hospital, Issaquah, Washington
        6. 16.2.6. Pandora.com
        7. 16.2.7. Experience Engineering
      3. 16.3. SHOPPING AS EXPERIENCE AND ENTERTAINMENT
      4. 16.4. REPUTATION MANAGEMENT IN THE TWENTY-FIRST CENTURY
      5. 16.5. LESSONS AND ACTIONS
    4. 17. Marketing as Social Change, and Social Change as Marketing
      1. 17.1. BARBARA WAUGH, CORPORATE REVOLUTIONARY
      2. 17.2. CASE STUDY: SAVE THE MOUNTAIN
      3. 17.3. LESSONS AND ACTIONS
    5. 18. Community-Focused and Charity/Social Change Marketing
      1. 18.1. LESSONS AND ACTIONS
    6. 19. Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society
      1. 19.1. RECAP OF OUR CORE PRINCIPLES
      2. 19.2. WHAT COULD A SUSTAINABLE FUTURE LOOK LIKE?
      3. 19.3. MAKING IT HAPPEN
      4. 19.4. AMORY LOVINS: REINVENTING HUMAN ENTERPRISE FOR SUSTAINABILITY
      5. 19.5. JOHN TODD: WASTE STREAMS INTO FISH FOOD
      6. 19.6. PROFIT BY THINKING LIKE LOVINS AND TODD
      7. 19.7. A SOCIAL MOVEMENT AROUND BUSINESS ETHICS
      8. 19.8. LESSONS AND ACTIONS
    7. 20. Abundance and Wealth Creation
      1. 20.1. POWERFUL PRODUCT CREATION
      2. 20.2. LESSONS AND ACTIONS
    8. 21. Resources
      1. 21.1. WEB LINKS
      2. 21.2. MORE HELP FROM JAY AND SHEL
  9. Notes
    1. Chapter 1 BECAUSE PEOPLE MATTER
    2. Chapter 2 BASIC CONCEPTS
    3. Chapter 3 ADVANTAGES OF DOING THE RIGHT THING
    4. Chapter 4 MARKETING VERSUS ADVERSARIAL SALES
    5. Chapter 5 SALES THE RIGHT WAY
    6. Chapter 6 EXPAND THE MODEL EXPONENTIALLY—BY MAKING IT PERSONAL
    7. Chapter 7 THE NEW MARKETING MATRIX
    8. Chapter 8 ABUNDANCE VERSUS SCARCITY
    9. Chapter 9 BUILD POWERFUL ALLIANCES—WITH COMPETITORS, TOO
    10. Chapter 10 HOW THE ABUNDANCE PARADIGM ELIMINATES THE NEED TO DOMINATE A MARKET AND ALLOWS YOU TO BETTER SERVE YOUR CUSTOMERS
    11. Chapter 11 EXCEPTIONS: ARE THERE CASES WHEN MARKET SHARE REALLY DOES MATTER?
    12. Chapter 12 SOME REAL LOYALTY PROGAMS FROM BIG COMPANIES
    13. Chapter 13 MARKETING GREEN
    14. Chapter 14 GETTING NOTICED IN THE NOISE AND CLUTTER: A BRIEF INTRODUCTION TO EFFECTIVE MARKETING TECHNIQUES
    15. Chapter 15 PRACTICAL TOOLS FOR EFFECTIVE MARKETING
    16. Chapter 16 GIVE THE PEOPLE WHAT THEY WANT
    17. Chapter 17 MARKETING AS SOCIAL CHANGE, AND SOCIAL CHANGE AS MARKETING
    18. Chapter 18 COMMUNITY-FOCUSED AND CHARITY/SOCIAL CHANGE MARKETING
    19. Chapter 19 TAKING THE CONCEPT BEYOND MARKETING: ABUNDANCE AND SUSTAINABILITY IN BUSINESSES AND IN SOCIETY
    20. Chapter 20 ABUNDANCE AND WEALTH CREATION