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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 9. Build Powerful Alliances—with Competitors, Too

The word "guerrilla" traditionally implies an armed struggle. In war, the usual way to neutralize an enemy is to render that enemy impotent through dramatic losses of personnel and resources. You drive out the oppressor by making the cost of an invasion or occupation too high.

But Guerrilla Marketing has never been about shooting your opponent. Marketing guerrillas outflank the competition by moving swiftly, nimbly, and unexpectedly. We find and exploit new markets before the big, slow-moving household names even know there is a new market. And sometimes we're out again before they even come in.

Another way to disarm your competition is to turn those companies into part of your marketing team. By working together, you leverage the strengths your former opponent already has. You tap into the markets your so-called adversary already created.

Yes, we're talking about cooperating with your toughest competitors. This is a strategy that:

  • Gives you access to an existing and proven market

  • Lets you take a privileged position in the customer's mind, because you have the powerful endorsement of a company he or she already trusts

  • Allows you both to be stronger by enabling initiatives that would be too big or too expensive for either of you to do alone

  • Eliminates the wasted energy you previously spent fighting each other, putting each other down, or battling negative perceptions you created about each other

In many cases, the cooperation is going ...

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