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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 11. Exceptions: Are There Cases When Market Share Really Does Matter?

Although, in many cases, the concept of market share actually gets in the way of success, there are situations where there really are winners and losers. We'll look at some examples in this chapter. But even in such cases, you can win the race through ethical, Green behavior that leaves your opponent standing and your conscience intact. It's all too easy to fall back into the old ways, but once you go for throat-cutting, you poison your own well. Be the best, get the prize—and look at yourself proudly in the mirror afterward.

Here are four situations where you may have to modify the mutual success approach. But even if you do, it does still work.

MAJOR MEDIA

Media coverage would seem to be a zero-sum game. Although anyone can get into local newspapers or on small market radio shows, the most coveted slots are quite a bit tougher. A newspaper or broadcast station has a finite amount of space; if you get in, someone else doesn't.

Still, over time, that finite space is actually quite expansive. If a TV show uses two guests per show, five shows per week, that's over 500 guests a year. Each newspaper feature writer might profile four people in a week; that's more than 200 a year—and the paper might employ a dozen feature writers, so you have 2,400 chances each year in that paper.

You'd expect someone of Jay's stature to get quoted frequently in the media, and he does. But Shel, who is far less of a celebrity, also ...

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