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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 15. Practical Tools for Effective Marketing

Guerrilla Marketing enables you to take advantage of some of the very best low-cost, high-impact marketing tools. Here's a very brief look at win–win approaches in traditional grassroots marketing.

MEDIA PUBLICITY

Coverage by the media conveys an implied endorsement by an objective, trustworthy source—something you can't buy with any amount of advertising dollars. Therefore, take full advantage of opportunities to promote yourself through media publicity; even a complete unknown ought to be able to do at least 20 media interviews per year. That includes radio, print media, Internet-only media such as e-zines, and even a little television. Both Jay and Shel are frequently quoted in major media, including the New York Times, Christian Science Monitor, Boston Globe, Los Angeles Times, Entrepreneur, Inc., Fortune Small Business, Microsoft's bCentral small-business web site, Woman's Day, and a host of smaller media.

The best media publicity is a home run. It builds credibility, increases your branding and visibility, draws the attention of other media, and stimulates lots of direct sales. Any marketing that can hit all four of those bases is clearly a winner. But even if all you get is first base—credibility—it's worth doing. If all you get is a one-sentence quote in the New York Times, your press kit can now legitimately say that the New York Times found you a worthy story source.

But what do the media get out of it? Although getting major ...

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