Jay Conrad Levinson, Mark S. A. Smith and Orvel Ray Wilson released “Guerrilla Trade Show Selling” in 1997. I’ve had the pleasure of interviewing Orvel; I’ve given copies of the book to clients and find it a treasure trove of usable ideas – many of which I’ve either recommended or used.
A dozen years later it still packs a wallop in terms of great ideas to implement in your ‘guerrilla’ tradeshow marketing efforts.
As an example, here are a few highlights of some of the ideas that make guerrilla marketing different:
- Guerrillas rely on time, energy and imagination instead of mountains of cash.
- Guerrilla marketing is based on psychology instead of guesswork.
- For a guerrilla, profit is the only reasonable yardstick of success. Profitable marketing is good marketing. All other marketing is bad.
- Guerrilla marketing is strictly geared to small business.
- Guerrilla marketing removes the mystique from marketing.
- Guerrilla marketing is based on cooperation instead of competition.
- Guerrillas don’t go for the sale – they go for the relationship.
- Guerrillas know that it takes a combination of advertising, direct mail, telemarketing and other practices. Combine more than one tool and they reinforce each other.
- Guerrilla marketers use as many marketing weapons as possible – tradeshows are just one weapon in the arsenal.
The book is easy and fun to read – hey, you want a marketing book with attitude? This is it!
You’ll find ways to save money, generate traffic, decide which shows to attend or exhibit at and close more sales. Who wouldn’t want that?
