I’m not going to pretend that I was the first person to develop a guerrilla marketing campaign for a book. But I was certainly one of the first to have one executed properly.
In the 1980s, the world of book marketing was a lot less formalized than it is today. Authors and publishers worked in a very ad hoc fashion to market their books. With no one-size-fits-all playbook, the best marketing for a book was to do exactly what worked for the author and his or her publisher.
Over the decades that have passed, the world of book marketing has gotten more formalized, but guerrilla marketing still holds true.
Before we get into what guerrilla marketing is, I want to introduce some basic definitions and theories to help clarify what we’re discussing.
The guerrilla marketing concept
Guerrilla marketing is the practice of using unconventional marketing techniques to capture the attention of your target audience.
In the 1980s, guerrilla marketing meant the use of posters and stickers to get your message across. In today’s world, guerrilla marketing is a lot more complicated.
To become successful with guerrilla marketing, you first need to understand the basic concepts.
The guerrilla marketing concept is the idea of using a combination of techniques and tactics to get your brand message to the audience.
The concept is simple, but it’s also simple to overcomplicate it.
A great example of a successful guerrilla marketing campaign is the one for the late author Charles Bukowski.
Bukowski’s novel “Sweetgrass” was already a best-seller when he began his campaign. It wasn’t until he wrote “I Am a Poet” that his campaign really took off.
The campaign featured his own book, along with a video of him reading the book, and the book was displayed in a bookstore window as part of a campaign to encourage customers to buy his book.
He went along with the campaign for a few years, but the book became so popular that it soon sold out. You can look at it as the beginning of guerrilla marketing for books.
There are a number of different guerrilla marketing concepts, but they all have one thing in common. They use unconventional techniques to get your message to the right people at the right time.
The guerrilla marketing theory
The guerrilla marketing theory is the idea that we can use unconventional marketing techniques to build brand awareness and develop our audience.
The guerrilla marketing theory is based on the idea that there has to be a connection between the consumer and the product.
You have to build an emotional connection with your audience to be able to market your product.
Let me give you an example of how the guerrilla marketing concept works.
The late comedian Bob Newhart was an excellent performer, with a long and successful career. He also had a strong, humorous sense of humor.
He used his comedy to make a name for himself and his comedy shows.
One of his shows featured a popular bit of comedy called the “Guerrilla Toss.” The bit was a variation on the classic baseball game catch, but instead of a ball, Bob would throw it to people from a box.
When the audience laughed, it was clear that they were enjoying Bob’s antics.
The funny part of the idea is that the people who were most likely to get the joke, Bob’s audience, loved it.
The guerrilla marketing concept works because you know that your audience will be able to connect with your product because they are already familiar with it.
For example, the audience for “I Am A Poet” will have an emotional connection to the author of the book because they know him.
You need to use unconventional techniques to get your message to your target audience and create your audience’s emotional connection with your product.
The guerrilla method
The guerrilla method is the most common type of guerrilla marketing. It’s the method that most successful guerrilla marketers use.
The guerrilla method is the idea that you don’t have to be the original person to market a product or service. You can use techniques that are unconventional to get your message across and build your audience.
It’s also the method that most successful guerrilla marketing campaigns use.
The basic idea of the guerrilla method is to use techniques that are a little out of the ordinary to get your message across.
One of the most effective tactics used by guerrilla marketers is the “surveillance” technique.
The surveillance technique is the use of a unique technique to gain information about your target audience.
The goal is to gather information about your target audience so you can use it to create a unique guerrilla marketing campaign.
Here are some examples of guerrilla marketing campaigns:
- The “I am a Poet” campaign
The “I am a Poet” guerrilla marketing campaign was a successful one. It began when the late author Charles Bukowski began his book campaign.
He wrote about his book, “I Am a Poet,” and then used his novel to attract customers to his bookstore.
One of the ways he did this was by using a unique and unconventional way to get his message across to his customers.
He put his book in the window of the bookstore where people could read it.
He placed the book in a small plastic box and then positioned it so the word “poetry” was all the way at the bottom of the box.
He also placed a few copies of his book in the window so his customers would know it was there.
With the novel and the book in the window, customers could see that the novel was a good book.
Because “I Am A Poet” was displayed in a new and unusual way, it was a good book. It was a successful book, and it was a great book for the store.
The “I Am A Poet” guerrilla marketing campaign is a great example of how guerrilla marketing works.
The campaign was successful because it was unconventional in a number of ways.
It was a novel, unusual way to get his message to his target audience, and it was successful.
Using a similar concept, Bill Cosby used the “I am Poet” guerrilla marketing campaign.
Cosby’s campaign was unusual in a number of ways. It was unconventional in a sense that it was a novel way to get his message to his target audience.
He also used a video to help with his campaign. In his video, he called the bookstore and told the owner of the bookstore that the book was out of print, needed to be reprinted, and then he would give him $10,000 for it.
The owner of the bookstore was very happy to hear that the book was in print, and he gave the author $5,000 to print more copies of the book.
Cosby’s campaign was more successful because it was unconventional.
Using the “I Am a Poet” book to gain information about his target audience
The guerrilla marketer doesn’t always have to be the original person to market a product or service.
I Am a Writer by Bob Proctor (1954)
Bob Proctor’s “I Am a Writer” is a great example of a successful guerrilla marketing campaign.
The book is unique because it was unconventional in a number of ways.
The book is unique because it’s the first book to have an author’s foreword, and it’s unconventional because it uses a unique method to get his message across.
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