The 200 Weapons of Guerrilla Marketing

In his book, Guerrilla Marketing, Easy and Inexpensive Strategies for Making Big Profits from Your Small Business (2007), Jay Conrad Levinson lists the following marketing resources, tips and strategies. He categorizes these resources into digital and non-digital media, both on small scales and large scales. He calls the small scale media “minimedia” and large scale media “maximedia”. Some of the items on the list aren’t actually media streams at all, but they’re still considered tools and “weapons” for marketing. He calls the list The 200 Weapons of Guerrilla Marketing.

The 200 Weapons of Guerrilla Marketing:

Minimedia

1. Marketing plan
2. Marketing calendar
3. Identity
4. Business cards
5. Stationary
6. Personal letters
7. Telephone marketing
8. Toll-free number
9. Vanity pone number
10. Yellow pages
11. Postcards
12. Postcard deck
13. Classified ads
14. Per order/inquiry advertising
15. Free ads in shoppers
16. Circulars
17. Community bulletin boards
18. Movie ads
19. Outside signs
20. Street banners
21. Window display
22. Inside signs
23. Posters
24. Canvassing
25. Door hangers
26. Elevator pitch
27. Value story
28. Back-end sales
29. Letters of recommendation
30. Attendance at trade shows

Maximedia

31. Advertising
32. Direct mail
33. Newspaper ads
34. Radio spots
35. Magazine spots
36. Billboards
37. Television commercials

E-Media

38. Computer
39. Printer/fax
40. Chat rooms
41. Forums boards
42. Internet bulletin boards
43. List building
44. Personalized email
45. Email signature
46. Canned email
47. Bulk email
48. Audio-/videopostcards
49. Domain name
50. Web site
51. Landing page
52. Merchant account
53. Shopping cart
54. Autoresponders
55. Search engine ranking
56. Electronic brochures
57. RSS feeds
58. Blogs
59. Podcasting
60. Own ezine
61. Ads in other ezines
62. Ebooks
63. Content for other sites
64. Webinars
65. Joint ventures
66. Word of mouse
67. Viral marketing
68. eBay/auction sites
69. Click analyzers
70. Pay per click ads
71. Search engine keywords
72. Google adwords
73. Sponsored links
74. Reciprocal link exchanges
75. Banner exchanges
76. Web conversion rate

Info-Media

77. Knowledge of your market
78. Research studies
79. Specific customer data
80. Case studies
81. Sharing
82. Brochures
83. Catalog
84. Business directory
85. Public service announcements
86. Newsletter
87. A speech
88. Free consultations
89. Free demonstrations
90. Free seminars
91. Article
92. Column
93. Book
94. Publishing on demand
95. Speaker at clubs
96. Teleseminars
97. Infomercials
98. Constant learning

Human Media

99. Marketing insight
100. Yourself
101. Your employees and reps
102. Designated guerrilla
103. Employee attire
104. Social demeanor
105. Target audiences
106. Your own circle of influence
107. Contact time with customers
108. How you say hello and goodbye
109. Teaching ability
110. Stories
111. Sales training
112. Use of downtime
113. Networking
114. Professional title
115. Affiliate marketing
116. Media contacts
117. A-list customers
118. Core story
119. Sense of urgency
120. Offer limited items/time
121. Call to action
122. Satisfied customers

Nonmedia

123. Benefits list
124. Competitive advantages
125. Gifts
126. Service
127. Public relations
128. Fusion marketing
129. Barter
130. Word of mouth
131. Buzz
132. Community involvement
133. Club and association memberships
134. Free directory listings
135. Trade show booth
136. Special events
137. Name tags at events
138. Luxury box at events
139. Gift certificates
140. Audiovisual aids
141. Flipcharts
142. Reprints and blowups
143. Coupons
144. Free trial offer
145. Guarantee
146. Contests and sweepstakes
147. Baking or craft ability
148. Lead buying
149. Follow-up
150. Tracking plan
151. Marketing on hold
152. Branded entertainment
153. Product placement
154. Radio talk show guest
155. TV talk show guest
156. Subliminal marketing

Company Attributes

157. Proper view of marketing
158. Brand name awareness
159. Positioning
160. Name
161. Meme
162. Theme line
163. Writing ability
164. Copywriting ability
165. Headline copy
166. Location
167. Hours of operation
168. Days of operation
169. Credit cards accepted
170. Financing available
171. Credibility
172. Reputation
173. Efficiency
174. Quality
175. Service
176. Selection
177. Price
178. Opportunities to upgrade
179. Referral program
180. Spying
181. Testimonials
182. Extra value
183. Noble cause

Company Attitudes

184. Easy to do business with
185. Honest interest in people
186. Telephone demeanor
187. Passion and enthusiasm
188. Sensitivity
189. Patience
190. Flexibility
191. Generosity
192. Self-confidence
193. Neatness
194. Aggressiveness
195. Competitiveness
196. High energy
197. Speed
198. Focus
199. Attention to details
200. Action

Since the marketing industry is constantly evolving, and this list was published in 2007, there may be some items that are outdated. For example, #74 reciprocal link exchanges is no longer advised. The search engines favor one-way, quality back links to your site. While the internet and the marketing industry are always on the move, the ideas, attitude, problem solving creativity, and overall strategies that Levinson presents in Guerrilla Marketing are always applicable for the small business owner and low budget marketer.