Levinson’s List of Minimedia Marketing

In his book, Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business, Jay Conrad Levinson describes multiple different marketing streams. He explains how do-it-yourself business owners, or Guerrilla Marketers, can market their small business on a low budget. Within the book he classifies media into two categories, Minimedia and Maximedia. He also describes emedia, infomedia, human media, and non-media. The following is his list of minimedia marketing streams:

• Canvassing
• Business Cards
• Personal Letters
• Telephone Marketing
• Circulars
• Brochures
• Classified Advertising
• Gift Certificates
• Signs: Big and Little
• Signs on Bulletin Boards
• Desktop Publishing
• The Yellow Pages

Levinson emphasizes that these streams of marketing requires a personal touch from the “guerrilla”. For example, when he mentions “telephone marketing” above, he doesn’t say anything about automated telemarketing. In chapter 9 alone, he dedicates 8 pages describing the strategy of making personal, one-to-one telephone calls to your prospects. This, of course, is extremely time consuming. However, the advantage that a small business has over large corporate competitors is the ability to adapt and personalize your marketing for superior customer service. Small Business owners can use this type of marketing, because their large corporate competitors are not competing with them in the arena of minimedia marketing streams.

The edition from which this information was taken was published in 2007. That is extremely outdated compared with the ever-changing pace of modern internet marketing. However, the principles of Guerrilla Marketing are timeless. A small business owner may or may not care much about the printed Yellow Pages anymore. However, small business owners would still use modern minimedia marketing to their advantage, such as Yellow Pages online.