Cover image for Guerrilla marketing to heal the world : combining principles and profit to create the world we want
Title:
Guerrilla marketing to heal the world : combining principles and profit to create the world we want
Author:
Levinson, Jay Conrad, author.
Publication Information:
New York : Morgan James Publishing, 2016.
Physical Description:
xxvii, 357 pages ; 23 cm
General Note:
Includes index.
Language:
English
ISBN:
9781630476588
Format :
Book

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Summary

Summary

Create a Better World Through the Power of Profit!

Imagine your business making a big impact solving problems like hunger, poverty, war, violence, and catastrophic climate change while making a healthy profit. Guess what: you don't have to just imagine; you can make it real.

"Guerrilla Marketing to Heal the World" shows dozens of practical examples of successful companies doing well by doing good---from solopreneurs to Fortune 100 global corporations. You'll discover dozens of ways business can heal the world---and gain the practical marketing savvy to turn your values into business success. Learn how to:

Create projects (and products) that accomplish social change, profitability, and cost reduction all at once

Green your company in ways that save money and make money

Gain enormous positive reputation as a visionary company worth supporting

Expand successfully into totally new markets through strategic thinking, powerful partnerships, and commitment to core principles

Turn marketing from a cost to a revenue stream

Embrace abundance and transformation---and stop worrying about market share


Author Notes

He is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president & creative director at J. Walter Thompson Advertising & Leo Burnett Advertising, he is chairman of Guerrilla Marketing International, a consulting firm serving large & small businesses worldwide. He lives San Rafael, California.

(Bowker Author Biography)


Reviews 1

Booklist Review

Levinson has written several books on guerrilla marketing, and this one is aimed specifically at marketing green products. Part 1 encourages businesses to do the right thing, while part 2 focuses on aligning the marketing strategy with business culture. The book then gets into concrete examples of marketing campaigns and other channels suited for businesses with a green agenda. Although virtually all the marketing concepts unveiled here are basic ones that a reader would find covered in a marketing class, the value in this book is in seeing the application of these concepts to green businesses. As with other books in the Guerrilla series, the text is jargon-free, easy to read, and loaded with relevant examples. The narrative provides commonsense approaches and innovative applications of ideas. Especially recommended for entrepreneurial green businesses looking to explore novel marketing approaches.--Hassanali, Muhammed Copyright 2016 Booklist


Excerpts

Excerpts

They love your niche. They read all the trade magazines, follow the websites, attend the conferences. . .They can cite comparative statistics on product performance, name the key people in your industry, and go head-to-head about which configuration is better, and why. Get them on your side, and they'll be not just fans but champions, ambassadors, even evangelists for you. But anger or even disappoint them, and they'll quickly become your sworn enemies. They may or may not know your company, but they certainly know your top competitors. Shel deliberately targeted this group when he wrote an article called "Cognoscenti vs. Hoi Polloi": Yeah, the big words in the headline are on purpose. . .and very relevant. Cognoscenti are those in the know, the experts, connoisseurs (same route word, I believe---but French origin, rather than Italian). The secret society, if you will. Hoi polloi are the rest of us, the masses. What Edward Bulwer-Lytton called "the great unwashed." Sometimes you want to market to one, sometimes the other. There's actually a lot to be said for marketing to an in-group, especially if you don't have to pay to reach those not in your target audience. When you make your prospects feel special, they're more likely not only to do business with you, but to maintain an ongoing business relationship. You make them feel appreciated, you talk to them on their own level. Just as with my headline, I'm identifying you, my reader, as someone sophisticated enough to be curious about the headline and to read the article. After all, I could have said "snobs vs. the masses" or "the elite vs. the common people." But those are so. . . ordinary! You get no satisfaction from conquering those molehills. When you write for the masses, make your language as accessible as possible. But when you're seeking a much more select audience, jargon and "secrets" have their place, if not done to excess. Not only does your audience feel like you're talking directly to them, they feel like you're one of them. I was inspired to write this after reading copywriter Ivan Levison's critique of an ad with the headline, "Can a grid leave a mark but not a footprint?" Levison wrote, "It seems to me that this is less a headline than a secret message that needs decoding, and make no mistake. Writing an ambiguous headline like this can destroy readership of an ad, email, Web page, brochure, you name it." Now, I've been involved at least a bit with energy and environmental issues all the way back to the 1970s, and to me, this headline made perfect sense. The grid is the infrastructure that transmits the nation's electricity. The footprint, of course, is a carbon footprint: the impact on our environment, and specifically on climate change. Levison is right that the headline needs decoding---but he's wrong in seeing it as ineffective. Those who grapple daily with issues of climate change and CO2 in electricity transmission will be immediately clued in that this ad is for them. The Interested: They like the idea of what you do, but they're fuzzy on the details. They have no strong commitment, but if you can show that you're the best alternative, they'll come on over to your side. The Indifferent Or Hostile: They either don't care about you, your product, or your company, or even your niche---or worse, they actively oppose your agenda. They do care about releasing a pain point or achieving a goal. Even if they hate you at the beginning, you can win them over, slowly, if you solve their problems and ease their way. In the green world, let's call these types of buyers: Obsessed: Committed Deep Greens (focused on improving the planet) Interested: Lazy, or Light Greens (will do the right thing if it's not too much trouble) Indifferent or Hostile: Non-Greens/Anti-Greens (this includes everything from people who've never paid attention to the environment on up to full-blown climate-change deniers) How Do You Market To Each? Excerpted from Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want by Jay Conrad Levinson, Shel Horowitz All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Table of Contents

Jay Conrad Levinson: Green Marketing is a Mandate from NatureShel Horowitz: Tastes Great AND Good for You
Introductionp. xxiv
Prefacep. xxvi
Part I The Way of the Golden Rulep. 1
Chapter 1 Because People Matterp. 3
Business Can-and Will-Change the Worldp. 4
Marketing As Courtshipp. 5
Chapter 2 Basic Conceptsp. 8
The Road to Your Success: Providing Value to Othersp. 8
Marketing Fundamentals: A. Quick Recapp. 20
Chapter 3 Advantages of Doing the Right Thingp. 22
Why Responsible Companies Perform Betterp. 23
Building Trustp. 24
Johnson & Johnson: A Lesson in Ethical Crisis PRp. 28
One Part of CSR: Strategic Givingp. 29
The Magic Triangle: Quality, Integrity, Honestyp. 30
How the Magic Triangle Positions You Better in a Tough Economyp. 32
How the Magic Triangle Turns Problems Into Sales Opportunitiesp. 34
When the Magic Triangle Tells You to Say No to a Salep. 35
Part II The New Green, Socially Conscious Marketing Mindsetp. 39
Chapter 4 The New Marketing Matrixp. 41
Pull Versus Pushp. 43
Practical Pullsp. 48
A Copywriting/Marketing Checklistp. 49
Powerful Product Creationp. 51
The Learning Possibilities of Failurep. 54
Chapter 5 Abundance versus Scarcityp. 56
The Old Scarcity Paradigmp. 56
The "Prosperity Consciousness" Paradigm-and Its Problemsp. 57
'The New Vision: Not Scarcity, Not Prosperity, But Abundancep. 59
John Kremer and Biological Marketingp. 62
Bob Burg and Winning Without Intimidationp. 63
Iceland's Renewable Energy System: Applying the Abundance Model to a Whole Countryp. 65
Chapter 6 Build Powerful Alliances-With Competitors, Toop. 68
Turn Your Competitors into Alliesp. 69
You've Done the Hardest Part-Now, Network with Complementary Businessesp. 74
Co-solve: Beyond Silos, Beyond Single-Purposep. 78
Social Proof-Turn Your Customers and Suppliers into Evangelistsp. 81
It's Not About Transactions. ..Its About Relationshipsp. 89
Chapter 7 Why the Abundance Paradigm Eliminates the Need to Worry About Market Sharep. 91
The Death of "Market Share"p. 91
Create Even More Abundancep. 95
Chapter 8 Exceptions: Are There Zero-Sum, Win-Lose Situations?p. 98
Major Mediap. 98
Extremely Limited or Saturated Marketsp. 100
Predatorsp. 100
Crooksp. 104
Part III Green Business, Green Marketingp. 107
Chapter 9 Becoming a Green Companyp. 109
Defining Greenp. 109
The Economic and Ethical Imperativep. 110
Changing Your Entire Company to a Green/Social Change Mindsetp. 113
Greening Your Operationsp. 114
Offering Green Products and Servicesp. 116
Chapter 10 Marketing Greenp. 134
Green Goods and Services are Much Easier to Marketp. 134
Two Approaches, One Industryp. 138
Packaging and Valuesp. 141
Studying the Ads: What's Working in Green Marketing?p. 144
Thriving as the Bar is Raisedp. 146
Chapter 11 Making Green Sexy Across All Demographics and Industriesp. 151
Local As Greenp. 154
Global as Greenp. 161
Luxurious as Greenp. 162
Chapter 12 Language, Greenwashing, and Truthp. 164
Use the Right Languagep. 164
No-Hype Zonep. 165
Build Credibility with the Right Certificationsp. 167
Space on the Labelp. 169
Don't Get Stuck in the "Greenwashing" Swampp. 170
Chapter 13 Three Kinds Of Customers; Are You Reaching Them All?p. 177
1 The Obsessedp. 178
2 The Interestedp. 179
3 The Indifferent Or Hostilep. 179
How Do You Market To Each?p. 180
Part IV Getting Noticed in the Noise and Clutter: Hands-On With Cooperative, People-Centered Marketingp. 191
Chapter 14 Advanced Copywritingp. 193
What Pronoun?p. 193
Drill Down to the Core Benefitsp. 194
Stay Believable-and Connectedp. 195
Fascinate-and Build Toward the Salep. 196
Ditch the Jargon-Except...p. 197
The Triangle of Expertise: Get Paid to Do Your Own Marketingp. 198
Chapter 15 Give the People What They Wantp. 201
What Green Marketers Can Learn from Ring Tonesp. 201
When Satisfaction Isn't Enoughp. 203
Companies that 'Get It"p. 206
Shopping as Experience and Entertainmentp. 212
Reputation Management in the 21st Centuryp. 213
Some REAL Loyalty Programs from Big Companiesp. 219
Chapter 16 Running a Global Companyp. 224
Brand Identity in a Global Economyp. 224
Creating Positioning for Global Brandsp. 227
Vie Key Concept: Make Your Story Meaningfulp. 229
Part IV Using Your Business to Create a Better Worldp. 231
Chapter 17 Marketing As Social Change, and Social Change As Marketingp. 233
Sustain ability is Not Enoughp. 238
Barbara Waugh, Corporate Revolutionaryp. 241
Case Study: Save The Mountainp. 243
Convince on Climate Change with Non-environmentalArgumentsp. 245
Chapter 18 Community-Focused and Charity/Social Change Marketingp. 248
Beyond Cause Marketing to Building a Business Around Social Changep. 249
How Ben & Jerry's Uses Social Good to Competep. 252
Common Good Corporationsp. 253
More Cause Marketingp. 254
Chapter 19 Taking the Concept Beyond Marketing: Abundance and Sustainability in Business and in Societyp. 258
A Recap of Our Core Principlesp. 259
Where We Are Right Nowp. 260
What Could a Regenerative, Thriving Future Look Like?p. 266
Making It Happenp. 269
A Plan to Jumps tart the Renewable Economy Worldwidep. 271
How to Influence Public Officials on Environmental Issuesp. 273
Transition Towns: Because we Can't Wait for Governments to Actp. 279
B Corp: A Movement Around Business Social Responsibilityp. 280
Chapter 20 Exponential Thinking from Three Practical Visionariesp. 283
Amory Lovins: Reinventing Human Enterprise for Sustainabilityp. 284
John Todd: "Waste Streams" into "Fish Food"p. 287
Janinc Benyus: Mother Nature, Chief Engineerp. 289
Profit By Thinking Like Lovins, Todd, and Benyusp. 292
Chapter 21 Profit by Helping the Worldp. 295
Holistic, Systemic Thinkingp. 295
One Product, Multiple Benefitsp. 296
Simple Elegancep. 298
Squaring and Cubing the Pa re to Principlep. 300
Chapter 22 Impossible is a Dare: Business For a Better Worldp. 302
We Already Know How to Fix the Worldp. 302
What Kind of Role Can Government Play?p. 306
A New Bill of Rights for the Planet and its Inhabitantsp. 309
Centuries of Wisdom From Othersp. 310
The Gift of Giving: Why I Have Been Called to Serve: The Story of an Unstoppable Woman! by Cynthia Kerseyp. 312
Hunger and Democracy...Huh? by Frances Moore Lappép. 315
Until You Take Action, You Have No Impact-Do the Math by Ken McArthurp. 317
Businesses with Soul: 11 Evolved Enterprise™ Impact Business Models by Yanik Silverp. 319
Resourcesp. 329
More Help From Guerrilla Marketing and from Shel Horowitzp. 329
Websitesp. 331
Books and Other Outside Resourcesp. 331