David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win
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Manufacturer: 2020:Marketing Communications LLC
Author: Ronald D. Geskey, Sr.
Publisher: 2020:Marketing Communications LLC
David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win Description
EAN: 9780978511722
ISBN: 0978511727
Label: 2020:Marketing Communications LLC
Manufacturer: 2020:Marketing Communications LLC
Book Pages: 278
Publication Date: 2007-08-15
Publisher: 2020:Marketing Communications LLC
Studio: 2020:Marketing Communications LLC
Editorial Review of David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win
Like the mythical battle where David took down Goliath, the author provides small business owners with very practical weapons they need to effectively compete with big business.
No matter what your familiarity with the subject, Geskey provides a comprehensive study presented in simple layman's terms into how small business owners can increase their Share of Market by increasing their "Share of Voice" (share of marketing messages in a market area) without spending an additional dime in advertising/marketing.
Share of Voice can be increased by increasing the cost efficiency and effectiveness of media by 50-200% or more. David vs. Goliath shows readers how to do just that step by step and by using templates and worksheets to actually learn "how to."
The Magic of Share of Voice
David vs. Goliath teaches small business owners how to compete with much larger businesses by planning and negotiating media (in the broad sense) in focused, innovative, and smarter ways-- which can double or triple a business' marketing exposure in a particular location and time.
Research has shown that an increase in Share of Voice is highly correlated to an increase in Share of Market.
There are two ways to increase Share of Voice: 1) spend more/increase your budget, or 2) spend the money you have more efficiently and effectively. This book teaches you how to do the latter.
What You Will Learn
David vs. Goliath not only gives you hundreds of specific ideas, more importantly, the book provides you with a strategy for success. You will learn:
* How to increase your customer base, market share, and profit margins with no increase in marketing budgets
* How to potentially double or triple your Share of Voice--without spending more
* How to AUTOMATICALLY increase your media buying power by nearly 20%
* How to buy newspaper ads at 20 cents on the dollar
* How to buy TV and radio schedules at 50-75% off rate card
* How to develop a negotiation STRATEGY which will get you significantly more exposure per dollar spent
* How and why you must always have a pre-planned Plan B in negotiations with media sellers
*How to use the Road Less Traveled (non traditional Guerilla media buying channels) to buy media for pennies on the dollar
* How and when to use hundreds of Guerrilla strategies and tactics to increase your visibility and effectiveness
* And much more
Customer Reviews of David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win
Review Summary: Media insights from an industry insider
Review: Ron Geskey is an advertising industry insider with experience at Leo Burnett and D'Arcy. As a web marketing professional, I can appreciate the range in focus, from Internet-based PPC and rich media to the more traditional areas of tv, radio, newspaper, magazine and outdoor. Should be appreciated by marketing directors at small and medium businesses, boutique agencies, and entrepreneurs alike--anyone buying media and dealing with media rates.
Customer Rating:
Review Summary: Essential Small Business Marketing Tool
Review: "David & Goliath" provides an essential primer for the small business owner on the important topics of marketing and media buying.
Geskey is certainly a media maven: the book is well thought-out and each chapter might well stand alone as a reference tool on each topic. The Problems & Exercises at the end of each chapter are clearly designed to reinforce the main lessons of the chapter and learners who take the time to work on them definitely stand to gain a thorough grounding in media and marketing.
Of particular note are the discussions in later chapters: Chapter 9 for the advantages & disadvantages of various media-buying processes ... Chapter 10's Internet strategies and the need for a professional-looking Web page ... fun Creative Media ideas (Chapter 11): blogs, newsletters, podcasts and greeting cards ... how'barter' and 'media remnants' work in Chapter 12 ... and finally, Chapter 14 ("Hello Goliath!") -- an effective wrap-up and reminder for ESOV and the importance of Share of Voice and Quality of Voice.
Readers should not overlook the Appendix chock full of even more marketing tools: Worksheets for figuring sales objectives, tools for conducting a SWOT Analysis, and ideas for determining customer target markets, creating marketing objectives, determining primary market areas and thinking about communication strategies and budget considerations.
Overall, "David vs. Goliath: Guerilla Media Buying for Small Business" might well stand alone as a classroom text for small business owners seeking to implement marketing plans. In future, an updated edition of the book might include more discussion about 'buzz' or word-of-mouth marketing strategies, a bibliography containing citation information about the media and research studies contained in the book and a Glossary of Terms to help the reader refer to essential media definitions and marketing tools.
Customer Rating:
Review Summary: At the End of the Book, You Have an Action Plan
Review: David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win
This was a great and innovative book. Best of all, by filling out the worksheets after each chapter and at the end of the book, it results in a well thought out action plan to raise Share of Voice in your marketing area. Highly recommended and worth the time!
Customer Rating:
Review Summary: Wish I Had This Book Years Ago - A Must Read
Review: As owner and manager of a bookstore, I know that small business has always felt the challenge of how to become a "player" in the marketplace. Knowing our business purpose did not guarantee our ability to effectively market our business.
Had David vs. Goliath been available years ago it would have likely transformed my marketing of the business and its success. It also would have helped remove my ever present fear of the competition.
The book provides the tools to take the small business owner through the process of analyzing the business and business practices to the development of an innovative marketing strategy and plan to build sales and profit.
I had never even heard of share of voice, and certainly never thought of any linkage to sales or share of market. And even though I bought media, I now know how uninformed and naive I was, wasting a lot of money (resulting in lost sales and profit) without even knowing it.
The author also shows how we can make the internet work for us. He cuts through the confusion of selecting and buying the media at the right price place, and time.
Each chapter is filled with "secrets" which most owners of small businesses are unaware, at least I was.David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win Every small business owner needs this insightful book!
Bonnie Schmitz
Bookstore Owner
Customer Rating:
Review Summary: An Essential Book For Small Business
Review: In a highly competitive marketplace, small business owners can often be overwhelmed with the difficult task of making consumers aware of their product. With so many huge business conglomerates dominating the market place, it can seem almost impossible for a small business to efficiently reach their target customers. In his book, David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win, author Ronald Geskey shows that small businesses can not only succeed against the Goliaths, but can thrive in the dog eat dog world of big business.
Geskey explains that a key to growing a successful business is to use an innovative, well researched technique known as increasing your share of voice and your quality of voice. Through a step by step method, readers will learn how to make each advertising dollar work harder for them. By dramatically increasing your effective share of voice without increasing your budget in your market area, you can increase top of mind awareness of your product. This will then lead to increased sales and market share.
Not only does the author provide an in depth analysis and understanding of marketing and media, helpful methods and tools are provided to make the most of your advertising dollar. As Ronald Geskey states, "The key is to eliminate advertising spending waste."
Budgets are often wasted when the wrong type of communication is used for the job (e.g., direct mail vs. publicity) or the wrong media are used to reach the wrong target in the wrong place at the wrong time-- negotiated at the wrong price without value added and media investment safeguards.
When was the last time you read a book or an article about how to actually negotiate a media buy to get the most bang for your buck? Maybe never? Geskey's book provides clear steps on how to negotiate traditional and non traditional media buys to get substantially more media exposure for the budget.
Because successful communications with the consumer are critical to the success of a small business, the author discusses and provides an analysis of the many benefits and pitfalls of different marketing communications forms and various advertising media. Advertising media discussed include television, print, radio, internet, direct mail as well over 60 non traditional media approaches.
With well illustrated diagrams and exercises at the end of each chapter, the author provides the necessary tools and skills for you to make your small business a long term success. I plan to implement the strategies for my own business endeavors. I highly recommend the book to current business owners as well as to those planning to start a small business.
Tracy Roberts, Write Field Services