For Release: On Receipt
Contact: Shel Horowitz, 413-586-2388, firstname.lastname@example.org, Twitter: @ShelHorowitz
GREEN Guerrilla Marketing? WHAT is That?
HADLEY, MA: Can Guerrilla Marketing really go Green? Does marketing of any kind have anything to do with the environmental movement?
Shel Horowitz, primary author (with Jay Conrad Levinson) of the award-winning new book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010), answers a great big yes to both questions.
Popularized by Jay Conrad Levinson since 1984, Guerrilla Marketing is the idea of being nimble in our thinking and actions, seizing opportunities that are not open to big, cumbersome organizations that lack the agility to move fast. Traditional marketing approaches are too-often based on intrusive push marketing and expensive advertising, rather than the cheaper, more efficient, and easier Guerrilla approaches of building relationships with influencers who will open new markets, being there and findable when customers look for what you offer, and letting customers nonintrusively pull themselves to you.
Green Guerrilla Marketing, developed by Shel Horowitz, takes it a step farther: as consumers become more aware of issues like climate change, buying local, etc., they want to patronize companies that understand that. The new book shows a whole lot of ways to use Green principles and commitment to ethics in order to place your company front and center in the prospects mind, so when that prospect is ready to become a customer, youre the company that gets seen as Green, concerned about doing the right thing, and you are well-positioned to get the sale.
Of course, this only works if your eco-commitment is sincere. Fake environmental stances will get you accused of greenwashing, and could land you in court.
Using numerous examples from Fortune 100 down to solopreneurs, Horowitz and Levinson demonstrate the right ways to establish genuine Green credibility, and take advantage of the incredible marketing power this commitment provides you: building partnerships that turn customers, suppliers, nonprofits, and even direct competitors into marketing agents for you.
Guerrilla Marketing Goes Green, ISBN 978-0-470-40951-0, $21.95 trade paperback, is available through all major online and physical bookstores. Endorsements, reviews, excerpts, and more can be seen at http://guerrillamarketinggoesgreen.com/ (along with a bonus package worth over $2600, free with purchase from any qualified retailer).