Guerrilla Marketing Goes Green


A wealth of down-to-earth tips

Marrying guerrilla to green marketing, Horowitz and Levinson have written a guide for businesses that want to save money and the environment and they say its a winning business modelThe book has numerous real-world examples of its approach, including Hewlett Packard, Stop and Shop and Costco, as well as a wealth of down-to-earth tips on how to do green marketing on a budget. It also explores some areas of controversy: for example, while supporting localism is central to green ethics, there are industries and products where thats not possible Green marketing is becoming mainstream; Horowitz cites studies showing that 76% of consumers would switch to green goods, if they had parity of price and quality. But plenty are switching even with the premium many green products command. Thats one of the reasons companies can stay profitable even when the costs of ethical and green production might be higher

—Francesca Rheannon, CSR Wire
Click here to read Francesca Rheannons full review of Guerrilla Marketing Goes Green and to access an audio interview she did with Shel Horowitz

Midwest Book Review

A 236-page compendium of insightful commentary and sound advice for the entrepreneur and small business owner With real world practicality, readers will learn how to significantly reduce their marketing costs and while increasing their profit margins by employing environmentally sound and ethically founded policies and practices; convert their vendors, customers, and competitors into a kind of auxiliary sales resource; successfully persuading business acquaintances to become joint-venture partners; utilizing social media, traditional media, and their own imagination to reduce advertising costs while employing alternative marketing practices The distilled and effective wisdom of two of the most successful yet frugal entrepreneurs who have combined their many years of experience and expertise in a single volume that should be considered mandatory reading strongly recommended.

Midwest Book Review,

packed Guerrilla Marketing with specific advice and how-tos

Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet
By Jay Conrad Levinson and Shel Horowitz

John Wiley & Sons Inc.
Reviewed by Suzanne Wilson, Daily Hampshire Gazette, Northampton, MA

In the age-old stereotypes about the business world, competition is always cutthroat, corners exist to be cut, companies are eternally at war with one another, and the bottom line is all that matters. There have, of course, always been individuals and businesses that have operated according to a strict moral compass and in their new book, authors Jay Conrad Levinson and Shel Horowitz say that, now more than ever, thats the way to go.

In Guerrilla Marketing Goes Green, Levinson and Horowitz say some of the smartest business people today are those who dont see the choice before them as a stark divide between doing good, on the one hand, or doing well. It is possible, they say, to help the world around you and help yourself at the same time. Or, as they put it, you can beautify the planet and you can do your part to beautify your own bottom line. In todays marketplace, they write, there are many customers who want to feel that they are part of efforts to solve the worlds problems and want to support companies they see as being part of that process.

Beyond advancing a clear point of view, the authors have packed Guerrilla Marketing with specific advice and how-tos on subjects such as effective networking, sales strategies, finding allies in the marketplace, dealing with the media, copywriting basics, and more.

Levinson has worked in corporate marketing and is the author of the Guerrilla Marketing series of books, the first of which appeared in 1984; Horowitz, who lives in Hadley, is a marketer and environmental activist/organizer and author of eight previous books. (subscriber firewall)

Fascinating Insights and Great Real-World Ideas

Guerrilla Marketing Goes Green by Shel Horowitz and Jay Levinson is my latest fave. I write for and about Green business, and have found this to be an excellent resource, full of ideas that can be implemented by businesses of all types and sizes to ethically generate leads and increase profits.

My copy is full of underscores and dog ears where Ive marked fascinating insights and great real-world ideas for marketing your business ethically and effectively, whether youre a beginner or advanced.

I especially like the fact that its well-written and fun to read, as well as the refreshing point of view that good business goes hand in hand with ethical intentions and community building.

Even though its directed towards the green sector, Id recommend it to anyone interested in promoting their business while benefiting others and getting more enjoyment out of life at the same time.

Anne Michelsen, Green Ink Copywriting,

Unbeatable Insurgent Tactics for Increasing Your Profits While Improving the Planet

Forget greed; green is good. Todays cutting-edge businesses understand that making the world a better place can also be a great way to make money-in fact, its an essential aspect of a sustainable business model. Guerrilla Marketing Goes Green gives the tools to make that sustainable model work.

Catching the wave of this new trend in true guerrilla marketing fashion, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving the planet. This up-to-the-minute sourcebook gives you the theory and the roadmap to get your sustainability marketing plan up and running

-Michael Smith, Green Living Review, UK

(full review at

Take Your Sales to the Next Level

If you want to improve your bottom line, then Guerrilla Marketing Goes Green is the book for you. The authors have done an excellent job of providing the necessary information to take your sales to the next level. Dont sit and wait for the green explosion to happen. Read this book and take in all the valuable ideas that this book has to offer. Great job Jay and Shel.

Michael Monji, author

Review posted online at Amazon

CSR: good business, or PR ploy?

Is corporate social responsibility just about the giant, camera-friendly donation cheques? Or is it a solid business proposition? Gulf Marketing Review investigates.

Farrukh Naeem, Gulf Marketing Review

Its almost fashionable to talk about CSR in the corporate world.

Company websites have dedicated corporate social responsibility sections; press releases are issued with pictures of CEOs holding giant donation cheques. But the scope of CSR goes beyond more than just charity, donations to development organizations or seasonal awareness campaigns.

Today, as companies struggle to come to terms with harsh economic realities, questions are being raised on whether there is any good in doing good, business-wise.

There is ample evidence that no matter the state of the economy, investment in CSR is a necessity and an opportunity. In a study conducted by YouGov Siraj on behalf of National Commercial Bank of Saudi Arabia, more than half the respondents (56 per cent) felt that CSR attracts new investors and another 62 per cent believed that CSR facilitates the development of a stronger relationship with the organization.

The 2009 Edelman goodpurpose Consumer Study, which surveyed 6,000 consumers in 10 countries, revealed that 57 per cent of consumers chose a brand or company because of its CSR initiatives. If the quality of a product or service is the same, more than 65 per cent would readily switch to a brand that supports a good cause.

In their latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, Jay Conrad Levinson, originator of guerrilla marketing, and award-winning marketing author and lifelong environmental activist Shel Horowitz stress that CSR, sustainability and profitability can go hand in hand.

Not only is it a good value proposition, but those companies that ignore CSR will find themselves increasingly marginalized as more and more consumers start to really demand it, Horowitz says. Ethical companies can slash marketing costs and boost response by forming alliances with organizations that reach their target audience, by turning customers and even competitors into brand ambassadors.

While one would think that recessions diminish the CSR effect, its quite the contrary. In 2009, according to the Edelman study, 64 per cent of global respondents said they would recommend a brand that supports a good cause, up from 52 per cent in 2008. The need to be an ethical and responsible company today is greater than ever.

Redefining social responsibility

In a region known for its predisposition to philanthropy at an individual, corporate and government level, its not hard to find numerous examples of community support through financial aid.

Especially during Ramadan, the traditional month of giving, all entities big and small do their part for the community, often without publicity, as is the Islamic tradition. But theres more to CSR and things are changing fast towards the global norms.

CSR in the region is moving in many instances from ad hoc activities driven by individual company founders, to a strategically aligned, competency-based activity framed by the companys overall corporate responsibility strategy, according to Maria Sillanpaa, founding director of the Sustainability Advisory Group.

Philanthropy aside, the region is now clearly acknowledging that corporate responsibility goes well beyond the cheque book, she says.

The genuine concern leaders in the Middle East have for responsible business was evident at this years World Economic Forum. Business needs to invest in society, said Fadi Ghandour, founder and CEO of the Jordan-based logistics company Aramex International. If we dont act responsibly, who will pay the cost?

We are not late, but we are running fast in trying to bring social responsibility to our society, said Mohammed Alshaya, executive chairman, Alshaya Group, Kuwait. Ahmed Mahmoud Nazif, Prime Minister of Egypt, noted that social responsibility is not just about taking care of the environment; it is about taking care of the whole society. As the need to have solid CSR planning and implementation is being realized, interesting case studies are emerging in the region.

CSR as part of brand values the regional experience

Governments across the GCC and the Middle East are increasing their investment in community development with brands like Qatar Foundation and Dubai Cares helping local and global communities. From a marketing point of view, CSR activities are being conducted by businesses as part of their brand mandate.

In the retail sector, a brand that is doing CSR in a whole new way is Dubai-based THE One, or the Total Home Experience brand. Its stated purpose is to change the world together.

Thomas Lundgren, the founder of THE One and winner of the CSR Leadership Award at the CSR Summit Awards, believes: Whatever you do, if its not built into the vision or values of your company, it will never stick. The brand trains and employs special needs staff, encourages staff volunteering, and has special products which can be bought to contribute to its CSR efforts.

With stores in Bahrain, Jordan, Kuwait, Qatar and the UAE currently, THE One aims to run 99 stores by 2020 to support 99 villages around the world through its Onederworld initiative. The first project is the Pimbiniet community in Kenya where the company is building schooling facilities, digging wells, eliminating child labor and creating volunteering opportunities. Its about engaging with society on a significant level and empowering our communities to evolve as a by-product of our core business. THE One has a dedicated project blog at where pictures and videos of the progress of the project are posted regularly.

In the technology arena, the regions largest managed ICT cluster, Dubai Internet City (DIC), has focused its efforts in facilitating the exchange of ideas. It hosts the Indus Entrepreneurs (TiE) events to nurture the entrepreneurial spirit and facilitate start-up companies.

During challenging times, DIC continues to initiate significantly valuable programs to support small and medium-sized business in the region, says Malek Al Malek, executive director of Dubai Internet City.

DIC also supports BarCamp meetings in the UAE an informal gathering of technology and new media professionals to share knowledge, exchange experiences and analyze new developments in their respective fields. To support the IT employment industry in the region, DIC is working with the career portal offering a series of CV clinic sessions for UAE professionals looking for employment.

This review is posted online at

Review: Green Business Times, Singapore

Guerrilla Marketing Goes Green is a practical book on marketing strategies for companies that wish to be green and ethical. The authors emphasise that success in business is based on ethics, social and environmental responsibility, providing value to others, and people-centered marketing.

The book discusses the new marketing mindset, which includes:

* The effectiveness of marketing messages depends on relevance and quality (and not only on frequency)
* Think in terms of abundance (the pie is infinite and helping others is helping yourself)
* Build alliances with competitors, customers, suppliers, non-profits, and businesses in different markets
* Be the early movers in green marketing and make the message believable and genuine (avoid greenwashing)

The authors also offer some hands-on marketing tools using a range of traditional and social media (including social media press releases and social networking), developing creative partnerships with retailers, and being a writer and speaker.

This review is posted online at

An excellent primer for green marketing on a budget

Going green is all the rage these days, so it isnt surprising that the Guerilla Marketing series of books created by Jay Conrad Levinson would come out with a green version, as well.
Co-written by series creator and Shel Horowitz, Guerilla Marketing Goes Green provides an excellent primer for green marketing on a budget.
Like other books in this series, the book includes some excellent basic marketing advice. But then it goes deeper and explains not only why you should go green but how you can with out breaking the bank.
For some of the best marketing content, check out chapters 9 and 15. Theyll open your eyes.
Carma Spence, HEART of Business Newsletter

Planet-friendly strategies can also be profit-friendly strategies

Guerrilla Marketing Goes Green proves that planet-friendly strategies can also be profit-friendly strategies. It provides an eye-opening roadmap of possibilities and strategies for businesses of all sizes to market themselves to greater profits while operating in environmentally-responsible ways.

GMGG has something for you, whether youre new to marketing or are an experienced marketing professional exploring ways to increase profits while protecting the planet.

The books importance transcends its valuable contents. Guerrilla Marketing Goes Green is the first book by two respected mainstream authors to show how Green Marketing not only feels good, but can provide businesses with a measurable profitable results.

In their previous books, both Shel Horowitz and Jay Conrad Levinson has demonstrated their ability to be pioneers in business thinking; Guerrilla Marketing Goes Green shows how both remain at the cutting edge of business thinking.

By showing businesses how to tap the latest thinking, with numerous specific ideas, suggestions, and tips, Guerrilla Marketing Goes Green warrants acknowledgement and respect.

Roger C. Parker,