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David vs. Goliath: Guerilla Media Buying For Small Business, A New Way to Win!

eBook (PDF), 278 Pages
(6 Ratings)
Price: $24.95
Growing a small business requires stealing customers from larger competitors. Advertising Research indicates that increased "Share of Voice" leads to increased Share of Market. Unfortunately, poor media buying results in wasted budgets being which reduces SOV. David vs. Goliath is a "how-to" guerrilla marketing guide for small businesses to increase their "Share of Voice" without increasing spending. Results? 50%-200%+ advertising exposure, increased sales and profit margins. Written in plain English, the book explains everything a small business needs to know to plan and buy media and provides a basis for intelligent communication and negotiation with sellers. Covered are key concepts, analysis tools, strategic planning, communications alternatives, world class internet presence, guerilla marketing strategies for successfully negotiating with sellers at savings of 50%+, hundreds of free & low cost media ideas, publicity, and more!
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Ratings & Reviews

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Lulu Sales Rank: 226566
5 People Reviewed This Product
  • By D. Demsky
    Oct 11, 2009
    "Great Business Strategy & Great Book!" At first, I thought the book was a bit pricey, but I ended up buying it anyway. Now, after reading David & Goliath, I think the book was a great VALUE because it provided a business building approach, information and ideas I have never seen anywhere else. David vs. Goliath was well written and the exercises and worksheets are a great aid to actually LEARNING a lot of unfamiliar material. Highly recommend this eye-opening book!
  • By Tracy Roberts
    Jul 26, 2009
    "Book Review - David vs. Goliath" David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win, by Ronald D. Geskey, Sr. 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: Leveraged 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... More > 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< Less
  • By Caroline Anon
    Jul 7, 2009
    "Understandable Media Book With a Strong Message" I recently tried to read a college text on advertising media planning and buying. I gave up because the material and terminology was so complex and confusing and boring. David vs. Goliath, however, was written in practical everyday language about new subject matter which I found engaging. I think anyone trying to figure out how to stay in business or build their business would get a lot out of this book. Competition from large corporations and superstores and conglomerates has changed the pressure on small business forever, and we can't afford to totally reinvent ourselves every few years-- which is why the David vs. Goliath Share of Voice strategy is so compelling. It will take study and effort on my part, but few things worth having are free or too cheap! Good luck to all!
  • By M. Blaze
    Jan 13, 2009
    "Many Media Negotiation Strategies to Get More Ad Exposure" Like the last poster I initially felt that $59.94 (a strange price point!) was a lot to pay for a business book, but then specialized college texts often cost upwards of $150 so maybe $60 isn't so bad. I especially appreciated the chapters on guerilla media buying and negotiations with TV and radio stations and newspapers and how a preplanned negotiation STRATEGY can save so much in ad costs. Most small business people are getting ripped off and they don't even know it! Great book, worth every dime! I will implement as much as I can.
  • By Rod Smythe
    Feb 21, 2008
    "Building a Small Business" Let's face it, a small business doesn't have a lot of options when it comes to growing sales and profits. Walmart, Office Depot, Computer Warehouse, Consolidated Foods-- they and others like them have all stolen our business, and they have the resources to grow. It is very frustrating when I read books written by academics which tell me I need to reinvent my whole business-- from top to bottom-- to be able to compete (e.g., "Up Against the Giants"). I can't do everything at once. David vs. Goliath promises, "A New Way to Win" by increasing share of voice by making my advertising investments more efficient and effective. Even I can grasp the ideas in the book. I'm going to give it a shot. All it has cost me so far is $59.94!
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Product Details

Edition
First
Publisher
2020:Marketing Communications LLC
Published
September 30, 2011
Language
English
Pages
278
File Format
PDF
File Size
2.07 MB

Formats for this Ebook

PDF
Required Software Any PDF Reader, Apple Preview
Supported Devices Windows PC/PocketPC, Mac OS, Linux OS, Apple iPhone/iPod Touch... (See More)
# of Devices Unlimited
Flowing Text / Pages Pages
Printable? Yes
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