Seven Guerrilla Marketing Tactics to Promote Your Book

Marketing guerrilla-style can be fun, and it can produce some hefty results. From Sherpa Marketing, this case study is fairly lengthy, I’m only treating in brief here.

With the rise of green marketing (investment in green marketing is set to reach $3.5 trillion by 2017, according to Global Industry Analysts), finding ways to leverage strategies that promote a greener lifestyle and brand may be a strategic approach organizations may want to do. The author here has done with with Earth Day, and has set us an example, as other examples have in the past. Here are his seven tactics:

1. Develop and leverage your social influencer group
2. Learn from failed efforts
3. Don’t forget about traditional media
4. Tie discounts to relevant newsworthy events
5. Track social mentions
6. Make your call-to-action prominent in the campaign
7. Don’t forget to do what you do best

For this book, Horowitz included a number of green and guerrilla marketing techniques:

• Green messaging
• Speaking and attending non-local green events
• Printing on Forest Stewardship Council (FSC)-certified recycled paper
• Building win-win marketing partnerships via networking with zero carbon impact (all electronic)
• Using social media and traditional press
• Marketing via expertise (articles, blog, interviews, speaking, etc.)
• Social proof (testimonials, awards, foreign rights sales, celebrity co-author)
• No high-carbon impact aside from two flights

RESULTS

The book was published January 23, 2010

• On February 17, 2010, a Google search for an exact match of the book title returned 1,070,000 results
• On April 30, 2010, the book hit number one on the Amazon environmental list (see creative sample)
• Horowitz was quoted in 131 news stories in 2010
• Response to his social media influencer list was about 15%

To read the full case study, check out: Guerrilla Marketing: Seven tactics to promote book