Marketing Monday: Remembering Jay Conrad Levinson
by Dave Bullis
On Oct 10th, 2013, Jay Conrad Levinson passed away at the age of 80. Jay worked in marketing and was instrumental in collaboratively developing, 'The Marlboro Man', "AllState's Good Hands', Tony the Tiger and the Jolly Green Giant.
He then began creating marketing materials for Wells Fargo, Viacom Arby's and Rolling Stone just to name a few.Jay was the Father of Guerrilla Marketing, a term first coined by Levinson in his 1983 book, Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. Time Magazine labeled the book as one of the, "25 Most Influential Books on Business," and the book went on to sell over 25 million copies.
The term guerrilla marketing applies to unconventional marketing tactics and tools when financial, time and other resources are limited. Throughout the years, Jay continued to add to the Guerrilla Marketing brand by writing and consulting on a plethora of books about the subject, expanding to seize the strength of the internet and social media.
In an article for the Harvard Business review, "Marketing is Dead," Bill Lee discusses how traditional marketing no longer works in the, 'buyers decision journey." Business both large and small have adapting to the new marketing paradigm, with some doing betters than others.
Below are some Guerrilla Marketing examples:
TV Shows
Film
Food
Other ads
Do you see how each of these marketing campaigns create an experience and/or a "Call to action?"
So when you're planning your Crowdfunding campaign, it's important to think of the tactics you're going to employ. For instance if I was planning my crowdfunding campaign for my Film (after all this is a film blog), I would brainstorm ideas for my crowdfunding plan that would attract potential donators and an audience by focusing on the 5 W's of Marketing:
- WHO is my target audience? (Age, Ethnicity, Location, etc)
- WHERE are they? (Social Media platforms, popular hangouts, etc)
- WHY would they care? (Is the market over saturated?)
- WHAT is your message?
- WHEN are planning to launch? Timing is everything.
- HOW are you going to accomplish this?
(In future blog's I will go very in depth about making campaigns, marketing, social media).
I want to thank Jay Conrad Levinson for all he has given to the world of marketing and to helping small businesses succeed. His work continues to live on...
-Dave
http:///DaveBullis.Com
