October 2, 2007 ---- How can a small business ever hope to compete with a large corporation? Like the mythical battle where David took down the giant Goliath, marketing executive and author, Ron Geskey, in his new book provides small business owners and entrepreneurs with some amazing weapons they can use to more effectively compete with big business -- and win.
"David vs. Goliath: Guerrilla Media Buying for Small Business, A New Way to Win," explains how small businesses can implement an innovative strategy (used by many large corporations) to steal market share from larger companies -- without spending one extra dime in advertising or marketing.
The key to the strategy is the well researched relationship between Share of Voice (company's share competitive marketing messages in their Primary Market Area) and Share of Market. Increased Share of Voice Leads to Increased Share of Market.
The book explains that there are two ways to increase Share of Voice: 1) spend more money or (2) spend the money you have more cost efficiently and effectively.
"David vs. Goliath" provides a comprehensive study presented in layman's terms explaining how small business owners can increase Effective Share of Voice by 50-200%-- or more-- without increasing their budget.
The author shows how to use traditional media like TV and newspapers at a fraction of the rate card cost. The book also provides hundreds of creative non traditional guerrilla media strategies and tactics-- to make every marketing dollar work like two or three dollars in terms of customer and profit generation.
Perhaps most important, readers will also learn how to evaluate media alternatives and negotiate buys which maximize ROI and avoid profit draining blunders like this one:
A prominent auto dealer advertising group in a large market recently spent $550,000 on a sports media sponsorship valued at $150,000. In effect, this single purchase wasted $400,000-- 70% of the dealers' budget. The wasted $400,000 could have either gone to the bottom line as profit or reinvested in additional marketing to generate several million dollars in additional sales and profit.
With over 30 years of senior management experience in marketing and media planning and buying at some of the best advertising agencies in the country (Leo Burnett, D’Arcy, Campbell Ewald, General Motors R*Works), Geskey provides a unique, inside perspective on on the Achilles Heels of large corporations and understands how to beat the big companies at their own game. Available for the first time in print, Geskey provides the wealth of his experience and the knowledge he has shared with classes and clients throughout his career. He is also CEO of 2020:Marketing Communications LLC which publishes the Thumbnail Media Planner (www.thumbnailmediaplanner.com ) and is the author of numerous works sold at www.admediastore.com .
David vs. Goliath (278 pages/paperback) is available at Amazon.com and other online book stores.
"David vs. Goliath: Guerrilla Media Buying for Small Business, A New Way to Win," explains how small businesses can implement an innovative strategy (used by many large corporations) to steal market share from larger companies -- without spending one extra dime in advertising or marketing.
The key to the strategy is the well researched relationship between Share of Voice (company's share competitive marketing messages in their Primary Market Area) and Share of Market. Increased Share of Voice Leads to Increased Share of Market.
The book explains that there are two ways to increase Share of Voice: 1) spend more money or (2) spend the money you have more cost efficiently and effectively.
"David vs. Goliath" provides a comprehensive study presented in layman's terms explaining how small business owners can increase Effective Share of Voice by 50-200%-- or more-- without increasing their budget.
The author shows how to use traditional media like TV and newspapers at a fraction of the rate card cost. The book also provides hundreds of creative non traditional guerrilla media strategies and tactics-- to make every marketing dollar work like two or three dollars in terms of customer and profit generation.
Perhaps most important, readers will also learn how to evaluate media alternatives and negotiate buys which maximize ROI and avoid profit draining blunders like this one:
A prominent auto dealer advertising group in a large market recently spent $550,000 on a sports media sponsorship valued at $150,000. In effect, this single purchase wasted $400,000-- 70% of the dealers' budget. The wasted $400,000 could have either gone to the bottom line as profit or reinvested in additional marketing to generate several million dollars in additional sales and profit.
With over 30 years of senior management experience in marketing and media planning and buying at some of the best advertising agencies in the country (Leo Burnett, D’Arcy, Campbell Ewald, General Motors R*Works), Geskey provides a unique, inside perspective on on the Achilles Heels of large corporations and understands how to beat the big companies at their own game. Available for the first time in print, Geskey provides the wealth of his experience and the knowledge he has shared with classes and clients throughout his career. He is also CEO of 2020:Marketing Communications LLC which publishes the Thumbnail Media Planner (www.thumbnailmediaplanner.com ) and is the author of numerous works sold at www.admediastore.com .
David vs. Goliath (278 pages/paperback) is available at Amazon.com and other online book stores.
(http://amazon.com/s/ref=nb_ss_gw/002-3602918-5893648?initialSearch=1&url=search-alias%3Daps&field-keywords=david+vs.+goliath&Go.x=11&Go.y=14&Go=Go)
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