Title -- Copyright Page -- Table of Contents -- Foreword -- Introduction -- About This Book -- Conventions Used in This Book -- What You're Not to Read -- Foolish Assumptions -- How This Book Is Organized -- Part I: It's a Jungle out There - Be a Guerrilla -- Part II: Marketing at Street Level -- Part III: Opportunities All around You: Nontraditional Media -- Part IV: Driving It Home: From the Street to Your Site -- Part V: If a Tree Falls in the Woods The Power of the Press -- Part VI: You Scratch My Back -- Part VII: The Part of Tens -- Icons Used in This Book -- Where to Go from Here -- Part I: It's a Jungle out There - Be a Guerrilla -- Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing -- Marketing 101 -- Going back to brand basics -- Going Guerrilla -- What is guerrilla marketing? -- Who does it? -- Why do they do it? -- Can it work for me and my brand? -- Taking the Road Less Traveled -- Hitting the streets -- Developing new outlets -- Harnessing technology -- Publicizing your efforts -- Finding partners -- Colleagues and friends -- Charity -- Industry -- Agency -- Chapter 2: Scoping Out Your Options -- How Is Guerrilla Different? -- Why Is Guerrilla Necessary? -- Stocking Your Arsenal -- Making an Impression and Knowing Its Cost -- What is an impression? -- How much do I have to pay for it? -- Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan -- Setting Goals, Objectives, and Strategies -- Defining your goals and objectives -- Raising awareness of your brand -- Driving traffic: In store, online, or both -- Building buzz -- Garnering press -- Keeping costs down -- Evaluating your assets and using what you've got -- Describing Your Target Audience -- Figuring Out When and Where You Want to Strike -- Addressing and Overcoming Obstacles -- Preparing for the Unforeseen.

Crunching the Numbers -- Chapter 4: Thinking Like a Guerrilla -- Staying Open-Minded, Creative, and Involved -- Creating the environment -- Laying out the tools -- Setting out the parameters -- Appointing a scribe -- Starting the brainstorming -- Don't judge -- Allow for piggybacking -- Don't be afraid to be literal -- Exploring the Explored and Refining the Existing -- Embracing campaigns that have worked in the past -- Tweaking what works to fit your brand -- Letting It Rip, Letting It Stew, and Figuring It Out -- Putting plan to paper -- Creating a budget -- Assembling your team -- Putting together street teams -- Planning an event -- Creating distribution materials or premiums -- Going online -- Preparing to pull the trigger -- Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms -- Knowing When It's Time -- When you don't have the money for big media -- When traditional methods won't cut it -- When you have to move fast -- Deciding Who to Hire -- Identifying the agencies and options -- Qualifying the candidates -- Reviewing the agencies' Web sites -- Issuing a request for proposal -- Asking for references -- Turning Your Attention toward the Cash -- What to pay -- What to expect in return -- Saying Goodbye -- Part II: Marketing at Street Level -- Chapter 6: Hitting the Street with Street Teams -- Coming Up with a Budget -- Building a Winning Team -- Hiring the right staff -- Determining the size of your team -- Finding the right clothes -- Teaching your staffers well -- Crafting Your Message -- Creating a Distribution Piece -- Keeping your brand or business in mind -- Reviewing the key sample specs -- Making sure you don't run out of samples -- Identifying the Best Time and Place for Your Campaign -- Keeping Your Team out of Trouble and Your Image Untarnished -- Chapter 7: The Spectacular! Publicity Stunts.

Defining the Elements of a Sensational Stunt -- Crafting a Cohesive Stunt -- Choosing and planning your stunt -- Matching the stunt to your brand -- Creating and enforcing the rules -- Selecting the venue to present your masterpiece -- Power of the press: considering the media -- Power to the people: Considering your public -- Tackling permits and permissions -- Permission to use your venue -- Additional permits -- Finding the venue to fill "the bill" -- And the venue is -- Choosing the time to reach your target -- Bells and whistles: Production elements and more -- Setting the stage -- Determining the participants -- Matching your participants to your target -- I know who I want - now where the heck are they? -- Tapping into talent -- Selecting talent -- Leaving a lasting impression -- Bring in the originality, bring in the media -- If You Build It, Will They Come? Pre-Promoting Your Event -- Getting street-wise -- Hitting the computer -- Getting a little more out of your venue -- When Good Stunts Go Bad -- Chapter 8: Events and Experiences -- Knowing What Makes a Good Event -- Being the only game in town -- Making it easy for your target to attend -- Providing a unique experience -- Offering the human touch -- Giving your guests the VIP treatment -- Engaging your guests -- Gathering information about your guests -- Meet-and-Greets and Performances -- Meeting and greeting -- Securing guests and speakers -- Having a clear plan of attack -- Making the most out of an opportunity -- Casting Calls -- Tracking down your talent -- Structuring your call -- Hiring your star -- On-Air Events -- Getting on-air -- Knowing what to do when your press arrives -- Part III: Opportunities All around You: Nontraditional Media -- Chapter 9: Out in the Fresh Air -- Buying the Outdoors: What's Out There? -- Wild postings.

Going full-on guerrilla: Wild posting without permission -- The best of both worlds: Permission to post wild -- Billboards -- Living large: Outdoor billboards -- A moving experience: Mobile billboards -- Projections -- Taxis, train stations, phone booths, and more -- Shelter for your message -- Busing your brand -- Taxi! -- Going underground with subways and trains -- Get trucking -- Calling consumers who care -- Pedal to the metal -- Choosing the Form of Outdoor Advertising That's Right for You -- Putting Rubber on the Road: Marketing Your Business Everywhere You Go -- Chapter 10: Going Indoors -- Getting the Most Out of Advertising Indoors -- Bar, restaurant, and restroom advertising -- Bellying up to the bar -- Hitting the john -- In-theater advertising -- Commuter stations and more -- Commuter hubs -- Health clubs -- Supermarkets -- Shopping malls -- Choosing the Option That's Best for You -- Producing Location-Specific Artwork -- Considering your surroundings -- Acknowledging your target -- Getting crafty -- Chapter 11: Using and Innovating New Media -- Staying Competitive by Staying Ahead of the Curve -- Making Your Mark on Existing Media -- Taking Advantage of Your Surroundings: Monopolizing Existing Resources -- Figuring Out and Communicating Your Message -- Appealing to emotions -- Flying under the radar: Stealth marketing -- In your face: Creating messaging consumers can't miss -- Playing a variation on the theme -- Creating an Ad -- Defining your vision -- Working with designers -- Figuring Out the Placement -- Getting Exposure by Inventing New Media -- Owning Your Innovation -- Part IV: Driving It Home: From the Street to Your Site.

Chapter 12: Different Methods to Online Madness -- Including an Effective Call to Action -- Spreading Your Message across Several Methods -- Optimizing Your Site for Search Engines -- Understanding what search engine optimization is -- Knowing when to ask for help -- Maximizing your visibility on your own -- Considering Online Infiltration -- Getting in on the inside -- Zeroing in on the sites with the most impact -- Reaching the influencers -- Avoiding the wrath of the Inter-mob -- Wave the Banner High: Buying Banner Ads -- Selecting sites to advertise on -- Knowing when to buy and when to trade -- Chapter 13: Creating Your Online Presence -- Setting Your Web-Site Goals -- Adding On to Your Site with a Microsite -- Working Web Addresses to Your Advantage -- Playing with Online Games -- To game or not to game? Knowing when adding a game is a good idea -- Step right up! Looking at thekinds of games you can offer -- Giving People the Chance to Enter to Win -- Crafting a contest -- Drafting the rules -- Sending out the prizes -- Making It Personal: Uploads and Customization -- Finding someone to do the work -- Offering something unique -- Being cautious when releasing control -- Showcasing and sharing user-generated content -- Chapter 14: Getting Social -- Welcome to the World of Social Networking -- Looking At Your Options -- Facebook -- The details -- How to put Facebook to work for you -- MySpace -- The details -- How to put MySpace to work for you -- And beyond -- LinkedIn -- Twitter -- Friendster -- Second Life -- Using Existing Sites for the Good of Your Product -- Figuring Out if Your Social Skills Are Working -- Part V: If a Tree Falls in the Woods . . . The Power of the Press -- Chapter 15: Identifying Your Outlets -- Existing Contacts.

Flipping through the Rolodex: Your personal network.