Marketing

Farewell to the Guru of Guerilla Marketing

Farewell to the Guru of Guerilla Marketing

Jay Conrad Levinson, the father of “guerrilla marketing,” passed away a few weeks ago at the age of 80. I didn’t know him personally but his 1983 book Guerrilla Marketing—geared to small business owners and entrepreneurs—was inspirational to me. Levinson…

In the Company of Others

In the Company of Others

A common assumption is that word-of-mouth promotion for small business means encouraging customers or clients to tell other people about your business, either directly or through online review tools like Yelp. This is important but another key part of word-of-mouth…

Testing the Waters

Testing the Waters

Before you start a new business or expand into a new marketplace, it’s always essential to “test the waters”.  This means doing some simple market research. The intent is to find out as much as possible about potential customers or…