David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win [Paperback]

Ronald D. Geskey (Author), Sr. (Author)

Book Description

Publication Date: August 15, 2007

How can a small business ever hope to compete with a large corporation?

Like the mythical battle where David took down Goliath, the author provides small business owners with very practical weapons they need to effectively compete with big business.

No matter what your familiarity with the subject, Geskey provides a comprehensive study presented in simple layman's terms into how small business owners can increase their Share of Market by increasing their "Share of Voice" (share of marketing messages in a market area) without spending an additional dime in advertising/marketing.

Share of Voice can be increased by increasing the cost efficiency and effectiveness of media by 50-200% or more. David vs. Goliath shows readers how to do just that step by step and by using templates and worksheets to actually learn "how to."

The Magic of Share of Voice

David vs. Goliath teaches small business owners how to compete with much larger businesses by planning and negotiating media (in the broad sense) in focused, innovative, and smarter ways-- which can double or triple a business' marketing exposure in a particular location and time.

Research has shown that an increase in Share of Voice is highly correlated to an increase in Share of Market.

There are two ways to increase Share of Voice: 1) spend more/increase your budget, or 2) spend the money you have more efficiently and effectively. This book teaches you how to do the latter.

What You Will Learn

David vs. Goliath not only gives you hundreds of specific ideas, more importantly, the book provides you with a strategy for success. You will learn:

* How to increase your customer base, market share, and profit margins with no increase in marketing budgets

* How to potentially double or triple your Share of Voice--without spending more

* How to AUTOMATICALLY increase your media buying power by nearly 20%

* How to buy newspaper ads at 20 cents on the dollar

* How to buy TV and radio schedules at 50-75% off rate card

* How to develop a negotiation STRATEGY which will get you significantly more exposure per dollar spent

* How and why you must always have a pre-planned Plan B in negotiations with media sellers

*How to use the Road Less Traveled (non traditional Guerilla media buying channels) to buy media for pennies on the dollar

* How and when to use hundreds of Guerrilla strategies and tactics to increase your visibility and effectiveness

* And much more

Editorial Reviews

About the Author

With over 30 years of senior management experience in marketing and media planning and buying at some of the best advertising agencies in the world (Leo Burnett, D'Arcy, Campbell Ewald, General Motors R*Works), Ronald Geskey provides a unique inside perspective on the weaknesses of the major corporations and how to beat them at their own game. Available for the first time in print, Geskey provides the wealth of his experience and knowledge he has shared with students and clients. The book also supplies strategies for developing a world class internet presence and how to effectively negotiate with media sellers, as well as offering guerilla buying techniques and lists of what to watch out for (Media Buyers: Caveat Emptor!). Including the basic media concepts, terminology, and math the small business owner needs to make intelligent spending, budgeting, and marketing decisions, David vs. Goliath helps small business owners get the most value for their marketing dollar. Geskey has also taught marketing, advertising, and media at several major universities. He has a master's degree from Southern Illinois University, doctoral work at Texas Tech University, as well as additional post-graduate professional education from Northwestern, Wharton, and Michigan State University. He is the author of many marketing and media publications, including the Thumbnail Media Planner; The 10 Immutable Laws of Buying Broadcast Media; Media 101, Strategic Media Planning; Recency Planning: Revisited; Effective Reach: Revisited; and many others.

Product Details

• Paperback: 278 pages
• Publisher: 2020:Marketing Communications LLC; 1st edition (August 15, 2007)
• Language: English
• ISBN-10: 0978511727
• ISBN-13: 978-0978511722
• Product Dimensions: 9 x 6 x 0.8 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,835,187 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Wish I Had This Book Years Ago - A Must Read, September 10, 2007

By 

Bonita M. Schmitz - See all my reviews
(REAL NAME)   

This review is from: David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win (Paperback)

As owner and manager of a bookstore, I know that small business has always felt the challenge of how to become a "player" in the marketplace. Knowing our business purpose did not guarantee our ability to effectively market our business.

Had David vs. Goliath been available years ago it would have likely transformed my marketing of the business and its success. It also would have helped remove my ever present fear of the competition.

The book provides the tools to take the small business owner through the process of analyzing the business and business practices to the development of an innovative marketing strategy and plan to build sales and profit.

I had never even heard of share of voice, and certainly never thought of any linkage to sales or share of market. And even though I bought media, I now know how uninformed and naive I was, wasting a lot of money (resulting in lost sales and profit) without even knowing it.

The author also shows how we can make the internet work for us. He cuts through the confusion of selecting and buying the media at the right price place, and time.

Each chapter is filled with "secrets" which most owners of small businesses are unaware, at least I was.David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win Every small business owner needs this insightful book!

Bonnie Schmitz
Bookstore Owner

2 of 2 people found the following review helpful:

5.0 out of 5 stars An Essential Book For Small Business, September 5, 2007

By 

Tracy Roberts (Nova Scotia, Canada) - See all my reviews

This review is from: David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win (Paperback)

In a highly competitive marketplace, small business owners can often be overwhelmed with the difficult task of making consumers aware of their product. With so many huge business conglomerates dominating the market place, it can seem almost impossible for a small business to efficiently reach their target customers. In his book, David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win, author Ronald Geskey shows that small businesses can not only succeed against the Goliaths, but can thrive in the dog eat dog world of big business.

Geskey explains that a key to growing a successful business is to use an innovative, well researched technique known as increasing your share of voice and your quality of voice. Through a step by step method, readers will learn how to make each advertising dollar work harder for them. By dramatically increasing your effective share of voice without increasing your budget in your market area, you can increase top of mind awareness of your product. This will then lead to increased sales and market share.

Not only does the author provide an in depth analysis and understanding of marketing and media, helpful methods and tools are provided to make the most of your advertising dollar. As Ronald Geskey states, "The key is to eliminate advertising spending waste."

Budgets are often wasted when the wrong type of communication is used for the job (e.g., direct mail vs. publicity) or the wrong media are used to reach the wrong target in the wrong place at the wrong time-- negotiated at the wrong price without value added and media investment safeguards.

When was the last time you read a book or an article about how to actually negotiate a media buy to get the most bang for your buck? Maybe never? Geskey's book provides clear steps on how to negotiate traditional and non traditional media buys to get substantially more media exposure for the budget.

Because successful communications with the consumer are critical to the success of a small business, the author discusses and provides an analysis of the many benefits and pitfalls of different marketing communications forms and various advertising media. Advertising media discussed include television, print, radio, internet, direct mail as well over 60 non traditional media approaches.

With well illustrated diagrams and exercises at the end of each chapter, the author provides the necessary tools and skills for you to make your small business a long term success. I plan to implement the strategies for my own business endeavors. I highly recommend the book to current business owners as well as to those planning to start a small business.

Tracy Roberts, Write Field Services

1 of 1 people found the following review helpful:

5.0 out of 5 stars At the End of the Book, You Have an Action Plan, October 17, 2007

By 

Bill Smith (USA) - See all my reviews

This review is from: David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win (Paperback)

David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win

This was a great and innovative book. Best of all, by filling out the worksheets after each chapter and at the end of the book, it results in a well thought out action plan to raise Share of Voice in your marketing area. Highly recommended and worth the time!