An Essential New Book for Growing a Small Business— The New Guerrilla Marketing?

October 10, 2007 (PRLEAP.COM) Business News
Auburn Hills, MI—October 10, 2007 — 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.

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 the effective buying and selling of media. Geskey hyas a masters degree and executive education from Wharton, Northwestern, and MSU. He is also CEO of 2020:Marketing Communications LLC which publishes the Thumbnail Media Planner and is the author of numerous works sold at

"David vs. Goliath" (278 pages/paperback) is available at and other online book stores.