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Guerrilla Marketing

2010Total Active MediaTotal Identity

Martijn Arts

from 100 outstanding examples to my personal top 3

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ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE

No staff112

AreasConsultancyDesignPublishingInteractionPRCampaign

Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln

Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadridTaipei

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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. Universitymarts@totalactivemedia.nl

Total Active MediaManaging Director.

Total IdentityShareholderBoard of directors

Social NetworksLinkedInHyvesTwitter (arts118)

guerrilla marketingfirst an overview, zooming in later...

top100

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Described 1983Jay Conrad Levinson

An American marketeer

GUERRILLA MARKETING

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral

DEFINITION

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral

DEFINITION

1.Not a big budget2.Unexpected3.Unconventional4.Interactive5.Unexpected places6.Buzz / turn viral

KEYWORDS

1.Not a big budget2.Unexpected3.Unconventional4.Interactive5.Unexpected places6.Buzz / turn viral

KEYWORDS

cheapsurprisedifferentactiveplacesbuzz

guerrilla is...

it’s cheap

it’s everywhere

it blends in

it’s unique

it pops up

it really pops up

it’s conceptual

it’s inline

it’s humanizing

it’s active media

the winner is...

#3

#3

#2

#1

so play cards... :-)just needed this for playing cards

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guerrilla

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• It’s cheap - or at least cost effective• It’s everwhere• It blends in• It’s unique• It pops up• It’s conceptual• It’s inline• It’s humanizing• It’s active media

SUMMARY

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1.Is the guerrilla action original, both in content as in design?2.Is it unexpected and unconventional?3.Does it create enough exposure? 4.Can this exposure be enlarged by buzz or viral spreading? 5.Is it possible to take photos?6.Is the guerrilla action relevant? 7.Is it inline with the brand or product?8.Is it focussed at the correct target audience?9.Is it correctly timed? 10.Does it blend in, does it make use of location and moment?11.Is it friendly and does it create sympathy?

CHECKLIST

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• Do not mix guerrilla actions with broadcasting• Internet makes guerrilla actions a lot more effective• Local, lowcost and creative actions can gain world exposure • This creates opportunities especially for single entrepreneurs• Creativity becomes craftsmanship - not something expensive• Inline (with brand) actions have more lasting effect• Local actions work better when co- ordinated (inter)nationally• Direct the unexpectedness - work in programs• Mixing creative impact with identity and strategy is best

But... there is a lot more to it than just funny images...

LESSONS LEARNED

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offline2010Total Active MediaTotal Identity

Martijn Arts