Guerrilla Marketing - 123seminarsonly.com marketing is an advertising strategy in which ... Modes of...
Transcript of Guerrilla Marketing - 123seminarsonly.com marketing is an advertising strategy in which ... Modes of...
Guerrilla Marketing
It really is a war out there!!
What is it?
● Guerrilla marketing is an advertising strategy in which lowcost unconventional means (graffiti, sticker bombing, flash mobs) are utilized.
● The effort may be local or a network of individual cells to convey or promote a product or an idea.
● The term was coined by Jay Conrad Levinson.● It can be easily traced to guerrilla warfare which
utilizes atypical tactics to achieve a goal in a competitive environment.
What does it involve?
● Unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing.
● More innovative approaches now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.
Modes of Guerrilla Marketing
● Reverse Graffiti — clean pavement adverts● Viral marketing — through social networks● Presence marketing — marketing for being there● Grassroots marketing — tapping into the collective
efforts of brand enthusiasts● Wild Posting Campaigns● Buzz marketing — word of mouth marketing
Modes of Guerrilla Marketing
● Undercover marketing — subtle product placement ● Astroturfing — disguising company messaging as an
authentic grassroots movement ● Experiential marketing — interaction with product ● Tissuepack marketing — handtohand marketing ● Livein marketing — real life product placement ● Wait marketing — when and where consumers are
waiting (such as medical offices and gas pumps) and receptive to communications
Why now?
● Consumers have grown immune to big budget advertising.
● GM is simple to understand, easy to implement and inexpensive.
● It has a lasting impact on target audience.
Some brilliant GM campaigns
● Nike put large boots on car tyres, on International car free days to promote running. They also put notices (like traffic violation notices) on windows.
● Watch on YouTube ● Ikea's Campaign in Manhattan. Watch on Youtube
An innovative idea on a large billboard in Amsterdam, Netherlands. It really makes you want that ‘Heineken’.
An advertisement by Jung von Matt/Alster for watchmaker IWC. Bus straps have been fashioned from images of IWC’s Big Pilot’s Watch to allow bus travellers near the airport to try before they buy at Berlin, Germany.
Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai, India. When someone approaches the doors move apart and it feels like the people on the door are moving away. The person enters to find the message ‘People Move Away When You Have Body Odour’.
An exercise to promote Eatalica burgers. A ‘Caution Wet Floor’ board was placed near an Eatalica burger signboard. The copy on the board reads ‘Oogling at the burger may involuntarily cause drooling which may in turn lead to a wet floor.'
In Brazil, beach-goers are enjoying the sun and refreshing taste of Sprite soda. Not to mention the free shower! Yes, that’s right…Sprite installed a giant shower on the beach!
Very cool street art found in Germany
Resources
● http://mashable.com/2010/10/06/guerrillamarketingvideos/#W4o0ZVeixYU
● http://www.creativeguerrillamarketing.com/whatisguerrillamarketing/
● http://blog.guerrillacomm.com/