Guirrella Marketing Project1

8/2/2019 Guirrella Marketing Project1

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WHAT IS MARKETING......?

Marketing is defined by the AMA as "the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings that have value forcustomers, clients, partners, and society at large."

Marketing is used to identify the customer, satisfy the customer, and keep the customer.With the customer as the focus of its activities, marketing management is one of the major

components ofbusiness management. Marketing evolved to meet the stasis in developing

new markets caused by mature markets and overcapacities in the last 2-3 centuries.The

adoption of marketing strategies requires businesses to shift their focus from production to

the perceived needs and wants of their customers as the means of staying profitable.
http://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/American_Marketing_Association


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A LOOK AT OLD VS NEW MARKETING

TECHNIQUES

Old Marketing Technique 1: Newspaper Advertising

Before the internet became available in most households, the average consumer spent a lot

of time reading the newspaper front page to back. It was the best way to find out what was

going in the community, and to find vendors for specific products or services.

Now that news stories are available online and updated in real time, newspapers are

shutting down around the world. They simply cant compete with the ability of the World

Wide Web to disseminate news from anywhere in an instant.

Today, newspaper advertisements are a bad investment of your marketing dollars. You

will get far greater reach and far better results if you institute apay per click campaign.

Forget print copy, an internet business needs to appear at the top of thesearch engine

rankingpages to gain customers.

Old Marketing Technique 2: In-Person Social Networking

It used to be that any new business owner benefited from attending various social functions

sponsored by local civic organisations. Everyone in town would gather together for hors

doeuvres and drinks and make business deals based on the old tenet of you scratch myback, Ill scratch yours.

Social networking is still an important part of marketing a business, but the venue has

changed. Instead of making a physical appearance at a ribbon-cutting ceremony, the modernbusiness owner is better served by spending time posting profiles at various social

media websites such as Twitter, Facebook , MySpace, andLinkedIn.

The rules for polite interaction havent changed; you just have to develop relationships in aformat that does not allow for face-to-face interaction. It is imperative you adopt a

respectful tone and take an interest in other members through the written word. Todayssavvy internet users know spam when they see it so curtail overt sales pitches.
http://aussieseo.com/online-advertising/pay-per-click-campaign/http://aussieseo.com/online-advertising/pay-per-click-campaign/http://aussieseo.com/online-advertising/pay-per-click-campaign/http://seanseo.com/seo/search-engine-ranking/http://seanseo.com/seo/search-engine-ranking/http://seanseo.com/seo/search-engine-ranking/http://seanseo.com/seo/search-engine-ranking/http://seozodiac.com/social-media/what-is-social-media/http://seozodiac.com/social-media/what-is-social-media/http://seozodiac.com/social-media/what-is-social-media/http://linkedin.com/http://linkedin.com/http://linkedin.com/http://seozodiac.com/social-media/what-is-social-media/http://seozodiac.com/social-media/what-is-social-media/http://seanseo.com/seo/search-engine-ranking/http://seanseo.com/seo/search-engine-ranking/http://aussieseo.com/online-advertising/pay-per-click-campaign/


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Old Marketing Technique 3: Cold Sales Calls

You may have a held a job in the past where your main task was to go through a list of

telephone numbers and make phone calls, desperately hoping that the person receivingthe call would be interested in what you were selling and not hang up.

Nowadays, there is little need for a telephone. Most consumers do their buying online,and they come straight to your website. TheNew Marketing Technique is to use modernmethods of reaching potential clients. Email messages, asales letter posted on your web

page, an online contact form, and a list of your services online all function as your virtual

sales staff. By performing some basic website optimisationfor search engines, you

could simply get sales from those efforts.
http://aussieseo.com/copywriting-tips/writing-a-great-sales-letter/http://aussieseo.com/copywriting-tips/writing-a-great-sales-letter/http://seanseo.com/seo/website-optimisation/http://seanseo.com/seo/website-optimisation/http://seanseo.com/seo/website-optimisation/http://aussieseo.com/copywriting-tips/writing-a-great-sales-letter/


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MODERN AGE MARKETING TECHNIQUES

Article marketing

Article marketing is a type ofadvertising in which businesses write short articles about

themselves as a marketing strategy. Internet article marketing is used to promote

products and services online via article directories.

The Cellar (marketing)

The cellar is the marketing theme or concept for the group of departments that are

commonly located on the first floor below ground level at the larger Macy's department

store locations. Although every Macy's has such a department, only the larger flagshipsactually have basement-level space devoted to the cellar concept.

Cloud marketing

Cloud Marketing refers to any and all marketing efforts that take place on the Internet,aka the Cloud provided as a service. One can understand the term, "Cloud Marketing" to

encompass both issues, as well as a wider set of organic marketing issues, including social

media marketing (SMM), mobile media marketing (MMM), banner and contextualadvertising, even hosting and domain issues.

Cross-media marketing

Cross media marketing is a form ofcross-promotion in which promotional companies

commit to surpassing the traditional advertisements and decide to include extra appeals to

their offered products.[1]

The material can be communicated by any mass media such as e-

mails, letters, web pages, or other recruiting sources. This method can be extremelysuccessful for publishers because the marketing increases the ads profit from a singleadvertiser.

DATABASE MARKETING

Database marketing is a form ofdirect marketing using databases ofcustomers or

potential customers to generate personalized communications in order to promote a

product or service for marketing purposes. The distinction between direct and databasemarketing stems primarily from the attention paid to the analysis of data. Database
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marketing emphasizes the use of statistical techniques to develop models of customer

behaviour, which are then used to select customers for communications.

DIGITAL MARKETING

Digital marketing is the use of digital sources based on electronic signal like Internet,

digital display advertising and other digital media such as television,radio, and mobile

phones in the promotion of brands and products to consumers. Digital marketing maycover the more traditional marketing areas such as Direct Marketing by providing the

same method of communicating with an audience but in a digital fashion.

DIRECT MARKETING

Direct marketing is a channel-agnostic form ofadvertising that allows businesses andnonprofits to communicate straight to the customer, with advertising techniques such as

mobile messaging, email, interactive consumer websites, online display ads, fliers,

catalogue distribution, promotional letters, and outdoor advertising.

ETHICAL MARKETING

Ethical marketing refers to the application ofmarketing ethics into

the marketing process. Briefly, marketing ethics refers to the philosophical examination,from a moral standpoint, of particular marketing issues that are matters of moral judgment.

Ethical marketing generally results in a more socially responsible and culturally

sensitive business community

INTERNET MARKETING

Internet marketing, also known as web marketing, online marketing, webvertising,

or e-marketing, is referred to as the marketing (generally promotion) of products orservices over the Internet. I Marketing is used as an abbreviated form for Internet

Marketing. Internet marketing ties together the creative and technical aspects of theInternet, including design, development, advertising and sales. Internet marketing also

refers to the placement of media along many different stages of the customerengagement cycle through search engine marketing (SEM), search engine

optimization (SEO), banner ads on specific websites, email marketing, mobile advertising,

and Web 2.0 strategies.
http://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Display_advertisinghttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketing_ethicshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Email_marketinghttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Web_2.0http://en.wikipedia.org/wiki/Web_2.0http://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Email_marketinghttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_ethicshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Display_advertisinghttp://en.wikipedia.org/wiki/Internet


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LOYALTY MARKETING

Loyalty marketing is an approach to marketing, based on strategic management, in which

a company focuses on growing and retaining existing customers through

incentives. Branding, product marketing and loyalty marketing all form part of the

customer propositionthe subjective assessment by the customer of whether to purchase a

brand or not based on the integrated combination of the value they receive from each ofthese marketing disciplines

MULTILEVEL MARKETING

Multi-level marketing (MLM) is a marketing strategy in which the sales force iscompensated not only for sales they personally generate, but also for the sales of others

they recruit, creating a down line of distributors and a hierarchy of multiple levels of

compensation. Other terms for MLM include pyramid selling, networkmarketing, and referral marketing.

NANO CAMPAIGNING

Nano-campaigning refers to an approach within Marketing communications, Public

relations and Lobbying which uses personalised and product-specific or issue-specific

tactics as the starting point for more extensive strategic campaigns. It is based on the

principles of social psychology and is enabled by the application of social mediatechnologies.

PERMISSION MARKETING

Permission marketing is a term popularized by Seth Godwin (but found earlier) used

in marketing in general and e-marketing specifically. The undesirable opposite of

permission marketing is interruption marketing. Marketers obtain permission before

advancing to the next step in the purchasing process. For example, they ask permission tosend email newsletters to prospective customers. It is mostly used by online marketers,

notably email marketers and search marketers, as well as certain direct marketers whosend a catalogue in response to a request.

PROXIMITY MARKETING

Proximity marketing is the localized wireless distribution of advertising content associatedwith a particular place. Transmissions can be received by individuals in that location who wish

to receive them and have the necessary equipment to do so.
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Distribution may be via a traditional localized broadcast, or more commonly is specifically

targeted to devices known to be in a particular area.

The location of a device may be determined by:

A cellular phone being in a particular cell

A Bluetooth orWi-Fi

device being within range of a transmitter.

RELATIONSHIP MARKETING

Relationship marketing is a broadly recognized, widely-implemented strategy for

managing and nurturing a companys interactions with clients and sales prospects. It alsoinvolves using technology to organize, synchronize business processes, (principally sales

and marketing activities), and most importantly, automate those marketing and

communication activities on concrete marketing sequences that could run in autopilot,

(also known as marketing sequences). The overall goals are to find, attract and win new

clients, nurture and retain those the company already has.

SHOPPER MARKETING

Shopper marketing is "understanding how one's target consumers behave as shoppers, in

different channels and formats, and leveraging this intelligence to the benefit of all

stakeholders, defined as brands, consumers, retailers and shoppers." Shopper marketing isnot limited to in-store marketing activities, a common and highly inaccurate assumption

that impairs the spread of any industry definition. Shopper marketing must be part of anoverall integrated marketing approach that considers the opportunities to drive

consumption and identifies the shopper that would need to purchase a brand to enable that

consumption. These shoppers need to be understood in terms of how well they interpret

the needs of the consumer, what their own needs as a shopper are, where they are likely to

shop, in which stores they can be influenced in, and what in-store activity influences them.

SPECIAL EDITION

The terms special edition, limited edition and variants such as deluxe edition, collector's

edition and others, are used as a marketing incentive for various kinds of products,

originally published products related to the arts, such as books, prints or recorded musicand films, but now including cars, fine wine and other products.
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UNDERCOVER MARKETING

Undercover marketing (also known as buzz marketing, stealth marketing, or by its

detractors roach baiting) is a subset ofguerrilla marketing where consumers do not realize

they are being marketed to. For example, a marketing company might pay an actor or

socially adept person to use a certain product visibly and convincingly in locations

where target consumers congregate. While there, the actor will also talk up their product topeople they befriend in that location, even handing out samples if it

is economically feasible. The actor will often be able to sell consumers on their productwithout those consumers even realizing that they are being marketed to.

Z CARD

The Z-CARD is the registered trademarkfor the foldable guide invented by George

McDonald when he was a travel writer and consultant for British Airways. McDonaldfound that traditional fold-out maps were too bulky to carry with him on travel research

trips and wanted a more convenient solution. From this the Z-CARD was developed and

launched in 1992, with the company as it looks today being founded in 2003. Z-CARDLtd. holds over 20 patents in 80 countries for their Pocket Media line, which includes the

Z-CARD foldable guide. All Z-CARD products are legally required to carry patent and

trademark notification.

VIRAL MARKETING

Viral marketing, viral advertising, or marketing buzz are buzzwords referring

to marketing techniques that use pre-existing social networks to produce increases in brand

awareness or to achieve other marketing objectives (such as product sales) through self-

replicating viral processes, analogous to the spread ofviruses or computer viruses can bedelivered by word of mouth or enhanced by the network effects of the Internet.

TISSUE PACK MARKETINGCompanies use small, portable tissue packages to move advertising copy directly into

consumers' hands.

LIVE IN MARKETING

Live-in Marketing is a term used to describe a variant of marketing and advertising in

which the target consumer is allowed to sample or use a brands product in a relaxed

atmosphere over a longer period of time. Much like product placement in film andtelevision LIM was developed as a means to reach select target demographics in a non-

evasive and much less garish manner than traditional advertising.
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MARKETING SEGMENTATION

Market segmentation pertains to the division of a market of consumers into persons with

similar needs and wants. The people in a given segment are supposed to be similar in terms ofcriteria by which they are segmented and different from other segments in terms of these

criteria. These can be broadly viewed as 'positive' and 'negative' applications of the same idea,

splitting up the market into smaller groups.

Examples:

Gender

Price

Interests

Location Religion

Income

Size of Household

BASES FOR SEGMENTATION

Geographic segmentation Demographic segmentation

Psychographic segmentation

Behavioural segmentation

GEOGRAPHIC SEGMENTATION

The market is segmented according to geographic criteria- nations, states, regions, counties,cities, neighbourhoods, or zip codes.

PSYCHOGRAPHIC SEGMENTATION

Psychographics is the science of using psychology and demographics to better understand

consumers. Psychographic segmentation: Consumers are divided according to their

lifestyle, personality, values. People within the same demographic group can exhibit very

different psychographic profiles.


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BEHAVIORAL SEGMENTATION

In behavioural segmentation, consumers are divided into groups according to their

knowledge of, attitude towards, use of or response to a product.


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GUERRILLA MARKETING


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WHAT IS GUIRRELLA MARKETING....?

Guerrilla marketing is an advertising strategy in which low cost unconventional means like

graffiti, sticker bombing, flash mobs are utilized, often in a localized fashion or large networkof individual cells, to convey or promote a product or an idea. The term guerrilla marketing is

easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a

competitive and unforgiving environment.

The concept ofguerrilla marketing was invented as an unconventional system

ofpromotions 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. The term was coined and defined by JayConrad Levinson in his bookGuerrilla Marketing. The term has since entered the popularvocabulary and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places,

street giveaways of products, PR stunts, or any unconventional marketing intended to getmaximum results from minimal resources. More innovative approaches to Guerrilla marketing

now utilize mobiledigital technologies to engage the consumer and create a

memorable brand experience.

Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirementsare time, energy, and imagination and not money. Sales do not compose of the primary static

to measure business but is replaced by profit. Emphasis is on retaining existing customers then

acquiring new ones.

PRINCIPLES OF GUERRILLA MARKETING

Find a segment small enough to defendTry to pick a segment small enough so that you can become the leader. Rolls Royce is the

true guerrilla. They concentrate on a small market segment and are its leader.

Guerrillas should be all line and no staffa guerrilla can take advantage of its small size to make quick decisions. This can be a

precious asset when competing with the big national companies.

Be prepared to bug out at a moment's noticeDon't hesitate to abandon a position or a product if the battle turns against you. A guerrilla

doesn't have the resources to waste on a lost cause. He should be quick to give up and move

on in a small company, one person's hunch can be enough to launch a new product. e.g.

Robert Gamma footwear importer introduced 'Kangaroos -zippered pocket on side of shoes.
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STRATIGIES OF GUIRRELLA MARKETING

1.Price discount strategyThe challenger can sell a comparable product at lower price. it is apparent in price wars inairlines, tariff wars in telecom industry.

2. Cheaper goods strategy

The idea is to offer an average or low quality product at much lower price. This works whenthe buyer is interested only in price.

3. Prestige goods strategythe challenger can launch a higher quality product and charge a higher price than the leader.

4. Product proliferation strategy

Challenger can attack the leader by launching a larger product variety, thus offering more

choice to the buyer.

5. Product innovation

6. Improved service strategy

7. Distribution Innovation strategyDeveloping new channels of distribution like direct selling to customers.

8. Manufacturing cost reduction strategy

Employing lower manufacturing cost through more efficient purchasing.

9. Intensive advertising promotionThe challenger engages in a rigorous advising program.

NEED OF GUIRRELLA MARKETING

The need for guerrilla marketing can be seen in the light of three facts:

Because of big business downsizing, decentralization, relaxation of government

regulations, affordable technology, and a revolution in consciousness, people around

the world are gravitating to small business in record numbers.

Small business failures are also establishing record numbers and one of the main

reasons for the failures is a failure to understand marketing.

Guerrilla marketing has been proven in action to work for small businesses around the

world. It works because it's simple to understand, easy to implement and outrageously

inexpensive.


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FEW EFFECTIVE ADS CREATED THROUGH

GUIRRELLA STRATEGY

SMOKING

While at a quick glance this might look like a clever guerrilla marketing effort for a cigarette brand or the

tobacco industry itself, this is actually very cool street art found in Germany. And if anything, this will most

likely encourage you to stop smoking.

Mirror, mirror on the wall

At the 2011 Euro bike cycling trade show in Germany, Schwalbe tires found a way to make good use of the

bathrooms. Other companies have utilized the urinals before but that letting someone urinate on your brand is

often not a good idea. One could argue here that not everyone washes their hands, but the tire art on the mirror

is hard to overlook.
http://blog.guerrillacomm.com/2011/09/mirror-mirror-on-wall.htmlhttp://blog.guerrillacomm.com/2011/09/mirror-mirror-on-wall.htmlhttp://www.eurobike-show.de/http://www.schwalbe.de/language/index.php5?flash=1http://www.schwalbe.de/language/index.php5?flash=1http://www.eurobike-show.de/http://blog.guerrillacomm.com/2011/09/mirror-mirror-on-wall.html


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Messing with time

Diamantini & Domeniconi is well known for a very unique selection of clocks and we actually have one of

their Cuckoo Clocks in our home. Their On Time version makes sure that you are on time with a slight kink in

the minute hand and you no longer have to move the clock forward.

Sun Smart

Too much of a good thing is still too much and that is especially true of the sun. Sun Smart in Australia is

reminding people with a creative billboard campaign that cutting out the sun exposure is easier than cutting

out a skin cancer. Reach inside the "cancer cutout" and help yourself to some free SPF 30 sunscreen. Very

clever.

FEW MORE......
http://blog.guerrillacomm.com/2011/07/messing-with-time.htmlhttp://blog.guerrillacomm.com/2011/07/messing-with-time.htmlhttp://diamantinidomeniconi.it/http://diamantinidomeniconi.it/?cat=56http://blog.guerrillacomm.com/2011/07/sun-smart.htmlhttp://www.sunsmart.com.au/sun_protectionhttp://www.sunsmart.com.au/sun_protectionhttp://blog.guerrillacomm.com/2011/07/sun-smart.htmlhttp://diamantinidomeniconi.it/?cat=56http://diamantinidomeniconi.it/http://blog.guerrillacomm.com/2011/07/messing-with-time.html


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BIBLIOGRAPHY

WWW.GOOGLE.COMWWW.CREATIVEGUERRILLAMARKETING.COM

WWW.THECOOLHUNTER.CO.UK

WWW.WIKIPEDIA.COM

BLOG.GUERRILLACOMM.COM

WWW.IBELIEVEINADV.COM

WWW.GMARKETING.COM
http://www.google.com/http://www.creativeguerrillamarketing.com/http://www.thecoolhunter.co.uk/http://www.wikipedia.com/http://blog.guerrillacomm.com/http://www.ibelieveinadv.com/http://www.gmarketing.com/http://www.gmarketing.com/http://www.ibelieveinadv.com/http://blog.guerrillacomm.com/http://www.wikipedia.com/http://www.thecoolhunter.co.uk/http://www.creativeguerrillamarketing.com/http://www.google.com/

Guirrella Marketing Project1

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