Guerrilla Marketing&
Ambush Marketing
By- Neela Reelan- Rahul Parihar- Sanket Sancheti
Guerrilla Marketing
Introduction History Definition Features Why Guerrilla marketing? Instruments Guerrilla marketing in today’s scenario Future Obstacles Conclusion
Introduction
“You will find it at the moment you do not expect it at all! And at the moment you notice the advertisement and start thinking about its message they have what they want – your attention and interest”
• “SURPRISE EFFECT”
• Tool for small companies to fight against the biggies
History
The word “Guerrilla”
- Spanish expression for “Battle”
• Che Guevara and the book ‘Guerrilla Warfare’ (1968)
• Americans encounter ‘GUERRILLA’
‘Guerrilla’ enters Marketing
• America’s marketing experts were looking for new approaches to gain the attention of customers
• They had to find realizable concepts for businesses with limited resources; something that lets one company stand out in the crowd
• The only promising way was to use an ‘anti-marketing’ concept that included attrition and attack strategies in order to gain as much attention as possible and to weaken competitors considerably
‘ Guerrilla Marketing’
The term was coined by Jay Conrad Levinson in the book ‘Guerrilla Marketing’ in the year 1983
Provided not only an explanation of the essential marketing ideas, but also a philosophy for small business owners who wanted to follow the Guerrilla Marketing idea
Based on the use of non-traditional marketing channels, customer proximity, insistency, and patience
Definition
“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
According to Kotler
The main purpose of Guerrilla Marketing is to destabilize the opponent – or best to destroy the competitors with the help of attrition tactics.
Features
• Geared for the small business and entrepreneur
• Based on human psychology rather than experience, judgement, and guesswork
• The primary statistic to measure your business is the amount of profits, not sales
• The marketer should also concentrate on how many new relationships are made each month
• Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers
Why Guerrilla Marketing?
Companies all over the world invest billions in traditional activities, which are often not affordable for smaller companies.
The solution is a cost-effective marketing form that stands out in the crowd of advertisings and catches the attention of the customer even in the rapidly changing marketing world of today.
The aspects of Guerilla Marketing also fit these needs of today - away from uniformity and insistency towards creativity and flexibility.
Guerrilla Marketing Instruments
Out-of-Home Weapons
1. Ambient Marketing2. Guerrilla Sensation3. Ambush Marketing
New Media Weapons
4. Viral Marketing5. Guerrilla Mobile
Low Budget Weapons
Ambient Marketing
Ambient advertisements are posted on manhole covers, cranes, pizza cartons, free postcards in bars and so on
Guerrilla Sensation
Ambient Marketing positions advertising at unusual places. Hereby the main focus is not necessarily on the idea, but on the advertising space itself.
Ambush marketing
Viral Marketing
The idea is to get an advertising message to as many contacts as possible and as fast as possible. This is realised by human multipliers who are animated to pass the message along for free. The challenge fora Viral Marketer is to build a motivation in a message for people to spread it. Eg. Hotmail
Guerrilla Mobile
Since the number of mobile phones exceeds the number of inhabitants in many countries, the cell phone is a permanent companion of prospects.
The wireless connection provides the possibility to present marketing messages in different ways via SMS, MMS, Bluetooth, or Infrared.
Obstacles of Guerilla Marketing
It is often difficult to recognize the fine line between provocation and offence, between drawing the attention to a company and to create a negative reputation, to get new customers and to lose prospects.
Guerilla Marketing Today
The main reason why companies opt for Guerilla Marketing these days can be differentiated between small and larger organisations.
Smaller companies obviously chose the cost effective principle since they only have a small advertising budget on-hand.
Larger, more solvent companies are often able to afford TV and Print Ads. They use Guerrilla Marketing since it achieves value that cannot be created by classical advertising alone.
Conclusion
Guerilla Marketing –has been experiencing increasing importance in the advertising landscape, ever since customers are besieged with classical marketing communication via the traditional channels TV, Magazines, Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the customer in a surprising, unconventional marketing activity.
.
Ambush Marketing
Meaning
Ambush means attack from hidden position
Term coined by Jerry c welsh in 1980
Definition
It is defined as attempt by an organisation to benefit from goodwill or popularity of particular event by creating association between itself and the event without permission of relevant organisation and without paying fees to become an official sponsor
Ambush marketing
At many major events one brand of a particular category pays a high price to be the exclusive sponsor. Ambush Marketers then still find a way to make notice of their brand in connection with the event, since it attracts the attention of thousands of visitors and even viewers on TV
WHY AMBUSH MARKETING
Ambush marketing is cost effective
Complete creative freedom
When competitor is sponsor
Rules
Do not breach intellectual property law
Do not call yourself a sponsor if you are not
Some major events also have proximity rules.
Types
1. Cosmetic Ambush Driven by ego not by strategy
2. Proximity Ambush Setting up on outskirts of major event
3. Media package
4. Strategic Ambush Leverages experiences around the event.
Strategies of Ambusher
Sponsoring Media coverage of the event Engaging in advertising that coincide with sponsored
event Distributing of free sample of non sponsored brand
product at event
P&G VS HUL
29
Australia VS New Zealand.
Streakers bearing the Vodafone logo
on their bodies invaded the pitch
during the second half.
Official Sponsor – Telstra.
Vodafone – Rugby Match
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