Download - Guerrilla Tactics 21 Sept 10 Event Uk
![Page 1: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/1.jpg)
Guerrilla tactics: Amplifying attendance through experiential marketing & digital
By
Anthony Tattum, MD at Big Cat
& Nick Morgan, CEO at Big Cat
![Page 2: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/2.jpg)
About Big Cat
• Big Cat Group was established in 2000
• 26 staff across 4 offices in UK, France &
Spain
• Cover all European territories
• Award-winning event marketing
consultancy
• 15 years experience in delivering high-
profile events and campaigns
• Highly skilled and experienced in sports
marketing & brand experiences
• Unique skill in utilising latest technology
and practices
![Page 3: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/3.jpg)
Clients
![Page 4: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/4.jpg)
“...an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.”
Wikipedia definition
Guerrilla marketing
![Page 5: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/5.jpg)
Industry trends
• Experiential & digital needs to deliver results• New remit is experiential delivering footfall – not just cool content• Much more results/audience driven campaigns• Finding more clients want to share risk• A drive to innovation and entrepreneurism• The experience (event or social) is the campaign
![Page 6: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/6.jpg)
• Lines are blurring between experiential, viral, social media and word of mouth
• Social media is now about building relationships not just about awareness
• Conversations about your event or product happen whether you like it or not
• Good marketing encourages the right sort of conversations
Trends
![Page 7: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/7.jpg)
Marketing that works is marketing that people choose to notice
Seth Godin
![Page 8: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/8.jpg)
19 millionThat’s the number of people in the UK with a social
media profile
![Page 9: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/9.jpg)
“We're living at a time when attention is the new currency: With hundreds of TV channels, billions of Web sites, podcasts, radio shows, music downloads and social networks,
“We're all publishers now, and the more we publish, the more valuable connections we'll make.
“Twitter, Facebook, Flickr, Foursquare, FitBit and the SenseCam give us a simple choice: participate or fade into a lonely obscurity.”
Pete Cashmore, Mashable
![Page 10: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/10.jpg)
And how to we evaluate them against our objectives?
How do we integrate thesocial web, experiential and
traditional media in our marketing plans?
![Page 11: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/11.jpg)
Foster dialogue
Promote advocacy
Facilitate support
Spur innovation
Deepen relationships
Learn from the Crowd
Drive purchase/attendance
intent
Lovett & Owyang Merdough
Social web objectives Goals
![Page 12: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/12.jpg)
How are agencies and brands stimulating word of mouth
![Page 13: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/13.jpg)
![Page 14: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/14.jpg)
Social
Blog
Flickr
CSI Social & Experiential
Experiential
Stunts
Competitions
Daily tasks
UGC
![Page 15: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/15.jpg)
• CSI: The Experience opened at Europe’s busiest shopping centre,Bullring, in October 2009
• Biggest TV show in the world with an estimated global audience of
• Outdoor tactics took many forms in city’s busiest locations and throughout Bullring
CSI Experiential
![Page 16: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/16.jpg)
• Developed a mechanic based on ‘taped off’ crime scenes
• Created crime scenes across the city
• Crime scenes appeared in public areas
• The Mall concourse was targeted and agents surrounded crime scene
CSI: Experiential
![Page 17: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/17.jpg)
• opening of the exhibit and to generate the excitement and shopper awareness,
• it was promoted throughout the centre with ads on Bullrings digital screens, 6 sheet posters and escalator vinyls.
• However, the focus of the media coverage came in the form of Adlift, vinyl posters applied to the entire surface of lift doors
![Page 18: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/18.jpg)
In a study of 530 people who attended a CSI exhibition were asked:
‘What influenced you to attend the exhibition?’
![Page 19: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/19.jpg)
Friends Online Outdoor Newspapers Other0
5
10
15
20
25
30
35
40
Percentage
CSI Attendance Influences
![Page 20: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/20.jpg)
63% were effectively driven to the exhibition by “word of mouth”
![Page 21: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/21.jpg)
• “...my friends mostly, sometimes my family”• “My spouse is crucial and maybe my peers”• “...some blogs, friends on facebook, tweets and
generally browsing the internet”• “Online is one crucial avenue, and peers – their advice
is regarded...erm...as truth”• “...your friends can have a way of entrenching the
position and making it credible”
Influencers
![Page 22: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/22.jpg)
CSI:Social Rollout
![Page 23: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/23.jpg)
Case Study 2
![Page 24: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/24.jpg)
• Launched to correspond with their Olympic partnership
• Doesn’t make any reference to chocolate
• Split the nation into two teams, the spots and stripes
• Sign up on the website to begin scoring points for their chosen team
• Encourage engagement through dedicated social platforms
• Enable friends to compete online and at events
• TV and outdoor ads in keeping with their online/offline theme
![Page 25: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/25.jpg)
• Developing tribes • Building advocates by
recognition for participation
Cadbury on Facebook
![Page 26: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/26.jpg)
Cadbury games and events
![Page 27: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/27.jpg)
![Page 28: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/28.jpg)
• Nacho Libra character
• Viral / Social mechanic
• Free travel if your name is Victoria
• 50% off if you send to Facebook friends called Victoria
• Supported by outdoor activity
Southern Trains
![Page 29: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/29.jpg)
• Social provides influencers and builds communities
• Experiential provides opportunity to participate and live the brand
• Achievable objectives need to be agreed with clients
• Return on Influence is new ROI
Conclusions
![Page 30: Guerrilla Tactics 21 Sept 10 Event Uk](https://reader036.vdocuments.net/reader036/viewer/2022062303/558cc5c1d8b42a8c528b46a0/html5/thumbnails/30.jpg)
Questions