Download - What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies

Guerrilla Marketing

Brad Wollman

Identity Projection, LLC

What is Guerrilla Marketing? Unconventional Entertaining Thought provoking Cost-effective


Brief History Jay Conrad Levinson 1984 “Guerrilla Marketing”


Trends Alternative Experience Ambient Presence Grassroots Wild Postings Astroturfing


Spending and Frequency of Use Low-Cost Everywhere


Disadvantages Adult Swim Advertisements 2007 in

Boston Guerilla Marketing gone bad Bomb Scare


Advantages Less expensive then traditional marketing. Attention grabbing Cost efficient


When to Use It Cause Marketing/Environmental

Awareness New Businesses Businesses with small budgets for

advertising.


As of the end of 2011 Red Bull employed 8,294 people in 164

countries. 4.631 billion cans sold worldwide in 2011. Denmark, Norway, & France Caffeine content per serving: 8oz-80mg

(Coke classic: 12oz-40mg)

Case Study:


Challenges Brand image Negative product

attributes Capture massive

audience attention

Case Study:


Case Study:


Felix Baumgartner 800+mph 24+miles, All in under 10

minutes. 235,000 Twitter

followers and 140,000 Facebook users.

300 Million Youtube Views

Stratos Jump


You can achieve your goals

Public Relations money can’t buy

Huge Success

Case Study:


Case Study: Large

Companies Risky, unusual

approach 2nd most

recognized word


Case Study: Challenges

Keep customers happy

Increase brand loyalty

Create Value Invigorate

Growth


Case Study: The “Happiness Machine” Real College Campus 700,000+ Youtube views in first week Buzz Excitement Loyalty

http://www.youtube.com/watch?v=lqT_dPApj9U




Why Guerrilla? Guerrilla Marketing is inexpensive

In a struggling economy, advertising is usually the first thing to be cut from a firm’s budget

Eye-catching, unique, creative Stand out from the crowd and do it in an

economical way


Guerrilla in IMC Effectively engage consumers Integrating advertising, public relations

and sales promotion, etc. Merge advertising with aspects of the

promotional mix Prominent in outdoor advertising


Discussion Have you noticed guerilla marketing?

What is your favorite example of Guerrilla Marketing?

Least favorite?


Sources 1) http://news.thomasnet.com 2) http://innovationmarketingtrends.blogspot.com/2011/10/what-is-guerrilla-

marketing.html 3) http://news.thomasnet.com/IMT/2009/03/31/marketing-on-the-sly-guerrilla-

marketing-tactics-and-how-to-launch-such-campaigns/ 4) http://ad-bits.blogspot.com/2012/04/book-review-guerrilla-marketing-4th.html 5) http://www.divinecaroline.com/122442/56690-five-ad-campaigns-failed-quickly 6)http://books.google.com/books?

hl=en&lr=&id=UqXLxndm2oUC&oi=fnd&pg=PP2&dq=advantages+of+guerrilla+advertising&ots=hJMUkfc4xh&sig=JvvFpxgHWCV3GNRlYKHbv6SPCqQ#v=onepage&q=advantages%20of%20guerrilla%20advertising&f=false

7) http://weburbanist.com/2008/06/10/major-corporations-go-for-guerrilla-marketing/

8) http://pilmerpr.com/blog/uncategorized/guerilla-pr-to-the-edge-of-space-with-red-bull/

9)http://www.creativeguerrillamarketing.com/viral-marketing/red-bull-masterminds-of-new-age-marketing/

10)http://www.tiptoptens.com/2011/07/16/10-worth-knowing-facts-about-coca-cola/ 11)http://advertising.about.com/od/smallbusinesscampaigns/a/recessionadvert.htm 12)http://advertising.about.com/od/smallbusinesscampaigns/od/

recessionadvert.htm

Download - What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies

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