guerilla marketing strategic tactic presentation ipmp510 final-slideshare

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510 Communication Skills for Managers Strategic Tactic Presentation Team #1 Amal, Chris, Khalil, Olivia September 25, 2012 GUERILLA MARKETING

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Team 1 - Guerilla Marketing presentation - fall 2012

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Page 1: Guerilla marketing strategic tactic presentation ipmp510 final-slideshare

510 Communication Skills for Managers

Strategic Tactic Presentation

Team #1

Amal, Chris, Khalil, Olivia

September 25, 2012

GUERILLA MARKETING

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Getting people’s attention in an way

Maximizing creativity without spending a lot of $

Term was coined by Jay Conrad Levinson in his book, Guerilla Marketing, in 1984

What Is Guerilla Marketing?

unconventional

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InformRemindPersuade

Guerilla Marketing:

Creates unique and thought-provoking concepts that spread the word and engage conversation

Objective

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Application: MarketingPromotion toolDiffers from conventional marketing

Type of Strategy

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1. Identify the possible emotional appeal of product/issue/cause

2. Translate it into meaningful benefits3. State your benefits in a believable way as possible4. Get people’s attention

Seven Steps in Guerilla Marketing

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5. Motivate your audience to get involved6. Be sure that you are communicating clearly7. Measure your finished product against your overall

creative strategy

Seven Steps Continued…

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Example Tactics

1. Buzz

2. Flash Mob

3. Graffiti

4. Sticker Bombing

A. Writing or art portrayed on public property

B. An image or message publicly displayed using stickers

C. Public stunts organized for the purpose of marketing

D. Encourages people to talk, spreads the message

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Cost effectiveAllows increased interaction Brand recognitionUnique and ‘eye catching’

Benefits

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Limitations

Subject to interpretationDifficult to measureLimited visibility Maintaining creative edge

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United Nations International Children’s Emergency Fund (UNICEF)

http://www.youtube.com/watch?v=TtOQda0aKIc

NGO Example

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Why it worked?Emotional appealingShock-valueHigh publicity

What was achieved?Raise awarenessRaise fundsChange perceptions

Key Points from Example

Why we think it worked?

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More Examples of Guerilla Marketing

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Summary

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Thank You

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Flash Mob. (2012, September 21). In Wikipedia, the free encyclopedia. Retrieved September 23, 2012, from http://en.wikipedia.org/wiki/Flash_mob

Guerrilla Marketing. (2012, September 21). In Wikipedia, the free encyclopedia. Retrieved September 22, 2012, from http://en.wikipedia.org/wiki/Guerrilla_marketing

Guerilla Marketing Business Diagram. (2012). Retrieved from http://www.dreamstime.com/stock-image-guerilla-marketing-business-diagram-image13428441

Mirko. (2011). 20 Creative Guerrilla Marketing Campaigns. Retrieved from http://www.designer-daily.com/cool-and-creative-guerilla-marketing-campaigns-13471

M Tousi. (2011, June 14). Social Media in Marketing: Social Media for Social Good. [Web log comment]. Retrieved from http://socialmediainmarketing.wordpress.com/2011/06/14/social-media-for-social-good/

Sticker Art. (2012, September 1). In Wikipedia, the free encyclopedia. Retrieved September 23, 2012, from http://en.wikipedia.org/wiki/Sticker_art

The Marketing Nurse. (2011, October 11). The Pros and Cons of Guerrilla Marketing. [Web log comment]. Retrieved from http://themarketingnurse.com/2011/10/11/the-pros-and-cons-of-guerilla-marketing/

WebUrbanist. (2008, May 6). 5 Great Examples of Guerrilla Marketing Gone Wrong. [Web log comment]. Retrieved from http://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/

What is Guerrilla Marketing? (2009). Retrieved from http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/

UNICEF. (2012). About the UNICEF Tap Project. Retrieved from http://www.tapproject.org/about/ Guerrilla Marketing, 4th Edition: Easy and Inexpensive Strategies for Making ... (pg 53) By Jay Conrad Levinson) The Complete Idiot's Guide to Guerrilla Marketing By Susan Drake, Colleen Wells) Drake, S., & Wells, C. (2008). The Complete Idiot’s Guide to Guerilla Marketing. New York: Penguin Levinson, J. C. (2007). Guerilla Marketing 4th Edition: Easy and Inexpensive Strategies for Marketing. Boston:

Houghton Mifflin. Levinson, J. C. (2012). What is Guerilla Marketing. Retrieved from http://www.gmarketing.com/articles/4-what-is-

guerrilla-marketing

Works Cited