Guerrilla Marketing

It really is a war out there!!

   

What is it?

● Guerrilla  marketing  is  an  advertising  strategy  in which  low­cost  unconventional  means  (graffiti, sticker bombing, flash mobs) are utilized.

● The effort may be  local or a network of  individual cells to convey or promote a product or an idea.

● The term was coined by Jay Conrad Levinson.● It  can  be  easily  traced  to  guerrilla  warfare  which 

utilizes  atypical  tactics  to  achieve  a  goal  in  a competitive environment.

   

What does it involve?

● Unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing.

● More innovative approaches now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.

   

Modes of Guerrilla Marketing

● Reverse Graffiti — clean pavement adverts● Viral marketing — through social networks● Presence marketing — marketing for being there● Grassroots marketing — tapping into the collective 

efforts of brand enthusiasts● Wild Posting Campaigns● Buzz marketing — word of mouth marketing

   

Modes of Guerrilla Marketing

● Undercover marketing — subtle product placement ● Astroturfing — disguising company messaging as an 

authentic grassroots movement ● Experiential marketing — interaction with product ● Tissue­pack marketing — hand­to­hand marketing ● Live­in marketing — real life product placement ● Wait marketing — when and where consumers are 

waiting (such as medical offices and gas pumps) and receptive to communications

   

Why now?

● Consumers have grown immune to big budget advertising. 

● GM is simple to understand, easy to implement and inexpensive. 

● It has a lasting impact on target audience.

   

Some brilliant GM campaigns

● Nike put large boots on car tyres, on International car free days to promote running. They also put notices (like traffic violation notices) on windows.

● Watch on YouTube ● Ikea's Campaign in Manhattan. Watch on Youtube

   

An innovative idea on a large billboard in Amsterdam, Netherlands. It really makes you want that ‘Heineken’.

   

An advertisement by Jung von Matt/Alster for watchmaker IWC. Bus straps have been fashioned from images of IWC’s Big Pilot’s Watch to allow bus travellers near the airport to try before they buy at Berlin, Germany.

   

Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai, India. When someone approaches the doors move apart and it feels like the people on the door are moving away. The person enters to find the message ‘People Move Away When You Have Body Odour’.

   

An exercise to promote Eatalica burgers. A ‘Caution Wet Floor’ board was placed near an Eatalica burger signboard. The copy on the board reads ‘Oogling at the burger may involuntarily cause drooling which may in turn lead to a wet floor.'

   

In Brazil, beach-goers are enjoying the sun and refreshing taste of Sprite soda. Not to mention the free shower! Yes, that’s right…Sprite installed a giant shower on the beach!

   

Very cool street art found in Germany

   

Resources

● http://mashable.com/2010/10/06/guerrilla­marketing­videos/#W4o0ZVeixYU

● http://www.creativeguerrillamarketing.com/what­is­guerrilla­marketing/

● http://blog.guerrillacomm.com/