guerrilla marketing presentation
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Guerrilla MarketingGuerrilla
Marketing
Course Name: Media and Marketing Communications
MLT 250Course Instructor: Christopher
M.G. ShallowPresented by: Svetlana Puchkova
Course Name: Media and Marketing Communications
MLT 250Course Instructor: Christopher
M.G. ShallowPresented by: Svetlana Puchkova
Anglo American UniversityPrague, 2012
Inspiration Inspiration
By the father of
Guerrilla Marketing
J.C. Levinson and
Jeanie Levinson
By the father of
Guerrilla Marketing
J.C. Levinson and
Jeanie Levinson
Guerrilla warfareGuerrilla warfare
Limited resources
Survival
Well organised
Do-or-die
Limited resources
Survival
Well organised
Do-or-die“Unconventional methods to pursuing conventional goal of victory”
(Victory/Success) The “father” of Guerrilla Marketing J.C. Levinson
“Unconventional methods to pursuing conventional goal of victory”
(Victory/Success) The “father” of Guerrilla Marketing J.C. Levinson
Initiation of Guerrilla marketing
Initiation of Guerrilla marketing
Ineffective and costly inefficient marketing campaigns
Product cluster, a lot of different ads that had more educational rather that involvement character
False marketing
Information Age
Ineffective and costly inefficient marketing campaigns
Product cluster, a lot of different ads that had more educational rather that involvement character
False marketing
Information Age
“Sell dreams - not product” Steve Jobs
“Sell dreams - not product” Steve Jobs
Marketing is - the truth made fascinating (only the truth)
Marketing is - a process not an event
Marketing is - an opportunity to educate prospects and customers on how to succeed at achieving their goal
Marketing is - the truth made fascinating (only the truth)
Marketing is - a process not an event
Marketing is - an opportunity to educate prospects and customers on how to succeed at achieving their goal
Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix” Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”
Marketing is..Marketing is..
..the art of getting people to change their minds; it is the way to persuade them to see it your way, to stop doing things the way they’ve been doing them and begin doing them your way because doing them your way will make their lives easier, will help them achieve their goals, will help them be happier whatever that takes.
..the art of getting people to change their minds; it is the way to persuade them to see it your way, to stop doing things the way they’ve been doing them and begin doing them your way because doing them your way will make their lives easier, will help them achieve their goals, will help them be happier whatever that takes.
Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix” Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”
Vital viewsVital views
“Know where to find the information and how to use it. That is the secret of success” Albert Einstein
“Know where to find the information and how to use it. That is the secret of success” Albert Einstein
“Creativity without strategy is called art. Creativity with strategy is called advertising” Jef I.
Richards
“Creativity without strategy is called art. Creativity with strategy is called advertising” Jef I.
Richards
12 Secrets of guerrilla marketing12 Secrets of guerrilla marketing
1. COMMITMENT: Believe in what you are doing with all your heart and passion and pursue it till the very end.
2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment.
3. CONSISTENT: Don’t make many changes to your marketing, it is confusing to consumers.
4. CONFIDENT: People prefer business confidence over quality, service, selection and price.
5. PATIENT: “Rome was not built in a day”
6. ASSORTMENT: To use combination of marketing weapons. One is not going to work.
1. COMMITMENT: Believe in what you are doing with all your heart and passion and pursue it till the very end.
2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment.
3. CONSISTENT: Don’t make many changes to your marketing, it is confusing to consumers.
4. CONFIDENT: People prefer business confidence over quality, service, selection and price.
5. PATIENT: “Rome was not built in a day”
6. ASSORTMENT: To use combination of marketing weapons. One is not going to work.
12 Secrets of guerrilla marketing 12 Secrets of guerrilla marketing
7. CONVENIENT: Respect your consumers’s time.
8. SUBSEQUENT: Focus on a long term relationship with a customer
9. AMAZEMENT: Amaze you customer with something that you might take as a granted.
10. MEASUREMENT: Always measure the results of your marketing.
11. INVOLVEMENT: You prove your involvement by following up; they prove theirs by patronising and recommending you.
12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses.
7. CONVENIENT: Respect your consumers’s time.
8. SUBSEQUENT: Focus on a long term relationship with a customer
9. AMAZEMENT: Amaze you customer with something that you might take as a granted.
10. MEASUREMENT: Always measure the results of your marketing.
11. INVOLVEMENT: You prove your involvement by following up; they prove theirs by patronising and recommending you.
12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses.
TraditionalTraditional
Use of Imagination
Small budgets
Meme
“You will get..”
“What can we give”
Target is to build long-term relationship
Dialog
Starts after the deal
Profit
Reach everyone
Use of Imagination
Small budgets
Meme
“You will get..”
“What can we give”
Target is to build long-term relationship
Dialog
Starts after the deal
Profit
Reach everyone
Use of Capital
Big budgets
Logo
“We are cool!”
“What will we get?”
To sell is a target
Monolog
Finishes after deal
Sales volume, clicks, responses
Reaches all
Use of Capital
Big budgets
Logo
“We are cool!”
“What will we get?”
To sell is a target
Monolog
Finishes after deal
Sales volume, clicks, responses
Reaches all
VS.VS. GuerrillaGuerrilla
Guerrilla Marketing is..Guerrilla Marketing is..
..nothing more but smart marketing. It is..
“think different” marketing
“observing” marketing
“use your imagination” marketing
“love your customers” marketing
..nothing more but smart marketing. It is..
“think different” marketing
“observing” marketing
“use your imagination” marketing
“love your customers” marketing
“Marketing that is not very expensive but extremely effective”“Marketing that is not very expensive but extremely effective”
Origins of GM as we know it todayOrigins of GM as we know it today
“Buy me a drink”girls in night
clubs were convincing men to
buy them a drink (particular
brand).
“Buy me a drink”girls in night
clubs were convincing men to
buy them a drink (particular
brand).
“My, my, my, my Adidas”, 1986“My, my, my, my Adidas”, 1986
Creative reviewCreative review
Creative ReviewCreative Review
Flyers on the grills around
the city, Grill restaurant
“Weber”
Flyers on the grills around
the city, Grill restaurant
“Weber”
“There are better ways to
make career”
“There are better ways to
make career”
GM and Social campaignsGM and Social campaigns
Smoking leads to blindnessSmoking leads to blindness
Help children who suffer from hungerHelp children who suffer from hunger
http://www.youtube.com/watch?feature=player_embedded&v=zFWr-CKMWGYhttp://www.youtube.com/watch?feature=player_embedded&v=zFWr-CKMWGY
Today’s Guerillas..Today’s Guerillas..
http://www.youtube.com/watch?v=fNC_SX6Uwgs&feature=player_embedded
- Chiclete Big Big
http://vimeo.com/37237017 - Coca-Cola “Happiness Machines for couples”
http://vimeo.com/31479392 - Step into National Geographic World
http://www.youtube.com/watch?feature=player_embedded&v=ILxjxfB4zNk - “Hands only” CPR
http://www.youtube.com/watch?v=fNC_SX6Uwgs&feature=player_embedded
- Chiclete Big Big
http://vimeo.com/37237017 - Coca-Cola “Happiness Machines for couples”
http://vimeo.com/31479392 - Step into National Geographic World
http://www.youtube.com/watch?feature=player_embedded&v=ILxjxfB4zNk - “Hands only” CPR
ConclusionConclusion
Life will be more interesting and challenging.
Great products = Great marketing strategies, promotions and funny ads..
Isn’t that what many of us are dreaming of?
Life will be more interesting and challenging.
Great products = Great marketing strategies, promotions and funny ads..
Isn’t that what many of us are dreaming of?
Thank you!Thank you!
SourcesSources
“The best of guerrilla marketing. Remix.” J.C.Levin Levinson and Jeannie Levinson
http://www.gmarketing.com/
http://weburbanist.com/2008/07/01/what-is-guerrilla-marketing/
http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/
http://www.adme.ru/kreativnyj-obzor/reklama-polnyj-otryv-23819/
“The best of guerrilla marketing. Remix.” J.C.Levin Levinson and Jeannie Levinson
http://www.gmarketing.com/
http://weburbanist.com/2008/07/01/what-is-guerrilla-marketing/
http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/
http://www.adme.ru/kreativnyj-obzor/reklama-polnyj-otryv-23819/