GUERRILLA M

ARKETING

WHAT IS IT?

• Guerrilla marketing is an unconventional system of promotion that relies on time, energy and imagination rather than a big marketing budget.

• Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places

EXAMPLES

HOW IT WORKS

• Guerrilla advertising is a form of advertising out of traditional media and performed to meet people in a direct, provocative, surprising way.

• It reaches the consumer in times and places in which their defenses against the advertisements are lowered.

• This aspect is hugely effective for communication created by Guerrilla Marketing.

BASIC RULES FOR GUERRILLA MARKETING

• Be clever in your communication• Find out an original idea that can

generate strong feelings• Encourage the viral effect• Use teasers to gain curiosity around

the idea• Be present in the community, in

forums and blogs to increase awareness of the product

BASIC RULES FOR GUERRILLA MARKETING CONT…

• Be sociable and your reputation will grow exponentially

• Obey the law. If a customer feels you are breaking the law or harassing them to buy your product, this could be really worse than a lost sale.

VIRAL MARKETING

• Viral Marketing is marketing techniques that use pre-existing social networks to produce increases in brand awareness through word-of-mouth delivered or enhanced by the network effects of the Internet

• Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.

GUERRILLA MARKETING VS. VIRAL MARKETING• There’s a subtle difference between viral

marketing and guerrilla marketing

• Guerrilla marketing ambushes the viewer and grabs their attention when they least expect it.

• Viral marketing is advertising that you voluntarily pass around because it’s cool, not necessarily because you want to help build publicity.

• There is some noticeable overlap where a guerrilla ad that doesn’t quite look like an ad is so great that you to tell other people about it.