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Topics

1) Gorilla marketing

2) Emotional marketing

3) Experiential marketing

Gorilla marketingGorilla marketing is a marketing strategy in which low-cost, unconventional means were

used in a localized fashion to draw attention to an idea, product, or service.

Guerrilla marketing is a body of unconventional ethical ways of chasing

conventional goals.Guerrilla marketing is a proven method of

achieving profits with minimum outlay.Guerrilla marketing is about matching the wits of your competitors, rather than their budgets.

Why is there a need for Gorilla Marketing?

Small business failures are reaching record numbers and one of the main reasons for the failures is a failure to understand marketing.Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and shockingly inexpensive.

It Provides : •Certainty in an uncertain world.•Economy in a high-priced world.•Simplicity in a complicated world.•Marketing awareness in a clueless world.

What is a Gorilla Entrepreneur?

Guerrilla entrepreneurs know that the journey is the goal. They also realize that they are in control of the enterprise, not the other way around, and that if they are dissatisfied with

the journey, that they are missing the point of the journey itself.

The guerrilla entrepreneur always operates according to a plan, They know who they are, where they are going, and how they will get

there. they are prepared, know that anything can and will happen, and can deal with the barriers to success because their plan has foreseen them and shown exactly how to

surmount them.

Gorilla Design

• Guerrilla Marketing Design is PURPOSEFUL.• Guerrillas design for RECOGNITION.• Guerrilla’s design for READABILITY.• Guerrilla’s design for SIMPLICITY. • Guerrillas design for SELECTIVE EMPHASIS. • Guerrillas design to be VISUAL.• Guerrillas design for EFFICIENCY.• Guerrillas recognize design's LIMITATION. • Guerrillas design freely by DELEGATION.• Guerrilla designers are CRAFTSMEN.

Examples

Good use of a parking garage

Examples

Fitness

Examples

Nikon thinks

you rock

Emotional Marketing

Emotional Marketing is messaging that builds your ego. It makes you feel

smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to your self-esteem. By

making you feel better about yourself, the brand transcends mere product

status and becomes a friend.

PurposeThe purpose of emotional marketing is to create a

bond between the consumer and the product by provoking the consumer's emotion. In the buying

situation, the consumer generally acts emotionally and compulsively with the product.

Today's most successful companies are said to have built relationships with consumers by engaging them in a personal dialogue that

responds to their needs. Marketers who've broken through the clutter have done so by connecting

with consumers and, thereby, have created strong emotional bonds through their brands.

Author Barbara Green states “You have to have a love affair with the consumer-flirt with them,

provide that titillating buzz. When that flirtatious relationship becomes a deep relationship, then you

have a major brand.”

TechniquesEmotional branding uses the consumer's ability to process messages to promote a significant feeling associated with

the brand.

Active processing:which is learning that happens when deep, attentive processing is being applied.

Implicit processing:which is when meaning can be processed without awareness.

Example

There is a large group of people who refuse to eat at fast food restaurants that serve Pepsi

instead of Coke.That is the genius of emotional marketing. It slips in under our radar. Because these are emotions we WANT to feel, the ads seem

comforting and familiar. It’s drip marketing that slowly waters our deepest hopes of being

the people we dream of becoming.

Experiential Marketing

Experiential marketing is a concept of creating experience that

integrates elements of emotions, logic, and general thought

processes to connect with the consumer.

ObjectiveTo establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.

Nowadays striking displays with powerful visual elements: such as websites, visual media such as print ads are made visually appealing.

How does it work

Experiential marketing interrupts the purchasing Funnel which has been long seen as a prevalent model for a consumer's decision making process.

10 reasons why to spend on EM• Engages all 5 senses i.e. see, hear, touch,

smell & touch• Most memorable media• Changes brand perceptions• Increase sales• Consumers love it• Experiential is the word of mouth media• An opportunity for personal feedback• Experiential can convey complex messages• Makes consumers receptive to other forms of

media• generate a significant number of free media

impressions, thereby multiplying its value

Worldwide instances of EM Giltspur design experiential museum exhibit that allows visitors to literally feel as if they are stepping into Harry Potter’s world.

The Us army opened $12 million “experience Center” at a mall in Philadelphia, for its America’s Army online game.

Consumers were offered free admission to Disney theme park on their birthday for Disney's “What will you celebrate” campaign.

AmEx introduced a new U.S Open i-Phone application and invited fans to join in activities including a “Play with the pros“ virtual tennis match.