what is guerrilla marketing? w/ red bull and coke case studies

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This is a brief overview of Guerrilla Marketing. What is it? Where did it come from? How have some of the biggest companies executed Guerrilla Marketing? What are the main ways your business can benefit?

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Guerrilla Marketing

Brad Wollman

Identity Projection, LLC

What is Guerrilla Marketing?

Unconventional Entertaining Thought provokingCost-effective

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Brief History

Jay Conrad Levinson1984 Guerrilla Marketing

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Trends

AlternativeExperienceAmbientPresenceGrassrootsWild PostingsAstroturfing

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Spending and Frequency of Use

Low-CostEverywhere

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Disadvantages

Adult Swim Advertisements 2007 in Boston Guerilla Marketing gone badBomb Scare

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Sometimes message is misunderstood

There are no instant or overnight results with GM, a large investment of time is required in order to achieve your businesses sales goals.

GM leaves a lot of open room for potential legal prosecution.

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Advantages

Less expensive then traditional marketing. Attention grabbingCost efficient

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High success rate if the proper research is conducted and you stick w ith your campaign.

Guerilla marketing does not rely on the brute force of an outsized marketing budget, yet relies on a vivid imagination the possibilities are endless.

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When to Use It

Cause Marketing/Environmental Awareness New Businesses Businesses with small budgets for advertising.

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As of the end of 2011Red Bull employed 8,294 people in 164 countries.4.631 billion cans sold worldwide in 2011.Denmark, Norway, & France Caffeine content per serving: 8oz-80mg (Coke classic: 12oz-40mg)

Case Study:

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The heart and soul of guerrilla marketing, according to J.C. Levinson, is its sparseness of budget and abundance of creativity

As Guerilla marketing has increased, so has budget and size of projects

Denmark, Norway, & France have banned the sale of Red Bull.

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ChallengesBrand imageNegative product attributesCapture massive audience attention

Case Study:

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Maintain high energy, extreme brand image

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Case Study:

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Felix Baumgartner800+mph 24+miles, All in under 10 minutes. 235,000 Twitter followers and 140,000 Facebook users.300 Million Youtube Views

Stratos Jump

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Maintain high energy, extreme brand image

"On the way up without even opening the capsule door you can find yourself in a life or death situation. So it's extremely dangerous." Mike Todd, Life Support Engineer

U.S. research personnel for development of the space program. Today Felix and his specialized team want to take what was learned from Joe's jumps more than 50 years ago, and combine that with data aquired during Felix's supersonic freefall.

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You can achieve your goalsPublic Relations money cant buyHuge Success

Case Study:

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Maintain high energy, extreme brand image

Red Bull has created over 90 individually branded events including Red Bull Road Rage, Red Bull Air Race World Championships and Red Bull X-Fighters.

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Case Study:

Large CompaniesRisky, unusual approach 2nd most recognized word

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The more subtle the guerrilla campaign is for a larger company, the better.

advertising that attracts attention in an unconventional manner.

If the message isnt clever enough to catch our interest and hold it, the attempt can look pitiful.

When Microsoft unleashed thousands of butterfly stickers on Manhattan in 2002, they no doubt thought that the message delivery was edgy and modern. The campaign was mostly met with disgusted groans from New Yorkersand city officials were most definitely not amused. Microsoft was ordered to clean up the butterflies and issued with a $50 fine (although under city graffiti laws they could have been charged $50 for each sticker).

Behind OK

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Case Study:

ChallengesKeep customers happy Increase brand loyaltyCreate ValueInvigorate Growth

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The more subtle the guerrilla campaign is for a larger company, the better.

advertising that attracts attention in an unconventional manner.

If the message isnt clever enough to catch our interest and hold it, the attempt can look pitiful.

When Microsoft unleashed thousands of butterfly stickers on Manhattan in 2002, they no doubt thought that the message delivery was edgy and modern. The campaign was mostly met with disgusted groans from New Yorkersand city officials were most definitely not amused. Microsoft was ordered to clean up the butterflies and issued with a $50 fine (although under city graffiti laws they could have been charged $50 for each sticker).

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Case Study:

The Happiness MachineReal College Campus700,000+ Youtube views in first weekBuzzExcitement Loyalty

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Why Guerrilla?

Guerrilla Marketing is inexpensive In a struggling economy, advertising is usually the first thing to be cut from a firms budgetEye-catching, unique, creativeStand out from the crowd and do it in an economical way

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Guerrilla Marketing is more relevant than ever with the state of todays economy. Agencies are being forced to become more creative to keep consumers buying as well as keep prices down to increase the amount that they purchase.

The idea is to create buzz and interest in a cost-effective way. Guerrilla Marketing is one of the best ways to improve a firms IMC strategies without giving up a large chunk of budget. That is why it is important in todays marketing communications fields.

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Guerrilla in IMC

Effectively engage consumers Integrating advertising, public relations and sales promotion, etc. Merge advertising with aspects of the promotional mix Prominent in outdoor advertising

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The American Association of Advertising Agencies defines IMC as a concept of marketing communications planning that recognizes the added value in a program that integrates a variety of strategic disciplines, e.g., general advertising, direct response, sales promotion and public relations and combines these disciplines to provide clarity, consistency and maximum communications impact.

By implementing ads that are more non-traditional, such as the McDonalds french fry elevators and Ikea furnished bus stops, consumers are forced to interact with a brands advertising versus observe it passively.

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Discussion

Have you noticed guerilla marketing?

What is your favorite example of Guerrilla Marketing?

Least favorite?

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Sources

1) http://news.thomasnet.com2) http://innovationmarketingtrends.blogspot.com/2011/10/what-is-guerrilla-marketing.html3) http://news.thomasnet.com/IMT/2009/03/31/marketing-on-the-sly-guerrilla-marketing-tactics-and-how-to-launch-such-campaigns/4) http://ad-bits.blogspot.com/2012/04/book-review-guerrilla-marketing-4th.html5) http://www.divinecaroline.com/122442/56690-five-ad-campaigns-failed-quickly6)http://books.google.com/books?hl=en&lr=&id=UqXLxndm2oUC&oi=fnd&pg=PP2&dq=advantages+of+guerrilla+advertising&ots=hJMUkfc4xh&sig=JvvFpxgHWCV3GNRlYKHbv6SPCqQ#v=onepage&q=advantages%20of%20guerrilla%20advertising&f=false7) http://weburbanist.com/2008/06/10/major-corporations-go-for-guerrilla-marketing/8) http://pilmerpr.com/blog/uncategorized/guerilla-pr-to-the-edge-of-space-with-red-bull/9)http://www.creativeguerrillamarketing.com/viral-marketing/red-bull-masterminds-of-new-age-marketing/10)http://www.tiptoptens.com/2011/07/16/10-worth-knowing-facts-about-coca-cola/11)http://advertising.about.com/od/smallbusinesscampaigns/a/recessionadvert.htm 12)http://advertising.about.com/od/smallbusinesscampaigns/od/recessionadvert.htm

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