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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  • 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.
  • 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.
  • The heart and soul of guerrilla marketing, according to J.C. Levinson, is its sparseness of budget and abundance of creativityAs Guerilla marketing has increased, so has budget and size of projectsDenmark, Norway, & France have banned the sale of Red Bull.
  • Maintain high energy, extreme brand image
  • 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 EngineerU.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.
  • Maintain high energy, extreme brand imageRed Bull has created over 90 individually branded events including Red Bull Road Rage, Red Bull Air Race World Championships and Red Bull X-Fighters.
  • The more subtle the guerrilla campaign is for a larger company, the better.advertising that attracts attention in an unconventional manner.If the message isn’t 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 Yorkers…and 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
  • The more subtle the guerrilla campaign is for a larger company, the better.advertising that attracts attention in an unconventional manner.If the message isn’t 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 Yorkers…and 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).
  • Guerrilla Marketing is more relevant than ever with the state of today’s 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 today’s marketing communications fields.
  • 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 McDonald’s french fry elevators and Ikea furnished bus stops, consumers are forced to interact with a brand’s advertising versus observe it passively.
  • What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies

    1. 1. Guerrilla Marketing Brad Wollman
    2. 2. Identity Projection, LLC What is Guerrilla Marketing?  Unconventional  Entertaining  Thought provoking  Cost-effective
    3. 3. Identity Projection, LLC Brief History  Jay Conrad Levinson  1984 “Guerrilla Marketing”
    4. 4. Identity Projection, LLC Trends  Alternative  Experience  Ambient  Presence  Grassroots  Wild Postings  Astroturfing
    5. 5. Identity Projection, LLC Spending and Frequency of Use  Low-Cost  Everywhere
    6. 6. Identity Projection, LLC Disadvantages  Adult Swim Advertisements 2007 in Boston  Guerilla Marketing gone bad  Bomb Scare
    7. 7. Identity Projection, LLC
    8. 8. Identity Projection, LLC Advantages  Less expensive then traditional marketing.  Attention grabbing  Cost efficient
    9. 9. Identity Projection, LLC When to Use It  Cause Marketing/Environmental Awareness  New Businesses  Businesses with small budgets for advertising.
    10. 10. Identity Projection, LLC  As of the end of 2011  Red 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:
    11. 11. Identity Projection, LLC  Challenges  Brand image  Negative product attributes  Capture massive audience attention Case Study:
    12. 12. Identity Projection, LLC Case Study:
    13. 13. Identity Projection, LLC  Felix Baumgartner  800+mph  24+miles,  All in under 10 minutes.  235,000 Twitter followers and 140,000 Facebook users.  300 Million Youtube Views Stratos Jump
    14. 14. Identity Projection, LLC  You can achieve your goals  Public Relations money can’t buy  Huge Success Case Study:
    15. 15. Identity Projection, LLC Case Study:  Large Companies  Risky, unusual approach  2nd most recognized word
    16. 16. Identity Projection, LLC Case Study:  Challenges  Keep customers happy  Increase brand loyalty  Create Value  Invigorate Growth
    17. 17. Identity Projection, LLC Case Study:  The “Happiness Machine”  Real College Campus  700,000+ Youtube views in first week  Buzz  Excitement  Loyalty
    18. 18. Identity Projection, LLC Why Guerrilla?  Guerrilla Marketing is inexpensive  In a struggling economy, advertising is usually the first thing to be cut from a firm’s budget  Eye-catching, unique, creative  Stand out from the crowd and do it in an economical way
    19. 19. Identity Projection, LLC 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
    20. 20. Identity Projection, LLC Discussion  Have you noticed guerilla marketing?  What is your favorite example of Guerrilla Marketing?  Least favorite?
    21. 21. Identity Projection, LLC
    22. 22. Identity Projection, LLC
    23. 23. Identity Projection, LLC
    24. 24. Identity Projection, LLC Sources  1) http://news.thomasnet.com  2) http://innovationmarketingtrends.blogspot.com/2011/10/what-is-guerrilla- marketing.html  3) 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.html  5) http://www.divinecaroline.com/122442/56690-five-ad-campaigns-failed-quickly  6)http://books.google.com/books?hl=en&lr=&id=UqXLxndm2oUC&oi=fnd&pg=PP2& dq=advantages+of+guerrilla+advertising&ots=hJMUkfc4xh&sig=JvvFpxgHWCV3GNRl YKHbv6SPCqQ#v=onepage&q=advantages%20of%20guerrilla%20advertising&f=fals e  7) 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.ht m  12)http://advertising.about.com/od/smallbusinesscampaigns/od/recessionadvert.ht m

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