Guerrilla Marketing meets Social Media

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Are you treating Social Media as a soft tool for sales, or are you willing to fight to attract and retain customers? Join our debate on Guerrilla Marketing Techniques for Social Media.

Presentation at Digital Marketing First 2013.
by Mathieu Lanssens, Managing Partner @ Invisible Puppy

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  • Hi welcome,
    I’m mathieu
    Invisible Puppy ?
    We are a digital strategy & marketing agency adn we help you to unlock and
  • Anti drugs campaign
  • Nestlé, maker of Kit Kat, uses palm oil from companies that are trashing Indonesian rainforests, threatening the livelihoods of local people and pushing orang-utans towards extinction.
  • Nestlé announced they will stop using oil from companies destroying rainforest.
  • oorbijgangers gevraagd om te raden hoe lang het zou duren voordat het ijs rond het laatst blikje gesmolten zou zijn.
    Dit antwoord konden ze via Twitter laten weten met de hashtag #MeltingMachine en kans maken op een gratis 6-pack.
  • 1. pull out demographic, gender, sales patterns and trends which can be developed into an exciting guerilla marketing campaign that is fact-based and bang on target
    2. Chances are that these days most of your customers and market champions chatter about your brand and its reputation on social media - See more at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/5-tools-tap-profitable-guerrilla-marketing-ideas/#sthash.WgvfOr9C.dpuf
  • 1. pull out demographic, gender, sales patterns and trends which can be developed into an exciting guerilla marketing campaign that is fact-based and bang on target
    2. Chances are that these days most of your customers and market champions chatter about your brand and its reputation on social media - See more at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/5-tools-tap-profitable-guerrilla-marketing-ideas/#sthash.WgvfOr9C.dpuf
  • 1. pull out demographic, gender, sales patterns and trends which can be developed into an exciting guerilla marketing campaign that is fact-based and bang on target
    2. Chances are that these days most of your customers and market champions chatter about your brand and its reputation on social media - See more at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/5-tools-tap-profitable-guerrilla-marketing-ideas/#sthash.WgvfOr9C.dpuf
  • 1. pull out demographic, gender, sales patterns and trends which can be developed into an exciting guerilla marketing campaign that is fact-based and bang on target
    2. Chances are that these days most of your customers and market champions chatter about your brand and its reputation on social media - See more at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/5-tools-tap-profitable-guerrilla-marketing-ideas/#sthash.WgvfOr9C.dpuf
  • their consumers who share stories about their products. But they have to be able to create ad campaigns worthy enough to be shared.
  • their consumers who share stories about their products. But they have to be able to create ad campaigns worthy enough to be shared.
  • oorbijgangers gevraagd om te raden hoe lang het zou duren voordat het ijs rond het laatst blikje gesmolten zou zijn.
    Dit antwoord konden ze via Twitter laten weten met de hashtag #MeltingMachine en kans maken op een gratis 6-pack.
  • Guerrilla Marketing meets Social Media

    1. 1. Guerrilla Marketing meets Social Media
    2. 2. “Our mission is to unlock your online business potential.”
    3. 3. Guerrilla Marketing Guerrilla Marketing “Create a unique, engaging and thought-provoking “Create a unique, engaging and thought-provoking concept to generate buzz and turn viral.” concept to generate buzz and turn viral.”
    4. 4. Objectives › › › › › › Increase brand awareness? Promote a new product or service? Emphasize product features? Communicate unique benefits? Increase traffic, sales, subscriptions? Showing you’re better than your competitors?
    5. 5. Advantages of Guerrilla Marketing
    6. 6. 6 characteristics that every guerrilla campaign has to fulfil
    7. 7. Completely unexpected Raise attention with unusual situations & messages › Catch the interest of people. › › Put usual objects in unusual places. › Beware of negative reactions. Set up crisis communication scenario’s before launching your campaign. Prepare your campaign with segmentation and proper profiling of target audience.
    8. 8. Drastic Drasticity enables you to reach large number of message receivers without massive marketing budgets. › › Shock, amaze (maybe even cross the line). High degree of Attention and Interest. “It catches us off guard and causes an emotional response: laughter, shock or sadness are great sellers.”
    9. 9. http://www.youtube.com/watch?v=1BCA8dQfGi0
    10. 10. Humorous Raise attention with unusual situations & messages › › Diminishes barrier between sender & receiver. Will help take your campaign viral.
    11. 11. http://www.youtube.com/watch?v=lAl28d6tbko
    12. 12. One-shot campaign The campaign should last only a limited period of time › › › Strictly limited period of time. Try to be actual! The concept should not be used again on the same market. “The campaign can last several months but once the visitors watch it, it never appears on his/her screen again.”
    13. 13. Cheap Low cost is primary factor for Guerrilla Marketing › › Low cost compared to target group impact (internet, social media). Cost depends on type of campaign and targetted segments.
    14. 14. Goodwill and customer benefit Build trust and self-satisfaction › › Give people a reason to smile, entertain. Give something for free. “A guerrilla marketing campaign should always give the target audience something that will make them feel richer or satisfied.”
    15. 15. With social media,, With social media Guerrilla Marketing is now Guerrilla Marketing is now more powerful than ever. more powerful than ever.
    16. 16. Social media › › › › › Small businesses can get WOM & buzz with a small(er) budget. Guerrilla marketing is no longer reserved for large brands only. Fast, flexible, easy to measure, monitor and adapt. A small creative campaign can become global news, overnight. But you need to create campaigns that are worthy to be shared.
    17. 17. Social media
    18. 18. Social media Greenpeace impersonates Shell to protest arctic drilling.
    19. 19. Social media
    20. 20. Now it’s your turn. Now it’s your turn.
    21. 21. Build your own Guerrilla Marketing strategy Before brainstorming you should ask the following questions: › › What’s the purpose of the marketing? › › › Who are you targetting? › What’s your budget? How will you achieve this purpose: what’s your competitive advantage Which marketing weapons will you use? What’s the identity of your business: what is your company known for and what people will remember you by?
    22. 22. Build your own Guerrilla Marketing strategy 1. Deep-dive into your CRM › Get demographic, gender and sales patterns and trends. › To develop a fact-based and bang on target campaign. 2. Signals on Social Media platforms › Monitor your social media platforms. › Which products and services to market, which to drop, which deserve a facelift.
    23. 23. Build your own Guerrilla Marketing strategy 3. Analyse Google Analytics › Free, fast, customizable dashboards. › A goldmine of digital information. 4. Online Survey Questionnaires › Understand the opinions of your customers and influencers, and how successful your previous campaigns were.
    24. 24. Build your own Guerrilla Marketing strategy 5. PR & News Tracking Alerts › Learn about your competition’s developments › Keep abreast of sector news announcements › Corporate and product launches  what are the current gaps in the market, market perceptions?  provide an incentive to create news-jacking, publicity stunts, and guerrilla strategies which close the attention in your favour.
    25. 25. Build your own Guerrilla Marketing strategy 6. Setup up crisis communication scenario’s › Be prepared (24/7) › Be fast › Be honest › Be human
    26. 26. http://www.youtube.com/watch?v=tIwH7ptHCWc
    27. 27. Questions?
    28. 28. The thanks you! www.invisiblepuppy.com @Invisible_Puppy info@invisiblepuppy.com Questions for the speaker Mathieu Lanssens? @MatHLa

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