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Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
Ambush marketing
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Ambush marketing

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  • Guerrilla Marketing distinguishes itself from other promotion tools by its surprise effect and it has become a very popular marketing strategy in current times.The original approach of Guerrilla Marketing is an alternative marketing strategy that suits small and medium-sized companies to act like the Guerrilla fighters have in the past: hit vulnerable targets of larger enemies by taking them by surprise.
  • The term “Guerrilla” first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century.Especially the Vietcong force was unbeatable, because they used the Guerilla tactics that destabilized the American forces constantlyIn the 1960’s US firms brought the “Guerilla” tactics to Marketing, when they needed new ways to outdo competitors.
  • During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.
  • During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.He introduced new ways of advertising and presenting a business well with a small budget and based the success of a marketing strategy on the use of non-traditional marketing channels, customerproximity, insistency, and patience. A company should create as many points of contact with customers and prospects as possible in order to stay in their memory. He further believed that a long-lasting campaign will bring the desired competitive advantage.
  • Guerrilla Marketing is specifically geared for the small business and entrepreneurHas to based on human psychology rather than experience, judgement, and guesswork.The primary statistic to measure your business is the amount of profits, not sales.The marketer should also concentrate on how many new relationships are made each month.Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
  • During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies, as they are closer to their customers and considerably more agile.
  • Out-of-Home WeaponsAs the name “out-of-home” suggests, these weapons refer to marketing activities that areactually realised at public locations. At best it does not only catch the interest of people whopass by, but media interest as well.New Media WeaponsNew technologies change our lives and they often make it easier due to mobile phones, internet,unlimited information, and shopping possibilities that enable customers to access theresources of the world with a click on the computer mouse.Low Budget WeaponsThis Weapon refers to Guerilla Marketing for new, small, and medium-sized companies, whoonly possess a small marketing budget.
  • They are all a little more unusual displays. Until today newer ambient mediahave come up, such as messages on large-format screens in subways or handles of supermarkettrolleys. There are no limits to formats there
  • During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.
  • when they started to add a frank messageto the footer of all E-Mails sent out by Hotmail users. For example : “Join the world'slargest free e-mail service with MSN Hotmail. http://www.hotmail.com“. 20 Hotmail users thusautomatically became sales promoters for their e-mail service provider.
  • Mobile apps like what’s app, facebook, twitter
  • A design framework is needed to make campaigns as effective as possible, since people in the modern world have a rather negativeattitude towards advertising. Such barriers have to be overcome first. Thereby it is fundamentallyimportant to create an advertisement that does not praise the obvious advantages of lowprices and high qualities, but to draw the attention towards the brand.
  • During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.
  • Transcript

    • 1. By- Neela Reelan- Rahul Parihar- Sanket Sancheti
    • 2.  Introduction History Definition Features Why Guerrilla marketing? Instruments Guerrilla marketing in today’s scenario Future Obstacles Conclusion
    • 3. “You will find it at the moment you do not expect it at all! And at the moment younotice the advertisement and start thinking about its message they have whatthey want – your attention and interest”• “SURPRISE EFFECT”• Tool for small companies to fight against the biggies
    • 4. The word “Guerrilla” - Spanish expression for “Battle”• Che Guevara and the book ‘Guerrilla Warfare’ (1968)• Americans encounter ‘GUERRILLA’
    • 5. ‘Guerrilla’ enters Marketing• America’s marketing experts were looking for new approaches to gainthe attention of customers• They had to find realizable concepts for businesses with limitedresources; something that lets one company stand out in the crowd• The only promising way was to use an ‘anti-marketing’ concept thatincluded attrition and attack strategies in order to gain as much attentionas possible and to weaken competitors considerably
    • 6. ‘ Guerrilla Marketing’The term was coined by Jay Conrad Levinson in the book ‘GuerrillaMarketing’ in the year 1983Provided not only an explanation of the essential marketing ideas, but alsoa philosophy for small business owners who wanted to follow the GuerrillaMarketing ideaBased on the use of non-traditional marketing channels, customerproximity, insistency, and patience
    • 7. “An unconventional system of promotions that relies on time, energy andimagination rather than a big marketing budget”Typically, guerrilla marketing campaigns are unexpected andunconventional, potentially interactive, and consumers are targeted inunexpected placesAccording to Kotler The main purpose of Guerrilla Marketing is todestabilize the opponent – or best to destroy the competitors with the helpof attrition tactics.
    • 8. • Geared for the small business and entrepreneur• Based on human psychology rather than experience, judgement, andguesswork• The primary statistic to measure your business is the amount of profits,not sales• The marketer should also concentrate on how many new relationshipsare made each month• Instead of concentrating on getting new customers, aim for morereferrals, more transactions with existing customers
    • 9. Companies all over the world invest billions in traditional activities, whichare often not affordable for smaller companies.The solution is a cost-effective marketing form that stands out in thecrowd of advertisings and catches the attention of the customer even inthe rapidly changing marketing world of today.The aspects of Guerilla Marketing also fit these needs of today - awayfrom uniformity and insistency towards creativity and flexibility.
    • 10. Out-of-Home Weapons1. Ambient Marketing2. Guerrilla Sensation3. Ambush MarketingNew Media Weapons1. Viral Marketing2. Guerrilla MobileLow Budget Weapons
    • 11. Ambient advertisements are posted on manhole covers, cranes, pizzacartons, free postcards in bars and so on
    • 12. Ambient Marketing positions advertising at unusual places. Hereby themain focus is not necessarily on the idea, but on the advertising spaceitself.
    • 13. The idea is to get an advertising message to as many contacts as possibleand as fast as possible. This is realised by human multipliers who areanimated to pass the message along for free. The challenge fora Viral Marketer is to build a motivation in a message for people to spreadit.Eg. Hotmail
    • 14. Since the number of mobile phones exceeds the number of inhabitantsin many countries, the cell phone is a permanent companion ofprospects.The wireless connection provides the possibility to present marketingmessages in different ways via SMS, MMS, Bluetooth, or Infrared.
    • 15. It is often difficult to recognize the fine line between provocation andoffence, between drawing the attention to a company and to create anegative reputation, to get new customers and to lose prospects.
    • 16. The main reason why companies opt for Guerilla Marketing these dayscan be differentiated between small and larger organisations.Smaller companies obviously chose the cost effective principle since theyonly have a small advertising budget on-hand.Larger, more solvent companies are often able to afford TV and PrintAds. They use Guerrilla Marketing since it achieves value that cannot becreated by classical advertising alone.
    • 17. Guerilla Marketing –has been experiencing increasing importance in theadvertising landscape, ever since customers are besieged with classicalmarketing communication via the traditional channels TV, Magazines,Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving thecustomer in a surprising, unconventional marketing activity..
    • 18. AMBUSH MARKETING 20
    • 19.  Ambush means attack from hidden position Term coined by Jerry c welsh in 1980
    • 20. It is defined as attempt by an organisation to benefit from goodwillor popularity of particular event by creating association betweenitself and the event without permission of relevant organisation andwithout paying fees to become an official sponsor
    • 21. At many major events one brand of a particular category pays a highprice to be the exclusive sponsor. Ambush Marketers then still find a wayto make notice of their brand in connection with the event, since itattracts the attention of thousands of visitors and even viewers on TV
    • 22.  Ambush marketing is cost effective Complete creative freedom When competitor is sponsor
    • 23.  Do not breach intellectual property law Do not call yourself a sponsor if you are not Some major events also have proximity rules.
    • 24. 1. Cosmetic Ambush Driven by ego not by strategy2. Proximity Ambush Setting up on outskirts of major event3. Media package4. Strategic Ambush Leverages experiences around the event.
    • 25.  Strategies of Ambusher Sponsoring Media coverage of the event Engaging in advertising that coincide with sponsored event Distributing of free sample of non sponsored brand product at event
    • 26.  Australia VS New Zealand. Streakers bearing the Vodafone logo on their bodies invaded the pitch during the second half. Official Sponsor – Telstra. 29

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