Guerrilla Marketing: An Intro & Study of Current Techniques and Trends

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Guerrilla Marketing: An Intro & Study of Current Techniques and Trends

  1. 1. Guerrilla Marketing<br />By<br />Steven Severn<br />Bus360<br />Professor Saytes<br />Summer ‘10<br />
  2. 2. Index<br />Introduction<br />Why Guerrilla?<br />Current Guerrilla trends<br />Case Studies<br />Conclusion<br />Work citied<br />
  3. 3. Introduction<br />Guerrilla Marketing: an unconventional system of promotions that relies on time, energy and imagination.[1] <br />Typically, guerrilla marketing campaigns are:<br />Unexpected<br />Unconventional<br />Potentially interactive<br />
  4. 4. Why Guerrilla?<br />The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and an everlasting experience for the consumer.[2]<br />Ad Clutter<br />Results may vary, but are unlimited<br />Reaches consumers on a smaller scale, but with a higher impact.<br />
  5. 5. Guerrilla Trends<br />Reverse Graffiti<br />Viral<br />Presence marketing<br />Grassroots marketing<br />Wild Posting Campaigns<br /> Alternative marketing<br />Buzz marketing<br />Undercover marketing<br />Astroturfing<br />Experiential marketing<br />Tissue-pack marketing<br />Street Art, Graffiti<br />Flypostings<br />Wheatpastings<br /><ul><li>The Creativity Never Stops...</li></li></ul><li>Case Studies: Westin Hotels<br /><ul><li>Goal: To promote the rejuvenating and renewing experience of a Westin stay.
  6. 6. Results:
  7. 7. 3,000 Flyers Distributed
  8. 8. 15,000 Brand Impressions
  9. 9. Significant Media Attention[3]</li></li></ul><li>Case Studies: Nokia GPS<br /><ul><li>Goal: Redefine Nokia navigation as a fun and engaging experience.
  10. 10. Results:
  11. 11. An estimated 850,000+ people saw it just by walking over Tower Bridge.
  12. 12. The amount of users of Nokia's navigation services increased 129%
  13. 13. In some markets visits to the campaign website exceeded targets with 1500%
  14. 14. Visits to product pages (point of sale) soared 270% over targets in select major markets[4]</li></li></ul><li>Still Interested?<br /><ul><li>3GGuerrilla.wordpress.com My Blog
  15. 15. Guerrillasushi.blogspot.com Old Internship Blog
  16. 16. blog.guerrillacomm.com Industry Blog
  17. 17. creativeguerrillamarketing.com Industry Blog</li></ul>Powered by SFSU Marketing Association<br />
  18. 18. Guerrilla.<br />Fin<br />
  19. 19. Work Cited<br />Lyon, Ethan. "..Top 5 Guerilla Marketing Strategies." www.sparxoo.com. N.p., Jun 22, 2009 . Web. 28 Jul 2010. <http://sparxoo.com/2009/06/22/top-5-guerilla-marketing-strategies/>.<br />"Guerrilla Marketing is about Being Unique." www.LevelTenDesign.com. Level Ten Design, 18 Feb 2010. Web. 28 Jul 2010. <http://www.leveltendesign.com/blog/chris/guerrilla-marketing- about-being- unique?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+levelte nblog+(Internet+Insights+by+LevelTen)>.<br />"Case Studies: The Westin Hotel Zen Garden." Attack!. Attack! Event Staffing, Field Support, & Guerrilla Services, n.d. Web. 28 Jul 2010. <http://www.attackmarketing.net/case- studies/zengarden.php>.<br />"Direct Lions Winners." www.canneslions.com. Cannes Lions, n.d. Web. 28 Jul 2010. <http://www.canneslions.com/work/direct/entry.cfm?entryid=9284>. <br />

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