Guerrilla Marketing

© TOTAL IDENTITY

from 100 outstanding examples to my personal top 3

1

2010
Total Active Media
Tota...
Total Identity
Activities
Positioning
Profiling
Founded
1963 TOTAL DESIGN

© TOTAL IDENTITY

2000 changed name
TOTAL IDENTI...
Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
marts@totalactivemedia.nl
Total Active Media
Manag...
guerrilla marketing
first an overview, zooming in later...
top100
GUERRILLA MARKETING

© TOTAL IDENTITY

Described 1983
Jay Conrad Levinson
An American marketeer
DEFINITION
The concept of guerrilla marketing was invented as
an unconventional system of promotions that relies
on time, ...
DEFINITION
The concept of guerrilla marketing was invented as
an unconventional system of promotions that relies
on time, ...
KEYWORDS
1.Not a big budget
2.Unexpected
3.Unconventional
4.Interactive
5.Unexpected places
6.Buzz / turn viral
KEYWORDS
1.Not a big budget
2.Unexpected
3.Unconventional
4.Interactive
5.Unexpected places
6.Buzz / turn viral

cheap
sur...
guerrilla is...
it’s cheap
it’s everywhere
it blends in
it’s unique
it pops up
it really pops up
it’s conceptual
it’s inline
it’s humanizing
it’s active media
the winner is...
#3
#3
#2
#1
just needed this for playing cards

so play cards... :-)
© TOTAL IDENTITY

guerrilla

35
SUMMARY

© TOTAL IDENTITY

• It’s cheap - or at least cost effective
• It’s everwhere
• It blends in
• It’s unique
• It po...
© TOTAL IDENTITY

CHECKLIST
1.Is the guerrilla action original, both in content as in design?
2.Is it unexpected and uncon...
LESSONS LEARNED

© TOTAL IDENTITY

• Do not mix guerrilla actions with broadcasting
• Internet makes guerrilla actions a l...
© TOTAL IDENTITY

offline
39

2010
Total Active Media
Total Identity
Martijn Arts
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
Guerillamarketingv9 100329075136-phpapp02
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Guerillamarketingv9 100329075136-phpapp02

  1. 1. Guerrilla Marketing © TOTAL IDENTITY from 100 outstanding examples to my personal top 3 1 2010 Total Active Media Total Identity Martijn Arts
  2. 2. Total Identity Activities Positioning Profiling Founded 1963 TOTAL DESIGN © TOTAL IDENTITY 2000 changed name TOTAL IDENTITY 2 Group TOTAL IDENTITY - Amsterdam - The Hague TOTAL ACTIVE MEDIA VERMEULEN ALLCOMMUNICATION SOFTWARE No staff 112 Areas Consultancy Design Publishing Interaction PR Campaign Earnings 2005 10,7 mln 2006 11,9 mln 2007 14,2 mln 2008 13,4 mln Network partners Antwerp Bolzano Bremen Dubai Hamburg Lisboa Madrid Taipei
  3. 3. Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. © TOTAL IDENTITY Total Identity Shareholder Board of directors 3 Social Networks LinkedIn Hyves Twitter (arts118)
  4. 4. guerrilla marketing first an overview, zooming in later...
  5. 5. top100
  6. 6. GUERRILLA MARKETING © TOTAL IDENTITY Described 1983 Jay Conrad Levinson An American marketeer
  7. 7. DEFINITION The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral
  8. 8. DEFINITION The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral
  9. 9. KEYWORDS 1.Not a big budget 2.Unexpected 3.Unconventional 4.Interactive 5.Unexpected places 6.Buzz / turn viral
  10. 10. KEYWORDS 1.Not a big budget 2.Unexpected 3.Unconventional 4.Interactive 5.Unexpected places 6.Buzz / turn viral cheap surprise different active places buzz
  11. 11. guerrilla is...
  12. 12. it’s cheap
  13. 13. it’s everywhere
  14. 14. it blends in
  15. 15. it’s unique
  16. 16. it pops up
  17. 17. it really pops up
  18. 18. it’s conceptual
  19. 19. it’s inline
  20. 20. it’s humanizing
  21. 21. it’s active media
  22. 22. the winner is...
  23. 23. #3
  24. 24. #3
  25. 25. #2
  26. 26. #1
  27. 27. just needed this for playing cards so play cards... :-)
  28. 28. © TOTAL IDENTITY guerrilla 35
  29. 29. SUMMARY © TOTAL IDENTITY • It’s cheap - or at least cost effective • It’s everwhere • It blends in • It’s unique • It pops up • It’s conceptual • It’s inline • It’s humanizing • It’s active media
  30. 30. © TOTAL IDENTITY CHECKLIST 1.Is the guerrilla action original, both in content as in design? 2.Is it unexpected and unconventional? 3.Does it create enough exposure? 4.Can this exposure be enlarged by buzz or viral spreading? 5.Is it possible to take photos? 6.Is the guerrilla action relevant? 7.Is it inline with the brand or product? 8.Is it focussed at the correct target audience? 9.Is it correctly timed? 10.Does it blend in, does it make use of location and moment? 11.Is it friendly and does it create sympathy?
  31. 31. LESSONS LEARNED © TOTAL IDENTITY • Do not mix guerrilla actions with broadcasting • Internet makes guerrilla actions a lot more effective • Local, lowcost and creative actions can gain world exposure • This creates opportunities especially for single entrepreneurs • Creativity becomes craftsmanship - not something expensive • Inline (with brand) actions have more lasting effect • Local actions work better when co- ordinated (inter)nationally • Direct the unexpectedness - work in programs • Mixing creative impact with identity and strategy is best But... there is a lot more to it than just funny images...
  32. 32. © TOTAL IDENTITY offline 39 2010 Total Active Media Total Identity Martijn Arts

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