Guerrilla Marketing Course Name: Media and Marketing Communications MLT 250 Course Instructor: Christopher M.G. Shallow Presented by: Svetlana PuchkovaAnglo American University Prague, 2012
Inspiration By the father of Guerrilla Marketing J.C. Levinson and Jeanie Levinson
Guerrilla warfare Limited resources Survival Well organised Do-or-die “Unconventional methods to pursuing conventional goal of victory” (Victory/Success) The “father” of Guerrilla Marketing J.C. Levinson
Initiation of Guerrilla marketingIneffective and costly inefficient marketingcampaignsProduct cluster, a lot of different ads thathad more educational rather thatinvolvement characterFalse marketingInformation Age
“Sell dreams - not product” Steve JobsMarketing is - the truth made fascinating (only the truth)Marketing is - a process not an eventMarketing is - an opportunity to educate prospects andcustomers on how to succeed at achieving their goal Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”
Marketing is....the art of getting people to change their minds; it isthe way to persuade them to see it your way, to stop doingthings the way they’ve been doing them and begin doingthem your way because doing them your way will make theirlives easier, will help them achieve their goals, will helpthem be happier whatever that takes. Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”
Vital views “Know where to find the information and how to use it. That is the secret of success” Albert Einstein “Creativity without strategy is called art. Creativity with strategy is called advertising” Jef I. Richards
12 Secrets of guerrilla marketing1. COMMITMENT: Believe in what you are doing with all your heart and passionand pursue it till the very end.2. INVESTMENT: Marketing is not an expense, but an investment -- the bestinvestment.3. CONSISTENT: Don’t make many changes to your marketing, it is confusing toconsumers.4. CONFIDENT: People prefer business confidence over quality, service, selectionand price.5. PATIENT: “Rome was not built in a day”6. ASSORTMENT: To use combination of marketing weapons. One is not goingto work.
12 Secrets of guerrilla marketing7. CONVENIENT: Respect your consumers’s time.8. SUBSEQUENT: Focus on a long term relationship with a customer9. AMAZEMENT: Amaze you customer with something that you might take as agranted.10. MEASUREMENT: Always measure the results of your marketing.11. INVOLVEMENT: You prove your involvement by following up; they provetheirs by patronising and recommending you.12. DEPENDENT: The guerrillas job is not to compete but to cooperate withother businesses.
Traditional VS. Guerrilla Use of Capital Use of Imagination Big budgets Small budgets Logo Meme “We are cool!” “You will get..” “What will we get?” “What can we give” To sell is a target Target is to build long-term relationship Monolog Dialog Finishes after deal Starts after the deal Sales volume, clicks, responses Profit Reaches all Reach everyone
Guerrilla Marketing is....nothing more but smart marketing. It is.. “think different” marketing “observing” marketing “use your imagination” marketing “love your customers” marketing “Marketing that is not very expensive but extremely effective”
Origins of GM as we knowit today “Buy me a drink”girls in night clubs were convincing men to buy them a drink (particular brand). “My, my, my, my Adidas”, 1986
Creative Review“There are better ways to make career” Flyers on the grills around the city, Grill restaurant “Weber”
GM and Social campaigns Smoking leads to blindness Help children who suffer from hunger http://www.youtube.com/watch?feature=player_embedded&v=zFWr- CKMWGY
Today’s Guerillas.. http://www.youtube.com/watch?v=fNC_SX6Uwgs&feature=player_embedded - Chiclete Big Big http://vimeo.com/37237017 - Coca-Cola “Happiness Machines for couples” http://vimeo.com/31479392 - Step into National Geographic World http://www.youtube.com/watch?feature=player_embedded&v=ILxjxfB4zNk - “Hands only” CPR
Conclusion Life will be more interesting and challenging.Great products = Great marketing strategies, promotions and funny ads.. Isn’t that what many of us are dreaming of?
Sources“The best of guerrilla marketing. Remix.” J.C.Levin Levinsonand Jeannie Levinsonhttp://www.gmarketing.com/http://weburbanist.com/2008/07/01/what-is-guerrilla-marketinghttp://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/http://www.adme.ru/kreativnyj-obzor/reklama-polnyj-otryv-23819/