Guerrilla Tactics 21 Sept 10 Event Uk


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Guerrilla marketing utilising experiential and social web

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Guerrilla Tactics 21 Sept 10 Event Uk

  1. 1. Guerrilla tactics: Amplifying attendance through experiential marketing & digital<br />By<br />Anthony Tattum, MD at Big Cat <br />& Nick Morgan, CEO at Big Cat<br />
  2. 2. About Big Cat<br />Big Cat Group was established in 2000<br />26 staff across 4 offices in UK, France & Spain<br />Cover all European territories<br />Award-winning event marketing consultancy<br />15 years experience in delivering high-profile events and campaigns<br />Highly skilled and experienced in sports marketing & brand experiences<br />Unique skill in utilising latest technology and practices <br />
  3. 3. Clients<br />
  4. 4. Guerrilla marketing<br />“ unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.”<br />Wikipediadefinition<br />
  5. 5. Industry trends<br />Experiential & digital needs to deliver results<br />New remit is experiential delivering footfall – not just cool content<br />Much more results/audience driven campaigns<br />Finding more clients want to share risk<br />A drive to innovation and entrepreneurism<br />The experience (event or social) is the campaign<br />
  6. 6. Lines are blurring between experiential, viral, social media and word of mouth<br />Social media is now about building relationships not just about awareness<br />Conversations about your event or product happen whether you like it or not<br />Good marketing encourages the right sort of conversations<br />Trends<br />
  7. 7. Marketing that works is marketing that people choose to notice<br />Seth Godin<br />
  8. 8. 19 million<br />That’s the number of people in the UK with a social media profile<br />
  9. 9. Pete Cashmore, Mashable<br /> “We're living at a time when attention is the new currency: With hundreds of TV channels, billions of Web sites, podcasts, radio shows, music downloads and social networks, <br />“We're all publishers now, and the more we publish, the more valuable connections we'll make.“Twitter, Facebook, Flickr, Foursquare, FitBitand the SenseCam give us a simple choice:participate or fade into a lonely obscurity.”<br />
  10. 10. How do we integrate thesocial web, experiential and traditional media in our marketing plans?<br />And how to we evaluate them against our objectives?<br />
  11. 11. Social web objectives Goals<br />Merdough<br />Lovett & Owyang<br />
  12. 12. How are agencies and brands stimulating word of mouth<br />
  13. 13.
  14. 14. CSI Social & Experiential<br />
  15. 15. CSI: The Experience opened at Europe’s busiest shopping centre,Bullring, in October 2009<br />Biggest TV show in the world with an estimated global audience of <br />Outdoor tactics took many forms in city’s busiest locations and throughout Bullring<br />CSI Experiential<br />
  16. 16. Developed a mechanic based on ‘taped off’ crime scenes<br />Created crime scenes across the city<br />Crime scenes appeared in public areas <br />The Mall concourse was targeted and agents surrounded crime scene<br />CSI: Experiential<br />
  17. 17. opening of the exhibit and to generate the excitement and shopper awareness, <br />it was promoted throughout the centre with ads on Bullrings digital screens, 6 sheet posters and escalator vinyls. <br />However, the focus of the media coverage came in the form of Adlift, vinyl posters applied to the entire surface of lift doors<br />
  18. 18. In a study of 530 people who attended a CSI exhibition were asked:<br />‘What influenced you to attend the exhibition?’<br />
  19. 19. CSI Attendance Influences<br />
  20. 20. 63% were effectively driven to the exhibition by “word of mouth”<br />
  21. 21. “ friends mostly, sometimes my family”<br />“My spouse is crucial and maybe my peers”<br />“...some blogs, friends on facebook, tweets and generally browsing the internet”<br />“Online is one crucial avenue, and peers – their advice is truth”<br />“...your friends can have a way of entrenching the position and making it credible”<br />Influencers<br />
  22. 22. CSI:<br />Social <br />Rollout<br />
  23. 23. Case Study 2<br />
  24. 24. Launched to correspond with their Olympic partnership<br />Doesn’t make any reference to chocolate<br />Split the nation into two teams, the spots and stripes<br />Sign up on the website to begin scoring points for their chosen team<br />Encourage engagement through dedicated social platforms<br />Enable friends to compete online and at events<br />TV and outdoor ads in keeping with their online/offline theme<br />
  25. 25. Cadbury on Facebook<br />Developing tribes <br />Building advocates by recognition for participation<br />
  26. 26. Cadbury games and events<br />
  27. 27.
  28. 28. Nacho Libra character<br />Viral / Social mechanic <br />Free travel if your name is Victoria<br />50% off if you send to Facebookfriends called Victoria<br />Supported by outdoor activity<br />Southern Trains<br />
  29. 29. Social provides influencers and builds communities<br />Experiential provides opportunity to participate and live the brand<br />Achievable objectives need to be agreed with clients<br />Return on Influence is new ROI<br />Conclusions<br />
  30. 30. Questions<br />