Guerrilla Marketing: from 100 outstanding examples to my personal top 3

Guerrilla Marketing from 100 outstanding examples to my personal top 3 © TOTAL IDENTITY 2010 Total Active Media Total Identity 1 Martijn Arts

Total Identity Activities Areas Positioning Consultancy Proﬁling Design Publishing Founded Interaction 1963 TOTAL DESIGN PR Campaign 2000 changed name TOTAL IDENTITY Earnings 2005 10,7 mln Group 2006 11,9 mln TOTAL IDENTITY 2007 14,2 mln - Amsterdam 2008 13,4 mln - The Hague TOTAL ACTIVE MEDIA Network partners VERMEULEN Antwerp ALLCOMMUNICATION Bolzano SOFTWARE Bremen Dubai © TOTAL IDENTITY No staff Hamburg 112 Lisboa Madrid Taipei 2

Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors Social Networks LinkedIn © TOTAL IDENTITY Hyves Twitter (arts118) 3

guerrilla marketing ﬁrst an overview, zooming in later...

top100

GUERRILLA MARKETING Described 1983 Jay Conrad Levinson An American marketeer © TOTAL IDENTITY

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

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 cheap 2.Unexpected surprise 3.Unconventional different 4.Interactive active 5.Unexpected places places 6.Buzz / turn viral buzz

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...

just needed this for playing cards so play cards... :-)

SUMMARY • 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 © 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? © TOTAL IDENTITY 11.Is it friendly and does it create sympathy?

LESSONS LEARNED • 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 © TOTAL IDENTITY But... there is a lot more to it than just funny images...

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Guerrilla Marketing: from 100 outstanding examples to my personal top 3

by Martijn Arts on Mar 29, 2010

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