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

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This presentation shows 100 super examples of guerrilla marketing. It also shows my quest for ordering these examples leading to my personal top 3. The results are used to create a deck of cards: the guerrilla card game! The whole presentation is super visual without much text/. Only at the end of the presentation I include a few bullets that summarize my findings. Have fun!
PS: next presentation is more a theory of (de-) Hypification.

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

  1. Guerrilla Marketing from 100 outstanding examples to my personal top 3 © TOTAL IDENTITY 2010 Total Active Media Total Identity 1 Martijn Arts
  2. 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
  3. 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
  4. guerrilla marketing first an overview, zooming in later...
  5. top100
  6. GUERRILLA MARKETING Described 1983 Jay Conrad Levinson An American marketeer © TOTAL IDENTITY
  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. 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. KEYWORDS 1.Not a big budget 2.Unexpected 3.Unconventional 4.Interactive 5.Unexpected places 6.Buzz / turn viral
  10. 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
  11. guerrilla is...
  12. it’s cheap
  13. it’s everywhere
  14. it blends in
  15. it’s unique
  16. it pops up
  17. it really pops up
  18. it’s conceptual
  19. it’s inline
  20. it’s humanizing
  21. it’s active media
  22. the winner is...
  23. #3
  24. #3
  25. #2
  26. #1
  27. just needed this for playing cards so play cards... :-)
  28. © TOTAL IDENTITY 35 guerrilla
  29. 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
  30. 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?
  31. 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...
  32. offline © TOTAL IDENTITY 2010 Total Active Media Total Identity 39 Martijn Arts

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