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    Guerrilla Guerrilla Presentation Transcript

    • Guerrilla Marketing
    • Guerrilla Marketing
    • Principles
    • Principles
      • Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages
      • Activity – be aware of opportunities to make your product known at all times and act on them
      • Energy – continually marketing – ‘360 degree marketing’
      • Networks – always looking to make contacts and develop networks – importance of relationships
      • Smart – don’t offend customers or turn them off
    • Advantages:
    • Advantages
      • Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change
      • Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets
      • Targeted – designed to reach the target market – reduces waste and ineffectiveness
      • Simple – many of the methods simple and easy to use and implement – ideal for the smaller business
    • Non-traditional advertising methods
    • Non-traditional methods
      • The Internet:
        • Web sites – easy and cheap to set up
        • Pop up ads (assuming they are ‘smart’!)
        • 24 hour availability and contact
        • Using Internet technology – getting your name high up in search engines
        • Using access/registration or subscription logs to full capacity
        • Use of banner advertising
        • Web logs – ‘Blogs’ – personal Web ‘diaries’
    • Non-traditional methods The Nokia Series 60 is used to demonstrate how the telephone device can be used to take pictures, send them wirelessly to another phone or directly to a computer and posted to the Internet. Such devices open up new opportunities for low cost marketing opportunities and with the advent of 3G technology could increase these opportunities. Title:   COMDEX Computer Technology Trade Show. Copyright: Getty Images, available from Education Image Gallery
    • Non-traditional methods
      • Stickers – can be put anywhere – especially in the target area
      • Pavement chalking
      • Bio-degradable tree postings
      • Product give-aways
      • Stenciling
      • Spray paint logos
    • Non-traditional methods
      • Offering free demonstrations and talks – gets you and your product known
      • Offering free consultations
      • Finding a way of generating mystery and intrigue to involve consumers
      • Peer marketing – putting people of similar interests/ages/segments together to generate interest in the product, e.g. one claim for downloading music is that it opens up the chance for ‘new’ music to be discovered and later purchased
      • Using SMS text messaging
    • Word of Mouth
      • Roach Baiting – getting the company message/brand across by the use of an ‘actor’ behaving as a normal consumer in the hope of getting the message passed on.
      • Undercover Marketing – also known as ‘buzz marketing’ – similar to above. Use of paid actors to actively promote the product/brand in a variety of situations or leaving products in high profile places to get them seen/used/noticed.
      • Live commercials – paying for ‘live commercials’ in an appropriate setting, e.g. getting a group of young people to promote the use of ‘alco-pops’ in a club or theme bar.
    • 'Illegal' methods
      • Bill stickers
      • Spray paint logos
      • Graffiti ads
      • (Some of these may not be strictly illegal but may border on being so – not embraced by all ‘guerrilla’ marketers)