What is Guerrilla Marketing?

  • 3,640 views
Uploaded on

Spending millions to buy spaces in TV commercials is easy. The difficult part is being the subject of bar chat, blog articles or in a press report. …

Spending millions to buy spaces in TV commercials is easy. The difficult part is being the subject of bar chat, blog articles or in a press report.

When you dribble past the advertising noise and charm opinion formers,
the guerrilla marketing is able to have the message circulate freely from the
consumer’s distrust, spread like a virus and get to the most assorted destinies
with a lot more credibility.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
3,640
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
2
Likes
25

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. What is Guerrilla Marketing? www.marketingdeguerrilha.com.br
  • 2. The name refers to the guerrilla warfare, in which a group uses intelligence, creativity and knowledge of the battle fields to dribble past the eventual lack of resources and make front to the richer and more powerful opponent. The classic example reminds Vietnam, that didn’t own any aircraft carrier or last generation bombs, but could surprise and fight equally with the biggest world’s potency. The marketing warriors believe that in order to transmit a message it isn’t necessary to talk at once to the mass, sponsor the biggest sport event or distribute flyers to the entire country’s population. www.marketingdeguerrilha.com.br
  • 3. In a world that is saturated with information, guerrilla marketing bets in distinguished strategy to conquer the consumer’s attention. It boosts resources and makes the differential of the product in question known and passed through. Innovation and boldness work in favor of two main goals: to generate word of mouth and to induce spontaneous media. Spending millions to buy spaces in TV commercials is easy. The difficult part is being the subject of bar chat, blog articles or in a press report. When you dribble past the advertising noise and charm opinion formers, the guerrilla marketing is able to have the message circulate freely from the consumer’s distrust, spread like a virus and get to the most assorted destinies with a lot more credibility. www.marketingdeguerrilha.com.br
  • 4. Why Investing in Guerrilla Marketing? www.marketingdeguerrilha.com.br
  • 5. BECAUSE HAVING THE CONSUMER “TURN HIS NECK” IS CRUCIAL Society is overwhelmed with information. It’s more difficult everyday to have the consumer stop to listen to our message. Iberia won’t dispute people’s attention only with other margarine brands, but with an infinity of products that occupy market shelves. Guerrilla Marketing actions have the potential to have the consumer “turn his neck”, notice our brand and absorb our message. www.marketingdeguerrilha.com.br
  • 6. TO CONQUER UNUSUAL SPACES When you stamp a margarine brand in the gastronomy pages of a newspaper you don’t do anything but what the consumer awaits. When you bet in a foreseeable action, you will probably not get his attention. But, what if the same brand is mentioned in the sports, culture, teen pages of a newspaper? The unusual captures the interest. Your consumer expects to hear about a new margarine in a TV commercial. The environment is so saturated that the distrust is installed. What if they heard through the mouth of a TV news reporter or read in a blog that he loves? What if, by using spokesmen like these, we make him believe in what he hears? www.marketingdeguerrilha.com.br
  • 7. BECAUSE IT IS THE BEST WAY OF AMPLIFYING THE IMPACT, POWERING THE RESOURCES. How to get to 1 million people? Certainly, we don’t need to go after each and every one of them. The best way of doing it is getting in touch with 10 thousand and generate in this public, the will of passing through our message. In other words, producing word of mouth. Guerrilla marketing understands that in order to activate these called opinion formers that will take our message ahead, it is necessary to have funny, consistent and unusual contents. With creativity and intelligent adjustments, it is possible to power the impact of an action and get to more and more people, in an efficient way, with the very same budget. www.marketingdeguerrilha.com.br
  • 8. TO BRING ATTITUDE TO THE BRAND Unusual, bold and creative actions bring other benefits to the brand: they gather attitude. Any margarine is able to make a commercial with a happy family having breakfast together. But only ours can escape from the obvious, be creative, increment fun to people day by day. We have a strong differential that allows us to get escape from the obvious and guerrilla actions are the best way of making the best of it. www.marketingdeguerrilha.com.br
  • 9. Word of Mouth stages www.marketingdeguerrilha.com.br
  • 10. www.marketingdeguerrilha.com.br
  • 11. 1 - To develop a bold, innovating and consistent action that translates a strong and clear concept, that is lined with the positioning the brand desires. 2 - To create a passable content, with word of mouth and PR potential. 3 - To make possible the story being developed, in a way that it captivates and surprise. It is necessary to create a fact, in order to activate next stages. 4 - To have an effect in social networks, respecting their internal laws and conquering space in a transparent and pertinent way. 5 - To have an effect in the press, achieving great audience and people of the most assorted people profiles. 6 - To ensure that the brand/product is present in the whole process. www.marketingdeguerrilha.com.br
  • 12. How to empower Word of Mouth in press www.marketingdeguerrilha.com.br
  • 13. First step is to elaborate a communication plan. It must highlight the phases of the diffusion, main vehicles, editorials to be chosen, main messages. Besides that, other stages are essential in this phase of planning: - Elaborate texts (notes and releases). - Hire a photographer with potential to produce pictures that match the concept of Guerrilla. - Elaborate mailing. - Elaborate Q&A (possible questions and their answers). - Establish an original press kit that matches the concept of Guerrilla actions and escapes from the traditional release model. - Prepare spokesmen. www.marketingdeguerrilha.com.br
  • 14. IMPORTANT - Always bet in a relationship with the journalist and not in shooting releases. - If the action has an online presence, the sites’ address must be highlighted in all press vehicles. - Each time the action has a hotsite, internet will gain special importance, for it generates direct visitation to the site. - In case of street actions, it is good to ensure that, among the chosen spots, there are representative places to the city and places that are near publishers. - Inform well about the action to get ahead of questions that might create conflicts connected to nature, to the city operation, to the use of chemical products. www.marketingdeguerrilha.com.br
  • 15. How to empower Word of Mouth in blogs and social networks www.marketingdeguerrilha.com.br
  • 16. - Respect the internal space of each online community obeying its codes and conduct. - The profile of the people that will interact in the online spaces must be true and it is important to be identified as the brand representative. - Study the communities in which the interaction will be done, to be able to personalize messages in a pertinent way. - Create the genuine interest of people in what is being communicated, by means of information and direct and frequent interaction. www.marketingdeguerrilha.com.br
  • 17. - Identify and attract enthusiasts, reinforcing binds for them to disseminate with truth and credibility what is being passed. - Ensure that the transmitted content is present in different and relevant communities and online social networks. - Keep transparency while creating a network of collaborators and followers, without subterfuges such as buying posts. - This way, buzz is generated and not noise. www.marketingdeguerrilha.com.br