so what is
guerrilla
marketing?

from
“Guerrilla”
(not gorilla)
Warfare

mark eting
“guerrilla warfare:”
mark eting
unconventional warfare in which
believers
a small group of combatants
uses mobile tactics in the form of
spre ad a
ambushes & raids to fight a ssage,
me
larger & less mobile formal army.
su pport a cause or promote a brand.

search “Arlington Miami” on YouTube

search “Guerrilla Marketing cars” on YouTube

Havaianas campaign

search
“frozen
Grand
Central”
on YouTube

search “T-Mobile dance” on YouTube

what do all of these
have in common?

key benefits
elements
• surprise = attention-grabbing
• creative = memorable
• aggressive = strong impression
• small size = inexpensive
• mobility = easy to replicate & repeat
• purpose = inspiring & persuasive
• flexible = adaptable to situation
• targeted = resonate with audience
• varied weapons = variety of tools
• engage others = recruit

2

influence the
INFLUENCERS
1
Copyright 2008, Michelle E.Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com

going
viral

viral marketing
marketing that uses existing
social networks (online or off) to
produce awareness that spreads
organically like a virus.

what are the benefits of
“going viral?”

14,378,025 views

what makes something
“go viral?”

i. worth spreading
ii. spreadable

worth spreading
• appeals to your target audience
• entertains
• informs
• educates
• inspires
• short (usually)

spreadable
• record it
• post where anyone can see it
• use existing networks (brown bags?)
• easy to forward/share
• place it where people already are

“Susan Boyle”
over 76,184,000 views (and that’s just ONE video)

these
are
your
✉
weapons!
2
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830

things to
consider

be careful: sometimes guerrilla
campaigns can go wrong... this
guy was arrested after pulling
this stunt at the Olympics

this NVIDIA
guerrilla
marketing
campaign
went horribly
wrong when
people
thought these
LEDs were
bombs all
over NYC.

real women named “Sarah Marshall” did not
appreciate this movie promotion campaign

here are the 10
steps

1. define your purpose
2. describe your audience
3. brainstorm
4. then rate, edit & choose
5. plan
6. execute & record (engage?)
7. spread
8. track/measure
9. evaluate (take feedback)
10. revise

right now
1. break into groups
2. brainstorm 10 ideas (FAST)*
3. go through each idea, rate it 1-10
want my “Breakthrough Brainstorming Guide?”
download here: http://bit.ly/7csee
* include: non video-based, in schools

good luck & have fun!

www.MichelleVillalobos.com
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved.
To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.