Guerrilla Marketing Presentation for DFYIT! How to use guerrillal marketing together with online techniques to make your message go VIRAL.

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

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)

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”.

http://www.michellevillalobos.com	61
http://nassar-consumerbehavior.blogspot.com	43
http://www.slideshare.net	28
http://www.conseilsmarketing.fr	24
http://michellevillalobos.com	16
http://www.conseilsmarketing.com	5
http://blurringtheline.co.uk	4
http://www.weebly.com	2
url_unknown	2
http://www.lmodules.com	2

Guerrilla Marketing Presentation for DFYIT! How to use guerrillal marketing together with online techniques to make your message go VIRAL.

by Michelle Villalobos on Oct 04, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

10 Embeds 187

Statistics

Guerrilla Marketing Presentation for DFYIT! How to use guerrillal marketing together with online techniques to make your message go VIRAL. — Presentation Transcript