Transcript of "4 components of innovative guerrilla marketing"
14 Components of Innovative Guerrilla Marketing: Clever Marketing forClever Entrepreneurshttp://wisepreneur.com/entrepreneurship/4-components-of-innovative-guerrilla-marketing-clever-marketing-for-clever-entrepreneurs Today’s marketing is sophisticated and expensive. More and more it is difficult for emerging businesses to compete effectively with the likes of Procter & Gamble, Anheuser-Busch, and Pizza Hut. However, entrepreneurs, start- ups, new businesses and small enterprises can use low-cost guerrilla marketing techniques that have a similar impact as large-budget campaigns. Some of the most important features of innovative guerrilla marketing includestorytelling, viral marketing, customer interaction, and buzz. Here is an excellent definition ofguerrilla marketing from Wikipedia:“The concept of guerrilla marketing was invented as an unconventional system of promotions thatrelies on time, energy and imagination rather than a big marketing budget. Typically, guerrillamarketing campaigns are unexpected and unconventional; potentially interactive; and consumersare 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. The termwas coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing.”So what is Guerrilla Marketing? It is a marketing strategy with little money, but with a lot ofcleverness and smartness! The best way to understand Guerrilla Marketing is to look at anexample. One of our favorites is a promotion for Hell Pizza in New Zealand. Here’s the way thecompany used Guerrilla Marketing in a recent campaign: 1.Storytelling The company presents a story of a pizza delivery man who must find his way through zombies to deliver pizza. 2.Viral Marketing The story is placed in a YouTube movie to capture the advantages of this popular social medium. 3.Customer Interaction As the story unfolds, the viewer gets to decide which action the pizza man should take on his adventure. 4.Buzz A friend sent Ari the YouTube link. He watched it and enjoyed it, and then Ari forwarded Calvin and to other friends …. and we now are writing about this campaign for you. This is buzz marketing!We hope you will enjoy watching your pizza from hell:Ari Massoudi / Consultant Strategy of Innovation / www.strategy-of-innovation.com / www.linkedin.com/in/arimassoudi
2http://www.youtube.com/watch?v=9p1yBlV7Ges&feature=player_embeddedHere’s a final but important point. Guerrilla Marketing is like a double-edged sword, it can makeyour company known, and maybe make you rich, or it can severely hurt your company. A badGuerrilla Marketing campaign in the best case is nothing more than spam, and in the worst case isprofessional suicide. If people laugh at your business or your product or if your video irritatespeople, you will have a negative buzz on the Internet that will probably last for a long, long time.Our recommendation is to test your campaign with friends or some customers, and if they do notenjoy it, something is wrong. You then have a chance to change it before going to the Internet.After you tweak the campaign and get a cool combination, put it online and have some seriousguerrilla fun!Ari Massoudi / Consultant Strategy of Innovation / www.strategy-of-innovation.com / www.linkedin.com/in/arimassoudi