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Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer

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Guerilla Marketing Project for Master Course of Advanced Sales Techniques. …

Guerilla Marketing Project for Master Course of Advanced Sales Techniques.
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Nergis TAMER
Galatasaray University

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  • 1. It is The Best Selling Series of Book SOLD!!! 1Million a year over 23Million Books to Date Source Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004,
  • 2. BECAUSE It’s been chosen 12. of 25 most influental business management books of all time by TİMES. Source:http://www.time.com/time/spe cials/packages/article/0,28804,208668 0_2086683_2087674,00.html
  • 3. Because The American Marketing Association’s small survey on guerilla marketing shows one surprising finding; 94% of respondents felt BECAU marketers will use alternativemarketing approaches more frequently in the future.
  • 4. BECAUSE A marketing expert at Washington University in St. Louis. says that c emerging concepts such as rowdsourcing, viral Internet campaigns, product placements and guerilla promotions Will Dominate The Marketing & ADVERTİSİNG landscape in 2012 and beyond. Source: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.
  • 5. GUERRİLLA conjures İmagery of REVOLUTIONARIES İmagery of MAKESHIFT ARMIES
  • 6. GUERILLA TACTICS No resources through traditional methods Get creative Pick opportunities NOT EXPECTED in order to make the best assault Blend back into the backround Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 7. hit them in an GUERİLLAS unexpected BASIC PLAN of ATTACK way İdentiy your target strategise their location and make the most effective Dummies”.Willey Publishing impression Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Inc., 2008, s.16-32.
  • 8. WHAT İS GUERİLLA MARKETİNG ?!
  • 9. a shape of shifting form of marketing that takes a brand’s messaging and present it to the desired consumers in a PERSONALLY ENGAGİNG & UNEXPECTED WAY Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 10. HİSTORY Guerilla Marketing of
  • 11. When the little guy uses UNCONVENTİONAL TACTİCS and surprises the opponent it’s called Guerrilla warfare . Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 12. When some starry- eyed startup shocks the world with an underground marketing campaign that costs nothing but I have been Guerilla-d causes shockwaves for months, it’s called Guerrilla Marketing Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 13. From the begining of the 20 century until 1940-1950 The main gole of advertisement is to educate the target audience rather than entertain or engage. They tell the consumer what they didn’t know before Over time advertisement techniques gets less effective and http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/
  • 14. By the 1970’s advertisement world was ready for a REVOLUTİON In 1984 Jay Conrad Levinson’s book of Guerilla Marketing brings the REVOLUTİON with ideas for a big advertising results with little investment.
  • 15. But this revolutionary book WAS NOT ANYTHİNG that professional ad men had already known for years.
  • 16. . It is just based on shocking, funny, unique, outgreous, clever and creative tactics to advertise on a small budget to make people can’t stop talking about
  • 17. The sucess lies beneath; “the more creative and jarring campaign is the more attention it gets!”
  • 18. 7STEP G PLAN U E R İ Levinson, Jay L Conrad. Guerilla L Marketing for Free. Houghton A Mifflin Co., 2003, s.78.
  • 19. THE ORIGINS AND EVOLUTION OF GUERRILLA MARKETING
  • 20. Guerillas in the wild BUY ME A DRİNK ? It’s 1987. At the clubs there were gorgeous womans suddenly sidling up to the bar next to you and purring “Buy me a drink?”
  • 21. At one time Adidas was on top of the world but after a series of managament changes the company was in trouble
  • 22. In the mid 1980’s Bernard Taple gave pairs of Adidas away to upand-coming rappers in New York as a solution and it turned out, one rap group brought Adidas back from the brink of extinction. In 1986, Run DMC put out a single called “My Adidas.” Practically overnight, Adidas shoes were on the feet of every hip young thing and wannabe from NYC to LA. RAPERS İN NEW YORK
  • 23. HOW GUERİLLA MARKETİNG is DİFFERENT ?
  • 24. Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32. All marketing is interested in reaching consumers, the difference comes from how you accomplish that goal. TRADİTİONAL marketing uses more traditional media which includes Print Radio TV Guerilla marketing consists of MORE STREET-LEVEL OUT OF HOME EVENT MARKETING Even though guerilla marketing can use traditional methods (such as print, TV and radio) to get the word out what it sets it parts is that it breaks traditional expectations by applying these tools in a different way
  • 25. The focus with guerrilla isn’t the “what” it is the “ how ” It is the ATTİTUDE and APPROACH that sets guerrilla apart from other forms of marketing and it should be: exciting unexpected memorable Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 26. WHO does Guerilla Marketing?
  • 27. “Do you like following told how to do things rules and being ? Neither does anyone and that’s why guerrilla marketing is perfect free wheeling thinkers like for us.” Jay Conrad Levinson The answer to who is doing guerilla marketing is everyone”. “ Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 28. WHY People choose Guerilla Marketing?
  • 29. #2 seeing dollar signs? Customers demand MORE CUSTOMİZATİON and HİGH OPERATİNG COSTS for these media can cause headaches for advertisers. Traditional media require innovation and that’s why brands are embracing guerrilla tactics. Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32
  • 30. #3 CAUSE they are; Unique Targeted Cost-effective Buzz-worthy and often press-worthy Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
  • 31. The field of guerrilla marketing is similar bad to advertising. There's good and marketing. There's good and bad execution.
  • 32. + Everyone’s a suspect campaign clue
  • 33. Everyone’s a sespect! This campaign places special liquid soap dispensers that contain blood-red colored soap in public washrooms. When you try to wash your hands, the soap creates the realistic illusion of you Imagine walking onto washing the the subway to see a man holding a large blood off your hands. knife! Good thing it’s not a real knife, but a plastic knife attached to the holding rail. “Everyone’s a suspect”
  • 34. This campaign places a measurement tape on the wall to simulate a police lineup. http://www.creativeguerrillamarketing.com/ guerrilla-marketing/clue-guerrilla-marketing/
  • 35. + Largest iPhone controlled racing game Created by HYUNDAI in New York’s Times Square
  • 36. The billboard can be controlled via an iPhone after they register with the “Hyundai Race” and download the app. The user can steer the Velostar hatchback car by tilting their phone left and right. Movement is then detected by iPhone’s built-in accelerometer. Because the screen is so massive, it undoubtedly captures the attention of the massive crowds in New York’s Time Square. http://www.creativeguerrillamarket ing.com/guerrilla-marketing/clueguerrilla-marketing/
  • 37. In 2001, after IBM spraypainted "Peace, Love and Linux" on San Francisco More symbolically, in 2002 streets, city leaders levied a New York City threatened to $120,000 penalty against sue Microsoft after it the company. In 2002, underdog video game company Acclaim announced that they would pay families for the right to advertise one of their games on the tombstones of dead relatives. Following public outcry, Acclaim pulled the old “Aw, we were only joking anyway” routine. blanketed Manhattan with thousands of butterfly stickers that weren't easily removed. The software giant wound up apologizing and assisted with the cleanup. The city didn't take the company to court, but it did fine Microsoft $50 for littering. The online casino has paid two people, Karolyne Smith and Brent Moffatt, to permanently tattoo the site’s URL on their foreheads. Notwithstanding the fact that both individuals placed their forehead space for auction on eBay, the publicity stunt didn’t sit well with much of the general public. _
  • 38. “we are all marketers now – whether we realize it or not “ Rick Ferguson (Ferguson, Rick. The Journal of Consumer Marketing 25. 3 (2008): 180.)
  • 39. VİRAL MARKETİNG
  • 40. Adjective “viral” suggests, the message is spread in a pyramidal fashion and at a speed to be compared with that of a virus or an epidemic. Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.
  • 41. Pick seed some small number of people to go viral” “ ” your idea, product, or message; get it to “ and then watch while it spreads to reach millions, all on a shoestring marketing budget. Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.
  • 42. No campaign has been more aggressive in tapping into social networks and leveraging the financial power of hundreds of thousands of small donors. Nor has any other campaign found such innovative ways to extend its reach by using the Internet-more than $10 million of Obama's second-quarter contributions were made online, and 90% of them were in increments of $100 or less. Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38.
  • 43. “I hear and I forget, I see and I remember, I experience and I understand” Confucius
  • 44. – EXPERİMENTAL MARKETİNG is a marketing idea featured with both rationality + sensibility. Therefore, the decision of shopping activities made by consumers will be influenced by sensory factors to a certainly degree. Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3. 2 (fall 2010): 352-378.
  • 45. As it’s becoming easier for us to tune out and ignore advertisements today, so experiential marketing aims to give you an experience rather than send you a one-way message. Experiential marketing lets you interact with the product and associate your immediate emotional responses with that brand.
  • 46. COKE’s HAPPİNESS MACHİNE It is centered on the idea of a magical coke machine aka the happiness factory. Therefore they installed a very special coke machine in a college cafeteria and filmed students reactions to it.
  • 47. •an online video called "Walk-In Fridge” . Were walk- •Huge cardboard boxes labeled "Walk-In Fridge" dumped out in fridges actually for sale? Could that •A real walk-in fridge it took to beer festivals, allowing groups of friends to mimic the ad and upload it to YouTube (postings now run to the hundreds). •a longer-form online video created showing guys installing a walk-in fridge in an apartment. THE PAYOFF Some 4.5 million YouTube hits for original vid; hundreds of imitator postings Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39 video have been… real?
  • 48. walk-in fridges are REAL?
  • 49. CATCH THE GOODIES Are camera-phonewielding willing to spend 30 seconds to get a free sundae? Early 2010, a videogame is created in which menu items bounced across a huge outdoor digital billboard downtown. The rules: Capture a menu item on your camera phone, bring it into the restaurant and get that item for free.
  • 50. created buzz The game beyond the city square--which was the point of running more than the usual billboard ad and the freshness of this approach to interaction became the talk of the town. Guerrılla marketıng 2010. Brandweek, 2010, Cilt 51, Sayı 39
  • 51. MINI GETAWAY STOCKHOLM MINI Stockholm has launched this new mobile hunting game to promote the MINI Countryman. Players home in on a virtual MINI on their mobile phones, catch it and then run as fast as they can out of its orbit to prevent other potential takers from swiping it. The first player to have the car in their possession for a week wins a real Countryman. Iezzi, Teressa. The Work. Advertising Age 81. 38,2010, S. 22.
  • 52. IS YOUR FRİENDSHİP STRONGER THAN WOPPER ?
  • 53. De-friend 10 of your friends in exchange for a free whooper! YOU STARTED THINKING, RIGHT?
  • 54. FACEBOOK ACCOUNT and see Let’s go to your WHO might be ?
  • 55. “De-friend?”
  • 56. Thousand of facebook member jilted each other for a burger. Therefore Facebook has disabled whopper after the members love for the whopper proved to be stronger than 233,906 friendships. 16 Ocak 2009.B.6 The Wall Street Journal, NY, sacrifice
  • 57. FRİENDSHİP is strong but the whooper is stronger!
  • 58. Samsung launched Samsung Galaxy S Shortly after Apple iPhone 4 … launched
  • 59. SAMSUNG AND iPhone WARS Apple had signal problems. Apple denied any hardware faults and accused other smart phones of the same failure. Really?
  • 60. Following the iPhone 4 callsignal controversy. Samsung gave lucky 8 people a Samsung Galaxy S phone to play with and duly wrote positive reviews. Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.
  • 61. As a result 7,000 extra fans signed up their Facebook page and an amazing brand and product awareness created at minimal cost. Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.
  • 62. “The single idea will literally save millions ofchildrens’s lives.” U.S.Fund for Unicef
  • 63. “AQUA SUCİA” An advertisement campaign for Unicef related Tap Project has received the gold award in Nontraditional / Guerilla Marketing from “Advertising Age” The campaign is aimed at increasing world knowledge and awareness about the lack of clean drinking water in the world and to raise money to solve the problem. Wentz, laurel. Avertising Age, 2009, 80,31, p. 35.
  • 64. THANK YOU for listening.
  • 65. RESOURCES •Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004, •Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32. •Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin Co., 2003, s.7-8. •Wall ,Matthew, New Media Age; Aug 12, 2010: 16-17 •Ferguson Rick. The journal of Consumer Marketing 25.3, 2008: 180. •Parpis, Eleftheria, Water Works, Adweek; Nov 20, 2006 ; 47,43:pg 18. •: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.
  • 66. •Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224. •Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38. •Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3.2. (fall 2010): 352-378. •Nudd, Tim, Adweek, Magical Thinking.Jan 18,2010;51,3;pg.37 •Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39 •. Iezzi, Teressa. The Work. Advertising Age 81. 38, 2010, S. 22 •The Wall Street Journal, NY, 16 Ocak 2009.B.6
  • 67. URL’S •http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_20 87674,00.html •http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/ •http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrillamarketing/
  • 68. PRODUCTION MANAGEMENT AND MARKETİNG MASTER PROGRAMME ADVANCED SALES TECHNİQUES Nergis TAMER