MEANINGGuerrilla Advertising is an advertising strategy in which low-cost unconventional means (pop-ups ads, stickers, ) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
INTRODUCTION•Guerrilla Advertising (an innovative and creative way of advertising) is a partof guerrilla marketing.•An unconventional system of promotions that relies on time, energy andimagination rather than a big marketing budget•Objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral .•Guerrilla Marketing is specifically geared for the smallbusiness and entrepreneurs.
PRINCIPLES Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e- mail, radio, magazines, blogs, Yellow Pages Activity – be aware of opportunities to make your product known at all times and act on them Energy – continually marketing – ‘360 degree marketing’ Networks – always looking to make contacts and develop networks – importance of relationships Smart – don’t offend customers or turn them off
ADVANTAGES Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets Targeted – designed to reach the target market – reduces waste and ineffectiveness Simple – many of the methods simple and easy to use and implement – ideal for the smaller business
NON-TRADITIONAL ADVERTISINGMETHODS Advertising Principles Non traditional-Pop-up ads Advertising-Word of mouth methods Guerilla-Sticker Marketing-Badges-Web log(Blogs)-Free consultation-Demonstration-Generating mystery-Illegal methods-Peer marketing-SMS marketing
NON-TRADITIONAL METHODS The Internet: Pop up ads (assuming they are ‘smart’!) Using access/registration or subscription logs to full capacity Use of banner advertising Web logs – ‘Blogs’ – personal Web ‘diaries’
NON-TRADITIONAL METHODS Stickers – can be put anywhere – especially in the target area Pavement chalking Bio-degradable tree postings Product give-aways Spray paint logos
NON-TRADITIONAL METHODS Offering free demonstrations and talks – gets you and your product known Offering free consultations Finding a way of generating mystery and intrigue to involve consumers Peer marketing – putting people of similar interests/ages/segments together to generate interest in the product, e.g. one claim for downloading music is that it opens up the chance for ‘new’ music to be discovered and later purchased Using SMS text messaging
WORD OF MOUTH Roach Baiting – getting the company message/brand across by the use of an ‘actor’ behaving as a normal consumer in the hope of getting the message passed on. Undercover Marketing – also known as ‘buzz marketing’ – similar to above. Use of paid actors to actively promote the product/brand in a variety of situations or leaving products in high profile places to get them seen/used/noticed.
ILLEGAL METHODS Bill stickers Spray paint logos