marketing Strategy, Guerilla marketing

1. by SAFAL AGRAWAL
GUERILLA
MARKETING

2. GUERILLA WARFARE
A member of an irregular armed
force that fights a stronger force
by sabotage and harassment
Some one who takes on the bigger,
more heavily armed opponent and
wins using unconventional tactics
and surprises the opponent,
it’s called guerrilla warfare

3. Jay ConradLevinson
Jay Conrad Levinson is the author of a
popular 1984 book "Guerrilla marketing" .
The first to use the term "Guerrilla
Marketing" describing 'unconventional'
marketing tools used in cases when financial
or other resources are limited or non-
existent.
He was born in Detroit, raised in Chicago,
graduated from the University of Colorado.
His studies in Psychology led him to advertising agencies, including a
Directorship at Leo Burnett in London, where he served as Creative
Director. Jay created and taught guerrilla marketing for ten years at
the extension division of the University of California in Berkeley

4. The battle ground is the consumers
mind
Winning the war is winning the
consumers mind.
Weapons are the Communicating
tools
i.e. general advertising, direct
response, sales promotion,
and public relations etc
Strategy is Maximum advantage
using minimum resources
MarketingWarfare

5. What is “GUERILLAMARKETING”
“Itis a bodyof unconventionalwaysof pursuing conventionalgoals.It is aproven
methodof achievingprofits withminimummoney”
Local Music DVD release, very powerful and hard to overlook

6. Why guerillaMarketing
Customers are blocking conventional channels
More innovative & creative techniques
Communicating a message in an Untraditional way
Cost effective
Campaign is has a Niche and target a smaller Crowd
Actually beneficial for small & big organizations

7. Why guerillaMarketing
Fewer resources and in a shorter time frame.
Guerrilla marketers invest time, energy, imagination and knowledge
instead of investing money
Video of Topgear

8. When to begin the Guerilla Marketing
If there’s any correct time to start, it’s right now.
Start with shorter goals and move toward the big
If there’s any secret to be learned, it’s the secret
of taking action and never stopping
The best source of new clients is old clients
Think of your marketing as breathing, You keep
breathing and stay alive. You keep marketing
and stay profitable.
Office tools promotion

9. Reaching the Customers:Military approach
Defensive strategy.
Market leaders use this strategy, in order to prevent other firms
and organizations to enter a market
Offensive strategy
This approach is more suitable for the ones coming after the market leaders.
This aggressive marketing strategy should focus on finding the leader’s weakest
point and then reallocate all resources and attack concentrating on that point.
Flaking warfare.
One describes this as a movement of a business into a covert area in order to
establish itself as a leader and doing so with rapidity and dynamism.
Guerrilla warfare.
Guerrilla warfare is most suitable for smaller companies. This is mainly because
these companies do not have enough resources in order to go head to head
with the market leaders.

10. Guerrilla Selling Tips
1. Listen to your customers actively, be really interested, no, be fascinated! Sit
on the edge of your chair, literally.
2. Be a "sales doctor." Be sure that you've thoroughly explored exactly how
your customers want to look and feel by using your product. Then support
them in their conclusions.
3. Give your sales presentations only to those who can make buying decisions.
4. As a salesperson, be friendly, but don't make friends.
5. Assume that prospects know nothing about you, your products, or your
organization and don't tell until they ask
6. Everyone's a "Number One." Let all know that you know

11. Whento End or Halt Guerilla Marketing
The day you close the doors to your
business is the only smart time to halt
a guerrilla marketing attack, No other
day is a good day for quitting
A guerrilla marketing attack is never-
ending. It has a beginning, a middle but
never an end, for it is a process.
You improve it, perfect it, change it,
even pause in it. But you never stop it
completely
Competitors are studying you and
doing their utmost to surpass you in
the marketing arena.

12. Brilliant Ideas ofGuerilla Marketing
VISA :Local cabs used for Guerilla
Marketing
A unique way to promote the
movie Kung Fu Panda

13. Brilliant Ideas ofGuerilla Marketing
These posters were hung in the men’s bathrooms of the ritzy Sofitel
Queenstown Hotel in New Zealand, It give something for customers to
remember about the Hotel

14. VIDEOS
5 min creativity
Philips shaver

15. How to winthe war?
Be creative and win the war.
Customers want change; give them that change.
Customers buy right thing at right time from right place
just you have to be there.
Customers tends to take their own decisions
from the options you provide.
There are very few new products in market,
but maximum new ways to sell them

16. Belowthe linemarketing
Below the line sales promotions are short-term
incentives, largely aimed at small group of consumers.
With the increasing pressure on the marketing team to
achieve communication objectives more efficiently in a
limited budget, there has been a need to find out more
effective and cost efficient ways to communicate with
the target markets.
This has led to a shift from the regular media based
advertising to guerrilla marketing

17. Loading up with moreAmmunition
Word of Mouth
Word of mouth is: “oral, person-to-person communication between a receiver
and a communicator whom the receiver perceives as non-commercial,
concerning a brand, a product or a service”
Basically it is when two people share and discusses information about a
commercial topic.
Live buzz Marketing
Live buzz is a technique that makes use of an actual event or performance to
create a buzz or a rumour.
Viral Marketing
Any strategy that encourages individuals to pass on a marketing message to
others, creating the potential for exponential growth in the message’s
exposure and influence

18. AIDA: supportfor winning the battle
A model in the explanation of reality is that the salesperson must first
get the attention from the customer and from this interest in the
company’s products or brands must come from the customer. Next
step is that the interest should turn into a desire to own or buy the
product or service from the company. Following, the last step is the
action phase, this involves of getting the customer to the actual
purchase of the product

19. Conclusion
Guerrilla marketing often proves to be very effective, though the
hard part of it is do the right research, right preparations and find
the right information.
The future of marketing and advertising should be something that
customers want to have and they seek themselves.
Customers tend to block the old doors of advertising, so marketers
should always be creative to find new doors
Guerilla marketing is Un-conventional but not Unethical
There is no end for creativity, as such no end for Guerilla Marketing

20. Thosewhoask a Question will
be rewardedwith an Answer