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Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
Guerrilla Marketing
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Guerrilla Marketing
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Guerrilla Marketing

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  • 1. Recent Developments inGuerrilla Marketing
  • 2. Fashion Communication; Final YearNatasha Yadav
  • 3. Recent Developments Project Brief The project was for the purpose of understanding the chosen topic, and researching it in full depth. The topic chosen was Guerrilla Marketing, a type of advertising (marketing), one of “Study and understand the current the most effective tools of marketing. The requirement was trends and developments in guerrilla to study and understand the complete process of guerrilla marketing” marketing, analyse various campaigns, see what works and what doesn’t, understand the recent trends in guerrilla marketing, as well as the possible forecast.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 4. Recent Developments Table of Contents 1. Marketing What is Marketing Evolving Marketing Types 2. Guerrilla Marketing What is Guerrilla Marketing Types Analysis Swot Scope 3. ConclusionNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 5. 1.1 What is Marketing The process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return, is called marketing. “Think like the customer”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 6. 1.2 Evolving Marketing Marketing has been growing and developing through time, depending on the technology and the change in the target groups. “You can fool the consumer, but not cheat him”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 7. 1.2 Evolving Marketing Earlier, the focus was on production while promoting which included the method of providing the product of service. This then shifted to the product and it’s quality. “You can fool the consumer, but not cheat him”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 8. 1.2 Evolving Marketing Earlier, the focus was on production while promoting which included the method of providing the product of service. This then shifted to the product and it’s quality. The focus of marketing then evolved towards sales and not much worried about the customer’s needs or desires. This moved to the current scenario, where the main criteria is needs and wants of the consumers. “You can fool the consumer, but not cheat him”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 9. Marketing through time1450-1900 Printed advertising appears 1700 Magazines emerge as a medium for the first time. 1839 Poster became so popular that they got banned in London. 1867 Earliest recorded billboard rented.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 10. Marketing through time1920-1949 Emergence of new mediums 1922 Radio advertising began. 1941 First recorded use of television advertising. 1946 More than 50% household calls were advertisements.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 11. Marketing through time1950-1972 Marketing grows up 1954 Radio revenue drops because television ads increase. 1970 Telemarketing emerges as a common tactic. 1972 Print media feels the monetary pinch.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 12. Marketing through time1973-1994 Digital age of marketing begins 1984 Personal computers are used for advertising. 1985 Print ads explosively increase in demand as personal computers and small printers get popular. 1992 First sms sent, mobiles used for advertising.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 13. Marketing through time1995-2002 New technologies emerge 1995 Search engines emerge, are used for marketing. 1998 Google enters market, starts a system of ranking websites based on traffic. 1998 Blogging emerges, used for all kinds or pr and advertising.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 14. Marketing through time2003 onwards Marketing diversifies 2003 Anti Spam act passed. 2004 Over 300 million people register their numbers in ‘do not disturb’ category. 2006 Social media marketing becomes a rage 2007 3G popularizes mobile marketingNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 15. 1.3 Types Marketing is differentiated in several ways on numerous basis. Mainly, there are two types of Marketing in general, Inbound and Outbound. “If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 16. Inbound marketing vs Outbound marketing Inbound Marketing is any Outbound Marketing is marketing that relies on any marketing that pushes earning people’s interest products and services to instead of buying it. the consumers. Communication is Communication is one interactive, two way way Consumers come Consumers are sought themselves outNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 17. Decline of Outbound Marketing People today are more in control of what information they chose to receive. This led to the decline in outbound marketing, as people found it disturbing and distracting.94% of email users have unsubscribed from a company that they 44% of direct mail is never opened. previously opted into.200 Million of american users have 86% of people skip television ads. registered the phone numbers at ‘Do Not Disturb’ list.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 18. Rise of Inbound Marketing Companies today are investing more in inbound marketing, as it gives them better results, much faster.62% less expensive than Outbound marketing. 48% revenue generated from Facebook itself.57% revenue generated from company websites and 42% revenue generated from Twitter. blogs.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 19. Rise of Inbound Marketing Companies find it worth spending on Inbound Marketing, as long as they manage to find the right channel. 3 to 4 inbound marketing channels cost less than 1 outbound marketing channelNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 20. 2.1 What is Guerrilla Marketing Guerilla marketing is to come up with a marketing and promotional campaign that is creative, original, affordable and most importantly east to carry out. It is done with an intent to promise the existing customers, as well as prospects, what the brand can provide, and also giving them something more than what was committed originally to them. With this tool, the brand is able to drive more and more customers to the business which will eventually lead to increased sales and growthNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 21. How to use Guerrilla Marketing? Determine the target audience. Find answers to vital questions about the target group, regarding their buying habits, triumphs in promotion, etc. Make it appealing. Get the brand noticed. Analyse results/response.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 22. 2.2 Types There are various ways Guerrilla Marketing can be understood with the following chart: Reverse Graffiti Viral Marketing Alternative Live-In Guerrilla Marketing “Make the consumer the hero of your story” Buzz Experimental UndercoverNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 23. Reverse Graffiti Reverse graffiti, also known as clean tagging, dust tagging, grime writing, green graffiti or clean advertising, is a method of creating temporary or semi permanent images on walls or other surfaces by removing dirt from a surface.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 24. Viral Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 25. Undercover Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. Buzz campaigns can reach consumers isolated from all other media, and unlike conventional media, consumers tend to trust it.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 26. 2.3 Analysis Guerrilla marketing has no defined boundaries, and brands around the world have experimented with it. There are many factors that determine the success of a guerrilla campaign. These factors are: Cost Surprise Different Active Places Buzz “You can’t just ask the customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 27. Microsoft Butterfly Campaign Success Rate Within 24 hour period, these stickers were put all around New York, Manhattan area on buildings, sidewalks, windows, etc.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 28. Try K2r Success Rate A french stain removing product, this campaign got them wonderful response.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 29. Singapore Cancer Awareness Success Rate This campaign was towards anti-smoking.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 30. The Subservient Chicken Success Rate Burger King customers, when they placed an order online in 2004, were connected to the Subservient Chicken website, where they could command a man dressed as a chicken to enact 300 different commands.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 31. Oreo Pride Flag Success Rate Kraft’s Oreo was not very popular on social media. To cater to this, the brand uploaded the picture below, and several others similar, promoting LGBT.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 32. Sony Ericsson Success Rate This campaign involved actors asking people to click their photographs, with Sony Ericsson phones.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 33. Starbucks Success Rate Twitter campaign, to celebrate the Diamond Jubilee of Queen Elizabeth II. This campaign angered Irish.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 34. Kotex Women’s Inspiration Day Success Rate This campaign was incorporated with pinterest, generating huge interest and response from their target. Video Link http://www.youtube.com/watch?v=UVCoM4ao2TwNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 35. Land Rover Edible Book Success Rate This campaign was done by Land Rover to further cement it’s brand image as ‘a monster of desert’ vehicle.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 36. Copenhagen Zoo Success Rate This campaign, as it says, aimed to promote the zoo.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 37. Panda Cheese Success Rate This was a viral campaign, with ads circulating around the web, done so tastefully that it made the consumer enjoy. The ads had million views within few days. Video Link http://www.youtube.com/watch?v=hElms3Jk1Ls&feature=player_embeddedNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 38. Troy Book Burning Success Rate This campaign aimed to save the library from being shut down.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 39. Coca Cola Happiness Success Rate This campaign was a small one, but worked extremely well in promoting the ‘open happiness’ identity of the beverage brand. Video Link http://www.youtube.com/watch?v=qMOuF8oskRU&feature=player_embeddedNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 40. Ananda Milk Success Rate This campaign intended to promote the health-strength benefits in kids. It was successful in generating sales.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 41. Pop Up Stores Success Rate This “popping up” in a small space with limited stock creates a sense of urgency, anticipation and valuable brand/product recognition.Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 42. Other ExamplesNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 43. Other ExamplesNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 44. Other ExamplesNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 45. Other ExamplesNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 46. 2.4 Swot Strengths Weaknesses Cost effective Less coverage Large coverage Confusing Engaging Flat Active Opportunities Threats New technologies rising Outdated More buying power in audience Outbound media New methods of promotionNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 47. 2.5 Scope Guerrilla marketing has been used for a while now, but the tone of the campaigns is changing with the audiences developing. As the brackets of target groups are decreasing, the campaigns are more focussed and creative, tailored for the desired target group. “Make the consumer ‘want’ to buy”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 48. 3.0 Conclusion Guerrilla marketing is still quite unexplored and not utilized. This tool has a great potential in marketing. This research has made me understand the weight of outbound and traditional marketing, how it is a sinking ship, and how inbound marketing, especially guerrilla marketing is more promising in generating interest and sales for a brand. “Whoever desires constant success must change his conduct with time.”Natasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 49. Recent Developments Bibliography Books: Guerrilla Advertising Guerrilla Marketing Web: creativeguerrillamarketing.com pinterest.comNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design
  • 50. Recent Developments Thank YouNatasha Yadav, Fashion Communication Final Year,Symbiosis Institute of Design

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