304052 Guerilla Marketing

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304052 Guerilla Marketing - Presentation Transcript

  1. Guerilla Marketing Honest Selling
  2. Guerilla Marketing – What is it?
    • Promoting brands through grass roots interactions – literally bringing the product to the consumer.
    • Tends to relate to “Event Marketing” and “Experiential Marketing” (broader terms)
    • Useful for all ranges of customers, especially those that would be unaffected by other forms of media advertising.
    Photo by AP, 2007
  3. Methods
    • Advertising to the consumer outside of “normal” means.
    • There is a common thread to all guerilla campaigns: the consumer!
    • What it boils down to – don’t wait for the customer to come to you.
    • Inspire the “word of mouth” trend.
    • Not moving product
    www.muchmusic.com/unleashed 2004
  4. The Promoters!
    • They are the face of the brand - they are the backbone of any promotion.
    • Promoters are the ambassador from the brand to the consumer, they are:
        • Approachable
        • Energetic
        • Knowledgeable
        • Having fun!
    www.cityofboston.gov
  5. Pros and Cons
    • Pros
        • Staff that are passionate and informed about the product will naturally share that energy with consumers
        • Can be much more successful when connected with traditional media marketing
        • 140,000 Vii units vs. 78,000 XGame 360 and 85,000 SP2 units sold
    • Cons
        • “ Ask for forgiveness, not permission”
        • Poor training or staffing can be the end of a potentially successful program
        • Poor products
  6. 2007 Sales Numbers for Vii Units sold (x1000)
  7. The “Right” Way
        • Inventa
        • Partnership with Mercedes Benz.
        • Teams of Wii-equipped Smart Cars traveling Vancouver, Calgary, Toronto and Montreal.
        • Street teams. Operating in “out of the ordinary” situations and locations.
        • Generated excitement for Wii and related Wii products.
        • Received a Diamond Award
    Nintendo “Key to Summer Fun” Tour 2007 Photo by AP, 2007
    • Sony PSP Graffiti Campaign, 2005
        • Independent artists
        • Aimed at “urban nomads”
        • Several major cities in the United States,
        • among them Los Angeles, Miami,
        • and Chicago.
        • Graffiti art depicting the PSP and no other recognizable brands
        • Philadelphia public outcry against vandalism
        • Not overtly harmful in the long run but…
    The “Not So Right” Way Photo by Rusty Kennedy, AP, 2005
  8. Conclusion
    • Guerilla marketing is an extremely successful promotional method.
    • Works for all brand names and all product types
    • Requires airtight planning and execution
    • Have fun!
  9. Further Information
    • Some marketing companies and their clients:
      • Inventa: www.inventaworld.com
        • Nintendo, Coca-Cola, Bell
      • Consumer Impact Marketing: www.cimweb.com
        • Nestle, XBOX, Nike
      • Mosaic Marketing: www.mosaic.com
      • Please note that not all clients are company-exclusive! Complete client lists may be found on the respective websites.

+ yellowpodyellowpod, 2 years ago

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