Guerilla Marketing Honest Selling

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

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.

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

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

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

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!

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

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

2007 Sales Numbers for Vii Units sold (x1000)

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

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

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

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…

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!

Guerilla marketing is an extremely successful promotional method.

Works for all brand names and all product types

Requires airtight planning and execution

Have fun!

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.

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.