Guerilla Marketing March 2013


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Guerilla Marketing March 2013

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Guerilla Marketing March 2013

  1. 1. Guerilla MarketingWhere Brand Meets the SensesChristy Belden, VP of Media + Marketing, Leapfrog Interactive
  2. 2. LeapFrog InteractiveFollow Us!Twitter: @LFI Facebook: LeapFrog InteractiveBlog:
  3. 3. Christy Belden Vice President, Media + Marketing, LeapFrog Interactive PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is • Experience: 12 years Christy Knows always in touch with • The Courier-Journal the trends and • University of Louisville Marketing strategies that provide a solid return on • @christy_belden clients’ investments.
  4. 4. Experiential Marketing What is Experiential Marketing? History Types of Experiential Marketing Why Choose Experiential? Examples/Case Studies Considerations Questions?
  5. 5. What is ExperientialMarketing?
  6. 6. DefinitionAKA: Guerilla Marketing, Relationship MarketingGuerilla Marketing – coined by Jay Conrad Levinson“It is a body of unconventional ways of pursuing conventional goals. It is aproven method of achieving profits with minimum money.” Relationship Marketing“A form of direct response marketing campaigns which emphasize customerretention and satisfaction, rather than a dominant focus on sales promotionalmessages.”
  7. 7. Appealing to the SensesExperimental Marketing connects brand with consumer through an emotional experience. Sight Hearing Touch Smell Taste
  8. 8. “Ive learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel...” –Maya Angelou
  9. 9. The History of GeurrillaMarketing The Results 2000’s to • Increased exposure of the present business, service or product and a good Guerilla Marketing idea Advancement in will go viral What Happened Technology & Introduction of Social • Bigger brands bought into Next Media the concept as a way to create more emotional • Small businesses took the and genuine connections • Made Sharing outlandish, with consumers concepts and ran because it creative, and shocking was cheap. advertisement easy. 1984 • They used these concepts as • When someone shares a • Jay Conrad published a means to get their name out photo, video, link or story there Guerrilla Marketing, to the public efficiently is no investment from the outlining secrets of subtle business that uses Guerilla marketing and ideas for Marketing big advertising results with little investment
  10. 10. Why Brands Are UsingExperiential Marketing+ More creative+ Spread awareness+ More memorable (better recall)+ To dodge “ad blindness”/get consumer attention+ Create Goodwill for brand name+ Emotionally connect with consumers+ Involve consumer with brand+ Budget conscious Top: NEA, Bottom: Crown Royal
  11. 11. Most Common Forms ofExperiential Marketing+ Digital out of home (DOOH)+ Flashmobs+ Sticker bombs+ Outdoor displays+ Outdoor exhibits+ Street performance teams+ Augmented reality + Digital scavenger hunt+ Consumer events/exhibits + Contests+ Causal Campaigns+ What’s to come…
  12. 12. Examples and CaseStudies
  13. 13. Sign SpinnersDr. Spin
  14. 14. Outdoor DisplaysBounty Big Spills Campaign, NYC & LA (2009)
  15. 15. Digital Scavenger Hunt Seattle Opera "Cindarella Ticket Hunt”, Seattle, WA (2013) + The campaign featured daily top-secret grand-prizes along with tickets to the performance. + Clues for the “e-trail” and info about the day’s top prize were posted to Twitter and Facebook. + Users intereacted and replied to the organizers via social media channels. + Program was organized over four days, January 11th, 14th,16th and 18th
  16. 16. Digital ScavengerHuntLouisville Slugger World Series Bats Hunt, St. Louis (2011)+ Louisville Slugger hid 45 World Series Commemorative bats allaround the city of St. Louis+ Gave out clues via Facebook and Twitter on the locations of the bats+ Results in 24 hours Facebook likes increase 143% Twitter followers increase 161% “Talking bout this” increase 834%
  17. 17. Cause CampaignsUNICEF “Tap Project”, NYC (2009)
  18. 18. Outdoor ExhibitsSprite Shower, Brazil (2012) Coca-Cola,Valentine’s Vending Machine, Istanbul (2012) “Angry Birds Live”, Barcelona (2011)
  19. 19. Street PerformanceTeamsTNT “Add Drama Button”, Belgium (2012)
  20. 20. Fan/Consumer EventMrs. Meyer’s “Clean Day” Campaign, San Francisco (2010) “Fashion Shoot”, Stokholm (2011)
  21. 21. Just For FunLG “Falling Elevator Floor Stunt”, Brazil (2012) - !Carlsberg “Cinema full of Bikers”, Brussels (2012) Pancake “Heart Attack”, CA (2012)
  22. 22. Strategies
  23. 23. Surprise Campaigns/events were executed as a surprise - no prior notice was given. Pros •  More of a surprise •  Stronger/longer impression •  Reach consumers you may not have Cons •  Miss your target audience •  Lower engagement/audience •  External factors (weather, real estate, etc.)
  24. 24. PlannedCompanies give notice or “teasers” about the campaign prior to launch or unveiling to createmore traffic. Pros • Build an audience • Create a buzz • Control/implement the conversation (hashtags, FB groups, etc.) Cons • Consumers may choose not to participate • Not as big of a surprise, • Unfulfilled expectations, competitor • Insights
  25. 25. Considerations
  26. 26. Is Experiential MarketingRight for Me?+ Who is your audience? B2C or B2B?+ Where is your audience?+ What is the objective? Branding? Campaign based?+ Location, location, location+ Seasonality (weather, time of year, major events)+ Budget+ Resources (street teams, dancers, staff, etc..)+ Permits, waivers+ Objective specific strategy Top: Absolute Vodka Bottom: Ariel “Fashion shoot”
  27. 27. That is a Wrap!Maryland Basketball Game
  28. 28. Questions?