This document provides an overview of guerrilla marketing. It defines guerrilla marketing as using unconventional and low-cost marketing methods like pop-up ads and stickers to promote products locally or virally. The principles of guerrilla marketing emphasize being drastic, humorous, one-shot, cheap, and creating goodwill. Types of guerrilla marketing include ambient, grassroots, viral and experiential marketing. Implementing guerrilla marketing requires utilizing social media, partnering locally, and enlisting participation. While low-cost, guerrilla marketing requires creativity, consistency and building long-term relationships over quick fixes.

1. GUERRILLA MARKETING:
EFFICACY TO BUSINESS
Mentor:
Mr. Alok Kumar
Mentees:
 Prabhat Mishra
 Pradeep Kumar
 Pragati Srivastava
 Prabhaker Dwivedi
 Praveen Yadav

2. HISTORY

3. MEANING
Guerrilla Advertising is an advertising strategy in
which low-cost unconventional means(pop-ups ads,
stickers) are utilized, often in a localized fashion or
large network of individual cells, to convey or
promote a product or an idea.

4. DEFINITIONS
“ Non Conventional ways of Doing Marketing.”
BY: Jay Conrad Levinson
“ It’s about using all yours communication
resources in order to create word-of-mouth.”
BY: Wagner Martins

5. PRINCIPLES OF GUERRILLA
MARKETING
GUERRILL
A
MARKETI
NG
Drastic
Humorous
One-Shot
Game
Cheap
Goodwill
and
Customer
Benefit
Completely
Unexpected

6. TYPES OF GUERRILLA
MARKETING
• Ambient marketing
• Presence marketing
• Grassroots marketing
• Wild postings
• Undercover / Buzz Marketing
• Alternative marketing
• Experiential marketing
• Interactive marketing
• Viral Marketing

7. AMBIENT MARKETING

8. PRESENCE MARKETING

9. GRASSROOTS MARKETING

10. WILD POSTINGS

11. UNDERCOVER / BUZZ
MARKETING

12. ALTERNATIVE MARKETING

13. EXPERIENTIAL MARKETING

14. INTERACTIVE MARKETING

15. VIRAL MARKETING

16. RUB-OFF EFFECT

17. ELEMENTS THAT MAKE
GUERRILLA MARKETING
SUCCESFULL
Cost Advantages
Standing Out
Brand Building
Lasting Impressions

18. FEATURES
Features
Flexible
Low-cost
TargetedSimple
Impact

19. IMPLEMENTING GUERRILLA
MARKETING STRATEGY
• Utilize Social Networking Sites
• Partner With Local Businesses
• Enlist Member Participation
• Speak Up
• Create “Free” Mailboxes

20. TRADITIONAL Vs. GUERRILLA
MARKETING
Traditional
Use of Capital
Big budgets
Logo
To sell is a target
Monolog
Finishes after deal
Guerrilla
Use of Imagination
Small budgets
Meme
Target is to build long-
term relationship
Dialog
Starts after the deal

21. GUERRILLAADVERTISING
METHODS
Pop-up ads
Word of mouth
Sticker
Web log(Blogs)
Free consultation
Demonstration
Generating mystery
Illegal methods
Peer marketing
SMS marketing

22. MARKETING MIX
MARKETING
MIX
Promotion
70%
Price
10%
Place
10%
Product
10%

23. 12 SECRETS OF GUERRILLA
MARKETING
Commitment
Investment
Consistent
Confident
Patient
Assortment
Convenient
Subsequent
Amazement
Measurement
Involvement
Dependent

24. ETHICAL ISSUES
Content and Intent
False and Misleading Advertisements
Information misuse
Brutal
Negative emotions
Distraction
Exposure to children
Acceptance in society
Surrogate Advertisements
Unhealthy Competition

25. ADVANTAGES OF GM
Cost effective
Allows increased interaction
Brand recognition
Flexible
Simple
Targeted
Unique and eye catching.
Guerilla marketing is specifically tailored to meet the needs of small
businesses, whereas traditional advertising venues are complicated.

26. DISADVANTAGES OF GM
If one is looking for a quick fix, guerrilla marketing is not the solution. An investment
of time is required in order to achieve business sales goals.
At the very least, there will be a few detractors to find fault in one’s methods
Not completely failsafe
Subject to interpretation
Difficult to measure
Limited visibility
Maintaining creative edge

27. Thank You