3. What is Guerrilla Marketing?
Non traditional marketing designed for low
budgets and maximum impact
OR
It is an unconventional way of performing
marketing
activities intended to get maximum results
from
minimal resources.
4. How it started ?
It’s 1987. The scene at the club is hectic. The
lights are flashing, the music is thumping, and The
dance floor is full. Suddenly a gorgeous woman
sidles up to the bar next to you and purrs “Buy me
a drink?”
Since it’s the 1980s and you’re up for anything,
you happily agree. It’s a little weird when the
woman insists on a very specific brand of
vodka…and then goes on and on about why she
loves that particular brand of vodka. Before you
know it, she slips back into the crowd and you’re
left alone at the bar and a little confused but with a
strange yen for the lady’s brand of vodka.
Dude guess what ? you’ve been guerrilla-d.
5. Principles
Presence – find ways to make yourself known at
all times – chat rooms, forums, discussion boards,
e-mail, radio, magazines, blogs, Yellow Pages
Activity – be aware of opportunities to make
your product known at all times and act on them
Energy – continually marketing –
‘360 degree marketing’
Networks – always looking to make contacts
and develop networks – importance of
relationships
Smart – don’t offend customers or turn them off
6. Psychological factor
The psychological factor is very effective and it
makes people talk about what they saw, which
in turn draws them into a personal relationship
with your product. They begin to talk about the
promotion they saw with their family, friends
and others.
8. Negative effects
Negative effects
irritation caused by fear appeal; this can lead
to
unwanted reactions from consumers. Some
guerrilla
marketers which uses fear appeal in
campaigns
can make the consumers feel angry,
disturbed,
fearful or sad. This kind of marketing
9. Message format
• Print Media,
Carefully using fonts, headings.
• Television,
Body language, words chosen, colour.
10. Message Design
AIDA method:
AIDA stands for,
attention, interest, desire and action.
It should be able to get the customers’
attention, to make them interested in the
product or service, to make them want it and to
eventually make them purchase it.
11. 2 appeals for Message content
1. Rational appeals.
2. Emotional appeals.
Rational appeals are used when the
customer is believed to make rational
decisions about a product or service, and this
type of appeal often uses product attributes
to persuade the customer to buy.
12. Determinants of GM
Creativity
Advertising creativity is the ability to generate
fresh, unique and appropriate ideas that can
be used as solutions to communication
problems.
Credibility
It refers to how truthful and dependable the
information in an advertisement is perceived to
be. It is considered to be one of the most
important features an ad or a brand can have.
13. Some Impacts on C.B
Brand attitude
Brand attitude is a consistent evaluation that an
individual has of a brand. It depends on the perception
the consumer has regarding the brand and greatly
affects the behaviour the consumer shows towards the
brand.
Brand Image
The perceptions consumers associate with a specific
brand.
This image might be based on rational or emotional
perception
Purchase intention
It gives companies a hint as to what consumers want
and also helps with decisions about what quantities to
14. Conclusion:
Conclusively, it can be stated that the research
and analysis of the guerrilla marketing shows
that every type may be individually applied
with different characteristics and the negative
factors of possible marketing failure may be
estimated prior the campaign is launched
