This presentation shows 100 super examples of guerrilla marketing. It also shows my quest for ordering these examples leading to my personal top 3. The results are used to create a deck of cards: the guerrilla card game! The whole presentation is super visual without much text/. Only at the end of the presentation I include a few bullets that summarize my findings. Have fun! PS: next presentation is more a theory of (de-) Hypification.

1. Guerrilla Marketing
from 100 outstanding examples to my personal top 3
© TOTAL IDENTITY
2010
Total Active Media
Total Identity
1 Martijn Arts

2. Total Identity
Activities Areas
Positioning Consultancy
Profiling Design
Publishing
Founded Interaction
1963 TOTAL DESIGN PR
Campaign
2000 changed name
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Madrid
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2

3. Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
marts@totalactivemedia.nl
Total Active Media
Managing Director.
Total Identity
Shareholder
Board of directors
Social Networks
LinkedIn
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Hyves
Twitter (arts118)
3

4. guerrilla marketing
first an overview, zooming in later...

5. top100

6. GUERRILLA MARKETING
Described 1983
Jay Conrad Levinson
An American marketeer
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7. DEFINITION
The concept of guerrilla marketing was invented as
an unconventional system of promotions that relies
on time, energy and imagination rather than a big
marketing budget. Typically, guerrilla marketing
campaigns are unexpected and unconventional;
potentially interactive; and consumers are targeted
in unexpected places. The objective of guerrilla
marketing is to create a unique, engaging and
thought-provoking concept to generate buzz, and
consequently turn viral

9. DEFINITION
The concept of guerrilla marketing was invented as
an unconventional system of promotions that relies
on time, energy and imagination rather than a big
marketing budget. Typically, guerrilla marketing
campaigns are unexpected and unconventional;
potentially interactive; and consumers are targeted
in unexpected places. The objective of guerrilla
marketing is to create a unique, engaging and
thought-provoking concept to generate buzz, and
consequently turn viral

11. KEYWORDS
1.Not a big budget
2.Unexpected
3.Unconventional
4.Interactive
5.Unexpected places
6.Buzz / turn viral

13. KEYWORDS
1.Not a big budget cheap
2.Unexpected surprise
3.Unconventional different
4.Interactive active
5.Unexpected places places
6.Buzz / turn viral buzz

15. guerrilla is...

16. it’s cheap

17. it’s everywhere

18. it blends in

19. it’s unique

20. it pops up

21. it really pops up

22. it’s conceptual

23. it’s inline

24. it’s humanizing

25. it’s active media

26. the winner is...

27. #3

28. #3

29. #2

30. #1

31. just needed this for playing cards
so play cards... :-)

35. © TOTAL IDENTITY
35
guerrilla

36. SUMMARY
• It’s cheap - or at least cost effective
• It’s everwhere
• It blends in
• It’s unique
• It pops up
• It’s conceptual
• It’s inline
• It’s humanizing
• It’s active media
© TOTAL IDENTITY

37. CHECKLIST
1.Is the guerrilla action original, both in content as in design?
2.Is it unexpected and unconventional?
3.Does it create enough exposure?
4.Can this exposure be enlarged by buzz or viral spreading?
5.Is it possible to take photos?
6.Is the guerrilla action relevant?
7.Is it inline with the brand or product?
8.Is it focussed at the correct target audience?
9.Is it correctly timed?
10.Does it blend in, does it make use of location and moment?
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11.Is it friendly and does it create sympathy?

38. LESSONS LEARNED
• Do not mix guerrilla actions with broadcasting
• Internet makes guerrilla actions a lot more effective
• Local, lowcost and creative actions can gain world exposure
• This creates opportunities especially for single entrepreneurs
• Creativity becomes craftsmanship - not something expensive
• Inline (with brand) actions have more lasting effect
• Local actions work better when co- ordinated (inter)nationally
• Direct the unexpectedness - work in programs
• Mixing creative impact with identity and strategy is best
© TOTAL IDENTITY
But... there is a lot more to it than just funny images...

39. offline
© TOTAL IDENTITY
2010
Total Active Media
Total Identity
39 Martijn Arts