Guerrilla marketing

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Consumers are bored of big budget, star-studded advertisements. Guerrilla Marketing provides a convenient, inexpensive and creative way to make a lasting impact on the target audience.

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Guerrilla marketing

  1. 1. Guerrilla Marketing It really is a war out there!!   
  2. 2. What is it? ● Guerrilla  marketing  is  an  advertising  strategy  in  which  low­cost  unconventional  means  (graffiti,  sticker bombing, flash mobs) are utilized. ● The effort may be local or a network of individual  cells to convey or promote a product or an idea. ● The term was coined by Jay Conrad Levinson. ● It  can  be  easily  traced  to  guerrilla  warfare  which  utilizes  atypical  tactics  to  achieve  a  goal  in  a  competitive environment.   
  3. 3. What does it involve? ● Unusual approaches such as intercept encounters in  public places, street giveaways of products, PR  stunts, or any unconventional marketing. ● More innovative approaches now utilize mobile  digital technologies to engage the consumer and  create a memorable brand experience.   
  4. 4. Modes of Guerrilla Marketing ● Reverse Graffiti — clean pavement adverts ● Viral marketing — through social networks ● Presence marketing — marketing for being there ● Grassroots marketing — tapping into the collective  efforts of brand enthusiasts ● Wild Posting Campaigns ● Buzz marketing — word of mouth marketing   
  5. 5. Modes of Guerrilla Marketing ● Undercover marketing — subtle product placement  ● Astroturfing — disguising company messaging as an  authentic grassroots movement  ● Experiential marketing — interaction with product  ● Tissue­pack marketing — hand­to­hand marketing  ● Live­in marketing — real life product placement  ● Wait marketing — when and where consumers are  waiting (such as medical offices and gas pumps) and  receptive to communications   
  6. 6. Why now? ● Consumers have grown immune to big budget  advertising.  ● GM is simple to understand, easy to implement and  inexpensive.  ● It has a lasting impact on target audience.   
  7. 7. Some brilliant GM campaigns ● Nike put large boots on car tyres, on International  car free days to promote running. They also put  notices (like traffic violation notices) on  windows. ● Watch on YouTube  ● Ikeas Campaign in Manhattan. Watch on Youtube   
  8. 8. An innovative idea on a large billboard in Amsterdam,Netherlands. It really makes you want that ‘Heineken’.   
  9. 9. An advertisement by Jung von Matt/Alster for watchmakerIWC. Bus straps have been fashioned from images of IWC’sBig Pilot’s Watch to allow bus travellers near the airport totry before they buy at Berlin, Germany.   
  10. 10. Life-size stickers of people were stuck on automatic sliding doors at amall in Mumbai, India. When someone approaches the doors moveapart and it feels like the people on the door are moving away. Theperson enters to find the message ‘People Move Away When You HaveBody Odour’.   
  11. 11. An exercise to promote Eatalica burgers. A ‘Caution Wet Floor’board was placed near an Eatalica burger signboard. The copyon the board reads ‘Oogling at the burger may involuntarilycause drooling which may in turn lead to a wet floor.   
  12. 12. In Brazil, beach-goers are enjoying the sun and refreshingtaste of Sprite soda. Not to mention the free shower! Yes,that’s right…Sprite installed a giant shower on the beach!   
  13. 13. Very cool street art found in Germany   
  14. 14. Resources ● http://mashable.com/2010/10/06/guerrilla­marketing­videos/#W4o0ZVeixYU ● http://www.creativeguerrillamarketing.com/what­is­guerrilla­marketing/ ● http://blog.guerrillacomm.com/   

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