Guerrilla Marketing It really is a war out there!!
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.
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.
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
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
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.
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
An innovative idea on a large billboard in Amsterdam,Netherlands. It really makes you want that ‘Heineken’.
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.
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’.
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.
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!