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  1. 1. Guerrilla Marketing
  2. 2. Guerrilla Marketing
  3. 3. Principles
  4. 4. Principles <ul><li>Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages </li></ul><ul><li>Activity – be aware of opportunities to make your product known at all times and act on them </li></ul><ul><li>Energy – continually marketing – ‘360 degree marketing’ </li></ul><ul><li>Networks – always looking to make contacts and develop networks – importance of relationships </li></ul><ul><li>Smart – don’t offend customers or turn them off </li></ul>
  5. 5. Advantages:
  6. 6. Advantages <ul><li>Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change </li></ul><ul><li>Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets </li></ul><ul><li>Targeted – designed to reach the target market – reduces waste and ineffectiveness </li></ul><ul><li>Simple – many of the methods simple and easy to use and implement – ideal for the smaller business </li></ul>
  7. 7. Non-traditional advertising methods
  8. 8. Non-traditional methods <ul><li>The Internet: </li></ul><ul><ul><li>Web sites – easy and cheap to set up </li></ul></ul><ul><ul><li>Pop up ads (assuming they are ‘smart’!) </li></ul></ul><ul><ul><li>24 hour availability and contact </li></ul></ul><ul><ul><li>Using Internet technology – getting your name high up in search engines </li></ul></ul><ul><ul><li>Using access/registration or subscription logs to full capacity </li></ul></ul><ul><ul><li>Use of banner advertising </li></ul></ul><ul><ul><li>Web logs – ‘Blogs’ – personal Web ‘diaries’ </li></ul></ul>
  9. 9. Non-traditional methods The Nokia Series 60 is used to demonstrate how the telephone device can be used to take pictures, send them wirelessly to another phone or directly to a computer and posted to the Internet. Such devices open up new opportunities for low cost marketing opportunities and with the advent of 3G technology could increase these opportunities. Title:   COMDEX Computer Technology Trade Show. Copyright: Getty Images, available from Education Image Gallery
  10. 10. Non-traditional methods <ul><li>Stickers – can be put anywhere – especially in the target area </li></ul><ul><li>Pavement chalking </li></ul><ul><li>Bio-degradable tree postings </li></ul><ul><li>Product give-aways </li></ul><ul><li>Stenciling </li></ul><ul><li>Spray paint logos </li></ul>
  11. 11. Non-traditional methods <ul><li>Offering free demonstrations and talks – gets you and your product known </li></ul><ul><li>Offering free consultations </li></ul><ul><li>Finding a way of generating mystery and intrigue to involve consumers </li></ul><ul><li>Peer marketing – putting people of similar interests/ages/segments together to generate interest in the product, e.g. one claim for downloading music is that it opens up the chance for ‘new’ music to be discovered and later purchased </li></ul><ul><li>Using SMS text messaging </li></ul>
  12. 12. Word of Mouth <ul><li>Roach Baiting – getting the company message/brand across by the use of an ‘actor’ behaving as a normal consumer in the hope of getting the message passed on. </li></ul><ul><li>Undercover Marketing – also known as ‘buzz marketing’ – similar to above. Use of paid actors to actively promote the product/brand in a variety of situations or leaving products in high profile places to get them seen/used/noticed. </li></ul><ul><li>Live commercials – paying for ‘live commercials’ in an appropriate setting, e.g. getting a group of young people to promote the use of ‘alco-pops’ in a club or theme bar. </li></ul>
  13. 13. 'Illegal' methods <ul><li>Bill stickers </li></ul><ul><li>Spray paint logos </li></ul><ul><li>Graffiti ads </li></ul><ul><li>(Some of these may not be strictly illegal but may border on being so – not embraced by all ‘guerrilla’ marketers) </li></ul>