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WELCOME
II SEMINAR ON GUERRILLA
MARKETING
1
Presented by:
Likin Bopanna K
PALB 3136
Sr. M.Sc. Agri in AgMaco
CONTENT
 History
 Introduction
 Principles of GM
 Elements that make GM successful
 Implementing GM strategies
 Trad...
HISTORY
 “Guerrilla” stood for an attack strategy based on the surprise effect
and on acts of sabotage used by smaller gr...
 The original approach of GM was suited to small and medium-
sized companies to successfully reach their target group and...
INTRODUCTION
 Guerrilla Marketing is an alternative marketing form.
 Relies heavily on unconventional marketing strategy...
GUERRILLA MARKETING PRINCIPLES
6
 Completely Unexpected: Guerrilla campaign must include a surprise situation.
That situation can be created by using usua...
 One-Shot Game: Due to the importance of the surprise factor in it, a certain
guerrilla-marketing concept can only be exe...
ELEMENTS THAT MAKE GUERRILLA MARKETING
SUCCESSFUL
 Cost Advantages
Guerrilla marketing tactics cost a fraction of the amo...
 Brand Building
Guerrilla marketing strategies themselves can help to develop an
edgy or "hip" brand image. This can be e...
IMPLEMENTING GUERRILLA STRATEGIES
 Utilize Social Networking Sites
Websites like Face book, MySpace and YouTube receive m...
 Enlist Member Participation
Ask members who have achieved great success to serve as role models.
 Speak Up
Offer your s...
 Use of Imagination
 Small budgets
 Meme
 “What can we give”
 Target is to build long-term
relationship
 Dialog
 St...
TYPES OF GUERRILLA MARKETING
 Ambient marketing.
 Presence marketing
 Grassroots marketing
 Wild postings
 Undercover...
 Ambient marketing allows a business to create brand
recognition without necessarily pushing their products
and are place...
 Presence marketing is about making the business
name recognizable and familiar by being visible daily
16
 Grassroots marketing is about winning customers one-by-one
rather than on a very large scale. A successful grassroots
ca...
 Wild postings is overwhelming areas with plastered
multiple copies of a poster for a movie, concert, or
product.
18
 Undercover / Buzz Marketing is all about selling
something to someone who may or may not have any idea
that they are pro...
 Alternative marketing may be best defined as publicity that
looks to be completely separate from the company.
Ex: Sponso...
 Experiential marketing aims to give you an experience
rather than send you a one-way message. Experiential
marketing let...
 Interactive marketing relies on customers expressing their preferences so
that marketers can produce more relevant marke...
 Viral marketing describes any strategy that encourages
individuals to pass on a marketing message to others,
creating th...
GUERRILLA MARKETING IN MARKETING MIX
 Guerrilla Marketing has changed over the years. Today Guerrilla
Marketing is often ...
 Promotion (70%)
In most cases Guerrilla Marketing appears in the form of
promotion.
 Price (10%)
Even though we live in...
CASE STUDY ON LG OPTIMUS 3G
 Challenge:
To launch the world’s first 3D Smartphone. The brief
was to reach a predominantly...
STRATEGY
 To create a campaign message that stood out, was
original and delivered an authentic lifestyle
 The campaign m...
CAMPAIGN
 4 touch-points from July to mid September 2011.
 Six ‘Play Pods’ were set where the public were invited to
par...
 LG Play Mobile
Guerrilla style vehicle activation – Created specifically for
street interactions, The Play Mobile was a ...
 Play Hub
The LG Play Hub consisted of 4 zones which were specifically designed to
highlight the core features of the han...
 Play Team
Guerrilla style on-foot activation – Each team member was armed
with 2 handsets strapped to their belts enabli...
WHAT HAPPENED
 3,243,000 people exposed to the brand and product.
 192,948 people interacted with the brand/product.
 6...
ADVANTAGES OF GUERRILLA MARKETING
 Cost effective
 Allows increased interaction
 Brand recognition
 Unique and eye cat...
DISADVANTAGES OF GUERRILLA MARKETING
 If one is looking for a quick fix, guerrilla marketing is not the
solution. An inve...
CONCLUSION
 It is very effective, but it requires right research,
preparations and find the right information.
 Guerilla...
REFERENCE
 www.webguerillas.com
 www.guerilla-marketing-portal.com
 www.gmarketing.com
 www.google.com
 www.wikipedia...
37
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Guerrilla marketing

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Guerrilla marketing

  1. 1. WELCOME II SEMINAR ON GUERRILLA MARKETING 1 Presented by: Likin Bopanna K PALB 3136 Sr. M.Sc. Agri in AgMaco
  2. 2. CONTENT  History  Introduction  Principles of GM  Elements that make GM successful  Implementing GM strategies  Traditional vs. Guerrilla marketing  Types of GM  Marketing mix  Case study  Advantages and disadvantages  Conclusion  Reference 2
  3. 3. HISTORY  “Guerrilla” stood for an attack strategy based on the surprise effect and on acts of sabotage used by smaller groups that stood against bigger groups.  Inspired by guerrilla warfare, guerrilla marketing uses similar sort of tactics in the marketing industry.  In the 1960’s US firms brought the “Guerrilla” tactics to marketing, when they needed new ways to outdo competitors.  The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. 3
  4. 4.  The original approach of GM was suited to small and medium- sized companies to successfully reach their target group and establish their business.  These accomplishments drew the attention of larger companies to Guerrilla Marketing.  Now this alternative approach is used by companies of all sizes. 4
  5. 5. INTRODUCTION  Guerrilla Marketing is an alternative marketing form.  Relies heavily on unconventional marketing strategy, high energy and imagination.  It is about taking the consumer by surprise and create copious amounts of social buzz.  Aims to strike the consumer at a more personal and memorable level  The failure of classical, conventional forms of advertising to be effective is becoming increasingly evident giving rise to a demand for innovative marketing strategies such as guerrilla marketing. 5
  6. 6. GUERRILLA MARKETING PRINCIPLES 6
  7. 7.  Completely Unexpected: Guerrilla campaign must include a surprise situation. That situation can be created by using usual objects in an unusual place and vice versa or by staging an event that people were not prepared to take part in.  Drastic: Extremeness intensifies the surprise and is helpful when trying to reach a large audience without spending a lot (by creating a word-of-mouth effect).  Humorous: Humour also plays a role in turning campaigns viral, which means reaching a larger audience. Mixing surprise with humour is a key strategy to a successful guerrilla campaign. 7
  8. 8.  One-Shot Game: Due to the importance of the surprise factor in it, a certain guerrilla-marketing concept can only be executed during a limited period of time and should not be used twice on the same target market.  Cheap: It requires a small budget in comparison to other marketing methods.  Goodwill and Customer Benefit: Should always include an act of goodwill on the part of the company in order to make consumers feel satisfied and valued. 8
  9. 9. ELEMENTS THAT MAKE GUERRILLA MARKETING SUCCESSFUL  Cost Advantages Guerrilla marketing tactics cost a fraction of the amount required for traditional marketing strategies . The cost-efficiency of guerrilla tactics allows small businesses with small marketing budgets to achieve larger impacts than they could going head-to-head via traditional media.  Standing Out Guerrilla marketing messages have the ability to stand out among the endless barrage of marketing messages that consumers see on a daily basis. 9
  10. 10.  Brand Building Guerrilla marketing strategies themselves can help to develop an edgy or "hip" brand image. This can be especially advantageous when marketing to young people or when trying to establish a unique identity for themselves.  Lasting Impressions Much of guerrilla marketing relies on face-to-face interaction with potential customers. When guerrilla marketing tactics on the street are tied with social-media driven promotions, the bond between a company and its new customers can grow even stronger. 10
  11. 11. IMPLEMENTING GUERRILLA STRATEGIES  Utilize Social Networking Sites Websites like Face book, MySpace and YouTube receive millions of hits each day. Post any attention-grabbing ideas you can think of, on these sites and link your main website so that viewers can find out more about your facility.  Partner With Local Businesses Dedicate a section of your website to coupons, accessible to members, from local retailers. In exchange for providing the retailers with exposure, have them promote your business on their website or by visibly placing your brochures at their locations. 11
  12. 12.  Enlist Member Participation Ask members who have achieved great success to serve as role models.  Speak Up Offer your services as a speaker for community organizations and local businesses. Your presentations should be creative and unconventional, selling the benefits of exercise, not your business.  Create “Free” Mailboxes Similar to the “mailboxes” set up with auto dealership brochures. Inside of each mailbox, place your facility’s marketing materials complete with free guest passes. 12
  13. 13.  Use of Imagination  Small budgets  Meme  “What can we give”  Target is to build long-term relationship  Dialog  Starts after the deal  Use of Capital  Big budgets  Logo  “What will we get?”  To sell is a target  Monolog  Finishes after deal 13 Traditional Marketing Guerrilla Marketing
  14. 14. TYPES OF GUERRILLA MARKETING  Ambient marketing.  Presence marketing  Grassroots marketing  Wild postings  Undercover / Buzz Marketing  Alternative marketing  Experiential marketing  Interactive marketing  Viral Marketing 14
  15. 15.  Ambient marketing allows a business to create brand recognition without necessarily pushing their products and are placed and integrated in the direct living environment of consumers 15
  16. 16.  Presence marketing is about making the business name recognizable and familiar by being visible daily 16
  17. 17.  Grassroots marketing is about winning customers one-by-one rather than on a very large scale. A successful grassroots campaign is all about building relationships and emphasizing the personal connection. 17
  18. 18.  Wild postings is overwhelming areas with plastered multiple copies of a poster for a movie, concert, or product. 18
  19. 19.  Undercover / Buzz Marketing is all about selling something to someone who may or may not have any idea that they are promoting a brand. Clothing manufacturers pay actors to wear their brand of clothing on shows. 19
  20. 20.  Alternative marketing may be best defined as publicity that looks to be completely separate from the company. Ex: Sponsorships and donations 20
  21. 21.  Experiential marketing aims to give you an experience rather than send you a one-way message. Experiential marketing lets you interact with the product and associate your immediate emotional responses with that brand. 21
  22. 22.  Interactive marketing relies on customers expressing their preferences so that marketers can produce more relevant marketing messages creating a two way dialogue between a business and its customers.  Amazon.com. :They collect and digest past visitor behaviour, allowing them to show meaningful information in the present. Amazon offers “suggested reading” selections based on previous book searches or purchases 22
  23. 23.  Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence on the internet 23
  24. 24. GUERRILLA MARKETING IN MARKETING MIX  Guerrilla Marketing has changed over the years. Today Guerrilla Marketing is often only used in the form of a campaign.  The balance in the marketing mix shifts towards one of the 4 P’s.  70% of the campaigns put their focus on promotion. The remaining 30% place their focus equally on price, place and product 24
  25. 25.  Promotion (70%) In most cases Guerrilla Marketing appears in the form of promotion.  Price (10%) Even though we live in a world where prices play a big role within the purchase decision, only 10% of all Guerrilla activities focus on price  Distribution (10%) The distribution of a product can also be a special experience for the customer. A good distribution can boost sales tremendously.  Packaging (10%) Also the packaging, the form, and the brand can be a vehicle for Guerrilla Marketing 25
  26. 26. CASE STUDY ON LG OPTIMUS 3G  Challenge: To launch the world’s first 3D Smartphone. The brief was to reach a predominantly male 25-35 audience, by building a fun and playful campaign centered on a brand experience road show to generate personal interactions with the LG Optimus 3D smartphone 26
  27. 27. STRATEGY  To create a campaign message that stood out, was original and delivered an authentic lifestyle  The campaign message “Playing by Yourself Just Got Better” was born 27
  28. 28. CAMPAIGN  4 touch-points from July to mid September 2011.  Six ‘Play Pods’ were set where the public were invited to participate in a complete personal experience with the LG Optimus 3D in a darkened environment offering 3 minutes of customer interaction 28
  29. 29.  LG Play Mobile Guerrilla style vehicle activation – Created specifically for street interactions, The Play Mobile was a roaming branded truck with 10 demo handsets. 29
  30. 30.  Play Hub The LG Play Hub consisted of 4 zones which were specifically designed to highlight the core features of the handset. Quick zone – Demonstrations of the LG Optimus 3D with the LG Gurus to explain all features and benefits in greater detail. Game zone – Asphalt 6 driving game. Movie Zone – Cinema style seating with LG 3D Movie Premiere. Photo zone 30
  31. 31.  Play Team Guerrilla style on-foot activation – Each team member was armed with 2 handsets strapped to their belts enabling them to be highly mobile and reactive in crowded locations, including bars, pubs and streets. 31
  32. 32. WHAT HAPPENED  3,243,000 people exposed to the brand and product.  192,948 people interacted with the brand/product.  66% of primary target audience reached.  When asked, 90% of consumers said they had little or no awareness of the handset before their LG Optimus experience.  Yet, 63% left the experience loving the phone and likely to purchase. 32 Source: www.hotcow.co.uk
  33. 33. ADVANTAGES OF GUERRILLA MARKETING  Cost effective  Allows increased interaction  Brand recognition  Unique and eye catching.  Guerilla marketing is specifically tailored to meet the needs of small businesses, whereas traditional advertising venues are complicated. 33
  34. 34. DISADVANTAGES OF GUERRILLA MARKETING  If one is looking for a quick fix, guerrilla marketing is not the solution. An investment of time is required in order to achieve business sales goals.  At the very least, there will be a few detractors to find fault in one’s methods  Not completely failsafe.  Subject to interpretation  Difficult to measure  Limited visibility  Maintaining creative edge 34
  35. 35. CONCLUSION  It is very effective, but it requires right research, preparations and find the right information.  Guerilla marketing will not work, if you do not focus on the right target and send out a relevant message using the right vehicle on the right frequency.  The aspect of Guerilla marketing is focusing on uniqueness to the target, which in several cases leads to publicity, which could result in attention to the media, an economical way of getting the message to the target market. 35
  36. 36. REFERENCE  www.webguerillas.com  www.guerilla-marketing-portal.com  www.gmarketing.com  www.google.com  www.wikipedia.com  www.studymafia.org  www.LevelTenDesign.com 36
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