Spending millions to buy spaces in TV commercials is easy. The difficult part is being the subject of bar chat, blog articles or in a press report. When you dribble past the advertising noise and charm opinion formers, the guerrilla marketing is able to have the message circulate freely from the consumer’s distrust, spread like a virus and get to the most assorted destinies with a lot more credibility.

1. What is
Guerrilla Marketing?
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2. The name refers to the guerrilla warfare, in which a group uses intelligence,
creativity and knowledge of the battle fields to dribble past the eventual lack of
resources and make front to the richer and more powerful opponent.
The classic example reminds Vietnam, that didn’t own any aircraft carrier or last
generation bombs, but could surprise and fight equally with the
biggest world’s potency.
The marketing warriors believe that in order to transmit a message it isn’t
necessary to talk at once to the mass, sponsor the biggest sport event or distribute
flyers to the entire country’s population.
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3. In a world that is saturated with information, guerrilla marketing bets in
distinguished strategy to conquer the consumer’s attention. It boosts resources and
makes the differential of the product in question known and passed through.
Innovation and boldness work in favor of two main goals: to generate word of
mouth and to induce spontaneous media. Spending millions to buy spaces in TV
commercials is easy. The difficult part is being the subject of bar chat,
blog articles or in a press report.
When you dribble past the advertising noise and charm opinion formers,
the guerrilla marketing is able to have the message circulate freely from the
consumer’s distrust, spread like a virus and get to the most assorted destinies
with a lot more credibility.
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4. Why Investing in
Guerrilla Marketing?
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5. BECAUSE HAVING THE CONSUMER “TURN HIS NECK” IS CRUCIAL
Society is overwhelmed with information. It’s more difficult everyday to have the
consumer stop to listen to our message. Iberia won’t dispute people’s attention only
with other margarine brands, but with an infinity of products that occupy market
shelves. Guerrilla Marketing actions have the potential to have the consumer “turn
his neck”, notice our brand and absorb our message.
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6. TO CONQUER UNUSUAL SPACES
When you stamp a margarine brand in the gastronomy pages of a newspaper you
don’t do anything but what the consumer awaits. When you bet in a foreseeable
action, you will probably not get his attention. But, what if the same brand is
mentioned in the sports, culture, teen pages of a newspaper?
The unusual captures the interest.
Your consumer expects to hear about a new margarine in a TV commercial. The
environment is so saturated that the distrust is installed. What if they heard through
the mouth of a TV news reporter or read in a blog that he loves? What if, by using
spokesmen like these, we make him believe in what he hears?
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7. BECAUSE IT IS THE BEST WAY OF AMPLIFYING THE IMPACT,
POWERING THE RESOURCES.
How to get to 1 million people? Certainly, we don’t need to go after each and every one of
them. The best way of doing it is getting in touch with 10 thousand and generate in this
public, the will of passing through our message. In other words, producing word of mouth.
Guerrilla marketing understands that in order to activate these called opinion formers that
will take our message ahead, it is necessary to have funny, consistent and unusual contents.
With creativity and intelligent adjustments, it is possible to power the impact of an action
and get to more and more people, in an efficient way, with the very same budget.
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8. TO BRING ATTITUDE TO THE BRAND
Unusual, bold and creative actions bring other benefits to the brand:
they gather attitude.
Any margarine is able to make a commercial with a happy family having breakfast
together. But only ours can escape from the obvious, be creative,
increment fun to people day by day.
We have a strong differential that allows us to get escape from the obvious and
guerrilla actions are the best way of making the best of it.
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9. Word of Mouth stages
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10. www.marketingdeguerrilha.com.br

11. 1 - To develop a bold, innovating and consistent action that translates a strong and
clear concept, that is lined with the positioning the brand desires.
2 - To create a passable content, with word of mouth and PR potential.
3 - To make possible the story being developed, in a way that it captivates and
surprise. It is necessary to create a fact, in order to activate next stages.
4 - To have an effect in social networks, respecting their internal laws and conquering
space in a transparent and pertinent way.
5 - To have an effect in the press, achieving great audience and people of the
most assorted people profiles.
6 - To ensure that the brand/product is present in the whole process.
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12. How to empower
Word of Mouth in press
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13. First step is to elaborate a communication plan. It must highlight the phases of the
diffusion, main vehicles, editorials to be chosen, main messages. Besides that, other
stages are essential in this phase of planning:
- Elaborate texts (notes and releases).
- Hire a photographer with potential to produce pictures that match
the concept of Guerrilla.
- Elaborate mailing.
- Elaborate Q&A (possible questions and their answers).
- Establish an original press kit that matches the concept of Guerrilla actions and
escapes from the traditional release model.
- Prepare spokesmen.
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14. IMPORTANT
- Always bet in a relationship with the journalist and not in shooting releases.
- If the action has an online presence, the sites’ address must be highlighted in all
press vehicles.
- Each time the action has a hotsite, internet will gain special importance, for it
generates direct visitation to the site.
- In case of street actions, it is good to ensure that, among the chosen spots, there
are representative places to the city and places that are near publishers.
- Inform well about the action to get ahead of questions that might create conflicts
connected to nature, to the city operation, to the use of chemical products.
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15. How to empower
Word of Mouth in blogs
and social networks
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16. - Respect the internal space of each online community
obeying its codes and conduct.
- The profile of the people that will interact in the online spaces must be true and it is
important to be identified as the brand representative.
- Study the communities in which the interaction will be done, to be able to
personalize messages in a pertinent way.
- Create the genuine interest of people in what is being communicated, by means of
information and direct and frequent interaction.
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17. - Identify and attract enthusiasts, reinforcing binds for them to disseminate with
truth and credibility what is being passed.
- Ensure that the transmitted content is present in different and relevant
communities and online social networks.
- Keep transparency while creating a network of collaborators and followers,
without subterfuges such as buying posts.
- This way, buzz is generated and not noise.
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