Guerrilla Marketing has its advantages and disadvantages. This presentation shows both along with recommendations of how a company can implement guerrilla marketing practices to gain exposure at minimal cost.

1. A marketing practice that all businesses can implement Presented by Mike Nelson Guerrilla Marketing

2. Explanation of Guerrilla Marketing Advantages Financial benefits, WOM, interaction, & increase of brand perception Disadvantages Decrease of brand perception, misconception, offensive or harmful, & no method to measure ROI Recommendations Website connection, sponsorship, location and timing, & community understanding Summary Quick Overview

3. Guerrilla Marketing includes any activity that uses a means other than traditional media to communicate a company’s name and positioning to its prospects. Coined by Professor J.C. Levinson of Berkeley University in 1984 Low cost, reaches large audience, breaks through clutter Explanation, History, and Importance

4. Simple Example: Common Crosswalk

5. AT&T Crosswalk

6. Tide Crosswalk

7. Coke Crosswalk

8. Nike Crosswalk

9. White-Out Crosswalk

10. Estimated $412 Billion dollars spent on advertising in 2008 Billboard costs range from $700 to $2,500 a month. Estimated cost for a 2010 full page black and white advertisement in a popular mid-west magazine is $35,440. Local Television Commercials start at $5 per thousand viewers Advantage:Low Cost

12. Non-stationary projectors

13. Paint and chalk

15. Increase Consumer’s perception of value Increase word-of-mouth activities Increase sales Advantage: Interaction

16. Advantage and Disadvantage: Brand Perception MicaelDahlen, Journal of Consumer Marketing, Vol 26, Issue 3, 2009

17. Entertainment purpose only Competitors’ product Fake product Personal judgment Public or physical threat Disadvantage:Campaign Misconception & Harm

18. Viral content is difficult to track outside of certain locations and time frame Customer leaves guerrilla marketing scenes with memories, not tangible objects with brand information Unable to determine cost-per-response and conversion rate as there is not a pre-determined number of consumers Disadvantage:No Method to Measure ROI

19. Able to track traffic generated by a certain guerrilla campaign Differentiate between common consumers and consumers affected by campaign Builds web presence and increases SEO standings for the company Instant indulgence with consumers that have mobile internet access Unique name helps consumers remember better Example: Loadsofhope.com / mobilelaundryforrelief.com Recommendation:Memorable and Visible Web Address

20. Couple campaigns with respectable celebrities Stage spontaneous campaigns Sponsor new ideas or followings from already viral creators Recommendation: Sponsorship of Potentially Viral Content

21. Understand where a company’s target market exists (subway, mall, university, and other high traffic areas) Understand what time to execute a campaign for optimal exposure (business hours, weekends, early morning commute, etc) Understand community and social restrictions (laws, culture, and dynamics) Recommendation:Location, Timing, and Community

22. Advantages Financial benefits, WOM, interaction, & increase of brand perception Disadvantages Decrease of brand perception, misconception, offensive or harmful, & no method to measure ROI Recommendations Website connection, sponsorship, location and timing, & community understanding Summary