Our generation has never been happy with the complacency or living inside “the box”—and that’s especially true when it comes to being a marketer. Even as consumers, we want to experience our brands and we welcome the wildest, most off-the-wall marketing campaigns with open arms... And wallets. We want to live on the edge and proudly exist outside of the box. Guerilla Marketing, a term coined by advertising genius Jay Conrad Levinson, is an unconventional system of promotions that generally take more brainpower, time, and energy than money—it is the epitome of outside-the-box. Christy Belden and Emily Carroll will explore the concept of guerilla marketing and show you examples of how marketers have brought their imaginations to life in exciting ways. This presentation will spark your inner child—the part of you that remembers what it felt like to be awed by the world.

1. Guerilla Marketing Christy Belden, VP of Media + Marketing, LeapFrog Interactive Emily Carroll, Strategic Planning + Consumer Insights, LeapFrog Interactive April 27, 2011

2. LeapFrog Interactive 2 Twitter: @LFI #guerillamarketing Facebook: www.facebook.com/LeapFrogInteractiveAgency Blog: www.leapfroginteractive.com/blog

3. Christy Belden 3 Vice President, Media + Marketing, LeapFrog Interactive Experience: 11 years The Courier-Journal University of Louisville SEMPO Certified Google AdWords Individually Certified Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

4. Emily Carroll Strategic Planning + Consumer Insights, LeapFrog Interactive 4 Experience: 5 years Executive Communications Bellarmine University SEMPO Certified Google AdWords Certified Emily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.

5. Guerilla Marketing Agenda What is Guerilla Marketing or Experiential Marketing? History Why are brands using Guerilla Marketing? Examples: + FlashMob + Projections + Graffiti + Coke + Oreo + KLM + McDonald’s + VolksWagen + Nike + Sign Spinning + DOOH 5

6. Guerilla Marketing What is Guerilla Marketing or Experiential Marketing? Guerilla Marketing – coined by Jay Conrad Levinson “It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.” Successful Campaigns + Precise blend of timing, method, message, and a healthy dose of luck + Uses sparseness of budget and abundance of creativity to create a huge impact + Don’t immediately look like an advertisement + It’s so clever or inventive that we can forgive the company for trying to commit that cardinal sin of selling us something 6

7. Guerilla Marketing History 1984 – Jay Conrad published Guerrilla Marketing, outlining secrets of subtle marketing and ideas for big advertising results with little investment Small businesses took the concepts and ran. 2000’s to present Advancement in Technology & Introduction of Social Media + Made Sharing outlandish, creative, and shocking advertisement easy. + When someone shares a photo, video, link or story there is no investment from the business that uses Guerilla Marketing + The results? Increased attention of the business, service or product and a good Guerilla Marketing idea will go viral 7

8. Guerilla Marketing Why are brands using Guerilla Marketing? + Not educational or preachy + Makes the viewer think that they’re in on a secret + The more creative and jarring a campaign is, the more attention it gets + Simple to understand + Easy to implement + Outrageously inexpensive 8

9. Guerilla Marketing Flashmob 9

10. Guerilla Marketing Projections 10

11. Guerilla Marketing Projections 11

12. Guerilla Marketing Graffiti 12

13. Guerilla Marketing Graffiti 13

14. Guerilla Marketing Coke 14

15. Guerilla Marketing Oreo 15

16. Guerilla Marketing KLM 16

17. Guerilla Marketing McDonald’s Bus Shelter 17

18. Guerilla Marketing McDonald’s 2011 Thunder Over Louisville 18

19. Guerilla Marketing VolksWagen 19

20. Guerilla Marketing Nike 20

21. Guerilla Marketing Sign Spinning 21

22. Guerilla Marketing Digital Out-of-Home 22

23. Guerilla Marketing Digital Out-of-Home 23

24. Guerilla Marketing Example 24