Consumers are bored of big budget, star-studded advertisements. Guerrilla Marketing provides a convenient, inexpensive and creative way to make a lasting impact on the target audience.

1. Guerrilla Marketing
It really is a war out there!!

2. What is it?
● Guerrilla marketing is an advertising strategy in
which low­cost unconventional means (graffiti,
sticker bombing, flash mobs) are utilized.
● The effort may be local or a network of individual
cells to convey or promote a product or an idea.
● The term was coined by Jay Conrad Levinson.
● It can be easily traced to guerrilla warfare which
utilizes atypical tactics to achieve a goal in a
competitive environment.

3. What does it involve?
● Unusual approaches such as intercept encounters in
public places, street giveaways of products, PR
stunts, or any unconventional marketing.
● More innovative approaches now utilize mobile
digital technologies to engage the consumer and
create a memorable brand experience.

4. Modes of Guerrilla Marketing
● Reverse Graffiti — clean pavement adverts
● Viral marketing — through social networks
● Presence marketing — marketing for being there
● Grassroots marketing — tapping into the collective
efforts of brand enthusiasts
● Wild Posting Campaigns
● Buzz marketing — word of mouth marketing

5. Modes of Guerrilla Marketing
● Undercover marketing — subtle product placement
● Astroturfing — disguising company messaging as an
authentic grassroots movement
● Experiential marketing — interaction with product
● Tissue­pack marketing — hand­to­hand marketing
● Live­in marketing — real life product placement
● Wait marketing — when and where consumers are
waiting (such as medical offices and gas pumps) and
receptive to communications

6. Why now?
● Consumers have grown immune to big budget
advertising.
● GM is simple to understand, easy to implement and
inexpensive.
● It has a lasting impact on target audience.

7. Some brilliant GM campaigns
● Nike put large boots on car tyres, on International
car free days to promote running. They also put
notices (like traffic violation notices) on
windows.
● Watch on YouTube
● Ikea's Campaign in Manhattan. Watch on Youtube

8. An innovative idea on a large billboard in Amsterdam,
Netherlands. It really makes you want that ‘Heineken’.

9. An advertisement by Jung von Matt/Alster for watchmaker
IWC. Bus straps have been fashioned from images of IWC’s
Big Pilot’s Watch to allow bus travellers near the airport to
try before they buy at Berlin, Germany.

10. Life-size stickers of people were stuck on automatic sliding doors at a
mall in Mumbai, India. When someone approaches the doors move
apart and it feels like the people on the door are moving away. The
person enters to find the message ‘People Move Away When You Have
Body Odour’.

11. An exercise to promote Eatalica burgers. A ‘Caution Wet Floor’
board was placed near an Eatalica burger signboard. The copy
on the board reads ‘Oogling at the burger may involuntarily
cause drooling which may in turn lead to a wet floor.'

12. In Brazil, beach-goers are enjoying the sun and refreshing
taste of Sprite soda. Not to mention the free shower! Yes,
that’s right…Sprite installed a giant shower on the beach!

13. Very cool street art found in Germany

14. Resources
● http://mashable.com/2010/10/06/guerrilla­marketing­videos/#W4o0ZVeixYU
● http://www.creativeguerrillamarketing.com/what­is­guerrilla­marketing/
● http://blog.guerrillacomm.com/