Guerrilla marketing is an unconventional advertising strategy that utilizes low-cost tactics to generate maximum results, drawing parallels to guerrilla warfare's surprise tactics. It encompasses various methods such as ambient and grassroots marketing, focusing on relationship-building and effective resource use. The strategy is particularly beneficial for small businesses facing high failure rates due to poor marketing understanding, and it emphasizes creativity and flexibility over large budgets.

1. Guerrilla
marketing
Presented To:
Dr. Gautam Bansal
Presented By:
Piyush Jindal

2. By the father of
Guerrilla Marketing
Jay Conrad Levinson

3. Contents
Meaning of Guerrilla marketing
Introduction of Guerrilla marketing
Definitions
Types of guerrilla marketing
12 secrets of guerrilla marketing
Traditional Vs Guerrilla marketing
Principles
Advantages
Guerrilla marketing methods

4. Meaning of guerrilla marketing
Guerrilla Advertising is an advertising strategy in which low-cost
unconventional means (pop-ups ads, stickers, ) are
utilized, often in a localized fashion or large network of
individual cells, to convey or promote a product or an idea.

5. Introduction of guerrilla marketing
Guerrilla Marketing is an advertising strategy that
focuses on low-cost unconventional marketing tactics that
yield maximum results.
This word guerrilla marketing is taken from the word
“ Guerrilla warfare” which means that small tactic
techniques used by the armed civilians.

6. Many of these tactics also
includes limited resources,
survival , well organized and
elements of surprise. Much
like guerrilla
warfare, guerrilla
marketing uses the same sort
of tactics in the marketing
industry.

7. Definitions
“ Non Conventional ways of Doing Marketing”
BY: Jay Conrad levinson
“ It’s about using all yours communication resources in
order to create word-of-mouth”
BY: Wagner martins

8. Why is there need of Guerrilla Marketing?
Small business failures are reaching record numbers and
one of the main reasons for the failures is a failure to
understand marketing
Guerrilla marketing has been proven in action to work
for small businesses around the world. It works because
it's simple to understand, easy to implement and
outrageously inexpensive.

9. Types
of
Guerrilla marketing

10.  Ambient marketing:- Ambient marketing allows a business
to create brand recognition without necessarily pushing their
products.
 Presence marketing:- Presence marketing is about making
the business name recognizable and familiar by being visible
daily.
 Grassroots marketing:- 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.

11.  Wild postings:- Wild postings is overwhelming areas with
plastered multiple copies of a poster for a movie, concert, or
product.
 Alternative marketing:- Alternative marketing may be best
defined as publicity that looks to be completely separate from the
company.

12. 12 Secrets of guerrilla marketing
 COMMITMENT: Believe in what you are doing with
all your heart and passion and pursue it till the very
end.
 INVESTMENT: Marketing is not an expense, but an
investment -- the best investment.
 CONSISTENT: Don’t make many changes to your
marketing, it is confusing to consumers.

13.  CONFIDENT: People prefer business confidence
over quality, service, selection and price.
 PATIENT: One has to keep patience for the
results . It is said that “Rome was not built in a
day”
 ASSORTMENT: To use combination of
marketing weapons. One is not going to work.

14.  CONVENIENT: Always feel for the convenient of
your’s customer. Respect your consumer's time.
 SUBSEQUENT: Focus on a long term
relationship with a customer not on a short term
relationship.
 AMAZEMENT: Amaze you customer with
something that you might take as a granted. Always
show your’s customer something new.

15.  MEASUREMENT: Always measure the results
of your marketing.
 INVOLVEMENT: You prove your involvement
by following up; they prove theirs by patronizing
and recommending you.
 DEPENDENT: The guerrilla's job is not to
compete but to cooperate with other businesses.

16. Traditional Vs Guerrilla marketing
Use of
Capital
Big
budgets
Logos
To sell it
a target
Use of
Imagination
Small
budgets
Meme
Target is to
build long
term
relationship

17. Principles of Guerrilla Marketing

18.  Completely Unexpected :- The result of completely
unexpected situation is a surprise- a moment when the
situation that arises was not expected and the participant of
the event was not prepared to witness or be part of such
situation.
 Drastic :- A word "drastic" is defined by Oxford Dictionary
as having a strong or far-reaching effect. Any guerrilla
marketing campaign should work with a form of drasticity in
order to reach maximum relevant target audience. It is the
element that may significantly help the campaign to be cost-effective
with high degree of Attention and Interest element.

19.  Humorous :- Humorous effect in the marketing
communication helps to diminish the barriers between the
sender and receiver, the business organization and the
customer respectively. Moreover, entertainment in the
marketing communication can significantly increase the
efficiency of the campaign by reaching larger number of
receivers.
 One Shot Game:- One shot game, meaning that the
guerrilla marketing campaign is performed only in strictly
limited period of time, indicates that the receivers of the
guerrilla messages understand that the campaign is only
temporary the concept should not be used again on the
same market.

20.  Cheap:- The cost of guerrilla campaign can be often
the purpose of attractiveness for the businesses. The
objective is to create rumor, buzz effect and immediate
impact on target group but still keeping the budget tight.
 Goodwill :- Goodwill can be defined as an intangible
asset which provides a competitive advantage, such as a
strong brand, reputation, or high employee morale.
Guerrilla marketing campaign should always give the
target audience something that will make them feel richer
or satisfied.

22. Advantages of guerrilla marketing
Advantages
Flexible Low cost Targeted Simple

23.  Flexible – because of small scale nature can be adapted
quickly, relatively easy to respond to change.
 Low Cost – one of the founding principles – ideal for firms
who do not have massive marketing budgets.
 Targeted – designed to reach the target market – reduces waste
and ineffectiveness.
 Simple – many of the methods simple and easy to use and
implement – ideal for the smaller business.

24. Guerrilla Advertising Methods
Pop-up ads
-Word of mouth
-Sticker
-Web log(Blogs)
-Free consultation
-Demonstration
-Generating mystery
-Illegal methods
-Peer marketing
-SMS marketing

25. GUERRILLA ADVERTISING METHODS
 The Internet:
 Pop up ads (assuming they are ‘smart’!)
 Using access/registration or
subscription logs to full capacity
 Use of banner advertising
 Web logs – ‘Blogs’ – personal Web
‘diaries’

26.  Stickers – can be put anywhere – especially in the
target area
 Pavement chalking
 Bio-degradable tree postings
 Product give-aways
 Spray paint logos

27.  Offering free demonstrations and talks –
gets you and your product known
 Offering free consultations
 Finding a way of generating mystery
to involve consumers
 Peer marketing – putting people of similar
interests/ages/segments together to generate
interest in the product, e.g.one claim for
downloading music is that it opens up the
chance for ‘new’ music to be discovered and
later purchased
 Using SMS text messaging

28. WORD OF MOUTH
 Roach Baiting – getting the company message/brand
across by the use of an ‘actor’ behaving as a normal
consumer in the hope of getting the message passed on.
 Undercover Marketing – also known as ‘buzz
marketing’ – similar to above. Use of paid actors to
actively promote the product/brand in a variety of
situations or leaving products in high profile places to
get them seen/used/noticed.

29. 'ILLEGAL' METHODS
 Spray paint logos
 Bill stickers

30. Examples
Of
Guerrilla marketing

31. Origins of GM as we know it today
“My, my, my, my Adidas”, 1986
Flyers on the grills around the
city, Grill restaurant “Weber”

32. GM and Social campaigns
Smoking leads to blindness
Help children who suffer from hunger

33. Conclusion
 Life will be more interesting and challenging.
 Great products = Great marketing strategies,
promotions and funny ads.
 Guerrilla Marketing is Fun
 Guerrilla Marketers think outside the box
 Guerrilla Marketing is Cheaper
 Guerrilla Marketing Works