This document provides an overview of guerrilla marketing. It defines guerrilla marketing as unconventional marketing techniques used by smaller companies to promote themselves against larger competitors. The document outlines several principles and methods of guerrilla marketing including using stickers, demonstrations, mystery, and viral tactics. Examples are given such as a gym promoting itself through interactive bus stop scales and a movie using an immersive subway marketing campaign. The summary emphasizes guerrilla marketing as a cost-effective way to creatively engage customers through unexpected promotional actions.

1. Guerrilla Marketing
PREM DESHMANE

2. Objectives
• To give an overview of Guerrilla Marketing.
• To get you to think outside the box.
• To make you see if there is a better way of
marketing your business.
• To entertain you throughout the
presentation!

3. What is Guerrilla Marketing
• Guerrilla marking takes its name from Guerilla warfare. As
it involves small companies taking on large companies using
unconventional methods.
• Guerrilla Marketing is a form of marketing which uses
unconventional methods of promotion to engage
audiences.
• It is a cost effective alternative to large advertising
campaigns.
• It is an effort to engage customers rather than educate
them.

4. 3M Security Glass
Promotion
Passers by were told if they
could have the money if they
could brake the glass.
Although there was only $500
of real currency in the glass,
the majority was fake.

5. Principles
• Presence – find ways to make yourself known at
all times – chat rooms, forums, discussion boards,
e-mail, radio, magazines, blogs, Yellow Pages
• Activity – be aware of opportunities to make
your product known at all times and act on them
• Energy – continually marketing –
‘360 degree marketing’
• Networks – always looking to make contacts
and develop networks – importance of
relationships
• Smart – don’t offend customers or turn them off

6. Fitness First Campaign
This is in Amsterdam and was
created by the world’s third-
largest gym chain, Fitness
First.
The bus shelter was
transformed into a working
weighing scales.

7. Advantages
• 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

8. McDonald’s Guerrilla
Examples
In Chicago to verify that there
have leaks in the rivers, the
plumbers of the city inject
biodegradable paint into
rivers.
McDonald’s took this
opportunity to use the
phenomenon to their
advantage.

9. Methods of Guerrilla marketing
• Internet
– Web sites – easy and cheap to set up
– Pop up ads (assuming they are ‘smart’!)
– 24 hour availability and contact
– Using Internet technology – getting
your name high up in search engines
– Using access/registration or subscription logs to full
capacity
– Use of banner advertising
– Web logs – ‘Blogs’ – personal Web ‘diaries’

10. • Stickers – can be put anywhere – especially in
the target area
• Spray paint logos
• Offering free demonstrations and talks –
gets you and your product known
• Finding a way of generating mystery
and intrigue to involve consumers
• Using SMS text messaging

11. • 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.
• Live commercials – paying for ‘live commercials’ in an
appropriate setting, e.g. getting a group of young
people to promote the product.

12. Recsona’s Guerrilla
Examples
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’.

13. Core Concepts of Guerrilla Marketing
• Entertain and Engage rather than educate.
• Get people talking.
• Think outside the box.
• Transform the ordinary to the extraordinary.
• Be spontaneous and unexpected.

14. Guerrilla vs. Viral
• Guerrilla marketing and Viral marketing go
hand in hand.
• Guerrilla marketing gets the message across to
the consumer, and viral marketing encourage
people to pass on the message.
• Generally the intended result of a guerrilla
marketing campaign is for it to go viral.

15. 2012 movie’s Guerrilla marketing-
In subways marketing team of 2012 movie made this environment.

17. Conclusion
• Guerrilla marketing is a very efficient and
cheap method of marketing.
• If you are creative then guerrilla marketing
can be very effective
• For startup companies guerrilla marketing can
help in capturing the market.

18. • THANK YOU