Introduction to Guerilla marketing Principles of Guerilla marketing Characteristics of Guerilla marketing Anatomy of Guerilla marketing Examples of effective guerilla marketing Examples of shocking guerilla marketing Positives and negatives of guerilla marketing

1. Guerrilla Marketing

2. INTRODUCTION
 ‘Guerrilla marketing is a tool that allows SME’s to demoralize their rivals with small
periodical and surprising attacks, requires swift action and utilizes creativity and
imagination’ (Tek, 1999)
 Levinson (1998) who first introduced the guerrilla marketing concept stressed
the importance of the following principles;
1. ‘By being as specific as possible these advertisements should be persuasive and
directly contribute to the company’s profits’
2. ‘In the case of an ad that includes a witness , the witness should be a real
customer and the act should refer to real events and real names’
3. The realistic goals should be communicated to the target customers in a creative
way’

3. CHARACTERISTICS OF GUERRILLA
MARKETING
 According to Levinson et al (2008)
 Amazement
‘Inspire wonder and amazement’ among consumers
Sets a company apart form the competition
Could be ‘speed of delivery’, ‘freebies’, ‘bundled service packages’ etc.
Content
‘Substance over glitz’ & ‘over deliver on promised experience’
Guerrilla marketers know their customers want more thrilling experiences so they have to keep reinventing,
discovering and creating content to keep consumers attention and wonder
Involvement
Encourage consumers to become engaged with the experience of marketing
They consistently ask consumers opinions on their products and services instead of just telling them things

4. ANATOMY OF GUERRILLA MARKETING
http://liljeqvist.guru/hacking-guerilla-marketing/

5. TRADITIONAL MARKETING -V- GUERRILLA
MARKETING
Isoraite (2010)

6. EXAMPLES OF EFFECTIVE GUERRILLA
MARKETING
Nivea Guerrilla Marketing IKEAGuerrilla Marketing
Tylenol Guerrilla
Marketing
Copenhagen Zoo Guerrilla
Marketing

7. EXAMPLES OF EFFECTIVE GUERRILLA
MARKETING
IBM Guerrilla Marketing Dog Flea medicine
Marketing
Havana's Guerrilla
Marketing

8. EXAMPLES OF SHOCKING GUERRILLA
MARKETING
Amnesty International’s ’stop human
trafficking’ Guerrilla Campaign
Smoking effects
Guerrilla Marketing
In Germany
Poverty Awareness
Guerrilla Marketing
Advertisement of
Jobs Guerrilla
Marketing

9. POSITIVES AND NEGATIVES OF GUERRILLA
MARKETING
 Positives
 Cheap to execute
 Allows for creative thinking
 Grows with word of mouth
 Publicity can snowball
Negatives
 Mysterious campaigns can be misunderstood
 Authority Intervention
 Unpredicted obstacles
 Potential backlash
 http://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples

10. BIBLIOGRAPHY
 Levinson, J.C., 1998. ‘Guerrilla Marketing’. 3rd Edn.,Mariner Books, USA., ISBN: 13:
9780395906255,pp: 388
 Tek, O.B., 1999. ‘Principles of Marketing’. 8th Edn., Beta Basimevi,Turkey, ISBN:
9754867375, pp: 902.
 Canan Ay, Pinar Aytekin ,Sinan Nardali, ‘Guerrilla marketing communication tools
and ethical problems in Guerrilla marketing’, American Journal of Economics and
Business administration, 2(3), 280-286 (2010)
 JC Levinson, M Meyerson, ME Scarborough, (2008), ‘Guerrilla marketing on the
internet: the definitive guide from the father of Guerrilla marketing’ (Book)
 Margarita Isoraite (2010), ‘Guerrilla marketing strategy realization assumptions’