Guerrilla marketing involves promoting brands through grassroots interactions and experiential marketing directly with consumers outside of traditional means. It aims to inspire real word of mouth by having passionate brand ambassadors approach consumers in an energetic and knowledgeable manner to share their enjoyment of the product. While it can be very successful when paired with other marketing, there is a risk of poorly trained promoters acting without permission and damaging initiatives, so careful planning is required.

1. Guerrilla Marketing

2. Promoting brands through grass roots interactions – literally taking the product to the consumer Relates to events marketing and PR and experiential marketing/pr Useful for all ranges of stakeholders especially if they are not affected by other media. What is it?

3. Promoting to the consumer outside normal means The common thread is the consumer Don’t wait for the customer to come to you Inspire with real word of mouth Its not about moving product Methods

4. The face of the brand, committed, enthusiastic Ambassadors Approachable Energetic Knowledgeable Having fun The promoters

5. Pros Staff are passionate about the product and will share their energy with customers. Can be much more successful when connected with traditional Marcoms. Cons Tend to ask for forgiveness not permission Poorly trained staff can go off at half cock and ruin other marketing initiatives Does not work with poor product. Pros and Cons

6. Really really good brain storming Humour counts a lot Be direct to the consumer Be aware of who will find the idea less than fun – and prepare for it (see crisis management). How to be good at it

7. Be careful Planning laws, defacing property laws and lots of others. Sometimes its possible to use your idea as a sponsor to maintain something. There are laws

8. But have a heap of fun