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Ambient Communication
Ambient communication is a complex form of corporate communication that uses
elements of the environment, including nearly every available physical surface, to
convey messages that elicit customer engagement.[5] It is a compile of intelligence,
flexibility and effective use of the atmosphere.
• Street](https://image.slidesharecdn.com/guerrilla-webinar-ppt-150803214509-lva1-app6891/85/Guerrilla-Marketing-Webinar-29-320.jpg)
![31
Stealth Marketing
Stealth marketing is a deliberate act of entering, operating in, or exiting a market
in a furtive, secretive or imperceptible manner, or an attempt to do so.[7] People
get involved with the product without them actually knowing that they are the
part of advertisement campaign. This needs to be done very carefully because if
the participants are made aware of the campaign, it will have a negative effect on
the brand.](https://image.slidesharecdn.com/guerrilla-webinar-ppt-150803214509-lva1-app6891/85/Guerrilla-Marketing-Webinar-31-320.jpg)
![32
Viral Marketing
Viral marketing describes any strategy that encourages individuals to pass on a
marketing message to others, creating the potential for exponential growth in the
message’s exposure and influence. Like viruses, such strategies take advantage of
rapid multiplication to explode the message to thousands, to millions. Off the
Internet, viral marketing has been referred to as “word-of-mouth,” “creating a
buzz,” “leveraging the media,” “network marketing.” But on the Internet, for
better or worse, it’s called “viral marketing.”[8]](https://image.slidesharecdn.com/guerrilla-webinar-ppt-150803214509-lva1-app6891/85/Guerrilla-Marketing-Webinar-32-320.jpg)
![33
Street Marketing
According to Marcel Saucet and Bernard Cova,[9] Street Marketing™ can be used
as a general term encompassing six principal types of activities:
• Distribution of flyers or products.
• Product animations.
• Human animations
• Road shows.
• Uncovered actions
• Event actions
• Flash mobs.](https://image.slidesharecdn.com/guerrilla-webinar-ppt-150803214509-lva1-app6891/85/Guerrilla-Marketing-Webinar-33-320.jpg)
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Guerrilla Marketing Webinar
The document discusses guerrilla marketing, defined as achieving traditional marketing goals through non-traditional, low-budget, and highly original methods. It explores various tactics such as ambient, ambush, stealth, viral, and street marketing, emphasizing their effectiveness across different industries and target audiences. Successful guerrilla marketing campaigns rely on creativity and engage in public spaces to leave a lasting impression on viewers.
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Guerrilla Marketing Webinar
- 1. Guerrilla Marketing Winning withNon-Traditional Marketing Channels
- 2. Dustin Cederholm Digital Conversion Manager,Fluid John Dye Director of Digital Media, BonCom Phil Case Managing Director/Partner, Fluid Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue. Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives. @Dustin Cederholm @GetFluid @dyejo John has been a longtime participant in social media and has helped numerous companies effectively incorporate social media into their overall marketing strategies. In his spare time, he enjoys participating in BYU Cougar Club activities, serving on the editorial board for BYU Magazine, running, reading, and spending time with his family.
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- 5. 5 Whatis Guerrilla Marketing TheFather of Guerrilla Marketing, Jay Conrad Levinson said guerrilla marketing is, “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.” All effective guerilla marketing usually has three things in common: 1-Low budget 2-High exposure 3-Originality WORDS TO DESCRIBE GUERRILLA MARKETING: Unauthorized, disruptive, sticky, and often leaves a long lasting impression on its viewers. WHERE IT LANDS IN THE MARKETING MIX: Of earned, owned, and paid media options, this falls squarely in the EARNED portion (both traditional and social)
- 6. 6 What is GuerrillaMarketing The Father of Guerrilla Marketing, Jay Conrad Levinson said guerrilla marketing is, “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.” All effective guerilla marketing usually has three things in common: 1-Low budget 2-High exposure 3-Originality WORDS TO DESCRIBE GUERRILLA MARKETING: Unauthorized, disruptive, sticky, and often leaves a long lasting impression on its viewers. WHERE IT LANDS IN THE MARKETING MIX: Of earned, owned, and paid media options, this falls squarely in the EARNED portion (both traditional and social)
- 7. 7 Traditional marketing (printor TV advertising) The main point of guerrilla marketing is that the activities are done in the streets or other public places with extremely high traffic, such as: • Shopping centers • Parks • Beaches • Bus stop • Store front • Elevator • Bathroom • Etc. What Guerrilla Marketing is not? "Guerrilla marketing is a state of mind. It simply isn't guerrilla if it isn't newsworthy."—Drew Neisser, CEO of Renegade Marketing
- 8. Who Uses GuerrillaMarketing
- 9. 9 Popular Industries • Consumerproducts • Retail/Luxury • Food (especially fast food) • Health and Wellness • Education • Entertainment • Travel • Cause based • Non-profit/Community Organizations • Government Image source http://www.przerwanareklame.pl/wp- content/uploads/2011/08/Mcdonalds-canada-dollar-drink-days-alberta- picture-give-away-4000-CDN-dollar-PR-stunt-ambient-marketing-frozen-2- 600x3314.png
- 10. 10 B2B vs. B2C Dueto its inherent nature, guerrilla marketing is traditionally used for B2C products. However, in some cases B2B brands have seen success. One way to ensure success is to target specific events where there is a high density of desired decisions makers. Image source http://www.przerwanareklame.pl/wp- content/uploads/2011/08/Mcdonalds-canada-dollar-drink-days-alberta- picture-give-away-4000-CDN-dollar-PR-stunt-ambient-marketing-frozen-2- 600x3314.png
- 11. 11 Big vs. Small Bothbig and small companies use guerrilla marketing effectively although guerrilla marketing is one of the few marketing channels where small businesses compete with big. The needed creativity and available distribution mediums even the playing field.
- 12. How To: GuerrillaMarketing
- 13. 13 5 Steps toEffective Guerilla Marketing Step 1 - Determine the core objective of your advertising campaign. • Purchase something, support a cause, redefine behavior, etc. Step 2 - Identify your target demographic. • Consider gender, age, ethnicity, education, occupation, residence, religion, social status, etc. Step 3 - Make a list of images and ideas associated with the concept you plan to pitch. • Think of things that would grab attention and might not normally be associated with what you are trying to promote. Step 4 - Experiment with alternative concepts/scenarios to convey your concept. Step 5 - Identify outlets to pitch your message. • Could be installations, email blasts, classified ads, letters, unique signage, blogs, social media, etc.
- 14. 14 Guerrilla Marketing Tactics •Ambient - communication that uses elements of the environment • Ambush - associative marketing to capitalize upon the awareness, attention, goodwill, and other benefits • Stealth - deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner • Viral - any strategy that encourages individuals to pass on a marketing message to others • Street - a general term encompassing six principal types of activities: 1. Distribution of flyers or products. 2. Product animations. 3. Human animations
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- 16. 16 McDonald’s – Canada$ Drink Days Step 1 - Core objective: Increase drink purchases Step 2 – Demographics: All consumers, specific Canadian cities Step 3 – Images: Placed on Canadian channel YouTube, blog, social, PR, etc. Step 4 – Alternative concepts: American cities; Apply pay event Step 5 – Outlet: Giant Ice block filled with $4,000 Canadian Dollar Bills Result – Over 4,000 direct engagements; 65,000 YouTube views; city wide media coverage, and much much more.
- 17. Example 2: BostonEpisode
- 18. 18 Step 1 -Core objective: Awareness to new Aqua Teen season Step 2 – Demographics: Cartoon network viewers in Boston, MA Step 3 – Images: LED signs Step 4 – Alternative concepts: N/A Step 5 – Outlet: Several Nite Brite style LED signs placed in strategic locations throughout the city Result – Authorities took down the signs after an “over-reaction” due to security concerns post 9-11. Adult Swim – Aqua Teen Campaign
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- 21. 21 Financial Services –Transportation Factoring • B2B/B2C • Avenues of choice: • Viral • Street
- 22. 22 Education – AppliedTechnology School • B2C • Avenues of choice: • Viral • Street
- 23. 23 Medical – HearingDevices • B2C • Avenues of choice: • Viral • Street • Sample Ideas:
- 24. IN SUMMARY • Effectiveguerrilla marketing usually has 3 things in common: Low budget; high exposure, originality. • B2C is the most effective audience but B2B can have success • Guerrilla marketing falls under EARNED in the marketing mix • Guerrilla marketing is often “unauthorized, and disruptive” and “sticky.” – Brett Zaccardi • It is done in the streets or other public places with extremely high traffic • With a bit of time and human energy, most anyone can launch a guerrilla marketing campaign
- 25. Questions? Guerrilla Marketing: Howto Win with Non-Traditional Marketing Channels
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- 27. Isn't achieving guerrillamarketing success just as hard as making something go "viral"? How can we help make sure our guerrilla campaign has success?
- 28. 28 Different Tactics ofGuerrilla Marketing • Ambient • Ambush • Stealth • Viral • Street *Some times these are classified as separate channels but for this presentation we have bundled them into a group.
- 29. 29 Ambient Communication Ambient communicationis a complex form of corporate communication that uses elements of the environment, including nearly every available physical surface, to convey messages that elicit customer engagement.[5] It is a compile of intelligence, flexibility and effective use of the atmosphere. • Street
- 30. 30 Ambush Marketing Ambush marketingis a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property
- 31. 31 Stealth Marketing Stealth marketingis a deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so.[7] People get involved with the product without them actually knowing that they are the part of advertisement campaign. This needs to be done very carefully because if the participants are made aware of the campaign, it will have a negative effect on the brand.
- 32. 32 Viral Marketing Viral marketingdescribes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.”[8]
- 33. 33 Street Marketing According toMarcel Saucet and Bernard Cova,[9] Street Marketing™ can be used as a general term encompassing six principal types of activities: • Distribution of flyers or products. • Product animations. • Human animations • Road shows. • Uncovered actions • Event actions • Flash mobs.