This is a guide about how to perform guerrilla marketing actions in your community. Suitable for non-profits.

1. how to guerrilla in 06 steps
a guerrilla marketing guide for
non-profits

2. how to guerrilla in 06 steps
this guide is in front of you thanks to the Erasmus+ program of EC.
it is one of the outcomes of the training course let’s do it guerrilla way
that happened in aveiro, portugal, in december 2014
the training was organized by agora aveiro

3. find your purpose.
what bothers you?
what bothers your community?
how to guerrilla in 06 steps

4. how to guerrilla in 06 steps
guerrilla marketing can work well with all kinds of topics. you can use it to raise
awareness about social, cultural, environmental, political or any other kind of problems.
match a problem with your local reality, and the reality of your institution.
see what bothers your co-citizens, your co-workers and co-volunteers...
sometimes, you’ll have an awesome idea, but simply it won’t make sense executing it
in your reality. don’t forget to share it with who might need it. continue thinking…
If there are 96% of women sitting in your parliament, maybe there’s more important
issue to deal with than gender balance, right?

5. how to guerrilla in 06 steps
investigation, observation
& inspiration
learn about your enemy
look around you
Inspire yourself

6. how to guerrilla in 06 steps
investigate your topic. the more you know about it, better you can elaborate it.
see how others deal with it. get inspired. google, google and more google
define s.m.a.r.t.* goals of the activity
Answer the following questions:
• whom am I trying to reach?
• what I’m trying to s/tell them?
• where is the best place to reach them?
• when is the best time to reach them?
• how can my message stand out?
• what tactics will I use?
*https://en.wikipedia.org/wiki/SMART_criteria

7. how to guerrilla in 06 steps
shape up your ideas

8. how to guerrilla in 06 steps
you don’t have to invent. even less to reinvent the
wheel. most of the things have been done
already… and some of them - done successfully.
Look for success stories, imagine how would they
work in your surroundings.
does not matter if you copy paste. just do it well
and be sure it makes sense.
however, if you come up with a brilliant idea that
the world has never seen before..
please share it all over the place, so that people
can copy paste you J
remember: guerrilla should always be open source

9. how to guerrilla in 06 steps
put your ideas
into action
and don’t
forget about…

10. how to guerrilla in 06 steps
.do you have the proper permits to use
the venue?
.can you play music without the permit?
.how is the weather going to be?
.is there a plan B?
.is it legal?
.to document your efforts
.to mention your sponsors
.to invite media (a few days before, and
on the day)
what are the resources that you have an
access to?
(talents, samples, materials, crowd…)
how much money do you have?
who are your contacts in media?
go out on the streets!
document it! if no one sees it, it did not
happen.
check list
stock your arsenal

11. how to guerrilla in 06 steps
brag about it

12. how to guerrilla in 06 steps
if no one saw it, it did not happen
usually, guerrilla activities happen quickly and are short.
what you can do is to repeat them – do the same thing several times during one day.
however, only a limited number of people will see them “live”. this is why you should
document them and spread the results around every possible media.
sometimes, when there is a story being told with your action, it makes sense to film it.
a great short video of your activity could make it viral.
sometimes, even a great photo is enough.
it has never been as easy to show off as it is today. use your chances.

13. how to guerrilla in 06 steps
Evaluate & next time do better

14. how to guerrilla in 06 steps
. be critical when analyzing
. ask your community for their opinion
. track the results
. compare them with initial plans
. refine future plans

15. how to guerrilla in 06 steps
Reading list
The Best of Guerrilla Marketing--Guerrilla Marketing Remix (Jay Conrad Levinson)
The Guerrilla Marketing Handbook (Jay Conrad Levinson)
Guerrilla Marketing Attack: New Strategies,Tactics, and Weapons for Winning ...
(Jay Conrad Levinson)
Guerrilla marketing for non-profits (Jay Conrad Levinson)
weburbanist.com
gmarketing.com
www.sethgodin.com

16. how to guerrilla in 06 steps
this guide is in front of you thanks to the Erasmus+ program of EC.
It is one of the outcomes of the training course let’s do it guerrilla way
that happened in aveiro, portugal, in december 2014