Guerrilla Marketing

PREM DESHMANE

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!

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.

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.

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

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.

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

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.

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’

• 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

• 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.

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’.

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.

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.

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

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.

• THANK YOU