Guerrilla Marketing&

Ambush Marketing

By- Neela Reelan- Rahul Parihar- Sanket Sancheti

Guerrilla Marketing

Introduction History Definition Features Why Guerrilla marketing? Instruments Guerrilla marketing in today’s scenario Future Obstacles Conclusion

Introduction

“You will find it at the moment you do not expect it at all! And at the moment you notice the advertisement and start thinking about its message they have what they want – your attention and interest”

• “SURPRISE EFFECT”

• Tool for small companies to fight against the biggies

History

The word “Guerrilla”

- Spanish expression for “Battle”

• Che Guevara and the book ‘Guerrilla Warfare’ (1968)

• Americans encounter ‘GUERRILLA’

‘Guerrilla’ enters Marketing

• America’s marketing experts were looking for new approaches to gain the attention of customers

• They had to find realizable concepts for businesses with limited resources; something that lets one company stand out in the crowd

• The only promising way was to use an ‘anti-marketing’ concept that included attrition and attack strategies in order to gain as much attention as possible and to weaken competitors considerably

‘ Guerrilla Marketing’

The term was coined by Jay Conrad Levinson in the book ‘Guerrilla Marketing’ in the year 1983

Provided not only an explanation of the essential marketing ideas, but also a philosophy for small business owners who wanted to follow the Guerrilla Marketing idea

Based on the use of non-traditional marketing channels, customer proximity, insistency, and patience

Definition

“An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget”

Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places

According to Kotler

The main purpose of Guerrilla Marketing is to destabilize the opponent – or best to destroy the competitors with the help of attrition tactics.

Features

• Geared for the small business and entrepreneur

• Based on human psychology rather than experience, judgement, and guesswork

• The primary statistic to measure your business is the amount of profits, not sales

• The marketer should also concentrate on how many new relationships are made each month

• Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers

Why Guerrilla Marketing?

Companies all over the world invest billions in traditional activities, which are often not affordable for smaller companies.

The solution is a cost-effective marketing form that stands out in the crowd of advertisings and catches the attention of the customer even in the rapidly changing marketing world of today.

The aspects of Guerilla Marketing also fit these needs of today - away from uniformity and insistency towards creativity and flexibility.

Guerrilla Marketing Instruments

Out-of-Home Weapons

1. Ambient Marketing2. Guerrilla Sensation3. Ambush Marketing

New Media Weapons

4. Viral Marketing5. Guerrilla Mobile

Low Budget Weapons

Ambient Marketing

Ambient advertisements are posted on manhole covers, cranes, pizza cartons, free postcards in bars and so on

Guerrilla Sensation

Ambient Marketing positions advertising at unusual places. Hereby the main focus is not necessarily on the idea, but on the advertising space itself.

Ambush marketing

Viral Marketing

The idea is to get an advertising message to as many contacts as possible and as fast as possible. This is realised by human multipliers who are animated to pass the message along for free. The challenge fora Viral Marketer is to build a motivation in a message for people to spread it. Eg. Hotmail

Guerrilla Mobile

Since the number of mobile phones exceeds the number of inhabitants in many countries, the cell phone is a permanent companion of prospects.

The wireless connection provides the possibility to present marketing messages in different ways via SMS, MMS, Bluetooth, or Infrared.

Obstacles of Guerilla Marketing

It is often difficult to recognize the fine line between provocation and offence, between drawing the attention to a company and to create a negative reputation, to get new customers and to lose prospects.

Guerilla Marketing Today

The main reason why companies opt for Guerilla Marketing these days can be differentiated between small and larger organisations.

Smaller companies obviously chose the cost effective principle since they only have a small advertising budget on-hand.

Larger, more solvent companies are often able to afford TV and Print Ads. They use Guerrilla Marketing since it achieves value that cannot be created by classical advertising alone.

Conclusion

Guerilla Marketing –has been experiencing increasing importance in the advertising landscape, ever since customers are besieged with classical marketing communication via the traditional channels TV, Magazines, Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the customer in a surprising, unconventional marketing activity.

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Ambush Marketing

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AMBUSH MARKETING

Meaning

Ambush means attack from hidden position

Term coined by Jerry c welsh in 1980

Definition

It is defined as attempt by an organisation to benefit from goodwill or popularity of particular event by creating association between itself and the event without permission of relevant organisation and without paying fees to become an official sponsor

Ambush marketing

At many major events one brand of a particular category pays a high price to be the exclusive sponsor. Ambush Marketers then still find a way to make notice of their brand in connection with the event, since it attracts the attention of thousands of visitors and even viewers on TV

WHY AMBUSH MARKETING

Ambush marketing is cost effective

Complete creative freedom

When competitor is sponsor

Rules

Do not breach intellectual property law

Do not call yourself a sponsor if you are not

Some major events also have proximity rules.

Types

1. Cosmetic Ambush Driven by ego not by strategy

2. Proximity Ambush Setting up on outskirts of major event

3. Media package

4. Strategic Ambush Leverages experiences around the event.

Strategies of Ambusher

Sponsoring Media coverage of the event Engaging in advertising that coincide with sponsored

event Distributing of free sample of non sponsored brand

product at event

P&G VS HUL

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Australia VS New Zealand.

Streakers bearing the Vodafone logo

on their bodies invaded the pitch

during the second half.

Official Sponsor – Telstra.

Vodafone – Rugby Match