Forever Outside the Box: Lessons in Guerilla Marketing

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    08-May-2015
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Our generation has never been happy with the complacency or living inside “the box”—and that’s especially true when it comes to being a marketer. Even as consumers, we want to experience our brands and we welcome the wildest, most off-the-wall marketing campaigns with open arms... And wallets. We want to live on the edge and proudly exist outside of the box. Guerilla Marketing, a term coined by advertising genius Jay Conrad Levinson, is an unconventional system of promotions that generally take more brainpower, time, and energy than money—it is the epitome of outside-the-box. Christy Belden and Emily Carroll will explore the concept of guerilla marketing and show you examples of how marketers have brought their imaginations to life in exciting ways. This presentation will spark your inner child—the part of you that remembers what it felt like to be awed by the world.

Transcript of Forever Outside the Box: Lessons in Guerilla Marketing

  • 1.Guerilla Marketing
    Christy Belden, VP of Media + Marketing, LeapFrog Interactive
    Emily Carroll, Strategic Planning + Consumer Insights, LeapFrog Interactive
    April 27, 2011

2. LeapFrog Interactive
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Twitter: @LFI
#guerillamarketing
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
3. Christy Belden
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Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years
The Courier-Journal
University of Louisville
SEMPO Certified
Google AdWords Individually Certified
Christy knows marketing. PPC, SEO, social media, email, mobile, traditionalshes been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients investments.
4. Emily Carroll
Strategic Planning + Consumer Insights, LeapFrog Interactive
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Experience: 5 years
Executive Communications
Bellarmine University
SEMPO Certified
Google AdWords Certified
Emily does the legwork that helps clients media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.
5. Guerilla Marketing
Agenda
What is Guerilla Marketing or Experiential Marketing?
History
Why are brands using Guerilla Marketing?
Examples:
+ FlashMob+ Projections+ Graffiti+ Coke + Oreo+ KLM
+ McDonalds+ VolksWagen+ Nike + Sign Spinning+ DOOH
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6. Guerilla Marketing
What is Guerilla Marketing or Experiential Marketing?
Guerilla Marketing coined by Jay Conrad Levinson
It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.
Successful Campaigns
+ Precise blend of timing, method, message, and a healthy dose of luck
+ Uses sparseness of budget and abundance of creativity to create a huge impact
+ Dont immediately look like an advertisement
+ Its so clever or inventive that we can forgive the company for trying to commit that cardinal sin of selling us something
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7. Guerilla Marketing
History
1984 Jay Conrad published Guerrilla Marketing, outlining secrets of subtle marketing and ideas for big advertising results with little investment
Small businesses took the concepts and ran.
2000s to present
Advancement in Technology & Introduction of Social Media
+ Made Sharing outlandish, creative, and shocking advertisement easy.
+ When someone shares a photo, video, link or story there is no investment from the business that uses Guerilla Marketing
+ The results? Increased attention of the business, service or product and a good Guerilla Marketing idea will go viral
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8. Guerilla Marketing
Why are brands using Guerilla Marketing?
+ Not educational or preachy
+ Makes the viewer think that theyre in on a secret
+ The more creative and jarring a campaign is, the more attention it gets
+ Simple to understand
+ Easy to implement
+ Outrageously inexpensive
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9. Guerilla Marketing
Flashmob
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10. Guerilla Marketing
Projections
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11. Guerilla Marketing
Projections
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12. Guerilla Marketing
Graffiti
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13. Guerilla Marketing
Graffiti
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14. Guerilla Marketing
Coke
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15. Guerilla Marketing
Oreo
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16. Guerilla Marketing
KLM
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17. Guerilla Marketing
McDonalds Bus Shelter
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18. Guerilla Marketing
McDonalds 2011 Thunder Over Louisville
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19. Guerilla Marketing
VolksWagen
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20. Guerilla Marketing
Nike
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21. Guerilla Marketing
Sign Spinning
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22. Guerilla Marketing
Digital Out-of-Home
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23. Guerilla Marketing
Digital Out-of-Home
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24. Guerilla Marketing
Example
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