Guerilla Marketing Book

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    Tnia Cerqueira

    Paulo Sousa

    Miguel Noite

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    Marketing Yesterday

    Marketing is just noise Deficient MIX Big innovation capacity Limited budget for massification

    Marketing Today

    Saturation of advertising Dispersion of the target Lack of credibility in advertising

    GUERILLA MARKETING

    A person is exposed to over 1,500 ads or brand

    communications a day. The selective attention selects 30 to

    80.

    But in the end, only 10 messages can influence the

    consumer.

    Kotler and Keller, 2006

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    The concept of guerrilla marketing was invented as anunconventional system of promotions that relies on time, energy andimagination rather than a big marketing budget.

    Typically, guerrilla marketing campaigns are unexpected and

    unconventional; potentially interactive; and consumers are targeted inunexpected places.

    The objective of guerrilla marketing is to create a unique, engagingand thought-provoking concept to generate buzz, and consequently turnviral.

    The term was coined and defined by Jay Conrad Levinson in his bookGuerrilla Marketing. The term has since entered the popular vocabularyand marketing textbooks.

    Guerrilla marketing involves unusual approaches such as interceptencounters in public places, street giveaways of products, PR stunts,any unconventional marketing intended to get maximum results fromminimal resources.

    Levinson's books include hundreds of "guerrilla marketing weapons",but they also encourage guerrilla marketeers to be creative and devisetheir own unconventional methods of promotion. Guerrilla marketeersuse all of their contacts, both professional and personal, and examinetheir company and its products, looking for sources of publicity. Many

    forms of publicity can be very inexpensive, while others are free.

    Levinson says that when implementing guerrilla marketing tactics,small size is actually an advantage instead of a disadvantage. Smallorganizations and entrepreneurs are able to obtain publicity more easilythan large companies as they are closer to their customers andconsiderably more agile.

    Yet ultimately, according to Levinson, the Guerrilla marketeer must"deliver the goods". In The Guerrilla Marketing Handbook, he states: "Inorder to sell a product or a service, a company must establish a

    relationship with the customer. It must build trust and support. It mustunderstand the customer's needs, and it must provide a product thatdelivers the promised benefits."

    Levinson identifies the following principles as the foundation of guerrillamarketing:

    Guerrilla Marketing is specifically geared for the small businessand entrepreneur.

    It should be based on human psychology rather than experience,judgment, and guesswork.

    Instead of money, the primary investments of marketing should betime, energy, and imagination.

    http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Interactivehttp://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Jay_Conrad_Levinsonhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Entrepreneurshttp://en.wikipedia.org/wiki/Small_businesshttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Human_psychologyhttp://en.wikipedia.org/wiki/Human_psychologyhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Small_businesshttp://en.wikipedia.org/wiki/Entrepreneurshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Jay_Conrad_Levinsonhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Interactivehttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)
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    The primary statistic to measure your business is the amount ofprofits, notsales.

    The marketer should also concentrate on how many newrelationships are made each month.

    Create a standard of excellence with an acute focus instead oftrying to diversify by offering too many diverse products andservices.

    Instead of concentrating on getting new customers, aim for morereferrals, more transactions with existing customers, and largertransactions.

    Forget about the competition and concentrate more oncooperating with other businesses.

    Guerrilla Marketers should use a combination of marketingmethods for a campaign.

    Use current technology as a tool to build your business. Messages are aimed at individuals or small groups, the smaller the

    better. Focuses on gaining the consent of the individual to send them

    more information rather than trying to make the sale.

    The Guerilla Marketing escapes of the conventional medias and Ps:

    The four Ps of the traditional Marketing (Product, Place, Price,

    Promotion) for the Guerilla Marketing are 4 Es: Experience, Everyplace,

    Exchange and Evagelism.

    http://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Referralhttp://en.wikipedia.org/wiki/Financial_transactionhttp://en.wikipedia.org/wiki/Financial_transactionhttp://en.wikipedia.org/wiki/Referralhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Profit_(accounting)
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    The term Guerrilla Marketing is now often used more loosely as adescriptor for non-traditional media, such as:

    Reverse Graffiticlean pavement adverts Viral marketingthrough social networks Presence marketingmarketing for being there Grassroots marketingtapping into the collective efforts of

    brand enthusiasts Wild Posting Campaigns Alternative marketing Buzz marketingword of mouth marketing Undercover marketingsubtle product placement Astroturfingreleasing company news to imitate grassroots

    popularity Experiential marketinginteraction with product Tissue-pack marketinghand-to-hand marketing Wait marketingwhen and where consumers are waiting (such

    as medical offices and gas pumps) and receptive tocommunications

    Guerrilla marketing was initially used by small and medium size (SMEs)businesses, but it is now increasingly adopted by large businesses.

    Wach the Zazoo video

    http://en.wikipedia.org/wiki/Reverse_Graffitihttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Buzz_marketinghttp://en.wikipedia.org/wiki/Undercover_marketinghttp://en.wikipedia.org/wiki/Astroturfinghttp://en.wikipedia.org/wiki/Grassrootshttp://en.wikipedia.org/wiki/Experiential_marketinghttp://en.wikipedia.org/wiki/Tissue-pack_marketinghttp://en.wikipedia.org/w/index.php?title=Wait_marketing&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Wait_marketing&action=edit&redlink=1http://en.wikipedia.org/wiki/Tissue-pack_marketinghttp://en.wikipedia.org/wiki/Experiential_marketinghttp://en.wikipedia.org/wiki/Grassrootshttp://en.wikipedia.org/wiki/Astroturfinghttp://en.wikipedia.org/wiki/Undercover_marketinghttp://en.wikipedia.org/wiki/Buzz_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Reverse_Graffiti
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    http://www.youtube.com/watch?v=RWhQJRtoLxc

    THE CAMPAINGN STARTS UNEXPECTEDLY CAUSING SURPRISE AND

    ATTRACTING ATTENTION

    Watch the Fish Vdeo

    HIS RADICAL STYLE IS USED TO ACHIEVE THE TARGET IT MAYBECOME DISCOURTEOUS

    http://www.youtube.com/watch?v=RWhQJRtoLxchttp://www.youtube.com/watch?v=RWhQJRtoLxchttp://www.youtube.com/watch?v=RWhQJRtoLxc
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    HOWEVER HIS CHARACTERISTIC HUMOR HELPS TO REDUCE

    BARRIERS BETWEEN SENDER AND RECEIVER

    THE CAMPAIGNS ARE SHORT LIKE A SHOT. IS TEMPORARY

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    THE AIM IS TO CREATE NOISE IMPACT, CREATIVITY AND INNOVATION

    AT LOW COST

    CLIENTS IN ESTABLISHING SELF-SATISFACTION AND CONFIDENCE IN

    THE PRODUCT EVEN IF THEY DONT BUY, THEY WILL ALWAYS

    REMEMBER THE PRODUCT

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    Can help causes, with social marketing campaigns

    The objective of the campaign is to inform

    the Polish society about violation of

    freedom of speech in Belarus. It aims at

    encouraging Poles to help restore freedom

    of expression in Belarus

    Warsaw, Poland - Amnesty International