Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer

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Guerilla Marketing Project for Master Course of Advanced Sales Techniques. by Nergis TAMER Galatasaray University

Transcript of Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer

  • 1.It is The Best Selling Series of BookSOLD!!! 1Million a year over 23Million Books to DateSource Claire Atkinson, Guerlla Marketing Tactcs Detaied at NYC Conference, Ad Age, Feb 16,2004,

2. BECAUSE Its been chosen12.of 25 most influental business management books of all time by TMES. Source:http://www.time.com/time/spe cials/packages/article/0,28804,208668 0_2086683_2087674,00.html 3. Because The American Marketing Associations small survey on guerilla marketing shows one surprising finding;94% of respondents feltBECAUmarketers will use alternativemarketing approaches more frequently in the future. 4. BECAUSE A marketing expert at Washington University in St. Louis. says thatcemerging concepts such as rowdsourcing,viralInternet campaigns, product placements and guerilla promotions Will Dominate The Marketing & ADVERTSNG landscape in 2012 and beyond.Source: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011. 5. GUERRLLA conjuresmagery ofREVOLUTIONARIES magery ofMAKESHIFT ARMIES 6. GUERILLA TACTICS No resources through traditional methods Get creative Pick opportunities NOT EXPECTED in order to make the best assault Blend back into the backround Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 7. hit them in an GUERLLAS unexpected BASIC PLAN of ATTACK way dentiy your targetstrategise their location and make the most effective Dummies.Willey Publishing impression Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Inc., 2008, s.16-32. 8. WHAT SGUERLLA MARKETNG ?! 9. a shape of shifting form of marketing that takes a brands messaging and present it to the desired consumers in aPERSONALLYENGAGNG&UNEXPECTED WAYMargolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 10. HSTORY Guerilla Marketingof 11. When the little guy usesUNCONVENTONAL TACTCS and surprises the opponent its called Guerrilla warfare . Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 12. When some starry-eyed startup shocks the world with an underground marketing campaign that costs nothing butI have been Guerilla-dcauses shockwaves for months, its calledGuerrilla MarketingMargolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 13. From the begining of the 20 centuryuntil 1940-1950The main gole of advertisement is toeducate the target audience rather than entertain or engage. They tell the consumer what they didnt know before Over time advertisement techniques gets less effective and http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/ 14. By the1970sadvertisement world was ready for a REVOLUTON In 1984 Jay Conrad Levinsonsbook of Guerilla Marketing brings the REVOLUTON with ideas for a big advertising results with little investment. 15. But this revolutionary book WAS NOT ANYTHNG that professional ad men had already known for years. 16. .It is just based on shocking, funny, unique, outgreous, clever and creative tactics to advertise on a smallbudget tomake people cant stop talking about 17. The sucess lies beneath; the more creative and jarring campaign is the more attention it gets! 18. 7STEP G PLAN U E R Levinson, Jay L Conrad. Guerilla L Marketing for Free. Houghton A Mifflin Co., 2003, s.78. 19. THE ORIGINS AND EVOLUTION OFGUERRILLA MARKETING 20. Guerillas in the wildBUY ME A DRNK ?Its 1987. At the clubs there were gorgeous womans suddenly sidling up to the bar next to you and purring Buy me a drink? 21. At one time Adidas was on top of theworldbut after a series of managament changes the company was in trouble 22. In the mid 1980s Bernard Taple gavepairs of Adidas away to upand-coming rappers in New York as a solution and it turned out, one rap group brought Adidas back from the brink of extinction. In 1986, Run DMC put out a single called My Adidas. Practically overnight, Adidas shoes were on the feet of every hip young thing and wannabe from NYC to LA.RAPERS N NEW YORK 23. HOW GUERLLA MARKETNG is DFFERENT? 24. Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. All marketing is interested in reaching consumers, the difference comes fromhow you accomplish that goal. TRADTONAL marketing uses more traditional media which includesPrint Radio TVGuerilla marketing consists of MORE STREET-LEVEL OUT OF HOME EVENT MARKETINGEven though guerilla marketing can use traditional methods (such as print, TV and radio) to get the word out what it sets it parts is that it breaks traditional expectations by applying these tools in a different way 25. The focus with guerrilla isnt the what it is the how It is the ATTTUDE and APPROACH that sets guerrilla apart from other forms of marketing and it should be:exciting unexpected memorable Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 26. WHO does Guerilla Marketing? 27. Do you like following told how to do thingsrules and being? Neither does anyone andthats why guerrilla marketing is perfect free wheeling thinkers likeforus. Jay Conrad LevinsonThe answer to who is doing guerilla marketing iseveryone.Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 28. WHY People chooseGuerilla Marketing? 29. #2 seeing dollar signs? Customers demand MORE CUSTOMZATON and HGH OPERATNG COSTS for these media can cause headaches for advertisers. Traditional media require innovation and thats why brands are embracing guerrilla tactics.Margolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32 30. #3CAUSE they are; Unique Targeted Cost-effective Buzz-worthy and often press-worthyMargolis, Jonathan ve Garrigan Patrick. Guerilla Marketng for Dummies.Willey Publishing Inc., 2008, s.16-32. 31. The field of guerrilla marketing is similarbadto advertising. There's good and marketing. There's good and bad execution. 32. + Everyones a suspect campaign clue 33. Everyones a sespect! This campaign places special liquid soap dispensers that contain blood-red colored soap in public washrooms. When you try to wash your hands, the soap creates the realistic illusion of you Imagine walking onto washing the the subway to see a man holding a large blood off your hands. knife! Good thing its not a real knife, but a plastic knife attached to the holding rail. Everyones a suspect 34. This campaign places ameasurement tape on the wall to simulate a police lineup.http://www.creativeguerrillamarketing.com/ guerrilla-marketing/clue-guerrilla-marketing/ 35. + LargestiPhone controlled racing gameCreated by HYUNDAI in New Yorks Times Square 36. The billboard can be controlled via an iPhone after they register with the Hyundai Race and download the app. The user can steer the Velostar hatchback car by tilting their phone left and right. Movement is then detected by iPhones built-in accelerometer. Because the screen is so massive, it undoubtedly captures the attention of the massive crowds in New Yorks Time Square. http://www.creativeguerrillamarket ing.com/guerrilla-marketing/clueguerrilla-marketing/ 37. In 2001, after IBM spraypainted "Peace, Love and Linux" on San Francisco More symbolically, in 2002 streets, city leaders levied a New York City threatened to $120,000 penalty against sue Microsoft after it the company. In 2002, underdog video game company Acclaim announced that they would pay families for the right to advertise one of their games on the tombstones of dead relatives. Following public outcry, Acclaim pulled the old Aw, we were only joking anyway routine.blanketed Manhattan with thousands of butterfly stickers that weren't easily removed. The software giant wound up apologizing and assisted with the cleanup. The city didn't take the company to court, but it did fine Microsoft $50 forlittering.The online casino has paid two people, Karolyne Smith and Brent Moffatt, to permanently tattoo the sites URL on their foreheads. Notwithstanding the fact that both individuals placed their forehead space for auction on eBay, the publicity stunt didnt sit well with much of the general public._ 38. we are all marketers now whether we realize it or not Rick Ferguson(Ferguson, Rick. The Journal of Consumer Marketing 25. 3 (2008): 180.) 39. VRAL MARKETNG 40. Adjective viral suggests, the message is spread in a pyramidal fashion and at a speed to be compared with that of a virus or an epidemic. Grboveanu ,Sorna Raula And Puu, Slva. Vral Marketng. Annals of the University of Petroani, Economics, 8(1), 2008, 224. 41. Pick seedsome small number of people togo viral your idea, product, or message; get it to and then watch while itspreads to reach millions, all on a shoestring marketing budget.Grboveanu ,Sorna Raula And Puu, Slva. Vral Marketng. Annals of the University of Petroani, Economics, 8(1), 2008, 224. 42. No campaign has been moreaggressive in tapping into social networks andleveraging the financial power of hundreds of thousands of small donors. Nor has any other campaign found suchinnovative ways to extend its reach byusing the Internet-more than $10 million of Obama's second-quarter contributions were made online, and 90% of them were in increments of $100 or less. Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38. 43. I hear and I forget, I see and I remember,I experience and I understand Confucius 44. EXPERMENTAL MARKETNG is a marketing idea featured with both rationality + sensibility. Therefore, the decision of shopping activities made by consumers will be influenced by sensory factors to a certainly degree.Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatonshps among experenta marketing, servce qualty, customer satsfacton and customer loyalty. International journal of organiz