Guerilla marketing strategic tactic presentation ipmp510 final-slideshare

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Team 1 - Guerilla Marketing presentation - fall 2012

Transcript of Guerilla marketing strategic tactic presentation ipmp510 final-slideshare

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510 Communication Skills for ManagersStrategic Tactic PresentationTeam #1Amal, Chris, Khalil, OliviaSeptember 25, 2012

GUERILLA MARKETING

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Getting peoples attention in an way Maximizing creativity without spending a lot of $

Term was coined by Jay Conrad Levinson in his book, Guerilla Marketing, in 1984

What Is Guerilla Marketing?

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unconventional

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InformRemindPersuade

Guerilla Marketing: Creates unique and thought-provoking concepts that spread the word and engage conversation

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Objective

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Application: MarketingPromotion toolDiffers from conventional marketing

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Type of Strategy

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Identify the possible emotional appeal of product/issue/causeTranslate it into meaningful benefitsState your benefits in a believable way as possibleGet peoples attention

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Seven Steps in Guerilla Marketing

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Motivate your audience to get involvedBe sure that you are communicating clearlyMeasure your finished product against your overall creative strategy

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Seven Steps Continued

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Example Tactics

Buzz

Flash Mob

Graffiti

Sticker Bombing

Writing or art portrayed on public property An image or message publicly displayed using stickersPublic stunts organized for the purpose of marketingEncourages people to talk, spreads the message

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Cost effectiveAllows increased interaction Brand recognitionUnique and eye catching

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Benefits

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Limitations

Subject to interpretationDifficult to measureLimited visibility Maintaining creative edge

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United Nations International Childrens Emergency Fund (UNICEF)

http://www.youtube.com/watch?v=TtOQda0aKIc

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NGO Example

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Why it worked?Emotional appealingShock-valueHigh publicity

What was achieved?Raise awarenessRaise fundsChange perceptions

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Key Points from Example

Why we think it worked?

Why their strategy worked:Emotional appeal their concept of when you take water, you give water, by helping a child get a clean water for 40 days for just 1 dollarSo it becomes very persuasiveShock value dirty water dispensed from a vending machineHigh publicity and attention received This, you can say, stunt that Unicef pulled went viral (internet/YouTube/TV)Press actually showed up when they heard about it and reported on the cause, giving it increased attention which aided in pulling a wider audience of potential donors/volunteers and gave UNICEF creditability and a positive image. Even to this day when you look up guerilla marketing done by nonprofits you will find the Unicef example as a prime example of the effectiveness of guerrilla marketing when done right

What was UNICEF trying to achieve? Raise awareness- Every day 4,200 children die ofdiarrheal disease caused from consuming unsafe water. Nearly783 million people worldwide lack access to safe drinking water.Just $1 raised through the UNICEF Tap Project can provide a child withsafewater for 40 days.Raise fundsthe opportunity to donate was visible, immediate and very easy (either put coins into vending machine or donate via text) Change perceptions opening peoples eyes to the situation of children in other parts of the world, that water is life and how we take it for grantedDid they achieve that? Yes, they did.

Why we think its great?Their dirty water campaign was a success. It was eye-opening, conversational, interactive and had immediate results. It had unique street activation that shocked the local public who encountered the event. Further, it aroused deep emotions and induce people to pay 1$ to ensure that a child gets access to clean water for 40 days. In short, UNICEFs guerrilla marketing was brilliant and effective in its simplicity and that is why we chose it as our example. If you want more information just go to (www.tapproject.org).

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More Examples of Guerilla Marketing

We discussed a non-profit example, we will quickly show you some for-profit examples.

(A little quick description of each pic slide)

Pic 1: Dental Implants: A hard to miss ad, Im sure all the bowlers that went there remembered it.Pic 2: National Geographics: promotion of Shark Week on a busPic 3: 3M Security Glass: 3M was so sure their Security Glass was unbreakable, they put a large stack of cash behind it and shoved it in a bus stop.Pic 4: Big Pilot Watches: Letting you try their watches even in the bus, which is a good idea to bring people to the store.

(At last pic): As you can see, Guerilla Marketing campaigns can get you anywhere on your way home from work, in the car, bus, train, on the streets, relaxing at a cafe, in front of your house, or at major events. And the moment you notice and start thinking about its message. They got you; they have what they want your attention and interest.

(http://www.designer-daily.com/cool-and-creative-guerilla-marketing-campaigns-13471

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Summary

After exploring these examples, youve probably gotten a sense of what Guerrilla marketing is like. Its unexpected and attention-grabbing; it provokes an emotional response; it has a simple message that can be understood quickly; it plays with peoples everyday environment; and at its best, its interactive. In short, Guerrilla marketing is practical for any organization, because it requires an investment of time, energy, imagination and information instead of lots of money. Of course, not every strategy will succeed, in this day and age anybody can upload a video to YouTube or clog up the airwaves, frankly, it takes something pretty unusual and clever to catch peoples attention. Guerrilla marketing is an art. The most successful guerrilla marketing efforts work because they create a unique image that is immediate and memorable. By taking risks and using imaginative promotion, but doing it with dignity and insight, ensures an organization success.

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Thank You

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Flash Mob. (2012, September 21). In Wikipedia, the free encyclopedia. Retrieved September 23, 2012, from http://en.wikipedia.org/wiki/Flash_mob Guerrilla Marketing. (2012, September 21). In Wikipedia, the free encyclopedia. Retrieved September 22, 2012, from http://en.wikipedia.org/wiki/Guerrilla_marketing Guerilla Marketing Business Diagram. (2012). Retrieved from http://www.dreamstime.com/stock-image-guerilla-marketing-business-diagram-image13428441Mirko. (2011). 20 Creative Guerrilla Marketing Campaigns. Retrieved from http://www.designer-daily.com/cool-and-creative-guerilla-marketing-campaigns-13471 M Tousi. (2011, June 14). Social Media in Marketing: Social Media for Social Good. [Web log comment]. Retrieved from http://socialmediainmarketing.wordpress.com/2011/06/14/social-media-for-social-good/Sticker Art. (2012, September 1). In Wikipedia, the free encyclopedia. Retrieved September 23, 2012, from http://en.wikipedia.org/wiki/Sticker_art The Marketing Nurse. (2011, October 11). The Pros and Cons of Guerrilla Marketing. [Web log comment]. Retrieved from http://themarketingnurse.com/2011/10/11/the-pros-and-cons-of-guerilla-marketing/WebUrbanist. (2008, May 6). 5 Great Examples of Guerrilla Marketing Gone Wrong. [Web log comment]. Retrieved from http://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/What is Guerrilla Marketing? (2009). Retrieved from http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/UNICEF. (2012). About the UNICEF Tap Project. Retrieved from http://www.tapproject.org/about/Guerrilla Marketing, 4th Edition: Easy and Inexpensive Strategies for Making ... (pg 53) By Jay Conrad Levinson) The Complete Idiot's Guide to Guerrilla Marketing By Susan Drake, Colleen Wells) Drake, S., & Wells, C. (2008). The Complete Idiots Guide to Guerilla Marketing. New York: PenguinLevinson, J. C. (2007). Guerilla Marketing 4th Edition: Easy and Inexpensive Strategies for Marketing. Boston: Houghton Mifflin.Levinson, J. C. (2012). What is Guerilla Marketing. Retrieved from http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing

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Works Cited

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