Guerrilla Marketing

Promoting brands through grass roots interactions – literally taking the product to the consumer

Relates to events marketing and PR and experiential marketing/pr

Useful for all ranges of stakeholders especially if they are not affected by other media.

What is it?

Promoting to the consumer outside normal means

The common thread is the consumer

Don’t wait for the customer to come to you

Inspire with real word of mouth

Its not about moving product

Methods

The face of the brand, committed, enthusiastic

Ambassadors Approachable Energetic Knowledgeable Having fun

The promoters

Pros◦ Staff are passionate about

the product and will share their energy with customers.

◦ Can be much more successful when connected with traditional Marcoms.

Cons◦ Tend to ask for forgiveness

not permission◦ Poorly trained staff can go off

at half cock and ruin other marketing initiatives

◦ Does not work with poor product.

Pros and Cons

Really really good brain storming

Humour counts a lot Be direct to the

consumer Be aware of who will

find the idea less than fun – and prepare for it (see crisis management).

How to be good at it

Be careful Planning laws,

defacing property laws and lots of others.

Sometimes its possible to use your idea as a sponsor to maintain something.

There are laws

But have a heap of fun