Guerrilla

marketing

Presented To:

Dr. Gautam Bansal

Presented By:

Piyush Jindal

By the father of

Guerrilla Marketing

Jay Conrad Levinson

Contents

Meaning of Guerrilla marketing

Introduction of Guerrilla marketing

Definitions

Types of guerrilla marketing

12 secrets of guerrilla marketing

Traditional Vs Guerrilla marketing

Principles

Advantages

Guerrilla marketing methods

Meaning of guerrilla marketing

Guerrilla Advertising is an advertising strategy in which low-

cost unconventional means (pop-ups ads, stickers, ) are

utilized, often in a localized fashion or large network of

individual cells, to convey or promote a product or an idea.

Introduction of guerrilla marketing

Guerrilla Marketing is an advertising strategy that

focuses on low-cost unconventional marketing tactics that

yield maximum results.

This word guerrilla marketing is taken from the word

“ Guerrilla warfare” which means that small tactic

techniques used by the armed civilians.

Many of these tactics also

includes limited resources,

survival , well organized and

elements of surprise. Much

like guerrilla

warfare, guerrilla

marketing uses the same sort

of tactics in the marketing

industry.

Definitions

“ Non Conventional ways of Doing Marketing”

BY: Jay Conrad levinson

“ It’s about using all yours communication resources in

order to create word-of-mouth”

BY: Wagner martins

Why is there need of Guerrilla Marketing?

Small business failures are reaching record numbers and

one of the main reasons for the failures is a failure to

understand marketing

Guerrilla marketing has been proven in action to work

for small businesses around the world. It works because

it's simple to understand, easy to implement and

outrageously inexpensive.

Types

of

Guerrilla marketing

Ambient marketing:- Ambient marketing allows a business

to create brand recognition without necessarily pushing their

products.

Presence marketing:- Presence marketing is about making

the business name recognizable and familiar by being visible

daily.

Grassroots marketing:- Grassroots marketing is about

winning customers one-by-one rather than on a very large scale.

A successful grassroots campaign is all about building

relationships and emphasizing the personal connection.

Wild postings:- Wild postings is overwhelming areas with

plastered multiple copies of a poster for a movie, concert, or

product.

Alternative marketing:- Alternative marketing may be best

defined as publicity that looks to be completely separate from the

company.

12 Secrets of guerrilla marketing

COMMITMENT: Believe in what you are doing with

all your heart and passion and pursue it till the very

end.

INVESTMENT: Marketing is not an expense, but an

investment -- the best investment.

CONSISTENT: Don’t make many changes to your

marketing, it is confusing to consumers.

CONFIDENT: People prefer business confidence

over quality, service, selection and price.

PATIENT: One has to keep patience for the

results . It is said that “Rome was not built in a

day”

ASSORTMENT: To use combination of

marketing weapons. One is not going to work.

CONVENIENT: Always feel for the convenient of

your’s customer. Respect your consumer's time.

SUBSEQUENT: Focus on a long term

relationship with a customer not on a short term

relationship.

AMAZEMENT: Amaze you customer with

something that you might take as a granted. Always

show your’s customer something new.

MEASUREMENT: Always measure the results

of your marketing.

INVOLVEMENT: You prove your involvement

by following up; they prove theirs by patronizing

and recommending you.

DEPENDENT: The guerrilla's job is not to

compete but to cooperate with other businesses.

Traditional Vs Guerrilla marketing

Use of Capital

Big budgets

Logos To sell it a target

Use of Imagination

Small budgets

Meme

Target is to build long

term relationship

Principles of Guerrilla Marketing

Completely Unexpected :- The result of completely

unexpected situation is a surprise- a moment when the

situation that arises was not expected and the participant of

the event was not prepared to witness or be part of such

situation.

Drastic :- A word "drastic" is defined by Oxford Dictionary

as having a strong or far-reaching effect. Any guerrilla

marketing campaign should work with a form of drasticity in

order to reach maximum relevant target audience. It is the

element that may significantly help the campaign to be cost-

effective with high degree of Attention and Interest element.

Humorous :- Humorous effect in the marketing

communication helps to diminish the barriers between the

sender and receiver, the business organization and the

customer respectively. Moreover, entertainment in the

marketing communication can significantly increase the

efficiency of the campaign by reaching larger number of

receivers.

One Shot Game:- One shot game, meaning that the

guerrilla marketing campaign is performed only in strictly

limited period of time, indicates that the receivers of the

guerrilla messages understand that the campaign is only

temporary the concept should not be used again on the

same market.

Cheap:- The cost of guerrilla campaign can be often

the purpose of attractiveness for the businesses. The

objective is to create rumor, buzz effect and immediate

impact on target group but still keeping the budget tight.

Goodwill :- Goodwill can be defined as an intangible

asset which provides a competitive advantage, such as a

strong brand, reputation, or high employee morale.

Guerrilla marketing campaign should always give the

target audience something that will make them feel richer

or satisfied.

Advantages of guerrilla marketing

Advantages

Flexible Low cost Targeted Simple

Flexible – because of small scale nature can be adapted

quickly, relatively easy to respond to change.

Low Cost – one of the founding principles – ideal for firms

who do not have massive marketing budgets.

Targeted – designed to reach the target market – reduces waste

and ineffectiveness.

Simple – many of the methods simple and easy to use and

implement – ideal for the smaller business.

Guerrilla Advertising Methods

Pop-up ads

-Word of mouth

-Sticker

-Web log(Blogs)

-Free consultation

-Demonstration

-Generating mystery

-Illegal methods

-Peer marketing

-SMS marketing

GUERRILLA ADVERTISING METHODS

The Internet: Pop up ads (assuming they are ‘smart’!)

Using access/registration or subscription logs to full capacity

Use of banner advertising

Web logs – ‘Blogs’ – personal Web ‘diaries’

Stickers – can be put anywhere – especially in the

target area

Pavement chalking

Bio-degradable tree postings

Product give-aways

Spray paint logos

Offering free demonstrations and talks –gets you and your product known

Offering free consultations

Finding a way of generating mysteryto involve consumers

Peer marketing – putting people of similar interests/ages/segments together to generate interest in the product, e.g.one claim for downloading music is that it opens up the chance for ‘new’ music to be discovered and later purchased

Using SMS text messaging

WORD OF MOUTH

Roach Baiting – getting the company message/brand

across by the use of an ‘actor’ behaving as a normal

consumer in the hope of getting the message passed on.

Undercover Marketing – also known as ‘buzz

marketing’ – similar to above. Use of paid actors to

actively promote the product/brand in a variety of

situations or leaving products in high profile places to

get them seen/used/noticed.

'ILLEGAL' METHODS

Spray paint logos

Bill stickers

Examples

Of

Guerrilla marketing

Origins of GM as we know it today

“My, my, my, my Adidas”, 1986

Flyers on the grills around the

city, Grill restaurant “Weber”

GM and Social campaigns

Smoking leads to blindness

Help children who suffer from hunger

Conclusion

Life will be more interesting and challenging.

Great products = Great marketing strategies,

promotions and funny ads.

Guerrilla Marketing is Fun

Guerrilla Marketers think outside the box

Guerrilla Marketing is Cheaper

Guerrilla Marketing Works