This is a brief overview of Guerrilla Marketing. What is it? Where did it come from? How have some of the biggest companies executed Guerrilla Marketing? What are the main ways your business can benefit?
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When to Use It
Cause Marketing/Environmental
Awareness
New Businesses
Businesses with small budgets for
advertising.
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As of the end of 2011
Red Bull employed 8,294 people in 164
countries.
4.631 billion cans sold worldwide in 2011.
Denmark, Norway, & France
Caffeine content per serving: 8oz-80mg (Coke
classic: 12oz-40mg)
Case Study:
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Case Study:
The “Happiness Machine”
Real College Campus
700,000+ Youtube views in first week
Buzz
Excitement
Loyalty
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Why Guerrilla?
Guerrilla Marketing is inexpensive
In a struggling economy, advertising is
usually the first thing to be cut from a firm’s
budget
Eye-catching, unique, creative
Stand out from the crowd and do it in an
economical way
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Guerrilla in IMC
Effectively engage consumers
Integrating advertising, public relations and
sales promotion, etc.
Merge advertising with aspects of the
promotional mix
Prominent in outdoor advertising
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Discussion
Have you noticed guerilla marketing?
What is your favorite example of Guerrilla
Marketing?
Least favorite?
Sometimes message is misunderstood There are no instant or overnight results with GM, a large investment of time is required in order to achieve your businesses sales goals.GM leaves a lot of open room for potential legal prosecution.
High success rate if the proper research is conducted and you stick w ith your campaign.Guerilla marketing does not rely on the brute force of an outsized marketing budget, yet relies on a vivid imagination the possibilities are endless.
The heart and soul of guerrilla marketing, according to J.C. Levinson, is its sparseness of budget and abundance of creativityAs Guerilla marketing has increased, so has budget and size of projectsDenmark, Norway, & France have banned the sale of Red Bull.
Maintain high energy, extreme brand image
Maintain high energy, extreme brand image"On the way up without even opening the capsule door you can find yourself in a life or death situation. So it's extremely dangerous." Mike Todd, Life Support EngineerU.S. research personnel for development of the space program. Today Felix and his specialized team want to take what was learned from Joe's jumps more than 50 years ago, and combine that with data aquired during Felix's supersonic freefall.
Maintain high energy, extreme brand imageRed Bull has created over 90 individually branded events including Red Bull Road Rage, Red Bull Air Race World Championships and Red Bull X-Fighters.
The more subtle the guerrilla campaign is for a larger company, the better.advertising that attracts attention in an unconventional manner.If the message isn’t clever enough to catch our interest and hold it, the attempt can look pitiful.When Microsoft unleashed thousands of butterfly stickers on Manhattan in 2002, they no doubt thought that the message delivery was edgy and modern. The campaign was mostly met with disgusted groans from New Yorkers…and city officials were most definitely not amused. Microsoft was ordered to clean up the butterflies and issued with a $50 fine (although under city graffiti laws they could have been charged $50 for each sticker).Behind OK
The more subtle the guerrilla campaign is for a larger company, the better.advertising that attracts attention in an unconventional manner.If the message isn’t clever enough to catch our interest and hold it, the attempt can look pitiful.When Microsoft unleashed thousands of butterfly stickers on Manhattan in 2002, they no doubt thought that the message delivery was edgy and modern. The campaign was mostly met with disgusted groans from New Yorkers…and city officials were most definitely not amused. Microsoft was ordered to clean up the butterflies and issued with a $50 fine (although under city graffiti laws they could have been charged $50 for each sticker).
Guerrilla Marketing is more relevant than ever with the state of today’s economy. Agencies are being forced to become more creative to keep consumers buying as well as keep prices down to increase the amount that they purchase. The idea is to create buzz and interest in a cost-effective way. Guerrilla Marketing is one of the best ways to improve a firms IMC strategies without giving up a large chunk of budget. That is why it is important in today’s marketing communications fields.
The American Association of Advertising Agencies defines IMC as “a concept of marketing communications planning that recognizes the added value in a program that integrates a variety of strategic disciplines, e.g., general advertising, direct response, sales promotion and public relations and combines these disciplines to provide clarity, consistency and maximum communications impact. By implementing ads that are more non-traditional, such as the McDonald’s french fry elevators and Ikea furnished bus stops, consumers are forced to interact with a brand’s advertising versus observe it passively.