2. Introduction
History
Definition
Features
Why Guerrilla marketing?
Instruments
Guerrilla marketing in today’s scenario
Future
Obstacles
Conclusion
3. “You will find it at the moment you do not expect it at all! And at the moment you
notice the advertisement and start thinking about its message they have what
they want – your attention and interest”
• “SURPRISE EFFECT”
• Tool for small companies to fight against the biggies
4. The word “Guerrilla”
- Spanish expression for “Battle”
• Che Guevara and the book ‘Guerrilla Warfare’ (1968)
• Americans encounter ‘GUERRILLA’
5. ‘Guerrilla’ enters Marketing
• America’s marketing experts were looking for new approaches to gain
the attention of customers
• They had to find realizable concepts for businesses with limited
resources; something that lets one company stand out in the crowd
• The only promising way was to use an ‘anti-marketing’ concept that
included attrition and attack strategies in order to gain as much attention
as possible and to weaken competitors considerably
6. ‘ Guerrilla Marketing’
The term was coined by Jay Conrad Levinson in the book ‘Guerrilla
Marketing’ in the year 1983
Provided not only an explanation of the essential marketing ideas, but also
a philosophy for small business owners who wanted to follow the Guerrilla
Marketing idea
Based on the use of non-traditional marketing channels, customer
proximity, insistency, and patience
7. “An unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget”
Typically, guerrilla marketing campaigns are unexpected and
unconventional, potentially interactive, and consumers are targeted in
unexpected places
According to Kotler
The main purpose of Guerrilla Marketing is to
destabilize the opponent – or best to destroy the competitors with the help
of attrition tactics.
8. • Geared for the small business and entrepreneur
• Based on human psychology rather than experience, judgement, and
guesswork
• The primary statistic to measure your business is the amount of profits,
not sales
• The marketer should also concentrate on how many new relationships
are made each month
• Instead of concentrating on getting new customers, aim for more
referrals, more transactions with existing customers
9. Companies all over the world invest billions in traditional activities, which
are often not affordable for smaller companies.
The solution is a cost-effective marketing form that stands out in the
crowd of advertisings and catches the attention of the customer even in
the rapidly changing marketing world of today.
The aspects of Guerilla Marketing also fit these needs of today - away
from uniformity and insistency towards creativity and flexibility.
10. Out-of-Home Weapons
1. Ambient Marketing
2. Guerrilla Sensation
3. Ambush Marketing
New Media Weapons
1. Viral Marketing
2. Guerrilla Mobile
Low Budget Weapons
11. Ambient advertisements are posted on manhole covers, cranes, pizza
cartons, free postcards in bars and so on
12. Ambient Marketing positions advertising at unusual places. Hereby the
main focus is not necessarily on the idea, but on the advertising space
itself.
13.
14. The idea is to get an advertising message to as many contacts as possible
and as fast as possible. This is realised by human multipliers who are
animated to pass the message along for free. The challenge for
a Viral Marketer is to build a motivation in a message for people to spread
it.
Eg. Hotmail
15. Since the number of mobile phones exceeds the number of inhabitants
in many countries, the cell phone is a permanent companion of
prospects.
The wireless connection provides the possibility to present marketing
messages in different ways via SMS, MMS, Bluetooth, or Infrared.
16. It is often difficult to recognize the fine line between provocation and
offence, between drawing the attention to a company and to create a
negative reputation, to get new customers and to lose prospects.
17. The main reason why companies opt for Guerilla Marketing these days
can be differentiated between small and larger organisations.
Smaller companies obviously chose the cost effective principle since they
only have a small advertising budget on-hand.
Larger, more solvent companies are often able to afford TV and Print
Ads. They use Guerrilla Marketing since it achieves value that cannot be
created by classical advertising alone.
18. Guerilla Marketing –has been experiencing increasing importance in the
advertising landscape, ever since customers are besieged with classical
marketing communication via the traditional channels TV, Magazines,
Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the
customer in a surprising, unconventional marketing activity.
.
21. Ambush means attack from hidden position
Term coined by Jerry c welsh in 1980
22. It is defined as attempt by an organisation to benefit from goodwill
or popularity of particular event by creating association between
itself and the event without permission of relevant organisation and
without paying fees to become an official sponsor
23. At many major events one brand of a particular category pays a high
price to be the exclusive sponsor. Ambush Marketers then still find a way
to make notice of their brand in connection with the event, since it
attracts the attention of thousands of visitors and even viewers on TV
24. Ambush marketing is cost effective
Complete creative freedom
When competitor is sponsor
25. Do not breach intellectual property law
Do not call yourself a sponsor if you are not
Some major events also have proximity rules.
26. 1. Cosmetic Ambush
Driven by ego not by strategy
2. Proximity Ambush
Setting up on outskirts of major event
3. Media package
4. Strategic Ambush
Leverages experiences around the event.
27. Strategies of Ambusher
Sponsoring Media coverage of the event
Engaging in advertising that coincide with sponsored event
Distributing of free sample of non sponsored brand product at event
28.
29. Australia VS New Zealand.
Streakers bearing the Vodafone logo on their
bodies invaded the pitch during the second
half.
Official Sponsor – Telstra.
29
Notas do Editor
Guerrilla Marketing distinguishes itself from other promotion tools by its surprise effect and it has become a very popular marketing strategy in current times.The original approach of Guerrilla Marketing is an alternative marketing strategy that suits small and medium-sized companies to act like the Guerrilla fighters have in the past: hit vulnerable targets of larger enemies by taking them by surprise.
The term “Guerrilla” first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century.Especially the Vietcong force was unbeatable, because they used the Guerilla tactics that destabilized the American forces constantlyIn the 1960’s US firms brought the “Guerilla” tactics to Marketing, when they needed new ways to outdo competitors.
During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.
During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.He introduced new ways of advertising and presenting a business well with a small budget and based the success of a marketing strategy on the use of non-traditional marketing channels, customerproximity, insistency, and patience. A company should create as many points of contact with customers and prospects as possible in order to stay in their memory. He further believed that a long-lasting campaign will bring the desired competitive advantage.
Guerrilla Marketing is specifically geared for the small business and entrepreneurHas to based on human psychology rather than experience, judgement, and guesswork.The primary statistic to measure your business is the amount of profits, not sales.The marketer should also concentrate on how many new relationships are made each month.Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies, as they are closer to their customers and considerably more agile.
Out-of-Home WeaponsAs the name “out-of-home” suggests, these weapons refer to marketing activities that areactually realised at public locations. At best it does not only catch the interest of people whopass by, but media interest as well.New Media WeaponsNew technologies change our lives and they often make it easier due to mobile phones, internet,unlimited information, and shopping possibilities that enable customers to access theresources of the world with a click on the computer mouse.Low Budget WeaponsThis Weapon refers to Guerilla Marketing for new, small, and medium-sized companies, whoonly possess a small marketing budget.
They are all a little more unusual displays. Until today newer ambient mediahave come up, such as messages on large-format screens in subways or handles of supermarkettrolleys. There are no limits to formats there
During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.
when they started to add a frank messageto the footer of all E-Mails sent out by Hotmail users. For example : “Join the world'slargest free e-mail service with MSN Hotmail. http://www.hotmail.com“. 20 Hotmail users thusautomatically became sales promoters for their e-mail service provider.
Mobile apps like what’s app, facebook, twitter
A design framework is needed to make campaigns as effective as possible, since people in the modern world have a rather negativeattitude towards advertising. Such barriers have to be overcome first. Thereby it is fundamentallyimportant to create an advertisement that does not praise the obvious advantages of lowprices and high qualities, but to draw the attention towards the brand.
During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.
