Guerrilla marketing project

Guerrilla marketing project

Agenda Guerrilla marketing definition Advantages/disadvantages Process Tips Types with examples

Definition Guerrilla marketing refers to using inexpensive and unconventional methods to gain exposure for a product or service. Instead of money, guerrilla marketing requires time, energy and imagination.

Advantages Less expensive Great awareness Has a multiplier effect . Helps spawning different stories of the brand, where consequently these stories are spread by clients and other organizations. Guerrilla marketing helps building relationships with other companies and clients

Disadvantages Guerrilla marketing calls for a great investment of energy and dedication; however the results of guerilla marketing are not noticed overnight. This could demotivate the ones who worked on the campaign and make them the advocates of the traditional marketing. Legal issues!

Process Step 1: Decide on the (one) approach/message Or. Decide on the question: How will I build awareness with prospective customers? How will I excite and educate them on the product? These questions are the backbone of your campaign Make sure that the same message is communicated throughout the entire project. Mixed messages confuse consumers!! Don’t try to do everything!!

Step 2: Goals and objectives Your outcome should be clear and SMART Specific Measurable Achievable Realistic Time framed

Step 3: Situation analysis Environement Trends Research on the current situation is very important Learn from guerrilla campaigns in general

Step 4: define the consumers SELECT your target audience Ask yourself: what would get their attention? What they would like to hear? What language do they speak? Where? When? And how?.etc. Identify gaps Maybe also select a niche market! (smaller group of forgotten consumers)

Step 5: positioning Positioning is so important in all marketing activities It means: to clearly portray your brand and clarify its character! To Manage perception. Tune in all your actions to support positioning!

Step 6: execution framework The details of the execution. Check for any possible downfalls and/or misunderstanding Be concerned of the risks and safety in general!

Step 7: Results Make sure to develop measurements for the results and to have an estimation.

Tips Focus On The Audience Ensure you have a call-to-action (measurement will be easy) Focus on smaller groups Have a clear and consistent message Entertainment and surprise is the most important Don’t focus on going viral (although it is good) Plan a campaign, not a stunt

Types Ambient marketing Ambient communication is a complex form of corporate communication that uses elements of the environment, including nearly every available physical surface, to convey messages that elicit customer engagement

Types Ambush marketing Ambush marketing is a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property

Types Stealth marketing People get involved with the product without them actually knowing that they are the part of advertisement campaign

Types Viral/buzz marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence

Types Grassroots marketing Grassroots campaigns aim to win customers over on an individual basis. A successful grassroots campaign is not about the dissemination of the marketing message in the hope that possible consumers are paying attention, but rather highlights a personal connection between the consumer and the brand and builds a lasting relationship with the brand

Types Astroturfing often used in stadiums or tennis courts – also known as fake grass. Hence, fake endorsements, testimonials and recommendations are all products of Astroturfing in the public relations sector.

Types Street marketing Street marketing uses unconventional means of advertising or promoting products and brands in public areas with the main goal to encourage consumers to remember and recall the brand or product marketed. As a division of guerrilla marketing, street marketing is specific to all marketing activities carried out in streets and public areas such as parks, streets, events etc. not limited to areas as it also encompasses advertising outdoors such as on shopping trolleys, public toilets, sides of cars or public transport, manhole covers, footpaths, rubbish bins etc

Types Street marketing includes: Distribution of flyers or products Product animations (personalizing a high-traffic space using brand imagery. The idea is to create a micro-universe in order to promote a new product or service.) Human animations (brand's message is communicated through human activity.) Road shows (This form of mobile presentation is based on the development of means of transport: Taxi, bike, Segway,) Event actions (These activities take the form of spectacles, such as flash mobs or contests. The idea is to promote a product, service or brand value through organization of a public event.)

Nikon thinks you rock

Use a different perspective

Ski anywhere!

Fitness

Good use of a parking garage

Shoppin g cart with a messag e

Case Examples Tibits - a large vegetarian restaurant chain in Switserland. (Agency: Wirz/BBDO, Switzerland – May, 2009).

An insert in a Real Estate Listings Magazine, for TERMINIX, an insecticide. (Agency: Publicis Dallas, USA – July, 2009).

To raise awareness for the Weingart Homeless Center, they took a non traditional approach that made people imagine themselves homeless if only for a moment. This project not only raised awareness, but it ultimately raised funds. (Agency: David & Goliath Los Angeles, USA – March, 2009).

Case Examples Promoting Rimmela Quick Dry nail polish JWT London’s placed large eye catching sculptures outside Rimmel retailers. (Agency: JWT, London – January, 2009).

Case Examples Super Attak Flex Gel – Henkel. Agency: DDB, Milan, Italy March, 2008

ZB Radio requested a new opportunity that created awareness in large traffic areas. Electricity cables were used as a music notation sheet. This grabbed a lot of attention. (Agency BBDO, Honduras, July 2007).

Case Examples In a busy street in Paris plastic eyes were left on the pavement beside a Nissan 350Z. The concept: So impressive, your eyes fall to the ground.(Agency TBWA, Paris, May 2007).

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