Guerrilla Marketing

It really is a war out there!!

What is it?

Guerrilla marketing is an advertising strategy in which lowcost unconventional means (graffiti, stickerbombing,flashmobs)areutilized. Theeffortmaybelocaloranetworkofindividual cellstoconveyorpromoteaproductoranidea. ThetermwascoinedbyJayConradLevinson. It can be easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitiveenvironment.

What does it involve?

Unusualapproachessuchasinterceptencountersin publicplaces,streetgiveawaysofproducts,PR stunts,oranyunconventionalmarketing. Moreinnovativeapproachesnowutilizemobile digitaltechnologiestoengagetheconsumerand createamemorablebrandexperience.

Modes of Guerrilla Marketing

ReverseGraffiticleanpavementadverts Viralmarketingthroughsocialnetworks Presencemarketingmarketingforbeingthere Grassrootsmarketingtappingintothecollective effortsofbrandenthusiasts WildPostingCampaigns Buzzmarketingwordofmouthmarketing

Modes of Guerrilla Marketing

Undercovermarketingsubtleproductplacement Astroturfingdisguisingcompanymessagingasan authenticgrassrootsmovement Experientialmarketinginteractionwithproduct Tissuepackmarketinghandtohandmarketing Liveinmarketingreallifeproductplacement Waitmarketingwhenandwhereconsumersare waiting(suchasmedicalofficesandgaspumps)and receptivetocommunications

Why now?

Consumershavegrownimmunetobigbudget advertising. GMissimpletounderstand,easytoimplementand inexpensive. Ithasalastingimpactontargetaudience.

Some brilliant GM campaigns

Nikeputlargebootsoncartyres,onInternational carfreedaystopromoterunning.Theyalsoput notices(liketrafficviolationnotices)on windows. WatchonYouTube Ikea'sCampaigninManhattan.WatchonYoutube

An innovative idea on a large billboard in Amsterdam, Netherlands. It really makes you want that Heineken.

An advertisement by Jung von Matt/Alster for watchmaker IWC. Bus straps have been fashioned from images of IWCs Big Pilots Watch to allow bus travellers near the airport to try before they buy at Berlin, Germany.

Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai, India. When someone approaches the doors move apart and it feels like the people on the door are moving away. The person enters to find the message People Move Away When You Have Body Odour.

An exercise to promote Eatalica burgers. A Caution Wet Floor board was placed near an Eatalica burger signboard. The copy on the board reads Oogling at the burger may involuntarily cause drooling which may in turn lead to a wet floor.'

In Brazil, beach-goers are enjoying the sun and refreshing taste of Sprite soda. Not to mention the free shower! Yes, thats rightSprite installed a giant shower on the beach!

Very cool street art found in Germany

Resources

http://mashable.com/2010/10/06/guerrillamarketingvideos/#W4o0ZVeixYU http://www.creativeguerrillamarketing.com/whatisguerrillamarketing/ http://blog.guerrillacomm.com/