Introduction to

GUERRILLA MARKETING
By: Jay Conrad Levinson
PRESENTED BY -:

ANKIT GOSWAMI

-- 15020241023

KOMAL CHOUDHARY 15020241058

SHUBHRA SINGH

-- 15020241138

ARUN KUMAR

--15020241032

KESHAV ASARI

-- 15020241056

What Marketing really is

Marketing

isthe precious connection

between you and whoever buys what you
sell.

Marketing

isthe art of getting people to

change their minds.

Marketing

isan opportunity to educate

prospects and customers on how to
succeed at achieving their goals.

What Marketing Is Not

Marketing is NOT show business. Think of marketing

as sell business, as solve-a-problem business, as
create-a-desire business, but dont think for a
moment that youre around to entertain the throngs.

Marketing is not any single one of the 200 weapons.

Its the wise use of many of them in combination
with each other.

Marketing is not a place for humor. If you use humor

in your marketing, people will recall your funny joke
but not your compelling offer.

The marketing business is not the miracle business.

Its the patience business. Its the planning business.

MIXED MESSAGE

An anti-drug organization distributed material to

children in school. However, this had the
opposite effect to what was intended. Why?

The group distributed pencils with the printed

message: WAY TOO COOL TO DO DRUGS.

As the children sharpened the pencils down, the

message became: COOL TO DO DRUGS,

and eventually just DO DRUGS.

Attention to details can make or break your

campaign message.

Guerrilla Marketing

Guerrilla marketingis an advertisement strategy

concept designed for businesses to promote
their products or services in an unconventional
way with little budget to spend.

This involves high energy and imagination

focusing on grasping the attention of the public
in more personal and memorable level.

The main point of guerrilla marketing is that the

activities are done exclusively on the streets or
other public places, such as shopping centers,
parks or beaches with maximum people access
so as to attract a bigger audience.

The Spread of
Guerrilla Marketing
Guerrilla marketing flourished and gained fans for
10 straightforward reasons.

It is simple and not complicated.

marketing
holds
It worksGuerrilla
every time
if you do it
right.to the highest
standards of ethics, and goes out of its
It has anway
enticing
nameno
that
attracts no groups,
to offend
individuals,
experimentation.
no communities.
It is affordable no matter how dismal the economy.

It fits small business, which grows at a record pace.

It eliminates most of the stress about marketing.

It is ideal for the internet and connected world.

It helps big business as much as small business.

The Simplicity of
Guerrilla Marketing

A lot of marketing theory confuses people

because its more complicated than it has to be.

Keeping it simple is a guerrilla goal and a

powerful competitive advantage when it comes
to speed and profitability.

STICKY SITUATION

A man and his dog went for a walk in the

woods. When the man returned home he
invented something now worth millions of
dollars.

What was it?

During his walk in the woods, the man picked

up several burrs on his clothes.

When he returned home, he examined them

under a microscope and discovered the
mechanism whereby they stick on.

He went on to invent Velcro.

GREATER EFFICIENCY

A store owner was receiving complaints from

customers about not being able to find anyone in the
store to ask for help.

How did the owner achieve greater efficiency by using

nothing but simple cones?

At the water cooler, drinking cups in the shape of

paper cones were provided.

Since the cones couldnt be set down on any surface,

employees had to drink the water more quickly. This
simple strategy caused the employees to speed up
their breaks and increase their productivity.

allowing more time on the floor for customer service.

The Monumental Secrets

of Guerrilla Marketing

There are some secrets, each only one word,

each word ending in the letters ent.

Commitment

Investment

Consistent

Content

Assortment

Patient

Convenient

Experiment

GUERILLA
MARKETING
STRATEGY

THE PURPOSE FIRST

SENTENCE

WANT THEM TO CLICK ON WEBSITE/HYPERLINK?

CALL A PHONE NUMBER

SEND A FAX/EMAIL/TEXT A FRIEND

THIS IS THE ACT WHERE MOMENTUM STARTS.

HOW TO CREATE THIS MOMENTUM ?

SUBSEQUENT STEPS

OFFER COMPETITIVE ADVANTAGE TO MOTIVATE

PEOPLE TO ACHIEVE FIRST STEP

GIVE YOUR TARGET MARKET FEELING THAT YOU

ARE DIRECTLY TALKING TO THEM

LIST THE MARKETING WEAPONS YOU USE(AD

,NEWSPAPER/MAGAZINE ADS/DIRECT MAIL)

TELL WHAT YOU STAND FOR - YOUR

POSITIONING

SUBSEQUENT STEPS

State your identity your company personality

List your marketing budget as a percentage of

your projected gross sales.

THE UNCONCIOUS MIND

Brain uses Images to help conscious mind

understand.

The unconscious mind is much smarter than the

conscious mind.

The unconscious mind controls your internal

dialogue.

The unconscious mind can understand and link

multiple messages.

The unconscious mind makes decisions before

consulting the conscious.

Important Trends in
guerrilla retailing

Experts are forecasting continued success for

Walmart and its ilk as shoppers become ever
more bargain-conscious.

Continued growth for super center format.

Opportunities for conventional retailers

Guerrilla retailers will have to take more of a

portfolio approach to the market in order to
appeal to discriminating shoppers.

Important Trends in
guerrilla retailing

Reconcept rather than just remodel

The experience economy excels.

Click and brick

Smart shopping & smart stores

Global land rush continues

Retailers act more like multiple roles

Brand sharing

Suppliers become retailers

Important Trends in
guerrilla retailing

Customers will call the shots

GUERRILLA MULTILEVEL
MARKETING

recruits are still being urged to treat network

marketing as a business.

most people in network marketing do the

business a little different from each other
anyway.

Guerrilla multilevel marketing offers a way to

support and enable distributors to thrive using
tactics they can apply their personal strengths
to.

GROWING YOUR WARM

LIST

Your business requires an incoming flow of

peoplepeople with whom to communicate and
grow relationships.

As a guerrilla, youll learn ways to transform

those prospects into new friends and then into
lifelong customers and some into Successful
business builders.

THINK LEAVERAGE

Network marketing lets you leverage your time

and efforts by getting paid on the time and
efforts of others.

Guerrilla marketing magnifies the power of

leveraging by teaching how to automate your
lead gathering, reach hundreds more prospects,
and even how to get prospects to pay you for
your marketing

THINK FUN

Its often difficult for new distributors to believe

they can actually play for a living, but
thousands of network marketers are living the
proof every day.

Guerrillas enjoy their business activities

because they follow the guerrilla system, which
takes away the confusion and uncertainty of
what to do to grow.

TACTICS FOR WORKING

WITH GROUPS OF PEOPLE

Company conventions-: is get there and bring

all your people. The event does the rest.

Opportunity meetings -: Successful opportunity

meetings are planned and have a flow that
makes sense to the attendees.

Home presentations -: Fun to do and attend,

Familiar, safe background, Inexpensive to put
on and can be planned on short notice.

Home party -: Marketing through home parties

has made companies like Tupperware and Avon
into household names.

TACTICS FOR WORKING

WITH GROUPS OF PEOPLE

Lead group messages-:Lead groups for

networking help their members by referring
each others services.

Sizzle Sessions -: Sizzle sessions are informal

meetings with distributors in small businesses
who talk about whats going on for them and
brainstorm ideas for growth.

GUERRILLA
NETWORKING

Does not mean meeting people , means

becoming the type of person other people want
to meet

Meeting people means nothing if you have

nothing interesting to offer

Ways to get people come

to you

Be a network hub.

TRADITIONAL NETWORKING: Working to discover

who the network hubs are and desperately trying
to connect with them.

GUERRILLA NETWORKING: Becoming a network

hub yourself so others want to connect with you.

Ways to get people come

to you

Become noteworthy.

TRADITIONAL NETWORKING: Trying to connect

with noteworthy people.

GUERRILLA NETWORKING: Becoming that

noteworthy person yourself.

Ways to get people come

to you

Become a success in your field.

TRADITIONAL NETWORKING: Believing that you

need to meet a certain person or be affiliated with
a certain company in order to become successful.

GUERRILLA NETWORKING: Realizing that the more

things you can do to become successful, the
sooner everyone in your field is going to want to
work with you.

Ways to get people come

to you

Be a guerrilla.

TRADITIONAL NETWORKING: Meeting people.

GUERRILLA NETWORKING: Becoming the type

of person other people want to meet.

Guerrilla
marketing on
the INTERNET

Why Internet Marketing?

Guerrilla On Internet

Fulfils the same objectives as the internet

marketing in general

Sell the products and satisfy customer needs

and wants

Using characteristics of classic guerrilla

marketing on Internet

Communication applied on Internet is

differentiated from communication using
traditional media

Difference Traditional
Guerrilla & Online Guerrilla

Communication Style

Social Presence

Control Of Contact

Control Of Content

Benefits Of Online
Guerrilla Marketing

Clicking, touching, using a keyboard or a mouse

Sound receiving or posting

Video receiving or posting

Cooperation with other devices (Mobile phones,

PDA...)

Referring to friends

Commenting

Rating

Reporting and other.

What in Digital Guerrilla?

Create a LinkedIn group and throw some event

on LinkedIn

Host free webinars

Create more videos

Stand Out of pop up. Do different

Launch a contest

Some Examples

Done more digitally than physically

Guerrilla Marketing with Memes

What the book says?

Guerrilla Marketing
for Job Hunters

Business is becoming
technology intensive.

In this new job market, you must have a plan that is

clear and detailed in every way.

Clever

Results-driven

Marketing-oriented

Inexpensive to execute

Achievable

knowledge-based

and

Great scope in health care, manufacturing,

education, finance, natural resources, defense, and
government.

Guerrilla Marketing
for Job Hunters

Instead of resources or land, capital today means

human capital.

Eg. Nike became a shoe industry leader by

concentrating on the value-producing capacity of its
employees for design, marketing, and distribution
know-how.

For many companies, employees are now viewed

as a variable cost a.k.a Human Capital; as long
as they continue to produce.

Jobs are temporary in the new economy; need to

look for the next opportunity.

The people who market their talent the best will

win.

Guerrilla Marketing
Goes Green

Customers want to do business with companies

that share their values such as:

Strong awareness of climate change

Various environmental issues

Conveniently enough, many green initiatives

not only make the company more attractive to
consumers, but they actually cut existing costs.

Market and talk how your product or service is

easier, healthier, more convenient or lower
maintenance

Guerrilla Marketing
Goes Green

Advantages of running a green company:

Green goods and services are much easier to market

They often command a premium price, and thus are

more profitable

Theyre better for the environment

Green products can actually be cheaper to produce,

if properly designed

A printing company ran an ad in a local business

publication noting that 60 percent of its electricity
came from renewable hydropower,

It happens to provide clean hydroelectric power

with a true environmental commitment.

Guerrilla Marketing
for Nonprofits

People will be interested in joining your

company if you can make a meaningful
connection with them.

A description should compelling & inspiring way

to convey;

Why you exist

What you do

How it makes a difference in the world

Your mission statement determines how you will

measure success.

Guerrilla Marketing
for Nonprofits

Important thing is how well your organization effects

sustainable change that fulfils your mission.

Key points of guerrilla marketing mission statement:

Your passion

What you are best at

A clear sense of what is the bottom-line impact you

are trying to make

In non-profit guerrilla marketing, money is not the

motive, impact is.

Profit is to make the most impact for your mission

with the resources you have.

Guerrilla Marketing
for Nonprofits

Golden rules that play an important to develop

your Guerrilla marketing materials;

Know Your Donors

Educate Your Donors

Help Donors Find Personal Fulfilment

Build Trusting Donor Relationships

Respect Your Donors

Focus on Current Supporters

Make Giving Fun

Guerrilla Marketing
Meets Karate Master
Unique ways to raise your sales:
1) The Best Buyer Concept:

The power within: The number of ideal buyers is

always smaller than the total number of buyers,
so you can market to ideal buyers more cheaply
and yet earn greater rewards.

2) Educational-Based Marketing:

Attract more prospects to take a look at you by

offering to teach them something of value than
youll ever get
by offering your product or
service.

Guerrilla Marketing
Meets Karate Master
3) Superstar Strategy:

Company may be small but learn that you can get

others to grow your company for you by sharing
the wealth.

4) Learning Curve (Zero to $100 Million)

Set aside one hour per week, every week without

fail, to work on the skills of yourself and your
staff.

Guerrilla
Leverage Points

Guerrilla profits !!
Top 7 profit leverage points

Know whats really true about your business.

If you dont know where you are going, any road will get you
there. Lewis Carroll.

See profit opportunities that others dont.

Becoming very good at looking at things differently

and finding hidden opportunities that most people miss is the skill
you want to grow.

Dramatically boost your marketing results.

When it comes to profits, your marketing is

more important than the product or service you provide.

Create exciting promotions and campaigns.

Doing things that help break through the clutter is the

key along with giving people ample incentives and good selfinternet reasons to respond.

Capture more from your current business.

Connect with others who can help you.

Opportunities are just waiting to be tapped through others

who are gatekeepers and who already have access to your ideal
targets.

Harness your secret ingredient for success.

The real gold are the relationships you have with your
customers and clients. These relationships are true essence of your
business.

Guerrilla Marketing to
Women !!

Guerrilla marketers never assume.

Making assumptions about a target audience is a sure fire way to

destroy a marketing career.

Many marketers continue to spend huge amounts of time and money

on advertisements that end up repelling women.

WOMEN WIELD MARKET POWER

1.

Women comprises 80% of all consumers and spend almost

$100 billion on luxury.

2.

Women want to buy things; they want to spend money on

what they need, but they do no trust advertisements to help
them make decisions.

For Example: Sketchers Commercial, Lux, Fair & Lovely etc

What do women really want ?

Boomer women have successful careers, massive

investments, and inheritances from husbands or parents,
making them the most financially empowered generation of
women in history.

Peer group recommendations generated by social media

ensure that businesses become more visible to women and
mothers.

Men are rash; they hunt and buy. Women take their time to
ensure the decision-making process is comprehensive.

 Why

do u think marketing
started????

Due

to competition

Financial Baseline !!

What do u understand by financial baseline?

Three steps to determine your financial baseline

1.

Organize your financial filing cabinet.

2.

Complete your personal/business profit or loss statement.

3.

Complete your personal/business balance sheets. Ex : SATYAM