Guerrilla MarketingGuerrilla

Marketing

Course Name: Media and Marketing Communications

MLT 250Course Instructor: Christopher

M.G. ShallowPresented by: Svetlana Puchkova

Course Name: Media and Marketing Communications

MLT 250Course Instructor: Christopher

M.G. ShallowPresented by: Svetlana Puchkova

Anglo American UniversityPrague, 2012

Inspiration Inspiration

By the father of

Guerrilla Marketing

J.C. Levinson and

Jeanie Levinson

By the father of

Guerrilla Marketing

J.C. Levinson and

Jeanie Levinson

Guerrilla warfareGuerrilla warfare

Limited resources

Survival

Well organised

Do-or-die

Limited resources

Survival

Well organised

Do-or-die“Unconventional methods to pursuing conventional goal of victory”

(Victory/Success) The “father” of Guerrilla Marketing J.C. Levinson

“Unconventional methods to pursuing conventional goal of victory”

(Victory/Success) The “father” of Guerrilla Marketing J.C. Levinson

Initiation of Guerrilla marketing

Initiation of Guerrilla marketing

Ineffective and costly inefficient marketing campaigns

Product cluster, a lot of different ads that had more educational rather that involvement character

False marketing

Information Age

Ineffective and costly inefficient marketing campaigns

Product cluster, a lot of different ads that had more educational rather that involvement character

False marketing

Information Age

“Sell dreams - not product” Steve Jobs

“Sell dreams - not product” Steve Jobs

Marketing is - the truth made fascinating (only the truth)

Marketing is - a process not an event

Marketing is - an opportunity to educate prospects and customers on how to succeed at achieving their goal

Marketing is - the truth made fascinating (only the truth)

Marketing is - a process not an event

Marketing is - an opportunity to educate prospects and customers on how to succeed at achieving their goal

Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix” Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”

Marketing is..Marketing is..

..the art of getting people to change their minds; it is the way to persuade them to see it your way, to stop doing things the way they’ve been doing them and begin doing them your way because doing them your way will make their lives easier, will help them achieve their goals, will help them be happier whatever that takes.

..the art of getting people to change their minds; it is the way to persuade them to see it your way, to stop doing things the way they’ve been doing them and begin doing them your way because doing them your way will make their lives easier, will help them achieve their goals, will help them be happier whatever that takes.

Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix” Source: J.C.Levinson “The best of Guerrilla Marketing: Guerrilla Marketing Remix”

Vital viewsVital views

“Know where to find the information and how to use it. That is the secret of success” Albert Einstein

“Know where to find the information and how to use it. That is the secret of success” Albert Einstein

“Creativity without strategy is called art. Creativity with strategy is called advertising” Jef I.

Richards

“Creativity without strategy is called art. Creativity with strategy is called advertising” Jef I.

Richards

12 Secrets of guerrilla marketing12 Secrets of guerrilla marketing

1. COMMITMENT: Believe in what you are doing with all your heart and passion and pursue it till the very end.

2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment.

3. CONSISTENT: Don’t make many changes to your marketing, it is confusing to consumers.

4. CONFIDENT: People prefer business confidence over quality, service, selection and price.

5. PATIENT: “Rome was not built in a day”

6. ASSORTMENT: To use combination of marketing weapons. One is not going to work.

1. COMMITMENT: Believe in what you are doing with all your heart and passion and pursue it till the very end.

2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment.

3. CONSISTENT: Don’t make many changes to your marketing, it is confusing to consumers.

4. CONFIDENT: People prefer business confidence over quality, service, selection and price.

5. PATIENT: “Rome was not built in a day”

6. ASSORTMENT: To use combination of marketing weapons. One is not going to work.

12 Secrets of guerrilla marketing 12 Secrets of guerrilla marketing

7. CONVENIENT: Respect your consumers’s time.

8. SUBSEQUENT: Focus on a long term relationship with a customer

9. AMAZEMENT: Amaze you customer with something that you might take as a granted.

10. MEASUREMENT: Always measure the results of your marketing.

11. INVOLVEMENT: You prove your involvement by following up; they prove theirs by patronising and recommending you.

12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses.

7. CONVENIENT: Respect your consumers’s time.

8. SUBSEQUENT: Focus on a long term relationship with a customer

9. AMAZEMENT: Amaze you customer with something that you might take as a granted.

10. MEASUREMENT: Always measure the results of your marketing.

11. INVOLVEMENT: You prove your involvement by following up; they prove theirs by patronising and recommending you.

12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses.

TraditionalTraditional

Use of Imagination

Small budgets

Meme

“You will get..”

“What can we give”

Target is to build long-term relationship

Dialog

Starts after the deal

Profit

Reach everyone

Use of Imagination

Small budgets

Meme

“You will get..”

“What can we give”

Target is to build long-term relationship

Dialog

Starts after the deal

Profit

Reach everyone

Use of Capital

Big budgets

Logo

“We are cool!”

“What will we get?”

To sell is a target

Monolog

Finishes after deal

Sales volume, clicks, responses

Reaches all

Use of Capital

Big budgets

Logo

“We are cool!”

“What will we get?”

To sell is a target

Monolog

Finishes after deal

Sales volume, clicks, responses

Reaches all

VS.VS. GuerrillaGuerrilla

Guerrilla Marketing is..Guerrilla Marketing is..

..nothing more but smart marketing. It is..

“think different” marketing

“observing” marketing

“use your imagination” marketing

“love your customers” marketing

..nothing more but smart marketing. It is..

“think different” marketing

“observing” marketing

“use your imagination” marketing

“love your customers” marketing

“Marketing that is not very expensive but extremely effective”“Marketing that is not very expensive but extremely effective”

Origins of GM as we know it todayOrigins of GM as we know it today

“Buy me a drink”girls in night

clubs were convincing men to

buy them a drink (particular

brand).

“Buy me a drink”girls in night

clubs were convincing men to

buy them a drink (particular

brand).

“My, my, my, my Adidas”, 1986“My, my, my, my Adidas”, 1986

Creative reviewCreative review

Creative ReviewCreative Review

Flyers on the grills around

the city, Grill restaurant

“Weber”

Flyers on the grills around

the city, Grill restaurant

“Weber”

“There are better ways to

make career”

“There are better ways to

make career”

GM and Social campaignsGM and Social campaigns

Smoking leads to blindnessSmoking leads to blindness

Help children who suffer from hungerHelp children who suffer from hunger

http://www.youtube.com/watch?feature=player_embedded&v=zFWr-CKMWGYhttp://www.youtube.com/watch?feature=player_embedded&v=zFWr-CKMWGY

Today’s Guerillas..Today’s Guerillas..

http://www.youtube.com/watch?v=fNC_SX6Uwgs&feature=player_embedded

- Chiclete Big Big

http://vimeo.com/37237017 - Coca-Cola “Happiness Machines for couples”

http://vimeo.com/31479392 - Step into National Geographic World

http://www.youtube.com/watch?feature=player_embedded&v=ILxjxfB4zNk - “Hands only” CPR

http://www.youtube.com/watch?v=fNC_SX6Uwgs&feature=player_embedded

- Chiclete Big Big

http://vimeo.com/37237017 - Coca-Cola “Happiness Machines for couples”

http://vimeo.com/31479392 - Step into National Geographic World

http://www.youtube.com/watch?feature=player_embedded&v=ILxjxfB4zNk - “Hands only” CPR

ConclusionConclusion

Life will be more interesting and challenging.

Great products = Great marketing strategies, promotions and funny ads..

Isn’t that what many of us are dreaming of?

Life will be more interesting and challenging.

Great products = Great marketing strategies, promotions and funny ads..

Isn’t that what many of us are dreaming of?

Thank you!Thank you!

SourcesSources

“The best of guerrilla marketing. Remix.” J.C.Levin Levinson and Jeannie Levinson

http://www.gmarketing.com/

http://weburbanist.com/2008/07/01/what-is-guerrilla-marketing/

http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/

http://www.adme.ru/kreativnyj-obzor/reklama-polnyj-otryv-23819/

“The best of guerrilla marketing. Remix.” J.C.Levin Levinson and Jeannie Levinson

http://www.gmarketing.com/

http://weburbanist.com/2008/07/01/what-is-guerrilla-marketing/

http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/

http://www.adme.ru/kreativnyj-obzor/reklama-polnyj-otryv-23819/