Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer
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Transcript of Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer
It is The Best Selling Series of Book
1Million a yearover 23Million Books to Date
SOLD!!!Source Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004,
BECAUSEIt’s been chosen 12. of 25 most influental business management books of all time
by TİMES.
Source:http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_2087674,00.html
BECAU
The American Marketing Association’s small survey on guerilla marketing shows one surprising finding;
94% of respondents felt marketers will use alternative-marketing approaches more frequently in the future.
Because
BECAUSE A marketing expert at
Washington University in St. Louis. says that
emerging concepts such as crowdsourcing, viral
Internet campaigns, product placements and
guerilla promotions Will Dominate The Marketing & ADVERTİSİNG landscape
in 2012 and beyond.
Source: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.
İmagery of
REVOLUTIONARIES
İmagery of
MAKESHIFT ARMIES
GUERRİLLA conjures
GUERILLA TACTICSNo resources through traditional methods
Get creative
Pick opportunities NOT EXPECTED in order to make the best assault
Blend back into the backroundMargolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
GUERİLLAS BASIC PLANof ATTACK
İdentiy your targetstrategise their location
and make the most effective impression
hit them in an unexpected way
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
WHAT İS GUERİLLA MARKETİNG ?!
sa shape of shifting form of marketing that takes
a brand’s messaging and present it to the
desired consumers in a
PERSONALLY
ENGAGİNG &
UNEXPECTED WAY
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
HİSTORY of
Guerilla Marketing
When the little guy uses UNCONVENTİONAL TACTİCS and surprisesthe opponent it’s called Guerrilla warfare .
When the little guy uses UNCONVENTİONAL TACTİCS and surprisesthe opponent it’s called Guerrilla warfare .
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
When some starry-eyed startup shocks the world with an underground marketing campaign that costs nothing but causes shockwaves for months, it’s called
Guerrilla Marketing
I have been Guerilla-d
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
From the begining of the 20 century
until 1940-1950 The main gole of advertisement is to
educate the target audience rather than entertain or
engage. They tell the consumer what they didn’t know before
Over time advertisement techniques gets less effective and
http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/
By the 1970’s advertisement world was ready for a REVOLUTİON
In 1984 Jay Conrad Levinson’s
book of Guerilla Marketing brings the
REVOLUTİON with ideas for a big advertising results with little investment.
But this revolutionary book
WAS NOT ANYTHİNG that
professional ad men had already
known for years.
.
It is just based on shocking, funny, unique, outgreous, clever and creative tactics to advertise on a small budget to make people can’t stop talking about
The sucess lies beneath; “the more creative and jarring campaign is the more attention it gets!”
7STEPG PLAN
UERİLLA
Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin Co., 2003, s.7-8.
THE ORIGINS AND EVOLUTION OF
GUERRILLA MARKETING
BUY ME A DRİNK ?
Guerillas in the wild
It’s 1987. At the clubs there were gorgeous womans suddenly sidling up to the bar next to you and purring “Buy me a drink?”
At one time Adidas was on top of the world but after a series of managament changes the company was in trouble
RAPERS İN NEW YORK
In the mid 1980’s
Bernard Taple gave pairs of Adidas away to up-and-coming rappers in New York as a solution and it turned out, one rap group brought Adidas back from the brink of extinction. In 1986, Run DMC put out a single called “My Adidas.” Practically overnight, Adidas shoes were on the feet of every hip young thing and wannabe from NYC to LA.
HOW GUERİLLA MARKETİNG
is DİFFERENT?
All marketing is interested in reaching consumers, the difference comes
from how you accomplish that goal.
TRADİTİONAL marketing uses more traditional media which includes
PrintRadio TV
Guerilla marketing consists of MORE
STREET-LEVEL OUT OF HOMEEVENT MARKETING
Even though guerilla marketing can use traditional methods (such as print, TV and radio) to
get the word out what it sets it parts is that it breaks
traditional expectations by applying
these tools in a different way
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
The focus with guerrilla isn’t the “what” it is the
“how ”
excitingunexpectedmemorable
It is the ATTİTUDE and APPROACH that sets guerrilla apart from other forms of marketing and it should be:
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
WHO does Guerilla Marketing?
“Do you like following rules and being told
how to do things? Neither does anyone and that’s
why guerrilla marketing is perfect for free
wheeling thinkers like us.” Jay Conrad Levinson
The answer to who is doing guerilla marketing is
“everyone”.
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
WHY People choose
Guerilla Marketing?
Customers demand MORE CUSTOMİZATİON and HİGH OPERATİNG COSTS for these media can cause headaches for advertisers.
#2seeing dollar signs?
Traditional media require innovation and that’s why brands are embracing guerrilla tactics.
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32
CAUSE they are;
UniqueTargetedCost-effectiveBuzz-worthy and often press-worthy
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
#3
The field of guerrilla marketing is similar to advertising. There's good and
bad marketing. There's good and bad execution.
Everyone’s a suspect campaign
clue
+
Imagine walking onto the subway to see a man holding a large knife! Good thing it’s not a real knife, but a plastic knife attached to the holding rail. “Everyone’s a suspect”
This campaign places special liquid soap
dispensers that contain blood-red
colored soap in public washrooms. When
you try to wash your hands, the soap
creates the realistic illusion of you
washing the
blood off your hands.
Everyone’s a sespect!
This campaign places a
measurement tape on the wall to simulate a police line-up.
http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/
Largest iPhone controlled racing game
Created by HYUNDAI in New York’s Times Square
+
The billboard can be controlled via an iPhone after they register with the “Hyundai Race” and download the app. The user can steer the Velostar hatchback car by tilting their phone left and right. Movement is then detected by iPhone’s built-in accelerometer.
Because the screen is so massive, it undoubtedly captures the attention of the massive crowds in New York’s Time Square.
http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/
Guerrilla Marketing - World_s Largest iPhone Controlled Racing Game - YouTube.flv
In 2001, after IBM spray-painted "Peace, Love and Linux" on San Francisco streets, city leaders levied a $120,000 penalty against the company.
More symbolically, in 2002 New York City threatened to sue Microsoft after it blanketed Manhattan with thousands of butterfly stickers that weren't easily removed. The software giant wound up apologizing and assisted with the cleanup.
The city didn't take the company to court, but it did fine Microsoft $50 for littering.
The online casino has paid two people, Karolyne Smith and Brent Moffatt, to permanently tattoo the site’s URL on their foreheads. Notwithstanding the fact that both individuals placed their forehead space for auction on eBay, the publicity stunt didn’t sit well with much of the general public.
In 2002, underdog video game company Acclaim announced that they would pay families for the right to advertise one of their games on the tombstones of dead relatives. Following public outcry, Acclaim pulled the old “Aw, we were only joking anyway” routine.
_
“we are all marketers now – whether we realize it or not “
Rick Ferguson
(Ferguson, Rick. The Journal of Consumer Marketing 25. 3 (2008): 180.)
VİRAL MARKETİNG
Adjective “viral” suggests, the message is spread in a pyramidal fashion and at a speed to be compared with that of a virus or an epidemic.
Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.
Pick some small number of people to
“seed” your idea, product, or message; get it to “go viral”and then watch while it
spreads to reach millions, all on a shoestring marketing budget.
Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.
No campaign has been more aggressive in tapping into
social networks and leveraging the financial power of hundreds of thousands of small donors. Nor has
any other campaign found such
innovative ways to extend its reach by
using the Internet--more than $10 million of Obama's second-quarter contributions were made online, and 90% of them were in increments of $100 or less.
Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38.
“I hear and I forget, I see and I remember,
I experience and
I understand” Confucius
–
EXPERİMENTALMARKETİNG is a marketing idea featured with both
rationality + sensibility.
Therefore, the decision of shopping activities made by consumers will be influenced by sensory factors to a certainly degree.
Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3. 2 (fall 2010): 352-378.
As it’s becoming easier for us to tune out and ignore
advertisements today, so experiential marketing aims to
give you an experience rather than send you a one-
way message. Experiential marketing lets you interact
with the product and associate your
immediate emotional responses with
that brand.
COKE’s HAPPİNESS MACHİNE
It is centered on the idea of
a magical coke machine aka the happiness factory. Therefore they installed a very special coke machine in a college cafeteria and filmed students reactions to it.
•an online video called "Walk-In Fridge”
•Huge cardboard boxes labeled "Walk-In Fridge" dumped out
•A real walk-in fridge it took to beer festivals, allowing groups of friends to mimic the ad and upload it to YouTube (postings now run to the hundreds).
•a longer-form online video created showing guys installing a walk-in fridge in an apartment.THE PAYOFF Some 4.5 million YouTube hits for original vid; hundreds of imitator postings
. Were walk-in fridges actually for sale? Could that video have been… real?
Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39
walk-in fridges are REAL?
CATCH THE GOODIES
Are camera-phone-wielding willing to
spend 30 seconds to get a free sundae?
Early 2010, a
videogame is created
in which menu items bounced across a huge out-door digital billboard downtown.
The rules: Capture a menu item on your camera phone, bring it into the restaurant and get that item for free.
The game created buzz beyond the city square--which was the point of running
more than the usual billboard ad and the freshness of this approach to interaction
became the talk of the town.
Guerrılla marketıng 2010. Brandweek, 2010, Cilt 51, Sayı 39
MINI GETAWAY STOCKHOLMMINI Stockholm has launched this new mobile
hunting game to promote the MINI Countryman.
Players home in on a virtual MINI on their mobile phones, catch it and then run as fast as they can out of its orbit to prevent other potential takers from swiping it. The first player to have the car in their possession for a week wins a real Countryman. Iezzi, Teressa. The Work. Advertising Age 81. 38,2010, S. 22.
IS YOUR FRİENDSHİP STRONGER
THAN WOPPER?
De-friend 10 of your friends in exchange for a free
whooper!
YOU STARTED THINKING, RIGHT?
Let’s go to your FACEBOOK ACCOUNT and see
WHO might be?
“De-friend?”
Thousand of facebook member jilted each other for a burger.
ThereforeFacebook has disabled
whopper sacrifice after the members love for the whopper proved to
be stronger than 233,906 friendships.The Wall Street Journal, NY, 16 Ocak 2009.B.6
FRİENDSHİP is strong but the
whooper is stronger!
Samsung launched Samsung Galaxy SShortly after
Apple launched
iPhone 4 …
SAMSUNG AND iPhone WARS
Apple had signal problems.
Apple denied any hardware faults and
accused
other smart phones of the same failure.
Really?
Following the iPhone 4 call-signal controversy. Samsung gave lucky 8 people a Samsung Galaxy S phone to play with and duly wrote positive reviews.
Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.
As a result 7,000 extra fans signed up their Facebook page and an amazing brand and product awareness created at minimal cost.
Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.
“The single idea will literally save millions ofchildrens’s lives.”
U.S.Fund for Unicef
“AQUA SUCİA”An advertisement campaign for Unicef related Tap Project has received the gold award in Nontraditional / Guerilla Marketing from “Advertising Age”
The campaign is aimed at increasing
world knowledge and
awareness about the lack of clean drinking water in the world and to
raise money to solve the problem.Wentz, laurel. Avertising Age, 2009, 80,31, p. 35.
THANK YOU for listening.
RESOURCES•Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004,
•Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.
•Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin Co., 2003, s.7-8.
•Wall ,Matthew, New Media Age; Aug 12, 2010: 16-17
•Ferguson Rick. The journal of Consumer Marketing 25.3, 2008: 180.
•Parpis, Eleftheria, Water Works, Adweek; Nov 20, 2006 ; 47,43:pg 18.
•: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.
•Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.
•Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38.
•Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3.2. (fall 2010): 352-378.
•Nudd, Tim, Adweek, Magical Thinking.Jan 18,2010;51,3;pg.37
•Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39
•. Iezzi, Teressa. The Work. Advertising Age 81. 38, 2010, S. 22
•The Wall Street Journal, NY, 16 Ocak 2009.B.6
URL’S•http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_2087674,00.html
•http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/
•http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/
Nergis TAMER
PRODUCTION MANAGEMENT AND
MARKETİNG MASTER PROGRAMME
ADVANCED SALES TECHNİQUES