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This presentation shows 100 super examples of guerrilla marketing. It also shows my quest for ordering these examples leading to my personal top 3. The results are used to create a deck of cards: the guerrilla card game! The whole presentation is super visual without much text/. Only at the end of the presentation I include a few bullets that summarize my findings. Have fun! PS: next presentation is more a theory of (de-) Hypification.
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Guerrilla Marketing
2010Total Active MediaTotal Identity
Martijn Arts
from 100 outstanding examples to my personal top 3
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Total Identity
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ActivitiesPositioningProfiling
Founded 1963 TOTAL DESIGN
2000 changed nameTOTAL IDENTITY
GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE
No staff112
AreasConsultancyDesignPublishingInteractionPRCampaign
Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln
Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadridTaipei
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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. [email protected]
Total Active MediaManaging Director.
Total IdentityShareholderBoard of directors
Social NetworksLinkedInHyvesTwitter (arts118)
guerrilla marketingfirst an overview, zooming in later...
top100
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Described 1983Jay Conrad Levinson
An American marketeer
GUERRILLA MARKETING
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral
DEFINITION
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral
DEFINITION
1.Not a big budget2.Unexpected3.Unconventional4.Interactive5.Unexpected places6.Buzz / turn viral
KEYWORDS
1.Not a big budget2.Unexpected3.Unconventional4.Interactive5.Unexpected places6.Buzz / turn viral
KEYWORDS
cheapsurprisedifferentactiveplacesbuzz
guerrilla is...
it’s cheap
it’s everywhere
it blends in
it’s unique
it pops up
it really pops up
it’s conceptual
it’s inline
it’s humanizing
it’s active media
the winner is...
#3
#3
#2
#1
so play cards... :-)just needed this for playing cards
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guerrilla
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• It’s cheap - or at least cost effective• It’s everwhere• It blends in• It’s unique• It pops up• It’s conceptual• It’s inline• It’s humanizing• It’s active media
SUMMARY
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1.Is the guerrilla action original, both in content as in design?2.Is it unexpected and unconventional?3.Does it create enough exposure? 4.Can this exposure be enlarged by buzz or viral spreading? 5.Is it possible to take photos?6.Is the guerrilla action relevant? 7.Is it inline with the brand or product?8.Is it focussed at the correct target audience?9.Is it correctly timed? 10.Does it blend in, does it make use of location and moment?11.Is it friendly and does it create sympathy?
CHECKLIST
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• Do not mix guerrilla actions with broadcasting• Internet makes guerrilla actions a lot more effective• Local, lowcost and creative actions can gain world exposure • This creates opportunities especially for single entrepreneurs• Creativity becomes craftsmanship - not something expensive• Inline (with brand) actions have more lasting effect• Local actions work better when co- ordinated (inter)nationally• Direct the unexpectedness - work in programs• Mixing creative impact with identity and strategy is best
But... there is a lot more to it than just funny images...
LESSONS LEARNED
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offline2010Total Active MediaTotal Identity
Martijn Arts
