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Introduction
Guerrilla Marketing: an unconventional
system of promotions that relies on time,
energy and imagination.[1]
Typically, guerrilla marketing campaigns
are:
◦ Unexpected
◦ Unconventional
◦ Potentially interactive
Why Guerrilla?
The objective of guerrilla marketing is to
create a unique, engaging and thought-
provoking concept to generate buzz, and an
everlasting experience for the consumer.[2]
◦ Ad Clutter
◦ Results may vary, but are unlimited
◦ Reaches consumers on a smaller scale, but with a
higher impact.
Guerrilla Trends Reverse Graffiti
Viral
Presence marketing
Grassroots marketing
Wild Posting Campaigns
Alternative marketing
Buzz marketing
Undercover marketing
Astroturfing
Experiential marketing
Tissue-pack marketing
Street Art, Graffiti
Flypostings
Wheatpastings
The Creativity Never Stops...
Case Studies: Westin Hotels Goal: To promote the rejuvenating and
renewing experience of a Westin stay.
Results:
3,000 Flyers Distributed
15,000 Brand Impressions
Significant Media Attention[3]
Case Studies: Nokia GPS
Results:
An estimated 850,000+ people saw it just by
walking over Tower Bridge.
The amount of users of Nokia's navigation
services increased 129%
In some markets visits to the campaign
website exceeded targets with 1500%
Visits to product pages (point of sale) soared
270% over targets in select major markets[4]
Goal: Redefine Nokia navigation as
a fun and engaging experience.
Still Interested?
3GGuerrilla.wordpress.com My Blog
Guerrillasushi.blogspot.com Old
Internship Blog
blog.guerrillacomm.com Industry Blog
creativeguerrillamarketing.com Industry Blog
Powered by SFSU Marketing Association
Work Cited
1. Lyon, Ethan. "..Top 5 Guerilla Marketing Strategies." www.sparxoo.com. N.p., Jun 22, 2009 .
Web. 28 Jul 2010. <http://sparxoo.com/2009/06/22/top-5-guerilla-marketing-
strategies/>.
2. "Guerrilla Marketing is about Being Unique." www.LevelTenDesign.com. Level Ten Design, 18
Feb 2010. Web. 28 Jul 2010. <http://www.leveltendesign.com/blog/chris/guerrilla-
marketing-about-being- unique?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+levelte
nblog+(Internet+Insights+by+LevelTen)>.
3. "Case Studies: The Westin Hotel Zen Garden." Attack!. Attack! Event Staffing, Field Support, &
Guerrilla Services, n.d. Web. 28 Jul 2010. <http://www.attackmarketing.net/case-
studies/zengarden.php>.
4. "Direct Lions Winners." www.canneslions.com. Cannes Lions, n.d. Web. 28 Jul 2010.
<http://www.canneslions.com/work/direct/entry.cfm?entryid=9284>.