Guerrilla Marketing - PowerPoint Presentation - Full version

Out-of-Home Media
• Advantage
• High visibility at low cost
• POP displays reaches the consumer closer
than other form of medium
• Flexibility -- suits for almost all the
strategies and budgets
• Coverage -- High exposure
• Impact-- size, color to convey big idea

Guideline
The execution that work in out of home
media will work in any medium -- it reduces
message to its essentials
Use bright and contrasting color
Main elements, colors, pictures, copy, need
to work together to grasp attention within 3
1/2 seconds

Layout
• Think visually-- start with the image that convey the ideas
and add words
• Make the Product standout

Layout
• Choose typefaces that are easy to read at speed and at a
distance
• Capital and Lowercase Letter -- long headline=lowercase

Copy
• Simplicity + Brevity + Clarity = Best OOH Copy

Out-of-Home Media
Short Copy -- Few Words
Short Words
Legible Type
Large Illustration
Bold Color
Simple Background
Product Identification

Guerrilla Marketing

Guerrilla Marketing Definition
• Unconventional marketing intended to get maximum
results from minimal resources
• Guerrilla marketing, (J. Levinson in 1984 book Guerrilla
Marketing) is an unconventional way of performing
marketing activities (primarily promotion) on a very low
budget
• Guerrilla Advertising is an unconventional way of
performing such promotional activities.
• Typically, guerrilla marketing campaigns are unexpected
and unconventional, potentially interactive, and
consumers are targeted in unexpected places.

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uerilla Advertising
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Presence
Activity
Energy
Networks
Smart
uerilla Advertising
Methods

Guerrilla Marketing Principles
• Presence – find ways to make yourself known at all
times – chat rooms, forums, discussion boards, e-mail,
radio, magazines, Yellow Pages
• Activity – be aware of opportunities to make your
product known at all times and act on them
• Energy – continually marketing – ‘360 degree marketing’
• Networks – always looking to make contacts and
develop networks – importance of relationships
• Smart – don’t offend customers or turn them off

Flexible
Low Cost
Targeted
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Guerrilla Marketing Advantages
• Flexible – because of small scale nature
is can be adapted quickly, relatively easy
to respond to change
• Low Cost – one of the founding principles
– ideal for firms who do not have massive
marketing budgets
• Targeted – designed to reach the target
market – reduces waste and
ineffectiveness
• Simple – many of the methods simple
and easy to use and implement – ideal for
the smaller business

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EXAMPLE
−Internet
−Word of Mouth
−Stickers
−Badges
−Demonstrations
−SMS Messaging
−Peer Marketing
−Illegal Methods

‣ Internet
‣ Word of Mouth
‣ Sticker
‣ Offering free demonstrations and talks
‣ Offering free consultations
‣ Peer marketing
‣ Illegal Methods
‣ Using SMS text messaging
‣ Ambient
‣ Viral
Guerrilla Advertising Methods
gets you and
your product
known
putting people of similar
interests/ages/segments together to
generate interest in the product, e.g.
one claim for downloading music is
that it opens up the chance for ‘new’
music to be discovered and later
purchased

Non-traditional methods
• The Internet:
– Web sites – easy and cheap to set up
– Pop up ads (assuming they are ‘smart’!)
– 24 hour availability and contact
– Using Internet technology – getting your name high
up in search engines
– Using access/registration or subscription logs to full
capacity
– Use of banner advertising
– Web logs – ‘Blogs’ – personal Web ‘diaries’

Non-traditional methods
• Stickers – can be put anywhere –
especially in the target area
• Pavement chalking
• Bio-degradable tree postings
• Product give-aways
• Spray paint logos
Bio-degradable Chalks for Linux
San Francisco

Word of Mouth
• Roach Baiting – getting the company message/brand across
by the use of an ‘actor’ behaving as a normal consumer in the
hope of getting the message passed on.
• Undercover Marketing – also known as ‘buzz marketing’ –
similar to above. Use of paid actors to actively promote the
product/brand in a variety of situations or leaving products in
high profile places to get them seen/used/noticed.
• Live commercials – paying for ‘live commercials’ in an
appropriate setting, e.g. getting a group of young people to
promote the use of ‘alco-pops’ in a club or theme bar

• Bill stickers
• Spray paint logos
'Illegal' methods
• Graffiti Ads
• (Some of these may not be strictly illegal but may border
on being so – not embraced by all ‘guerrilla’ marketers)

Non-traditional methods
A flash mob (or flashmob) is a group of people who
assemble suddenly in a place, perform an unusual and
seemingly pointless act for a brief time, then disperse,
often for the purposes of entertainment, satire, and artistic
expression.

Non-traditional methods example
IPhone Jonny

Non-traditional methods example
Nike Move Bangkok
Tuk Tuk
Caravan
‘Nike Spirit’
Cheer Team

Ambient Media
Ambient Media = any number of advertising
formats that can be classified as non-traditional,
out-of-home advertising
• The effectiveness of the medium lie in the creativity of
the ad placement.
Example, ads to specific restaurants, hotels, etc.
- printed on tickets and receipts from valet parking services,
parking garages and lots.
• Other forms of ambient advertising through a continuous,
though non-intrusive, periphery display of information,
consists of logos or other immediately recognizable
branded images or characters

The anti-smoking movement with the
creative and effective guerilla campaigns
sniff strip reads: This is how you smell when you smoke.
4,000 toxic chemicals leave a stench no perfume can mask...just ask the people around you.
Please stop smoking, You'll smell better instantly. Call 1-800-438-2000

Amnesty International, Spain
This signs says:
‘More than 4000 condemned until death are waiting for
their execution. No to Capital punishment’.

Anti-Pollution and Environmental
Campaigns

Green Belgium World Water Day
Initiative
GREEN Belgium's goal is to give access to
potable water to as many children as
possible. For World Water Day, more than
500 of these Green Belgium stickers were
stuck in washbasins in cinemas, pubs,
restaurants, public toilets, universities and
stations in nine Belgian cities and in
Mexico City (where the 2006 World Water
Forum was held)