What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies

Guerrilla Marketing

Brad Wollman

Identity Projection, LLC

What is Guerrilla Marketing? Unconventional Entertaining Thought provoking Cost-effective

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Brief History Jay Conrad Levinson 1984 “Guerrilla Marketing”

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Trends Alternative Experience Ambient Presence Grassroots Wild Postings Astroturfing

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Spending and Frequency of Use Low-Cost Everywhere

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Disadvantages Adult Swim Advertisements 2007 in

Boston Guerilla Marketing gone bad Bomb Scare

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Advantages Less expensive then traditional marketing. Attention grabbing Cost efficient

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When to Use It Cause Marketing/Environmental

Awareness New Businesses Businesses with small budgets for

advertising.

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As of the end of 2011 Red Bull employed 8,294 people in 164

countries. 4.631 billion cans sold worldwide in 2011. Denmark, Norway, & France Caffeine content per serving: 8oz-80mg

(Coke classic: 12oz-40mg)

Case Study:

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Challenges Brand image Negative product

attributes Capture massive

audience attention

Case Study:

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Case Study:

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Felix Baumgartner 800+mph 24+miles, All in under 10

minutes.  235,000 Twitter

followers and 140,000 Facebook users.

300 Million Youtube Views

Stratos Jump

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You can achieve your goals

Public Relations money can’t buy

Huge Success

Case Study:

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Case Study: Large

Companies Risky, unusual

approach 2nd most

recognized word

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Case Study: Challenges

Keep customers happy

Increase brand loyalty

Create Value Invigorate

Growth

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Case Study: The “Happiness Machine” Real College Campus 700,000+ Youtube views in first week Buzz Excitement Loyalty

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Why Guerrilla? Guerrilla Marketing is inexpensive

In a struggling economy, advertising is usually the first thing to be cut from a firm’s budget

Eye-catching, unique, creative Stand out from the crowd and do it in an

economical way

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Guerrilla in IMC Effectively engage consumers Integrating advertising, public relations

and sales promotion, etc. Merge advertising with aspects of the

promotional mix Prominent in outdoor advertising

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Discussion Have you noticed guerilla marketing?

What is your favorite example of Guerrilla Marketing?

Least favorite?

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Identity Projection, LLC

Identity Projection, LLC

Identity Projection, LLC

Sources 1) http://news.thomasnet.com 2) http://innovationmarketingtrends.blogspot.com/2011/10/what-is-guerrilla-

marketing.html 3) http://news.thomasnet.com/IMT/2009/03/31/marketing-on-the-sly-guerrilla-

marketing-tactics-and-how-to-launch-such-campaigns/ 4) http://ad-bits.blogspot.com/2012/04/book-review-guerrilla-marketing-4th.html 5) http://www.divinecaroline.com/122442/56690-five-ad-campaigns-failed-quickly 6)http://books.google.com/books?

hl=en&lr=&id=UqXLxndm2oUC&oi=fnd&pg=PP2&dq=advantages+of+guerrilla+advertising&ots=hJMUkfc4xh&sig=JvvFpxgHWCV3GNRlYKHbv6SPCqQ#v=onepage&q=advantages%20of%20guerrilla%20advertising&f=false

7) http://weburbanist.com/2008/06/10/major-corporations-go-for-guerrilla-marketing/

8) http://pilmerpr.com/blog/uncategorized/guerilla-pr-to-the-edge-of-space-with-red-bull/

9)http://www.creativeguerrillamarketing.com/viral-marketing/red-bull-masterminds-of-new-age-marketing/

10)http://www.tiptoptens.com/2011/07/16/10-worth-knowing-facts-about-coca-cola/ 11)http://advertising.about.com/od/smallbusinesscampaigns/a/recessionadvert.htm 12)http://advertising.about.com/od/smallbusinesscampaigns/od/

recessionadvert.htm