Guerrilla Marketing Brad Wollman
Oct 21, 2014
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
Identity Projection, LLC
Identity Projection, LLC
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:
Identity Projection, LLC
Case Study:
Identity Projection, LLC
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?
Identity Projection, LLC
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