BIG IDEAS NEED BIG SPACES

Source: Diesel Wall art contest (2008)

Guerrilla Marketing2 02/07/2013

GUERRILLA MARKETING

… is a form of marketing

which involves unusual approaches to

engage audiences and

intends to get maximum results

from minimal resources

with an effort to engage customers

Source: Jay Conrad Levinson (1984)

Agenda1

Key Elements

2Objectives

3Mistakes

4Practical Example

Guerrilla Marketing4

Key Elements

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketin

gUnexpected

Drastic

Humorous

Potentially Interactive

Unconventional

Guerrilla Marketing5

Unexpected

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing6

Key Elements

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketin

gUnexpected

Drastic

Humorous

Potentially Interactive

Unconventional

Guerrilla Marketing7

Drastic

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing8

Key Elements

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketin

gUnexpected

Drastic

Humorous

Potentially Interactive

Unconventional

Guerrilla Marketing9

Humorous

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing10

Key Elements

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketin

gUnexpected

Drastic

Humorous

Potentially Interactive

Unconventional

Guerrilla Marketing11

Potentially Interactive

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing12

Key Elements

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketin

gUnexpected

Drastic

Humorous

Potentially Interactive

Unconventional

Guerrilla Marketing13

Unconventional

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing14

Anatomy of Guerrilla Marketing

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Execute brilliantly and consequently turn viral

Generate buzz (word of mouth)

Provoke with your conceptBrainstorm about your Uniqueness

Touch their hearts that leads to Engagement

Financial muscle forlow-cost advertising

Guerrilla Marketing15

Advantages and Disadvantages of Guerilla Marketing

02/07/2013

PROS

■COST EFFECTIVE■TACTIC FOR SMALL BUSINESSES■INCREASES BRAND AWARENESS AND CONSUMER RECALL■INVOLVES NETWORKING

CONS

■DIFFICULT TO MEASURE■TIME-CONSUMING■RISKY■LEGAL GREY AREA

Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing16

Negative Example “Boston bomb scare”

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing17

Negative Example “You suck Sarah Marshall”

02/07/2013 Key Elements Objectives Mistakes Practical

Example

Guerrilla Marketing18

Summary

Guerrilla Marketing is an effective and

cheap method to reach and affect customers

02/07/2013

Big Space for big Guerrilla Marketing Ideas for EF

Key Elements Objectives Mistakes Practical

Example

Key Elements Objectives Mistakes Practical

Example

Find your Adventure

abroad

Proposal from ABC Marketing Consulting Corp.