An overview of Guerilla Marketing - An unconventional system of promotions that relies on time, energy and imagination.

1. Guerilla Marketing

2. A plastic surgery firm promoting its services

4. ADIDAS promoting its soccer division

7. An unconventional system of
promotions that relies on time,
energy and imagination.

8. Why Guerrilla Marketing?

9. Goals of Guerrilla Marketing
Energy
Time
Imagination
Knowledge
Creativity

10. • Inform
• Remind
• Persuade
Objectives of Guerrilla Marketing

11. • 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
Guerrilla Trends

12. Seven Steps in Guerilla Marketing:
1. Identify the possible emotional appeal of
product/issue/cause
2. Translate it into meaningful benefits
3. State your benefits in a believable way as
possible
4. Get people’s attention
5. Motivate your audience to get involved
6. Be sure that you are communicating clearly
7. Measure your finished product against your
overall creative strategy

13. Benefits
• Cost effective
• Allows increased interaction
• Brand recognition
• Unique and ‘eye catching’

14. Limitations
• Subject to interpretation
• Difficult to measure
• Limited visibility
• Maintaining creative edge

15. Case Study: Nokia GPS
 Goal: Redefine Nokia navigation as a fun and
engaging experience.

16. 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

20. If you do build a great experience,
customers tell each other about that.
Word of mouth is very powerful.

21.  The Creativity Never Stops...

26. Work Cited
• 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/>.
• "Guerrilla Marketing is about Being Unique." www.LevelTenDesign.com. Level
Ten Design, 18 Feb 2010.
• Direct Lions Winners." www.canneslions.com. Cannes Lions, n.d. Web. 28
Jul 2010.
<http://www.canneslions.com/work/direct/entry.cfm?entryid=9284>.