It is The Best Selling Series of Book

1Million a yearover 23Million Books to Date

SOLD!!!Source Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004,

BECAUSEIt’s been chosen 12. of 25 most influental business management books of all time

by TİMES.

Source:http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_2087674,00.html

BECAU

The American Marketing Association’s small survey on guerilla marketing shows one surprising finding;

94% of respondents felt marketers will use alternative-marketing approaches more frequently in the future.

Because

BECAUSE A marketing expert at

Washington University in St. Louis. says that

emerging concepts such as crowdsourcing, viral

Internet campaigns, product placements and

guerilla promotions Will Dominate The Marketing & ADVERTİSİNG landscape

in 2012 and beyond.

Source: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.

İmagery of

REVOLUTIONARIES

İmagery of

MAKESHIFT ARMIES

GUERRİLLA conjures

GUERILLA TACTICSNo resources through traditional methods

Get creative

Pick opportunities NOT EXPECTED in order to make the best assault

Blend back into the backroundMargolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

GUERİLLAS BASIC PLANof ATTACK

İdentiy your targetstrategise their location

and make the most effective impression

hit them in an unexpected way

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

WHAT İS GUERİLLA MARKETİNG ?!

sa shape of shifting form of marketing that takes

a brand’s messaging and present it to the

desired consumers in a

PERSONALLY

ENGAGİNG &

UNEXPECTED WAY

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

HİSTORY of

Guerilla Marketing

When the little guy uses UNCONVENTİONAL TACTİCS and surprisesthe opponent it’s called Guerrilla warfare .

When the little guy uses UNCONVENTİONAL TACTİCS and surprisesthe opponent it’s called Guerrilla warfare .

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

When some starry-eyed startup shocks the world with an underground marketing campaign that costs nothing but causes shockwaves for months, it’s called

Guerrilla Marketing

I have been Guerilla-d

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

From the begining of the 20 century

until 1940-1950 The main gole of advertisement is to

educate the target audience rather than entertain or

engage. They tell the consumer what they didn’t know before

Over time advertisement techniques gets less effective and

http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/

By the 1970’s advertisement world was ready for a REVOLUTİON

In 1984 Jay Conrad Levinson’s

book of Guerilla Marketing brings the

REVOLUTİON with ideas for a big advertising results with little investment.

But this revolutionary book

WAS NOT ANYTHİNG that

professional ad men had already

known for years.

.

It is just based on shocking, funny, unique, outgreous, clever and creative tactics to advertise on a small budget to make people can’t stop talking about

The sucess lies beneath; “the more creative and jarring campaign is the more attention it gets!”

7STEPG PLAN

UERİLLA

Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin Co., 2003, s.7-8.

THE ORIGINS AND EVOLUTION OF

GUERRILLA MARKETING

BUY ME A DRİNK ?

Guerillas in the wild

It’s 1987. At the clubs there were gorgeous womans suddenly sidling up to the bar next to you and purring “Buy me a drink?”

At one time Adidas was on top of the world but after a series of managament changes the company was in trouble

RAPERS İN NEW YORK

In the mid 1980’s

Bernard Taple gave pairs of Adidas away to up-and-coming rappers in New York as a solution and it turned out, one rap group brought Adidas back from the brink of extinction. In 1986, Run DMC put out a single called “My Adidas.” Practically overnight, Adidas shoes were on the feet of every hip young thing and wannabe from NYC to LA.

HOW GUERİLLA MARKETİNG

is DİFFERENT?

All marketing is interested in reaching consumers, the difference comes

from how you accomplish that goal.

TRADİTİONAL marketing uses more traditional media which includes

PrintRadio TV

Guerilla marketing consists of MORE

STREET-LEVEL OUT OF HOMEEVENT MARKETING

Even though guerilla marketing can use traditional methods (such as print, TV and radio) to

get the word out what it sets it parts is that it breaks

traditional expectations by applying

these tools in a different way

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

The focus with guerrilla isn’t the “what” it is the

“how ”

excitingunexpectedmemorable

It is the ATTİTUDE and APPROACH that sets guerrilla apart from other forms of marketing and it should be:

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

WHO does Guerilla Marketing?

“Do you like following rules and being told

how to do things? Neither does anyone and that’s

why guerrilla marketing is perfect for free

wheeling thinkers like us.” Jay Conrad Levinson

The answer to who is doing guerilla marketing is

“everyone”.

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

WHY People choose

Guerilla Marketing?

Customers demand MORE CUSTOMİZATİON and HİGH OPERATİNG COSTS for these media can cause headaches for advertisers.

#2seeing dollar signs?

Traditional media require innovation and that’s why brands are embracing guerrilla tactics.

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32

CAUSE they are;

UniqueTargetedCost-effectiveBuzz-worthy and often press-worthy

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

#3

The field of guerrilla marketing is similar to advertising. There's good and

bad marketing. There's good and bad execution.

Everyone’s a suspect campaign

clue

+

Imagine walking onto the subway to see a man holding a large knife! Good thing it’s not a real knife, but a plastic knife attached to the holding rail. “Everyone’s a suspect”

This campaign places special liquid soap

dispensers that contain blood-red

colored soap in public washrooms. When

you try to wash your hands, the soap

creates the realistic illusion of you

washing the

blood off your hands.

Everyone’s a sespect!

This campaign places a

measurement tape on the wall to simulate a police line-up.

http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/

Largest iPhone controlled racing game

Created by HYUNDAI in New York’s Times Square

+

The billboard can be controlled via an iPhone after they register with the “Hyundai Race” and download the app. The user can steer the Velostar hatchback car by tilting their phone left and right. Movement is then detected by iPhone’s built-in accelerometer.

Because the screen is so massive, it undoubtedly captures the attention of the massive crowds in New York’s Time Square.

http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/

Guerrilla Marketing - World_s Largest iPhone Controlled Racing Game - YouTube.flv

In 2001, after IBM spray-painted "Peace, Love and Linux" on San Francisco streets, city leaders levied a $120,000 penalty against the company.

More symbolically, in 2002 New York City threatened to sue Microsoft after it blanketed Manhattan with thousands of butterfly stickers that weren't easily removed. The software giant wound up apologizing and assisted with the cleanup.

The city didn't take the company to court, but it did fine Microsoft $50 for littering.

The online casino has paid two people, Karolyne Smith and Brent Moffatt, to permanently tattoo the site’s URL on their foreheads. Notwithstanding the fact that both individuals placed their forehead space for auction on eBay, the publicity stunt didn’t sit well with much of the general public.

In 2002, underdog video game company Acclaim announced that they would pay families for the right to advertise one of their games on the tombstones of dead relatives. Following public outcry, Acclaim pulled the old “Aw, we were only joking anyway” routine.

_

“we are all marketers now – whether we realize it or not “

Rick Ferguson

(Ferguson, Rick. The Journal of Consumer Marketing 25. 3 (2008): 180.)

VİRAL MARKETİNG

Adjective “viral” suggests, the message is spread in a pyramidal fashion and at a speed to be compared with that of a virus or an epidemic.

Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.

Pick some small number of people to

“seed” your idea, product, or message; get it to “go viral”and then watch while it

spreads to reach millions, all on a shoestring marketing budget.

Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.

No campaign has been more aggressive in tapping into

social networks and leveraging the financial power of hundreds of thousands of small donors. Nor has

any other campaign found such

innovative ways to extend its reach by

using the Internet--more than $10 million of Obama's second-quarter contributions were made online, and 90% of them were in increments of $100 or less.

Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38.

“I hear and I forget, I see and I remember,

I experience and

I understand” Confucius

–

EXPERİMENTALMARKETİNG is a marketing idea featured with both

rationality + sensibility.

Therefore, the decision of shopping activities made by consumers will be influenced by sensory factors to a certainly degree.

Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3. 2 (fall 2010): 352-378.

As it’s becoming easier for us to tune out and ignore

advertisements today, so experiential marketing aims to

give you an experience rather than send you a one-

way message. Experiential marketing lets you interact

with the product and associate your

immediate emotional responses with

that brand.

COKE’s HAPPİNESS MACHİNE

It is centered on the idea of

a magical coke machine aka the happiness factory. Therefore they installed a very special coke machine in a college cafeteria and filmed students reactions to it.

•an online video called "Walk-In Fridge”

•Huge cardboard boxes labeled "Walk-In Fridge" dumped out

•A real walk-in fridge it took to beer festivals, allowing groups of friends to mimic the ad and upload it to YouTube (postings now run to the hundreds).

•a longer-form online video created showing guys installing a walk-in fridge in an apartment.THE PAYOFF Some 4.5 million YouTube hits for original vid; hundreds of imitator postings

. Were walk-in fridges actually for sale? Could that video have been… real?

Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39

walk-in fridges are REAL?

CATCH THE GOODIES

Are camera-phone-wielding willing to

spend 30 seconds to get a free sundae?

Early 2010, a

videogame is created

in which menu items bounced across a huge out-door digital billboard downtown.

The rules: Capture a menu item on your camera phone, bring it into the restaurant and get that item for free.

The game created buzz beyond the city square--which was the point of running

more than the usual billboard ad and the freshness of this approach to interaction

became the talk of the town.

Guerrılla marketıng 2010. Brandweek, 2010, Cilt 51, Sayı 39

MINI GETAWAY STOCKHOLMMINI Stockholm has launched this new mobile

hunting game to promote the MINI Countryman.

Players home in on a virtual MINI on their mobile phones, catch it and then run as fast as they can out of its orbit to prevent other potential takers from swiping it. The first player to have the car in their possession for a week wins a real Countryman. Iezzi, Teressa. The Work. Advertising Age 81. 38,2010, S. 22.

IS YOUR FRİENDSHİP STRONGER

THAN WOPPER?

De-friend 10 of your friends in exchange for a free

whooper!

YOU STARTED THINKING, RIGHT?

Let’s go to your FACEBOOK ACCOUNT and see

WHO might be?

“De-friend?”

Thousand of facebook member jilted each other for a burger.

ThereforeFacebook has disabled

whopper sacrifice after the members love for the whopper proved to

be stronger than 233,906 friendships.The Wall Street Journal, NY, 16 Ocak 2009.B.6

FRİENDSHİP is strong but the

whooper is stronger!

Samsung launched Samsung Galaxy SShortly after

Apple launched

iPhone 4 …

SAMSUNG AND iPhone WARS

Apple had signal problems.

Apple denied any hardware faults and

accused

other smart phones of the same failure.

Really?

Following the iPhone 4 call-signal controversy. Samsung gave lucky 8 people a Samsung Galaxy S phone to play with and duly wrote positive reviews.

Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.

As a result 7,000 extra fans signed up their Facebook page and an amazing brand and product awareness created at minimal cost.

Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.

“The single idea will literally save millions ofchildrens’s lives.”

U.S.Fund for Unicef

“AQUA SUCİA”An advertisement campaign for Unicef related Tap Project has received the gold award in Nontraditional / Guerilla Marketing from “Advertising Age”

The campaign is aimed at increasing

world knowledge and

awareness about the lack of clean drinking water in the world and to

raise money to solve the problem.Wentz, laurel. Avertising Age, 2009, 80,31, p. 35.

THANK YOU for listening.

RESOURCES•Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb 16,2004,

•Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing Inc., 2008, s.16-32.

•Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin Co., 2003, s.7-8.

•Wall ,Matthew, New Media Age; Aug 12, 2010: 16-17

•Ferguson Rick. The journal of Consumer Marketing 25.3, 2008: 180.

•Parpis, Eleftheria, Water Works, Adweek; Nov 20, 2006 ; 47,43:pg 18.

•: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.

•Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of Petroşani, Economics, 8(1), 2008, 224.

•Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007, 170, s.38.

•Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of organizational ınnovation (online) 3.2. (fall 2010): 352-378.

•Nudd, Tim, Adweek, Magical Thinking.Jan 18,2010;51,3;pg.37

•Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39

•. Iezzi, Teressa. The Work. Advertising Age 81. 38, 2010, S. 22

•The Wall Street Journal, NY, 16 Ocak 2009.B.6

URL’S•http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_2087674,00.html

•http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/

•http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrilla-marketing/

Nergis TAMER

PRODUCTION MANAGEMENT AND

MARKETİNG MASTER PROGRAMME

ADVANCED SALES TECHNİQUES