• Inspired by guerrilla warfare

• Hit-and-run tactics → suprising

elements

• Ambushes, raids, sabotage

• GM uses the same tactic

• 1984, Jay ConradLevinson’s book

• proposes unique ways of approaching and combating traditional forms of advertising

• Goal: use unconventional tactics to advertise on a small budget.

• campaigns need to be shocking, unique, outrageous and clever

• A marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.

• it often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promoters

• It is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz.

• more valuable impression with consumers thantraditional forms of advertising

• ideal for small businesses that need to reach a large audience ina cheap way

• Some marketers say that when big businesses use guerrilla marketing, it isn’t true guerrilla

• have much larger budgets and well establishedbrands.

• For example the famous 2007 Boston Bomb Scare

• promote a new film, Aqua Teen Hunger Force, turned into a citywide bomb scare.

• The Coca-Cola Company’s“Happiness Machine”

• has over 4.5 million views on YouTube.

• right solution for

small business.

• low cost reach a

highly targeted

audience

• most famous

examples is The

Blair Witch Project

The Blair WitchProject • promoted using

guerrilla marketing efforts

• was produced by five graduates with a minimal budget and a camera.

• campaign to spread rumours about a fictitious legend of “the Blair Witch.”

• It grossed $248,639,099

• Presence –find ways to make yourself known at all times –chat rooms, forums, discussion boards, e-mail, radio, magazines, Yellow Pages

• Activity–be aware of opportunities to make your product known at all times and act on them

• Energy–continually marketing –‘360 degree marketing’

• Networks–always looking to make contacts and develop networks –importance of relationships

• Smart–don’t offend customers or turn

• Flexible–because of small scale nature is can be adapted quickly, relatively easy to respond to change

• Low Cost–one of the founding principles –ideal for firms who do not have massive marketing budgets

• Targeted–designed to reach the target market –reduces waste and ineffectiveness

• Simple–many of the methods simple and easy to use and implement –ideal for the smaller business

Mondd ZBRZZ !!