Guerrilla Marketing

BySteven Severn

Bus360Professor Saytes

Summer ‘10

Index

Introduction

Why Guerrilla?

Current Guerrilla trends

Case Studies

Conclusion

Work citied

Introduction

Guerrilla Marketing: an unconventional

system of promotions that relies on time,

energy and imagination.[1]

Typically, guerrilla marketing campaigns

are:

◦ Unexpected

◦ Unconventional

◦ Potentially interactive

Why Guerrilla?

The objective of guerrilla marketing is to

create a unique, engaging and thought-

provoking concept to generate buzz, and an

everlasting experience for the consumer.[2]

◦ Ad Clutter

◦ Results may vary, but are unlimited

◦ Reaches consumers on a smaller scale, but with a

higher impact.

Guerrilla Trends 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

Wheatpastings

The Creativity Never Stops...

Case Studies: Westin Hotels Goal: To promote the rejuvenating and

renewing experience of a Westin stay.

Results:

3,000 Flyers Distributed

15,000 Brand Impressions

Significant Media Attention[3]

Case Studies: Nokia GPS

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[4]

Goal: Redefine Nokia navigation as

a fun and engaging experience.

Still Interested?

3GGuerrilla.wordpress.com My Blog

Guerrillasushi.blogspot.com Old

Internship Blog

blog.guerrillacomm.com Industry Blog

creativeguerrillamarketing.com Industry Blog

Powered by SFSU Marketing Association

Guerrilla.

Fin

Work Cited

1. 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/>.

2. "Guerrilla Marketing is about Being Unique." www.LevelTenDesign.com. Level Ten Design, 18

Feb 2010. Web. 28 Jul 2010. <http://www.leveltendesign.com/blog/chris/guerrilla-

marketing-about-being- unique?

utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+levelte

nblog+(Internet+Insights+by+LevelTen)>.

3. "Case Studies: The Westin Hotel Zen Garden." Attack!. Attack! Event Staffing, Field Support, &

Guerrilla Services, n.d. Web. 28 Jul 2010. <http://www.attackmarketing.net/case-

studies/zengarden.php>.

4. "Direct Lions Winners." www.canneslions.com. Cannes Lions, n.d. Web. 28 Jul 2010.

<http://www.canneslions.com/work/direct/entry.cfm?entryid=9284>.