Guerrilla marketing is an unconventional and ethical way to pursue marketing goals using time, energy, and imagination rather than money. It involves matching one's wits against competitors through tactics like viral marketing, buzz marketing, wild postings, alternative marketing and experiential marketing. The goal is to create engaging concepts that generate buzz and grow virally with low budgets.
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Guerilla marketing
1. What
What
is
is
Goerrilla
Guerrilla
Marketing
Marketing
?
By:-
Akhil Sood
Ashwin Variyar
MAD Club, VGSoM
IIT Kharagpur
2. A Body of
unconventional
ethical ways of
pursuing WHAT
conventional goals
Basic Requirements
•Time
•Energy IS
•Imagination
•Not Money
Different from
Conventional
Marketing as Guerilla
IT
Warfare is from Coined by
Conventional Warfare Jay Conrad
Levinson
It is about matching ?
the wits of your
competitors, rather
than their budgets
3. Large Business Units
are failing – as they
are not able to
understand the Why
fundamentals of
marketing
Has a history of
success as it is simple, Is
easy to understand
and implement and
outrageously
Objective
inexpensive.
Overall Objective It
To Create a unique,
engaging and thought
provoking concept to
generate buzz and Needed
consequently turn viral
4. Not Cutting
your Budget,
but using it
wisely The
Rely on Brain
Power. Not
Money Power
Theory
Investment of
time, energy
and
imagination Larger Behind
transactions
Use with existing
incentives customers
for existing
customers It
for referrals
of new
customers
5. Viral Marketing A
S
S
O T
Viral marketing refers to
marketing techniques C R
that use pre-existing I M E
social networks to A A N
produce increases in D
brand awareness or to
T R
achieve other marketing E K S
objectives through self- D E
replicating viral processes
(analogous to the spread
T
of viruses or computer I
viruses). N
G
6. Presence Marketing A
S
S
O T
C R
I M E
The principle lays in A A N
communicating the D
products to the target
T R
audience on daily basis in E K S
such a way that it raises D E
the recognition
continuously.
T
I
N
G
7. Wild Posting Campaigns A
S
S
O T
Wild C R
Postings are outdoor and E
indoor poster placements
I M
that add a creative A A N
"edge" to larger outdoor T R D
advertising campaigns. E K S
Wild Postings can take on
D E
various forms such street T
posters. I
N
G
8. Buzz Marketing A
S
S
O T
C R
Marketing buzz is the E
interaction of consumers
I M
and users of a product or A A N
service which serves to T R D
amplify the original E K S
marketing message. Also
called Word of Mouth
D E
Marketing. T
I
N
G
9. Alternative Marketing A
S
S
O T
C R
I M E
Alternative marketing is A A N
best defined as publicity D
that looks like it is
T R
completely removed from E K S
the company itself. D E
T
I
N
G
10. Experiential Marketing A
S
S
O T
C R
Experiential marketing is I M E
one that directly engages A A N
consumers and invites D
and encourages
T R
consumers to participate E K S
in the evolution of a D E
brand.
T
I
N
G
11. Tissue Pack Marketing A
S
S
O T
Tissue-pack marketing is C R
a type of guerrilla I M E
marketing that is a A A N
phenomenon in Japan. D
Companies use small,
T R
portable tissue packages E K S
to move advertising copy D E
directly into consumers'
hands
T
I
N
G
12. Wait Marketing A
S
S
O T
Wait marketing is to
enjoy the waiting time for C R
consumers to submit I M E
their advertising and A A N
marketing. The spaces D
are often used,
T R
affordable and the E K S
waiting situation D E
maximizes the perception
and memorization of the
T
message. I
N
G
13. Reverse Graffiti Marketing
Reverse graffiti is a A
method of creating S
Live-in Marketing
temporary or semi Live-in Marketing is S
permanent images on marketing in which the O T
walls or other surfaces by target consumer is R
removing dirt from a C
allowed to sample or E
surface. It is often done by I M
use a brands product in
removing dirt/dust with a relaxed atmosphere A A N
the fingertip(s) from over a longer period of T R D
windows or other dirty time. Much like product S
surfaces, such as writing E K
placement in film and
'wash me' on a dirty D E
television LIM was
vehicle. developed as a means T
to reach select target I
demographics in a non-
N
evasive and much less
garish manner than G
traditional advertising.
