Guerrilla Marketing

INTRODUCTION

‘Guerrilla marketing is a tool that allows SME’s to demoralize their rivals with small periodical and surprising attacks, requires swift action and utilizes creativity and imagination’ (Tek, 1999)

Levinson (1998) who first introduced the guerrilla marketing concept stressed the importance of the following principles;

1. ‘By being as specific as possible these advertisements should be persuasive and directly contribute to the company’s profits’

2. ‘In the case of an ad that includes a witness , the witness should be a real customer and the act should refer to real events and real names’

3. The realistic goals should be communicated to the target customers in a creative way’

CHARACTERISTICS OF GUERRILLA MARKETING

According to Levinson et al (2008)

Amazement

‘Inspire wonder and amazement’ among consumers

Sets a company apart form the competition

Could be ‘speed of delivery’, ‘freebies’, ‘bundled service packages’ etc.

Content

‘Substance over glitz’ & ‘over deliver on promised experience’

Guerrilla marketers know their customers want more thrilling experiences so they have to keep reinventing, discovering and creating content to keep consumers attention and wonder

Involvement

Encourage consumers to become engaged with the experience of marketing

They consistently ask consumers opinions on their products and services instead of just telling them things

ANATOMY OF GUERRILLA MARKETING

http://liljeqvist.guru/hacking-guerilla-marketing/

TRADITIONAL MARKETING - V- GUERRILLA MARKETING

Isoraite (2010)

EXAMPLES OF EFFECTIVE GUERRILLA MARKETING

Nivea Guerrilla Marketing IKEA Guerrilla Marketing

Tylenol Guerrilla Marketing

Copenhagen Zoo Guerrilla Marketing

EXAMPLES OF EFFECTIVE GUERRILLA MARKETING

IBM Guerrilla Marketing Dog Flea medicine Marketing

Havana's Guerrilla Marketing

EXAMPLES OF SHOCKING GUERRILLA MARKETING

Amnesty International’s ’stop human trafficking’ Guerrilla Campaign

Smoking effects Guerrilla Marketing

In Germany

Poverty Awareness Guerrilla Marketing

Advertisement of Jobs Guerrilla

Marketing

POSITIVES AND NEGATIVES OF GUERRILLA MARKETING

Positives

Cheap to execute

Allows for creative thinking

Grows with word of mouth

Publicity can snowball

Negatives

Mysterious campaigns can be misunderstood

Authority Intervention

Unpredicted obstacles

Potential backlash

http://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples

BIBLIOGRAPHY

Levinson, J.C., 1998. ‘Guerrilla Marketing’. 3rd Edn.,Mariner Books, USA., ISBN: 13: 9780395906255,pp: 388

Tek, O.B., 1999. ‘Principles of Marketing’. 8th Edn., Beta Basimevi, Turkey, ISBN: 9754867375, pp: 902.

Canan Ay, Pinar Aytekin ,Sinan Nardali, ‘Guerrilla marketing communication tools and ethical problems in Guerrilla marketing’, American Journal of Economics and Business administration, 2(3), 280-286 (2010)

JC Levinson, M Meyerson, ME Scarborough, (2008), ‘Guerrilla marketing on the internet: the definitive guide from the father of Guerrilla marketing’ (Book)

Margarita Isoraite (2010), ‘Guerrilla marketing strategy realization assumptions’