Guerrilla Marketing

Guerrilla Marketing

Principles

Principles

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

Advantages:

Advantages• Flexible – because of small scale nature 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

Non-traditional advertising methods

Non-traditional methods

• The Internet:– Web sites – easy and cheap to set up– Pop up ads (assuming they are ‘smart’!)– 24 hour availability and contact– Using Internet technology – getting

your name high up in search engines– Using access/registration or subscription logs to full

capacity– Use of banner advertising– Web logs – ‘Blogs’ – personal Web ‘diaries’

Non-traditional methods• Stickers – can be put anywhere – especially in

the target area• Pavement chalking• Bio-degradable tree postings• Product give-aways• Stenciling• Spray paint logos

Non-traditional methods

• Offering free demonstrations and talks – gets you and your product known

• Offering free consultations• Finding a way of generating mystery

and intrigue to involve consumers• Peer marketing – putting people of similar

interests/ages/segments together to generate interest in the product, e.g. one claim for downloading music is that it opens up the chance for ‘new’ music to be discovered and later purchased

• Using SMS text messaging

Word of Mouth• Roach Baiting – getting the company message/brand across by the

use of an ‘actor’ behaving as a normal consumer in the hope of getting the message passed on.

• Undercover Marketing – also known as ‘buzz marketing’ – similar to above. Use of paid actors to actively promote the product/brand in a variety of situations or leaving products in high profile places to get them seen/used/noticed.

• Live commercials – paying for ‘live commercials’ in an appropriate setting, e.g. getting a group of young people to promote the use of ‘alco-pops’ in a club or theme bar.

'Illegal' methods• Bill stickers• Spray paint logos• Graffiti ads• (Some of these may not be strictly illegal

but may border on being so – not embraced by all ‘guerrilla’ marketers)