Guerrilla marketing Sinyaeva Marina 3 V 00

Guerrilla marketing Sinyaeva Marina 3 V 00

Content Key words What is guerrilla marketing? Principles of guerrilla marketing 200 marketing weapons Associated marketing trends Examples Summary Conclusion References

Key words Guerrilla – partisan Neatness – cleanliness, tidiness To remain – to stay, to continue Essence – nature Relaxation – becoming weaker To stencil – to draw a picture by using a pre-made pattern

What is guerrilla marketing? The first Guerrilla Marketing book was published by Houghton Mifflin in l 984. Today there are 58 volumes in 62 languages, and more than 21 million copies have been sold worldwide. In the words of the Father of Guerrilla Marketing, Jay Conrad Levinson, this describes guerrilla marketing: “I'm referring to the soul and essence of guerrilla marketing which remain as always -- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money. ”

The need for guerrilla marketing can be seen in the light of three facts: Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and absolutely inexpensive.

In The Guerrilla Marketing Handbook, J. C. Levinson states: "In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer's needs, and it must provide a product that delivers the promised benefits. "

Principles of guerrilla marketing: Guerrilla Marketing is specifically geared for the small business and entrepreneur. It should be based on human psychology rather than experience, judgment, and guesswork. Instead of money, the primary investments of marketing should be time, energy, and imagination. The primary statistic to measure your business is the amount of profits, not sales. The marketer should also concentrate on how many new relationships are made each month. Forget about the competition and concentrate more on cooperating with other businesses. Guerrilla marketers should use a combination of marketing methods for a campaign. Use current technology as a tool to build your business. Messages are aimed at individuals or small groups, the smaller the better.

200 marketing weapons These guerrilla marketing weapons should all be considered for promoting a product, service or website. Notice how more than half of them are free. Personal letters Postcards Outside signs Street banners Outside & inside signs Posters Newspaper ads Billboards Forums Viral marketing ØYourself ØHow you say "Hello" and "Goodbye“ ØYour teaching ability ØStories ØCompetitive advantages ØGifts ØPublic relations ØCoupons ØSensitivity ØFlexibility ØPatience ØNeatness

Associated marketing trends Reverse graffiti - is a method of creating temporary or semi permanent images on walls or other surfaces by removing dirt from a surface. It is often done by removing dirt/dust with the fingertip(s) from windows or other dirty surfaces, such as writing 'wash me' on a dirty vehicle. Reverse Graffiti advertising Cadwalader's in Cardiff

Viral marketing – is a marketing through social networks Buzz marketing — word of mouth marketing Undercover marketing - is a marketing where consumers do not realize they are being marketed to Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps).

Examples IKEA Using graffiti style, they stencilled images of people and animals over their billboards, that are displayed on subways, to add “a warm touch to” or “humanize” their ads that feature nothing but their products. This is a part of the campaign, ‘People bring Design to Life’.

This is not the first time the brand dove into guerrilla marketing tactics. They have invited their customers to spend a night in their stores and created an apartment complete with functioning sleeping and eating areas.

Nikon Guerilla Marketing Campaign

Fitness First Guerilla Marketing Campaign

Stop Global Warming Guerilla Marketing Campaign

Unicef Guerilla Marketing Campaign

Volkswagen

2012 Movie Advertisement

Copenhagen Zoo

Summary The main idea of guerrilla marketing is to use not money but time, energy and imagination. It is simple to understand, easy to implement and it is inexpensive It is based on human psychology and it was invented for small business There are 200 weapons which can be used. More then a half of them is free Reverse graffiti, viral and buzz marketing, undercover and wait marketing are the most effective trends of nowadays

Conclusion Despite the fact that the original guerrilla marketing has been designed specifically for small and medium-sized businesses today it is actively used by the largest global companies. And it is not surprising because these companies also want to cut down their costs on ads and get more profit. Moreover, they have more resources to develop interesting advertising campaign. But small companies never give up. That is why guerrilla marketing is so popular nowadays.

References http: //www. gmarketing. com/ http: //en. wikipedia. org/wiki/Guerrilla_marketing http: //www. creativeguerrillamarketing. com/guerrillamarketing/122 -must-see-guerilla-marketing-examples/

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