GUERRILLA MARKETING

Presenter
Tushar Verma
MBA(P)-A
Guerrilla Marketing
 Described by Jay Conrad Levinson in his popular
1984 book Guerrilla Marketing

 It is an unconventional way of performing

promotional activities on a very low budget.

 Such promotions are sometimes designed so that

the target audience is left unaware they have been
marketed to and may therefore be a form of
undercover marketing (also called stealth
marketing).
Theories of Guerilla
Marketing:
 Not cutting your budget, but using it wisely
 Rely on brain power, not money power
 Primary investment should be time, energy, &
imagination
 Aim for more & larger transactions with existing
customers
 Use incentives for existing customers for
referrals of new customers
Theories of Guerrilla
Marketing
You must be patient and let your programs develop and
take hold --- IT DOES NOT HAPPEN OVERNIGHT

Remember that marketing is all about people and not

about things

Guerrilla Marketers should always use a combination

of marketing methods for a campaign.

Use current technology as a tool to empower your

marketing.
Types of Guerrilla
Marketing:
 Viral Marketing
 Undercover Marketing
 Tissue Packing advertising
 Experiential Marketing
 Presume Marketing
 Ambush Marketing
 Astroturfing
Guerrilla Marketing:

Advantages

Flexible Low Cost Targeted Simple

Guerrilla Marketing:
 Use of Internet
 Pop ups
 Word Of Mouth
 Stickers
 Badges
 Blogs
Non Traditional
 Illegal Methods Advertising Methods
 Generating Mystery
or Intrigue
 SMS Messaging
 Peer Marketing
Non-traditional methods:
 The Internet:
 Web sites – easy and cheap to set up

 Pop up ads

 24 hour availability and contact

 Using Internet technology – getting

your name high up in search engines

 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

 Product give-aways

 Stenciling

 Spray paint logos

Non-traditional methods:

 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 laptops in a mall.
GM in retail business!!!
 Many retail entrepreneurs are in a great position to
use holidays for promoting their businesses.
 Every month has a holiday??!!
 And if you don't find one that fits, make one up:
National Haircut Day, Treat-a-Dog Day or Buy Roses for
No Reason Day, for instance.
 These types of themed days can even get you extra
media coverage, so be sure to let the media know
about your made-up holiday and promotion.
 Feeding the news community with this information
positions your business not only as a resource for
information related to holidays, but also as the place
to shop for holiday-related gifts.
Blue jacking:

 Sending of unsolicited messages over

bluetooth to bluetooth-enabled devices such
as mobile phones, PDA’s or laptop computers

 'Blue jacking' was first committed by an Esato

user 'Ajack' who used his phone to advertise
Sony Ericsson

 Blue jacking has been used in guerrilla

marketing campaigns
 Conclusion

 Guerrilla Marketing is the easy and

cheapest method of the promotion of
items in the market. Though sometimes it
backfires.