Tânia Cerqueira

Paulo Sousa
Miguel Noite

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Marketing Yesterday
• Marketing is just noise

• Deficient MIX

• Big innovation capacity

• Limited budget for massification

A person is exposed to over 1,500 ads or brand

communications a day. The selective attention selects 30 to
80.

But in the end, only 10 messages can influence the

consumer.
Kotler and Keller, 2006

Marketing Today
• Saturation of advertising

• Dispersion of the target

• Lack of credibility in advertising

GUERILLA MARKETING
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 The concept of guerrilla marketing was invented as an
unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget.

Typically, guerrilla marketing campaigns are unexpected and

unconventional; potentially interactive; and consumers are targeted in
unexpected places.

The objective of guerrilla marketing is to create a unique, engaging

and thought-provoking concept to generate buzz, and consequently turn
viral.

The term was coined and defined by Jay Conrad Levinson in his book
Guerrilla Marketing. The term has since entered the popular vocabulary
and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept

encounters in public places, street giveaways of products, PR stunts,
any unconventional marketing intended to get maximum results from
minimal resources.

Levinson's books include hundreds of "guerrilla marketing weapons",

but they also encourage guerrilla marketeers to be creative and devise
their own unconventional methods of promotion. Guerrilla marketeers
use all of their contacts, both professional and personal, and examine
their company and its products, looking for sources of publicity. Many
forms of publicity can be very inexpensive, while others are free.

Levinson says that when implementing guerrilla marketing tactics,

small size is actually an advantage instead of a disadvantage. Small
organizations and entrepreneurs are able to obtain publicity more easily
than large companies as they are closer to their customers and
considerably more agile.

Yet ultimately, according to Levinson, the Guerrilla marketeer must

"deliver the goods". In The Guerrilla Marketing Handbook, he 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."

Levinson identifies the following principles as the foundation 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.

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  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.
 Create a standard of excellence with an acute focus instead of
trying to diversify by offering too many diverse products and
services.
 Instead of concentrating on getting new customers, aim for more
referrals, more transactions with existing customers, and larger
transactions.
 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.
 Focuses on gaining the consent of the individual to send them
more information rather than trying to make the sale.

The Guerilla Marketing escapes of the conventional medias and Ps:

The four P’s of the traditional Marketing (Product, Place, Price,

Promotion) for the Guerilla Marketing are 4 E’s: Experience, Everyplace,
Exchange and Evagelism.

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The term Guerrilla Marketing is now often used more loosely as a
descriptor for non-traditional media, such as:

 Reverse Graffiti — clean pavement adverts

 Viral marketing — through social networks
 Presence marketing — marketing for being there
 Grassroots marketing — tapping into the collective efforts of
brand enthusiasts
 Wild Posting Campaigns
 Alternative marketing
 Buzz marketing — word of mouth marketing
 Undercover marketing — subtle product placement
 Astroturfing — releasing company news to imitate grassroots
popularity
 Experiential marketing — interaction with product
 Tissue-pack marketing — hand-to-hand marketing
 Wait marketing — when and where consumers are waiting (such
as medical offices and gas pumps) and receptive to
communications

Guerrilla marketing was initially used by small and medium size (SMEs)
businesses, but it is now increasingly adopted by large businesses.

» Wach the Zazoo video

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 http://www.youtube.com/watch?v=RWhQJRtoLxc

THE CAMPAINGN STARTS UNEXPECTEDLY CAUSING SURPRISE AND

ATTRACTING ATTENTION

» Watch the “Fish” Vídeo

HIS RADICAL STYLE IS USED TO ACHIEVE THE TARGET IT MAY

BECOME DISCOURTEOUS

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HOWEVER HIS CHARACTERISTIC HUMOR HELPS TO REDUCE
BARRIERS BETWEEN SENDER AND RECEIVER

THE CAMPAIGNS ARE SHORT LIKE A SHOT. IS TEMPORARY

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THE AIM IS TO CREATE NOISE IMPACT, CREATIVITY AND INNOVATION
AT LOW COST

CLIENTS IN ESTABLISHING SELF-SATISFACTION AND CONFIDENCE IN

THE PRODUCT EVEN IF THEY DON’T BUY, THEY WILL ALWAYS
REMEMBER THE PRODUCT

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Can help causes, with social marketing campaigns

Warsaw, Poland - Amnesty International

The objective of the campaign is to inform

the Polish society about violation of
freedom of speech in Belarus. It aims at
encouraging Poles to help restore freedom
of expression in Belarus

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