1

Other popular and alternative

marketing technique
GUERRILLA MARKETING
A fruitful campaign
 THE TERM GUERRILLA
• It roots back to the war of independence in Spain and
Portugal (the beginning of the 19th century), the revolution in
Cuba, and the Vietnamese War.
• It is a Spanish expression which can be translated as “battle”.
“guerrilla” stood for an attack strategy and a combat
operation based on the surprise effect and on acts of
sabotage, which was used by smaller groups that stood
against a massive military force.
• In the 1960’s US firms brought the “guerrilla” tactics to
Marketing, when they needed new ways to outdo
competitors.
• Attack in a different, and unconventional way.
 WHAT DOES GUERRILLA DESCRIBE?
• guerrilla Marketing distinguishes itself from other promotion
tools by its surprise effect and it has become a very popular
marketing strategy in current times.
• The name “guerrilla” originally describes a group that uses
a violent approach to achieve the implementation of their
beliefs and ideology. Their opponents are often a
tremendous force consisting of more people and even of
more resources such as weapons or money.
• The guerrilla fighter’s only advantage is the fact that only
they know where and when they will strike.
 5

WHO APPLIES GUERRILLA MARKETING ? (1)

• guerrilla marketing is based on the principle

that especially small and medium sized
enterprises, with the small, periodic, but
surprising attacks, demoralize their
competitors and acquire a place in the
markets
 WHO APPLIES GUERRILLA
MARKETING/ADVERTISING? (2)
• At first the term “guerrilla Marketing” known as a
philosophy for small and start-up companies to
successfully market their business with a small amount of
money.
Now
• The evolved guerrilla Marketing form is used by
companies of all sizes; Global Players such as BMW use it,
and start-up companies do so to create brand
awareness.
 WHAT’S GUERRILLA MARKETING?

• It is a marketing strategy that nowadays predominantly

used for the Marketing Mix “P” Promotion.
• It is a marketing form, which involves the consumer in
the advertising experience.

• guerrilla Marketing campaigns display creative ideas

dynamically with unconventional methods at places
where advertising would be least expected. The aim is
to irritate, fascinate, and animate the consumer.
 WHAT IS GM? (CONTINUED)
• It is the surprise effect which belongs to the root
philosophy. It is advisable not to repeat a guerrilla
action as it might not be surprising anymore, but rather
annoying.
• It stands out from the saturated advertising landscape
by being fun and not bothersome. Unconventional
forms on the other hand can accomplish excitement.
• guerrilla Marketing, Viral Marketing, and Word-of-Mouth
Marketing are concepts that gain rising importance,
especially through one increasingly important
marketing channel: the Internet.
 GM AND AIDA MODEL
• So guerrilla Marketing can find a way to actually reach
the customer, at least in the first two steps of the AIDA
Model.
Awareness-Interest-Desire-Action
• The great potential of the guerrilla Marketing was
confirmed by Marketing Experts that the traditional
Marketing Channels such as TV and magazine, who will
also be at the forefront in the future, will take over
characteristics of guerrilla Marketing in order to
actually reach the customer.
 WHY GUERRILLA ADVERTISING?
• most marketing efforts aren't nearly innovative enough
and messages turnout to be ineffective with nearly high
cost paid by companies.

• Creative marketing ideas—many of which can be

implemented at low cost and lead to quick results

• Effective and efficient use of resources were the target

of guerrilla advertising.
 HOW TO KNOW IT?

You will find it at the moment you do not

expect it at all!
And at the moment you notice the
advertisement and start thinking about its
message they have what they want – your
attention and interest.
 CHARACTERISTICS OF GUERRILLA
MARKETING IN COMMON

•Creative
•Unconventional
• Surprising
• Efficient
 GUERRILLA ADVERTISING’S MARKETING IDEAS
MEET 4 REQUIREMENTS
• Ideas are memorable. Not just different ... but memorable.

• The marketing offer and communications are easy-to-understand and

delivered. This standard is important for both customers and employees.

• Great marketing ideas that have a foundation in value—the kind of value

that connects quickly with or directed at your target audience.

• Focus, focus, focus. The best marketing ideas create a connection with a
targeted audience that generates a response, interaction or purchase
intent. Watch Coca cola videos
 HOW TO IMPROVE CREATIVITY?

• Capture the prospect's attention.

• Maintain the prospect's interest.

• Move the prospect to a favorable action.

 GA NEEDS A WITNESS

In the case of an ad that includes a witness, the witness

should be a real customer and the ad should refer to real
events and real names.

• The realistic goals should be communicated to the

target customers in a creative way

• People are confronted with advertisements where and

when they do not expect it.
 WHY GUERRILLA ADVERTISING STRATEGIES
DEVELOP EMOTIONS?

• Advertisers try to stimulate emotions for three purposes:

• Emotions are an important benefit derived from a

product or brand

• Emotions may help to communicate the benefits of a

product or brand

• Emotions can directly affect attitudes

 ETHICAL PROBLEMS OF GUERRILLA
ADVERTISING STRATEGIES

• Fear
• Irritation
• Invasion of privacy
• Not liked by customers for emotional reasons

Other ethical issues might arise in specific countries

 GUERRILLA ADS

• 24 (serialized film)

• Perlodent (toothpaste)

• Kill Bill (movie)

• Pringles (potato chips)

24 (SERIALIZED FILM)
PERLODENT (TOOTHPASTE)
KILL BILL (MOVIE)
PRINGLES (POTATO CHIPS)
 CONCLUSION
• Main goal of guerrilla is to increase customer awareness
and interest through the product and its associated
brand.

• Acceptability of a guerrilla ad is related to its ends

rather than its mean.

• Some guerrilla marketing implementations may lead to

ethical problems when executed without certain
boundaries.
 24

CONCLUSION (CONTINUED)
• Ads including fear appeal irritate the audience, distract
attention and may be problematic in ethical terms.
• Public dislike of an ad may lead to the loss of the goodwill and
reduce the short-term and long-term effectiveness of the ad.

• Companies should implement new advertising strategies in a

more responsible manner because the ethicality of guerrilla is
measured by its consequences.
KITKAT GUERRILLA ADVERTISING
KITKAT GUERRILLA ADS
KITKAT GUERRILLA AD
RIMMEL GUERRILLA AD
HEINZ CREATIVE AD
IKEA GUERRILLA ADVERTISING
MCDONALDS
SOPRANOS MOVIE
 APPLICATION

Provide different examples for guerrilla tactics

used by companies and discuss the ethical
issues that might arise due to the practice of
guerrilla marketing
 34

FOR REFLECTION- WATCH THE VIDEOS

Explain how these companies applied

the characteristics of guerrilla
marketing in their advertising to create
a buzz