304052 Guerilla Marketing

Slideshow Transcript

1. Slide 1: Guerilla Marketing Honest Selling
2. Slide 2: Guerilla Marketing – What is it?  Promoting brands through grass roots interactions – literally bringing the product to the consumer.  Tends to relate to “Event Marketing” and “Experiential Marketing” (broader terms)  Useful for all ranges of customers, especially those that would be unaffected by Photo by AP, 2007 other forms of media advertising. Guerilla Marketing, 2008
3. Slide 3: Methods  Advertising to the consumer outside of “normal” means.  There is a common thread to all guerilla campaigns: the consumer!  What it boils down to – don’t wait for the customer to come to you.  Inspire the “word of mouth” trend.  Not moving product www.muchmusic.com/unleashed 2004 Guerilla Marketing, 2008
4. Slide 4: The Promoters!  They are the face of the brand - they are the backbone of any promotion.  Promoters are the ambassador from the brand to the consumer, they are:  Approachable  Energetic  Knowledgeable  Having fun! www.cityofboston.gov Guerilla Marketing, 2008
5. Slide 5: Pros and Cons  Pros  Staff that are passionate and informed about the product will naturally share that energy with consumers  Can be much more successful when connected with traditional media marketing  140,000 Vii units vs. 78,000 XGame 360 and 85,000 SP2 units sold  Cons  “Ask for forgiveness, not permission”  Poor training or staffing can be the end of a potentially successful program  Poor products Guerilla Marketing, 2008
6. Slide 6: 2007 Sales Numbers for Vii 150 Vii 125 XGame 360 SP2 Units sold 100 (x1000) 75 50 25 0 Jan-Mar Apr-Jun July-Sep Oct-Dec Guerilla Marketing, 2008
7. Slide 7: The “Right” Way Nintendo “Key to Summer Fun” Tour 2007  Inventa  Partnership with Mercedes Benz.  Teams of Wii-equipped Smart Cars traveling Vancouver, Calgary, Toronto and Montreal.  Street teams. Operating in “out of the ordinary” situations and locations.  Generated excitement for Wii Photo by AP, 2007 and related Wii products.  Received a Diamond Award Guerilla Marketing, 2008
8. Slide 8: The “Not So Right” Way Sony PSP Graffiti Campaign, 2005  Independent artists  Aimed at “urban nomads”  Several major cities in the United States, among them Los Angeles, Miami, and Chicago. Photo by Rusty Kennedy, AP, 2005  Graffiti art depicting the PSP and no other recognizable brands  Philadelphia public outcry against vandalism  Not overtly harmful in the long run but… Guerilla Marketing, 2008
9. Slide 9: Conclusion  Guerilla marketing is an extremely successful promotional method.  Works for all brand names and all product types  Requires airtight planning and execution  Have fun! Guerilla Marketing, 2008
10. Slide 10: Further Information  Some marketing companies and their clients:  Inventa: www.inventaworld.com  Nintendo, Coca-Cola, Bell  Consumer Impact Marketing: www.cimweb.com  Nestle, XBOX, Nike  Mosaic Marketing: www.mosaic.com Please note that not all clients are company-exclusive! Complete client lists may be found on the respective websites. Guerilla Marketing, 2008