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Transcript
http://www.bized.co.uk Guerrilla Marketing Copyright 2006 – Biz/ed http://www.bized.co.uk Guerrilla Marketing Copyright 2006 – Biz/ed http://www.bized.co.uk Principles Copyright 2006 – Biz/ed http://www.bized.co.uk Principles • Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages • Activity – be aware of opportunities to make your product known at all times and act on them • Energy – continually marketing – ‘360 degree marketing’ • Networks – always looking to make contacts and develop networks – importance of relationships • Smart – don’t offend customers or turn them off Copyright 2006 – Biz/ed http://www.bized.co.uk Advantages: Copyright 2006 – Biz/ed http://www.bized.co.uk Advantages • Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change • Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets • Targeted – designed to reach the target market – reduces waste and ineffectiveness • Simple – many of the methods simple and easy to use and implement – ideal for the smaller business Copyright 2006 – Biz/ed http://www.bized.co.uk Non-traditional advertising methods Copyright 2006 – Biz/ed http://www.bized.co.uk Non-traditional methods • The Internet: – – – – Web sites – easy and cheap to set up Pop up ads (assuming they are ‘smart’!) 24 hour availability and contact Using Internet technology – getting your name high up in search engines – Using access/registration or subscription logs to full capacity – Use of banner advertising – Web logs – ‘Blogs’ – personal Web ‘diaries’ Copyright 2006 – Biz/ed http://www.bized.co.uk Non-traditional methods The Nokia Series 60 is used to demonstrate how the telephone device can be used to take pictures, send them wirelessly to another phone or directly to a computer and posted to the Internet. Such devices open up new opportunities for low cost marketing opportunities and with the advent of 3G technology could increase these opportunities. Title: COMDEX Computer Technology Trade Show. Copyright: Getty Images, available from Education Image Gallery Copyright 2006 – Biz/ed http://www.bized.co.uk Non-traditional methods • Stickers – can be put anywhere – especially in the target area • Pavement chalking • Bio-degradable tree postings • Product give-aways • Stenciling • Spray paint logos Copyright 2006 – Biz/ed http://www.bized.co.uk Non-traditional methods • Offering free demonstrations and talks – gets you and your product known • Offering free consultations • 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 Copyright 2006 – Biz/ed http://www.bized.co.uk 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 use of ‘alco-pops’ in a club or theme bar. Copyright 2006 – Biz/ed http://www.bized.co.uk 'Illegal' methods • • • • Bill stickers Spray paint logos Graffiti ads (Some of these may not be strictly illegal but may border on being so – not embraced by all ‘guerrilla’ marketers) Copyright 2006 – Biz/ed