Download Guerrilla Marketing

Guerrilla Marketing
By
Steven Severn
Bus360
Professor Saytes
Summer ‘10
Index

Introduction

Why Guerrilla?

Current Guerrilla trends

Case Studies

Conclusion

Work citied
Introduction

Guerrilla Marketing: an unconventional
system of promotions that relies on time,
energy and imagination.[1]

Typically, guerrilla marketing campaigns
are:
◦ Unexpected
◦ Unconventional
◦ Potentially interactive
Why Guerrilla?

The objective of guerrilla marketing is to create a
unique, engaging and thought-provoking concept
to generate buzz, and an everlasting experience for
the consumer.[2]
◦ Ad Clutter
◦ Results may vary, but are unlimited
◦ Reaches consumers on a smaller scale, but with a higher
impact.
Guerrilla Trends

Reverse Graffiti

Viral

Presence marketing

Grassroots marketing

Wild Posting Campaigns

Alternative marketing

Buzz marketing

Undercover marketing

Astroturfing

Experiential marketing

Tissue-pack marketing

Street Art, Graffiti

Flypostings

Wheatpastings

The Creativity Never Stops...
Case Studies: Westin Hotels

Goal: To promote the rejuvenating and
renewing experience of a Westin stay.

Results:

3,000 Flyers Distributed

15,000 Brand Impressions

Significant Media Attention[3]
Case Studies: Nokia GPS

Goal: Redefine Nokia navigation as
a fun and engaging experience.

Results:

An estimated 850,000+ people saw it just by
walking over Tower Bridge.

The amount of users of Nokia's navigation
services increased 129%

In some markets visits to the campaign
website exceeded targets with 1500%

Visits to product pages (point of sale) soared
270% over targets in select major markets[4]
Still Interested?

3GGuerrilla.wordpress.com

Guerrillasushi.blogspot.com

blog.guerrillacomm.com
Industry Blog

creativeguerrillamarketing.com
Industry Blog
My Blog
Old Internship Blog
Powered by SFSU Marketing Association
Guerrilla.
Fin
Work Cited
1.
Lyon, Ethan. "..Top 5 Guerilla Marketing Strategies." www.sparxoo.com. N.p., Jun 22, 2009 .
Web.
28 Jul 2010. <http://sparxoo.com/2009/06/22/top-5-guerilla-marketing-strategies/>.
2.
"Guerrilla Marketing is about Being Unique." www.LevelTenDesign.com. Level Ten Design, 18 Feb
2010. Web. 28 Jul 2010. <http://www.leveltendesign.com/blog/chris/guerrilla-marketingabout-beingunique?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+levelte
nblog+(Internet+Insights+by+LevelTen)>.
3.
"Case Studies: The Westin Hotel Zen Garden." Attack!. Attack! Event Staffing, Field Support, &
Guerrilla Services, n.d. Web. 28 Jul 2010. <http://www.attackmarketing.net/casestudies/zengarden.php>.
4.
"Direct Lions Winners." www.canneslions.com. Cannes Lions, n.d. Web. 28 Jul 2010.
<http://www.canneslions.com/work/direct/entry.cfm?entryid=9284>.