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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:
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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’
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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
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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
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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