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WHAT IS GUERRILLA MARKETİNG? The term "guerrilla marketing" was first used by JayConrad Levinson in his popular 1984 book, Guerrilla Marketing. İn it,he describes Guerilla Marketing: ‘‘ The soul and essence of guerilla marketing is achieving conventional goals ,such as profits and joy ,with unconventional methods,such as investing energy instead of money.’’ 1 WHY IS THERE A NEED FOR GUERRILLA MARKETING ? • Because of big business downsizing,relaxation goverment regulations and affordable techonology people around the world gravitating to small business. • Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing. • Guerilla marketing has been proven in action to work for small businesses around the world. It works because it is simple to understand ,easy to implement and inexpensive. 2 KEY PRINCIPLES OF GUERRILLA MARKETING • Guerilla marketing is based on human psychology and the way people think and react vs. judgment and guesswork. • With guerilla marketing ,there is an emphasis on profits,not just sales. • A good measure of guerilla marketing is the number of relationships you build over a particular period of time. • Current technology must be used as a tool to empower any marketing. • Guerilla marketing should use primarily time,energy 3 and imagination not money. GUERRILLA MARKETING STRATEGIES Creativity The heart of every successful guerilla campaign is creativity. Without it you are conventional. 4 GUERRILLA MARKETING STRATEGIES Unexpected There are many ways how to catch interest of by putting usual objects to unusal places or using usual objects in unusual time. Unexpectedness may be used as an advantage. 5 GUERRILLA MARKETING STRATEGIES More with less You don’t need to be a superman to have a superman idea. 6 GUERRILLA MARKETING STRATEGIES Maximize your surroundings İf you utilize your environment in an unexpected ,intelligent way, you are making more meaningful impressions. 7 GUERILLA MARKETING STRATEGIES İnteractive Though interactivity is not a stable in all guerilla campaigns, İt brings the consumer/company relationship to a more meaningful space. 8 GUERRILLA MARKETING PLAN Guerilla businesses operate by marketing plans that factor in success and growth,change and flexibility. with your own Guerrilla Plan, you need to do a few things: • explain the purpose of your marketing • explain how you achieve that purpose by describing the substantive benefits you provide to clients • describe your target market(s) • describe your niche • outline the marketing weapons you will use • reveal the identity of your business • Plan your attack! (your marketing calendar and budget) 9 SOME DIFFERENCES BETWEEN TRADITIONAL MARKETING AND GUERRILLA MARKETING Traditional Marketing -İnvest money to implement marketing strategies -Use responses,gross sales to measure success -Focus on immediate sale -İgnores technology in marketing -Encourage growth through diversification. Guerrilla Marketing -invest time,energy and creativity -use profits to measure marketing -focus on customer follow-up and long term relationship. -use technology its fullest potential. -grow profitably by maintaning their focus 10