Guerrilla Marketing

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Guerrilla Marketing

• Members
• Amandeep Singh Gill
• Anurag Sharma
• Deepak Atreja
• Dheeraj Sharma
• Maninder Singh
• Varun Mehta

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History

• The term "guerilla marketing" was coined in the
  1980's by Jay Conrad Levinson.
• Considered the "father of Guerilla Marketing,"
  Levinson published his first book on the subject
  in 1984 (Guerilla Marketing, Houghton Mifflin),
  and since then has become living proof that the
  tactics work.
• Levinson has since written over a dozen books on
  guerilla marketing, and his website at presents a
  wealth of information, tips, and articles on the
  subject.

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Concept

• An unconventional system of promotions that
  relies on time, energy and imagination rather
  than a big marketing budget.
• Marketing campaigns are unexpected and
  unconventional.
• Unusual approaches such as intercept encounters
  in public places, PR stunts, any unconventional
  marketing intended to get maximum results from
  minimal resources.
• Innovative approaches to create a memorable brand
  experience

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Principles of guerrilla marketing

• Small business and Entrepreneur.
• It should be based on Human Psychology.
• Primary Investments is time, energy, and
  imagination not money.
• Must provide a product that delivers the promised
  benefits.
• Company must establish a relationship with the
  customer

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Techniques

• Guerrilla marketing warfare strategies
• Street art
• Fly posting
• Graffiti
• Viral Marketing

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Guerilla Mktg Warfare Stratgies

• Designed to wear-down the enemy by a long series
  of minor attacks, using principles of surprise
  and Hit-and-Run tactics.
• Used by small companies that lack big marketing
  budgets.
• Used against a company that has just introduced a
  new product

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Street Art

• Street art is any art developed in public spaces
• Attempt to have their work communicate with
  everyday people
• The motivations and objectives that drive street
  artists are as varied as the artists themselves

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Fly Posting

• Flyposting is the act of placing advertising
  posters or flyers in illegal places
• These posters are known as bandit signs, snipe
  signs, or street spam
• It is an advertising tactic mostly used by small
  businesses promoting concerts and political
  activist groups.
• International companies subcontracted local
  advertising agencies for flyposting jobs in order
  not to get caught in illegal behavior, as a form
  of guerrilla marketing. E.g. Sony and BMG

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Graffiti

• "Graffiti" is applied in art history to works of
  art produced by scratching a design into a
  surface.
• The name for images or lettering scratched,
  scrawled, painted or marked in any manner on
  property.
• Type of public markings that may appear in the
  forms of simple written words to elaborate wall
  paintings

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Viral Marketing

• Involves a message or a communication that
  spreads like virus
• A rapidly extending chain of communicators
• Gmail ID or a Hotmail account creation are
  examples of Viral Marketing.

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