PRESENTATION REPORT
GUERILLA MARKETING

Report

Today I am going to talk about Guerilla Marketing. Firstly, I am going to introduce you the traditional marketing conception and Guerilla Marketing model. Secondly, I am going to tell more about Guerilla and explain how does it works. Lastly, I will assume the risk of Guerilla and how it can become negative for business.
So, how to sell more by spending less? This question is the most relevant in the business world. As American Marketing Association defines, marketing is an activity and a process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society. We can hear the word “Marketing” very often in different companies and organizations. All of them are trying to improve organizing and management regardless of their income. And here comes the word Guerilla… The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary and marketing textbooks.
Guerilla Marketing is a kind of marketing, which, in particular, involve no significant financial but more creative and intellectual resources. More attention is paid to modern, adventurous and bold ideas. The main thing is not to invest money but time, energy, imagination and information.
Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.
The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as: * Reverse Graffiti — clean pavement adverts * Viral marketing — through social networks * Presence marketing — * Grassroots marketing — tapping into the collective efforts of brand enthusiasts * Wild Posting Campaigns * Alternative marketing * Forehead advertising — placement of temporary or permanent tattoos on foreheads * Buzz marketing — word of mouth marketing * Undercover marketing — subtle product placement * Astroturfing — disguising company messaging as an authentic grassroots movement * Experiential marketing — interaction with product * Tissue-pack marketing — hand-to-hand marketing * Live-in marketing — real life product placement * Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps) and receptive to communications
Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses. It is used by such worldwide companies like Nike, Mc’Donalds, Ikea etc.
As market participants are faced with large amount of information, to leave a long lasting impression on your customers, partners and even competitors are no longer so simple.
Now I will show you an example of Guerilla Marketing that was done by Swedish concern Ikea in Manhatan in 2008.
Video: http://www.youtube.com/watch?v=pXXFNtnZTX8
As you can see it is very original, there are a lot of ideas how to attract people in different, unexpected places of the city with all kind of household goods.
One more video of Old Spice company that is a real example how Guerilla Marketing comes to TV commercials. Here is Mr. Wolfdog.
Video: http://www.youtube.com/watch?v=WPQmhlbxP-4
The main purpose of Guerilla Marketing is to search and get the attention of the target audience. How to do that? Information gathering, processing and utilization – one of the biggest weapons. So the development of this method depends on knowledge and relationships with customers.
Although, traditional and Guerilla Marketing have a lot of common things but Guerilla is more accurate and suits for nowadays market and technological development. However, there are some risks. Risks include misrepresentation of the brand image, as well as reception of wrongly place products as against the interests of the consumer. Often guerrilla marketing is not very definitive if it tries to promote brand image thoroughly and creates false rumors about the brand.
I will finish with the words of Jay Conrad Levinson: “Forget the templates and guidelines. Look for new marketing management concepts without fear to try something new.”

References: 1. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx 2. http://www.marketingsolutions.lt/lt/partizaninis-marketingas 3. http://www.gmarketing.com/ 4. http://www.creativeguerrillamarketing.com/ 5. http://marketing.about.com/