Guerilla Marketing

LegacyUser

What is it?

i have to do a presentation on it. What should i focus on??

Any examples of who uses it?

Thomas_S_Hunterson

Marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Guerrilla: a member of an irregular armed force that fights a stronger force by sabotage and harassment


Do your own googling

LegacyUser

funny but there is people who are helpful on this site

cazzy

Its kinda hard to explain but I can give you an example as I was involved in it about 6 years ago.

Many years ago I worked in a bank (I wont name the country or the bank).

Anyhow as you probably know students are very long term lucrative customers for banks. Often on some campuses there might be a few banks competing for customers or there might be only one with exclusive rights to that college.

Budgets are often high for marketing, buying campus branches, giving rewards etc etc

The banks are always trying to find new and innovative ways to get the customers. One way that my bank used was guerilla marketing. By this I mean there was no posters, no advertisements. A group of merchandising people go onto the branch (under cover as such so the other branch doesnt know if its a double banked college) and they run campaigns on the spot. It might involve giving out call credit or running a compeititon for prizes but its not pre advertised - noone knows it goign to happen except the bank. Sometimes they woukd do some zany things like for instance have a space hop competiton with prizes or the like. In order to qualify for the pizes/games etc the students had to show an ATM/Credit Card from the bank. Reason being that it was to get students thinking this is a good bank to use as you get these rewards yada yada

The prizes may be branded subtley and the aim is to get customers from the other banks adn rewards current customers for activity. Its kinda unconventional and innovative, zany, wouldnt be the norm type of conventional marketing expected from a bank.


Webistes seem to define it as something used by a business with a low budget to make the most of the budget. Wikipedia -

"Guerrilla Marketing," was coined by Jay Conrad Levinson in his popular 1984 book Guerrilla Marketing, as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

growler

I tend to think of guerilla campaigns as being about shock value, almost ambushing your target market with your message or in some cases doing something unconventional to generate PR and awareness.

Think it was FHM who famously projected a large scantily clad woman onto the houses of parliment in london one evening using some pretty hi tech projection equipment, although not seen by a huge amount of people it got a lot of press coverage: mission accomplished!

LegacyUser

oh yeah i remember that . but wikipedia considers as something small on a small budget. eg sony spraying graffeti(sorry about spelling) to advertise the playstation

growler

budget is all relative, guerilla is a tactic, i don't see how or why budget should be a consideration..

There was an article on this on the mad.co.uk site yesterday, you may be able to get a free trial subscription

Like vodaphone paid for a streaker at the tri-nations in 2002, it didn't work for them as all the tv cameras didn't show it, but i guess they will see their brand featured on Tarrant on TV type shows for eternity.

Ladbrokes getting David Campese to walk down oxford st after england won the world cup was a great guerilla activity.

2 other activities they mention:

a german travel agents scrawling prices for sunny destinations on snow covered cars in munich

and Schweppes using their sssshhhhhhhhhh at the ATP tennis tour whenever the umpaire called for quite.

LegacyUser

ok mate i get the idea .. like puplicity stunts to get attention. ne chance you could get tis article for me?

fintan

robdcu wrote: »

What is it?

i have to do a presentation on it. What should i focus on??

Any examples of who uses it?

seriously do your own home work as googling "Guerilla Marketing" gives more information than you could possibly use. Plus there are hundreds of books on it you could read.

If you want to start a discussion about it, show us what you think, your ideas examples and take it from there.

LegacyUser

I am doing:

What Is Gurellia Marketing??

History Of Gyrellia Marketing??

Who Uses it ???

How effective is it??

Conclusion:

Thats my 4 minute presentation Headings

Thomas_S_Hunterson

robdcu wrote: »

I am doing:

What Is Gurellia Marketing??

History Of Gyrellia Marketing??

Who Uses it ???

How effective is it??

Conclusion:

Thats my 4 minute presentation Headings

You are taking the piss right?

fintan

robdcu wrote: »

I am doing:

What Is Gurellia Marketing??

History Of Gyrellia Marketing??

Who Uses it ???

How effective is it??

Conclusion:

Thats my 4 minute presentation Headings

Well I suppose it's a start, OK my two cents, run a spell check over your work before you give your presentation, as you'll find its spelt "Guerilla".

Seriously mate, this just looks like you want someone to write your presentation.

Either way, best of luck

LegacyUser

ah no im n first year of college .. i reckon that will do for headings.. i picked up some pretty nice info over the past few day

growler

spell check is very sound advice !!

Mediacontact

Hi,

I just launched a new website called www.mediaexpress.ie, which is the new website for reaching the Irish journalists with your media release.

You can use the site to upload your release, attach your photos and send it out to over 200 media lists from your own email address.

The media lists include every journalist in Ireland, including national and regional media, and specialist contact lists on everything from health to fashion. We also offer a media release writing service, photo shoot ideas, and a bespoke media list building service where we can create a list for your specialist event. So whether you are launching a new business, working for a charity, or trying to promote a festival, then Mediaexpress.ie has an appropriate list.

The site works very simply. All you have to do is register, write your media release, upload your pictures and choose from over 200 media lists. You then pick when you want it to send, and here’s the cool bit we distribute it to the media from your email address.

You can see the tutorial to the site here: http://www.mediaexpress.ie/video.html.

The cost to send the lists start at €150 if you choose from one to five lists, and increase by €25 of every five lists added. So from 6-10 lists costs €175. There is a special introductory discount of €75 on all sends. To get the discount all you have to do is put the word mediaexpress in the discount code and press redeem.

You should find the answer to any other questions you have at http://www.mediaexpress.ie/faqs.htmlor give us a call at (01) 4732050.

Al the best

Jack Murray

DrivingInfo

Mediacontact wrote: »

Hi,

I just launched a new website called www.mediaexpress.ie, which is the new website for reaching the Irish journalists with your media release.

You can use the site to upload your release, attach your photos and send it out to over 200 media lists from your own email address.

The media lists include every journalist in Ireland, including national and regional media, and specialist contact lists on everything from health to fashion. We also offer a media release writing service, photo shoot ideas, and a bespoke media list building service where we can create a list for your specialist event. So whether you are launching a new business, working for a charity, or trying to promote a festival, then Mediaexpress.ie has an appropriate list.

The site works very simply. All you have to do is register, write your media release, upload your pictures and choose from over 200 media lists. You then pick when you want it to send, and here’s the cool bit we distribute it to the media from your email address.

You can see the tutorial to the site here: http://www.mediaexpress.ie/video.html.

The cost to send the lists start at €150 if you choose from one to five lists, and increase by €25 of every five lists added. So from 6-10 lists costs €175. There is a special introductory discount of €75 on all sends. To get the discount all you have to do is put the word mediaexpress in the discount code and press redeem.

You should find the answer to any other questions you have at http://www.mediaexpress.ie/faqs.htmlor give us a call at (01) 4732050.

Al the best

Jack Murray

Hi Jack

Would this not be seen as spam?
I need to contact the media to do exactly what you are saying, BUT i would be afraid my email address would get a ban.

I would need to have all the National papers and local papers run a news story, But there is no grantee anyone will run the story, so how do you get around this? as i would need to know.

Regards

Mediacontact

Hi,

This business has been on the go since 1992 and we have a long-standing relationship with the Irish media.

We have permission for all the contacts in our databases, and we work with you to write a legitimate press release.

The press release format is long-established, understood by the media and open to anybody as a means of communication. All we do is make the process simpler for you.

I hope this helps.

All the best

Jack Murray

DrivingInfo

Mediacontact wrote: »

Hi,

This business has been on the go since 1992 and we have a long-standing relationship with the Irish media.

We have permission for all the contacts in our databases, and we work with you to write a legitimate press release.

The press release format is long-established, understood by the media and open to anybody as a means of communication. All we do is make the process simpler for you.

I hope this helps.

All the best

Jack Murray

OK Jack

That is Good to know.

I have a little news story going out this Wednesday (on the www.DrivingTestTips.ie website) and will be interested in seen the response.
It is only in a local Kildare Newspaper but it will be a test.
I don’t know how to deal with this type of marketing but I’m learning and if you can help all the better.

Regards

Mediacontact

Great stuff,

Make sure you include a good picture with it. If is for the local papers in Kildare make sure you have it out first thing on Monday, or schedule it this day next week for the following week. Doing it on Wednesday would be right on deadline for the papers and it might get lost.

Also remember that the most important part of the press rlease is a snappy headline and a strong forst paragraph. The first paragraph should have the who, where why and when of what you're announcing.

All the best

Talk to you next week,

Jack