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Guerilla Marketing
Christy Belden, VP of Media + Marketing, LeapFrog InteractiveEmily Carroll, Strategic Planning + Consumer Insights, LeapFrog
InteractiveApril 27, 2011
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2LeapFrog Interactive
Twitter: @LFI#guerillamarketing
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
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3Christy Belden
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords Individually Certified
Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
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4Emily Carroll
Strategic Planning + Consumer Insights, LeapFrog Interactive
Experience: 5 yearsExecutive CommunicationsBellarmine UniversitySEMPO CertifiedGoogle AdWords Certified
Emily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.
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5Guerilla Marketing
Agenda
What is Guerilla Marketing or Experiential Marketing? HistoryWhy are brands using Guerilla Marketing?Examples:
+ FlashMob+ Projections+ Graffiti + Coke + Oreo+ KLM+ McDonald’s+ VolksWagen+ Nike + Sign Spinning+ DOOH
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6Guerilla Marketing
What is Guerilla Marketing or Experiential Marketing?
Guerilla Marketing – coined by Jay Conrad Levinson“It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.”
Successful Campaigns+ Precise blend of timing, method, message, and a healthy dose of
luck+ Uses sparseness of budget and abundance of creativity to create a
huge impact+ Don’t immediately look like an advertisement + It’s so clever or inventive that we can forgive the company for trying
to commit that cardinal sin of selling us something
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7Guerilla Marketing
History
1984 – Jay Conrad published Guerrilla Marketing, outlining secrets of subtle marketing and ideas for big advertising results with little investment
Small businesses took the concepts and ran.
2000’s to presentAdvancement in Technology & Introduction of Social Media
+ Made Sharing outlandish, creative, and shocking advertisement easy.+ When someone shares a photo, video, link or story there is no investment from the business that uses Guerilla Marketing+ The results? Increased attention of the business, service or product and a good Guerilla Marketing idea will go viral
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8Guerilla Marketing
Why are brands using Guerilla Marketing?
+ Not educational or preachy+ Makes the viewer think that they’re in on a secret+ The more creative and jarring a campaign is, the more attention it gets+ Simple to understand+ Easy to implement+ Outrageously inexpensive
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9Guerilla Marketing
Flashmob
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10Guerilla Marketing
Projections
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11Guerilla Marketing
Projections
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12Guerilla Marketing
Graffiti
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13Guerilla Marketing
Graffiti
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14Guerilla Marketing
Coke
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15Guerilla Marketing
Oreo
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16Guerilla Marketing
KLM
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17Guerilla Marketing
McDonald’s Bus Shelter
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18Guerilla Marketing
McDonald’s 2011 Thunder Over Louisville
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19Guerilla Marketing
VolksWagen
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20Guerilla Marketing
Nike
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21Guerilla Marketing
Sign Spinning
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22Guerilla Marketing
Digital Out-of-Home
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23Guerilla Marketing
Digital Out-of-Home
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24Guerilla Marketing
Example