GUERRILLA

MARKETING

Group Members

Saif Afridi

M Adnan Subhan

Shah Nawaz

What is Guerrilla Marketing?

Non traditional marketing designed for low

budgets and maximum impact

OR

It is an unconventional way of performing

marketing

activities intended to get maximum results

from

minimal resources.

How it started ?

It’s 1987. The scene at the club is hectic. The lights are flashing, the music is thumping, and The dance floor is full. Suddenly a gorgeous woman sidles up to the bar next to you and purrs “Buy me a drink?”

Since it’s the 1980s and you’re up for anything, you happily agree. It’s a little weird when the woman insists on a very specific brand of vodka…and then goes on and on about why she loves that particular brand of vodka. Before you know it, she slips back into the crowd and you’re left alone at the bar and a little confused but with a strange yen for the lady’s brand of vodka.

Dude guess what ? you’ve been guerrilla-d.

Principles

Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages

Activity – be aware of opportunities to make your product known at all times and act on them

Energy – continually marketing –‘360 degree marketing’

Networks – always looking to make contacts and develop networks – importance of relationships

Smart – don’t offend customers or turn them off

Psychological factor

The psychological factor is very effective and it

makes people talk about what they saw, which

in turn draws them into a personal relationship

with your product. They begin to talk about the

promotion they saw with their family, friends

and others.

Effects of Guerrilla

marketing

Positive effects:- Attention, WOM

Steps,

1. Surprise effect:

2. Diffusion effect

3. Low cost effect

Negative effects

Negative effects

irritation caused by fear appeal; this can lead

to

unwanted reactions from consumers. Some

guerrilla

marketers which uses fear appeal in

campaigns

can make the consumers feel angry,

disturbed,

fearful or sad. This kind of marketing

campaigns

Message format

• Print Media,

Carefully using fonts, headings.

• Television,

Body language, words chosen, colour.

Message Design

AIDA method:

AIDA stands for,

attention, interest, desire and action.

It should be able to get the customers’

attention, to make them interested in the

product or service, to make them want it and to

eventually make them purchase it.

2 appeals for Message content

1. Rational appeals.

2. Emotional appeals.

Rational appeals are used when the

customer is believed to make rational

decisions about a product or service, and this

type of appeal often uses product attributes

to persuade the customer to buy.

Determinants of GM

Creativity

Advertising creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.

Credibility

It refers to how truthful and dependable the information in an advertisement is perceived to be. It is considered to be one of the most important features an ad or a brand can have.

Some Impacts on C.B

Brand attitude

Brand attitude is a consistent evaluation that an individual has of a brand. It depends on the perception the consumer has regarding the brand and greatly affects the behaviour the consumer shows towards the brand.

Brand Image

The perceptions consumers associate with a specific brand.

This image might be based on rational or emotional perception

Purchase intention

It gives companies a hint as to what consumers want and also helps with decisions about what quantities to produce

Conclusion:

Conclusively, it can be stated that the research

and analysis of the guerrilla marketing shows

that every type may be individually applied

with different characteristics and the negative

factors of possible marketing failure may be

estimated prior the campaign is launched

In Thailand, pitching

Scott brand tissue paper

Kit

Kat

Shopping

cart

with a

message

Nikon thinks you rock

Parking garage

Fitness

A Different perspective

Try it here

LG’s