Guerrilla MarketingWinning with Non-Traditional Marketing Channels

Dustin Cederholm

Digital Conversion Manager, Fluid

John Dye

Director of Digital Media, BonCom

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid @dyejo

John has been a longtime participant in social media and has helped numerous companies effectively incorporate social media into their overall marketing strategies. In his spare time, he enjoys participating in BYU Cougar Club activities, serving on the editorial board for BYU Magazine, running, reading, and spending time with his family.

@GetFluid

#FluidWebinarSeries

@dyejo

Define Guerrilla Marketing

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Whatis Guerrilla Marketing

The Father of Guerrilla Marketing, Jay Conrad Levinson said guerrilla marketing is, “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.”

All effective guerilla marketing usually has three things in common:1-Low budget2-High exposure3-Originality

WORDS TO DESCRIBE GUERRILLA MARKETING: Unauthorized, disruptive, sticky, and often leaves a long lasting impression on its viewers.

WHERE IT LANDS IN THE MARKETING MIX: Of earned, owned, and paid media options, this falls squarely in the EARNED portion (both traditional and social)

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What is Guerrilla Marketing

The Father of Guerrilla Marketing, Jay Conrad Levinson said guerrilla marketing is, “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.”

All effective guerilla marketing usually has three things in common:1-Low budget2-High exposure3-Originality

WORDS TO DESCRIBE GUERRILLA MARKETING: Unauthorized, disruptive, sticky, and often leaves a long lasting impression on its viewers.

WHERE IT LANDS IN THE MARKETING MIX: Of earned, owned, and paid media options, this falls squarely in the EARNED portion (both traditional and social)

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Traditional marketing (print or TV advertising)The main point of guerrilla marketing is that the activities are done in the streets or other public places with extremely high traffic, such as:• Shopping centers• Parks• Beaches• Bus stop• Store front• Elevator• Bathroom• Etc.

What Guerrilla Marketing is not?

"Guerrilla marketing is a state of mind. It simply isn't guerrilla if it isn't newsworthy."—Drew Neisser, CEO of Renegade Marketing

Who Uses Guerrilla Marketing

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Popular Industries

• Consumer products• Retail/Luxury• Food (especially fast food)• Health and Wellness• Education• Entertainment• Travel• Cause based• Non-profit/Community Organizations• Government

Image source http://www.przerwanareklame.pl/wp-content/uploads/2011/08/Mcdonalds-canada-dollar-drink-days-alberta-picture-give-away-4000-CDN-dollar-PR-stunt-ambient-marketing-frozen-2-600x3314.png

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B2B vs. B2C

Due to its inherent nature, guerrilla marketing is traditionally used for B2C products.

However, in some cases B2B brands have seen success. One way to ensure success is to target specific events where there is a high density of desired decisions makers.

Image source http://www.przerwanareklame.pl/wp-content/uploads/2011/08/Mcdonalds-canada-dollar-drink-days-alberta-picture-give-away-4000-CDN-dollar-PR-stunt-ambient-marketing-frozen-2-600x3314.png

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Big vs. Small

Both big and small companies use guerrilla marketing effectively although guerrilla marketing is one of the few marketing channels where small businesses compete with big. The needed creativity and available distribution mediums even the playing field.

How To: Guerrilla Marketing

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5 Steps to Effective Guerilla Marketing

Step 1 - Determine the core objective of your advertising campaign. • Purchase something, support a cause, redefine behavior, etc.

Step 2 - Identify your target demographic. • Consider gender, age, ethnicity, education, occupation, residence, religion, social

status, etc.

Step 3 - Make a list of images and ideas associated with the concept you plan to pitch. • Think of things that would grab attention and might not normally be associated

with what you are trying to promote.

Step 4 - Experiment with alternative concepts/scenarios to convey your concept.

Step 5 - Identify outlets to pitch your message. • Could be installations, email blasts, classified ads, letters, unique signage, blogs,

social media, etc.

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Guerrilla Marketing Tactics• Ambient - communication that uses elements of the environment

• Ambush - associative marketing to capitalize upon the awareness, attention, goodwill, and other benefits

• Stealth - deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner

• Viral - any strategy that encourages individuals to pass on a marketing message to others

• Street - a general term encompassing six principal types of activities:

1. Distribution of flyers or products. 2. Product animations. 3. Human animations

4. Road shows. 5. Uncovered actions6. Event actions (i.e. flash mobs)

Example 1: McDonald’s

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McDonald’s – Canada $ Drink Days

Step 1 - Core objective: Increase drink purchases

Step 2 – Demographics: All consumers, specific Canadian cities

Step 3 – Images: Placed on Canadian channel YouTube, blog, social, PR, etc.

Step 4 – Alternative concepts: American cities; Apply pay event

Step 5 – Outlet: Giant Ice block filled with $4,000 Canadian Dollar Bills

Result – Over 4,000 direct engagements; 65,000 YouTube views; city wide media coverage, and much much more.

Example 2: Boston Episode

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Step 1 - Core objective: Awareness to new Aqua Teen season

Step 2 – Demographics: Cartoon network viewers in Boston, MA

Step 3 – Images: LED signs

Step 4 – Alternative concepts: N/A

Step 5 – Outlet: Several Nite Brite style LED signs placed in strategic locations throughout the city

Result – Authorities took down the signs after an “over-reaction” due to security concerns post 9-11.

Adult Swim – Aqua Teen Campaign

Misc. Examples

Audience Case Studies

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Financial Services – Transportation Factoring

• B2B/B2C• Avenues of choice:

• Viral• Street

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Education – Applied Technology School

• B2C• Avenues of choice:

• Viral• Street

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Medical – Hearing Devices

• B2C• Avenues of choice:

• Viral• Street

• Sample Ideas:

IN SUMMARY• Effective guerrilla marketing usually has 3 things in common: Low budget; high

exposure, originality.

• B2C is the most effective audience but B2B can have success

• Guerrilla marketing falls under EARNED in the marketing mix

• Guerrilla marketing is often “unauthorized, and disruptive” and “sticky.” – Brett Zaccardi

• It is done in the streets or other public places with extremely high traffic

• With a bit of time and human energy, most anyone can launch a guerrilla marketing campaign

Questions?Guerrilla Marketing: How to Win with Non-Traditional Marketing Channels

THANK YOU

@GetFluid

#FluidWebinarSeries

@dyejo

Isn't achieving guerrilla marketing success just as hard as making

something go "viral"? How can we help make sure our guerrilla

campaign has success?

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Different Tactics of Guerrilla Marketing

• Ambient• Ambush• Stealth• Viral• Street

*Some times these are classified as separate channels but for this presentation we have bundled them into a group.

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Ambient Communication

Ambient communication is a complex form of corporate communication that uses elements of the environment, including nearly every available physical surface, to convey messages that elicit customer engagement.[5] It is a compile of intelligence, flexibility and effective use of the atmosphere.

• Street

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Ambush Marketing

Ambush marketing is a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property

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Stealth Marketing

Stealth marketing is a deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so.[7] People get involved with the product without them actually knowing that they are the part of advertisement campaign. This needs to be done very carefully because if the participants are made aware of the campaign, it will have a negative effect on the brand.

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Viral Marketing

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.”[8]

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Street Marketing

According to Marcel Saucet and Bernard Cova,[9] Street Marketing™ can be used as a general term encompassing six principal types of activities:

• Distribution of flyers or products. • Product animations. • Human animations• Road shows. • Uncovered actions• Event actions

• Flash mobs.