CHAPTER 5:

TOOLS FOR ACTIVATION

 
Guerilla marketing:
 "guerilla" = "little war" in spanish
 Its an unconventional way of performing marketing activities on
a limited budget.
 Also known as grassroots marketing.
 
Experiential marketing:
 It is the actual consumer interactions with products for the
purpose of driving product sales.
 It is the difference between telling people about features or
benefits within the confines of a 30 second tv spot and letting
them experience their own moment of revelation.
 
Street marketing:
 A term that covers a variety of marketing activities carried out
in the public domain, including hand to hand distribution, retail
drops, wild postings of posters and stickers,, product samples,
giveaways and much more
 Ex : contagion billboard
 
Ambient advertising:
 Referring to intrusive ads in public places, ambient advertising
takes a premise that anything can be used as a vehicle for
advertising.
 Ambient ads appear in irregular places for advertising such as
on store floors, or beer mats, on park benches, in bar toilets, at
gas bumps, on telephones, on fruit and event imprinted on the
sand at beaches.
Ex: the Samaritan bookmark ambient
 
Ambush marketing:
  It occurs when one brand pays to become an official sponsor of
an event and another competing brand attempts to cleverly
connect itself with the event, without paying the sponsorship
fee.
 Ambush marketing is an undeniably effective as it is damaging
and contributes in attracting consumers at the expense of the
competitors.
Ex: event in football field and then branded airplane passes.
 
Buzz marketing:
 When people are prompted in some way to share information
about products or promotions with friends.
 A marketer successfully creates a buzz when interacions are so
intense with a brand that everyone is talking about it.
 Also known as word of mouth, wildfire, viral marketing.
 
Viral marketing:
 Marketing techniques that try to exploit existing social
networks to create exponentional increase in brand awareness,
much like the spreafd of virus.
 For ex, entertaining films or stories can spread globally via the
internet in a matter of hours or days.
 Ex : ariel fashion shoot
 
Referral marketing:
 It concerns marketing efforts that encourage the referral of a
brand, product or business between people.
 For ex: some marketers have made clever use of the blogging
community- such as giving them special samples, so that
bloggers would refer people to their products or services
 It is closely related to viral marketing
 
Undercover marketing:
 It’s a technique in which the consumers do not realize they are
being targeted.
  For ex: a marketing company might pay a consumer or a skillful
person to use a certain product visibly and convicingly in
locations where target consumers gather.
 The consumer talks up the product to the people he or she
befriends and may ven hand out samples if feasible.
 The actor must look and sound like a peer of the target
audience and must seem to have no ulteropr motive for
endorsing the product.
 Also known as stealth marketing.
 
1. Buzz marketing listens to consumers and gives them a voice,
stealth or undercover marketing tricks people.
 
 
 
 

Media  Brands 
Checkout Sonrisal diet food 24 
counters 
Well of death  Fevicol “The Ultimate Adhesive” 30 
Light switches  Forte 1000 Condoms 34 
Tidal Eppendorf travel agency 35 
movements 
Hand dryers  Shortage drinking in 3rd world
countries 36 
Fences & gates  Amnesty International 37 
The asphalt  Fashion Rio Event 40 
Drains  Anti-water pollution campaign 54 
 
 
 
 
 Sperms  Durex Condoms 9 - 156 
Fruit Stands  Book Sales @Carrefour
Supermarkets 23 
Branded Dogs  Sony Ericsson’s Drool-uk. Com 29 
Jacaranda Dulux (Paint manufacturers) 41 
Trees 
Wall Paintings  Nike 45 
Girl’s Bottom  FHM Men’s Magazine 46 
The Craving Pharmacia Anti-Smoking Campaign
Man  65 
Dog Stealers  Purina dog food 120 
 
 
 

Glass Buildings  Nike 143 

Energy Man  Lipton’s Cup-a-Soup 144 
Gluing on the wall  Sixt Rent a car 155 
Bent Palm Trees  Mini 145 
Shaved Heads  Dunlop tires 151 
Running Noses  Liquifruit 157 
Light Bulb  The Economist 163 
Mini Mattresses  Flex Mattresses 168 
 
 
 
 
 The campaign for Sony Ericsson’s latest photo-messaging mobile phone
showed youngsters drooling over the gadget. In line with this central
“drooling” theme, an army of 600 dogs, bearing special branded jackets,
 was posted across European capitals with the aim of directing people to
the website. 
 
Strategically hung posters turned ordinary street
fencing or gates into ruthless prison bars or deadly
instruments of torture. 
*Amnesty International 
*Agency: He Said She Said 
*Germany 2004 
