Guerilla Marketing

Seminar in Marketing

4/28/2018
DR. Hazem Rasheed

Ahmad Emad
Ahmad Fathy
Ali Eldaadar
1
Amer Abd Elrehim
Tamer Elmoghazy
• Guerrilla comes from a
Spanish word means

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battle.
• First mentioned in a Che
Guevara’s book, 1968 to
describe a new tactic in
warfare where creative &
unordinary techniques
were used. 2
“Guerrilla,"
• The word in its written form, seems very intense.
• It conjures images of rebellion and conflict.

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• Put it next to the word "marketing," and it makes
a lot of people ask, "Huh?"

3
What is 'Guerrilla Marketing
• Guerrilla marketing is a marketing tactic.

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• A company uses surprise and/or
unconventional interactions in order to
promote a product or service.

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Versus traditional marketing
• Personal interaction.

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• Smaller budget.

• Focuses on smaller groups of promoters that are

responsible for getting the word out in a particular
location rather than through widespread media
campaigns.

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Breaking Down 'Guerrilla Marketing'

• Companies using guerrilla marketing rely

on its in-your-face promotions to be

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spread through viral marketing or word-of-
mouth.

• Reaching a broader audience for free.

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Breaking Down 'Guerrilla Marketing’

• Connection to the emotions of a

consumer is key to guerrilla

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marketing.

• The use of this tactic is not

designed for all types of goods
and services, and it is often used
for more "edgy" products and to
target younger consumers who
are more likely to respond
positively.
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Where!
• Guerrilla marketing takes place in public places that offer as
big an audience as possible:

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1. Streets.
2. Concerts.
3. Public parks.
4. Sporting events.
5. Festivals.
6. Beaches.
7. Shopping centers.
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Where & When?
• One key element of guerrilla
marketing is choosing the right

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time and place to conduct a
campaign so as to avoid
potential legal issues.

• Guerrilla marketing can be

indoor, outdoor, an "event
ambush," or experiential,
meant to get the public to
interact with a brand. 11
Guerrilla Marketing History

• Guerrilla marketing is a product of the shift to electronic

media from traditional print, radio and television

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marketing.

• It was coined by
Jay Conrad Levinson
in his 1984 book
Guerrilla Marketing.

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Guerrilla Marketing History

• Its goal is to create “buzz” about a product or

brand so that it increases the likelihood that a

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consumer will purchase the product or service,
or talk about it with others potential buyers.

• Guerrilla marketing can be very cost-effective for

small businesses, especially so if they manage to
create a viral marketing phenomenon.

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 Guerrilla Marketing Types
• There are several kinds of guerrilla marketing. Some examples
include:
1. Viral or buzz: creates a row about the product.

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2. Stealth: sneaking around to the customer.
3. Ambient: focuses on getting advertisements in unusual places
where they wouldn’t normally be found.
4. Ambush : the same way like police ambush intervention.
5. Projection advertising
6. Astroturfing: artificial creation of a grassroots buzz.
7. Street: the easiest and most famous one.

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Watch that
• Guerrilla Marketing - Coca-Cola Dancing Vending
Machine.mp4

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Real Life Examples

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It
• A crafty guerrilla
marketing campaign

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for horror movie It has
been met with both
delight and horror on
social media, with users
saying it was “awesomely
creepy”.

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NIKE
• Nike ads and activations
have never failed in

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providing a motivational jolt
of energy, and their New
York bench guerrilla
campaign was no exception.
• Well, you can’t run if you’re
sitting. Simple, effective, and
with a loud and clear
message.

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Jeep
• This is one of our
favourite guerrilla

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campaigns for cars
because it is so simple
and cheap, but so
effective.

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Fedex
• Fedex (always first) vs DHL, speechless.

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3M security glass

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Nivea cream

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 Adidas

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 Swatch

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Pros of Guerrilla Marketing

• Cheap to execute.

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Whether using a simple
stencil or a giant sticker,
guerrilla marketing tends to
be much cheaper than
classic advertising.

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Pros of Guerrilla Marketing

• It's fun.

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Many aspects of
creative Guerrilla
Marketing
campaigns are just
plain fun!
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Pros of Guerrilla Marketing

• Publicity can snowball.

Some especially

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noteworthy or unique
guerrilla marketing
campaigns will get picked
up by local (and even
national) news sources,
resulting in a publicity
powerhouse affect that
marketers drool over. 27
Pros of Guerrilla Marketing

• Grows with word-of-mouth.

Guerrilla marketing relies

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heavily on word-of-mouth
marketing, considered by many
one of the most powerful
weapons in a marketer’s
arsenal. There’s nothing better
than getting people to talk
about your campaign on their
own accord. 28
Pros of Guerrilla Marketing

• Allows for creative thinking.

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With guerrilla marketing, imagination is
more important than budget.

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Cons of Guerrilla Marketing

• Mysterious messages can be

misunderstood.

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There’s often an air of mystery to
guerrilla marketing campaigns,
and while it’s this sense of
mystery that can often propel a
campaign’s attention and notice,
the lack of clarity can also skew
audience interpretation.
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Cons of Guerrilla Marketing

• Potential backlash.
Smart audiences may call out businesses who are

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implementing guerrilla marketing campaigns they
don’t approve of.
This is especially true of undercover marketing
campaigns – if you’re caught, prepare to face the
anger.

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Cons of Guerrilla Marketing

• Unpredicted obstacles.
Many guerrilla marketing tactics are susceptible to

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bad weather, thrown timing, and other small
instances that could easily threaten to undermine
an entire campaign.

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Cons of Guerrilla Marketing

• Authority intervention.

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Some forms of guerrilla marketing, such as
non-permissioned street graffiti, can result
in tension with authorities.

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Conclusion
• There’s no doubt that guerrilla marketing can
provide fantastic results while allowing

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marketers to exercise their creativity in a unique
way.

• But it will only work for businesses who aren’t

afraid of risk-taking.

• It is trendy now due to social media widespread.

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 ‫‪THANKS‬‬

‫‪4/28/2018‬‬
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