1. By David Earley
An introduction to
GUERRILLA MARKETING

2. What is Guerrilla Marketing
• Guerrilla Marketing is a form of marketing
which uses unconventional methods of
promotion to engage audiences.
• The idea of Guerrilla marketing is to generate
a ‘Buzz’, and ideally to turn viral.
• It is a cost effective alternative to large
advertising campaigns.
• It is an effort to engage customers rather than
educate them.

3. History of Guerrilla Marketing
• The term ‘Guerrilla Marketing’ was coined by Jay
Conrad Levinson in 1984 when he released the famous
book ‘Guerrilla Adverting’
• Levinson’s book was the beginning of underdog
companies starting to compete with their larger
competitors.
• Advertisers began to take concepts from this book and
use them to create amazing and creative adverting
campaigns.
• Guerrilla marking takes its name from Guerilla warfare.
As it involves small companies taking on large
companies using unconventional methods.

4. Guerrilla vs. Viral
• Guerrilla marketing and Viral marketing go
hand in hand.
• Guerrilla marketing gets the message across to
the consumer, and viral marketing encourage
people to pass on the message.
• Generally the intended result of a guerrilla
marketing campaign is for it to go viral.

5. Core Concepts of Guerrilla Marketing
• Entertain and Engage rather than educate.
• Get people talking.
• Think outside the box.
• Transform the ordinary to the extraordinary.
• Be spontaneous and unexpected.

6. Types of Guerrilla Marketing

7. 1. Undercover / Stealth Marketing
• This method of marketing is often considered
devious, as it markets a product to the public without
their knowledge.
• The internet is often used for this method as
companies can pay people to spread positive messages
about their product.
• It is said in that in the 1980’s vodka companies would
hire attractive girls to go to various clubs and pubs and
ask men to buy them a certain brand of vodka.
• Groupon’s Korea franchise was recently fined for
fabricating positive reviews of its products.

8. 2. Astroturfing
• This method involves paying people to create
the impression of a popular movement.
• Politicians often use this method to make the
public think they have a large following.
• Companies and politicians will sometimes hire
people to write blogs which appear to a
genuinely ‘satisfied customer’. The blogs are
referred to as ‘Flogs’ or ‘Fake Blogs’.

9. 3. Ambush Marketing
• This method is where a company
attempts to ambush or
undermine the sponsorship
activities of a rival that owns the
legal rights to sponsor an event.
• It often involves creating the
sense that they are associated
with the owners of the event or
activity.
• This method can be very effective
as being caught out usually leads
to massive media attention.

10. 4. Ambient marketing
• This method is used to create
brand recognition without
necessarily pushing its
products.
• Generally ambient
advertisements would not look
like traditional
advertisements, however, peo
ple would usually never forget
them.
• The possibilities of ambient
marketing are endless as
anything and everything can
be used.

11. 5. Experiential marketing
• This method is perhaps
the hardest to define. It is
giving a consumer a
chance to experience
your product and solicit
an emotion response.
• This is an alternative to
trying to educate the
consumer with a one-way
message.

12. Examples of Guerrilla Marketing

13. 3M Security Glass
Promotion
Passers by were told if they could have
the money if they could brake the
glass. Although there was only $500 of
real currency in the glass, the majority
was fake.

14. UNICEF Guerrilla Marketing
Campaign
UNICEF used a customized vending
machine to advertise the dirty water
people have to drink in poverty
stricken counties.
This campaign was a huge success.

15. McDonald’s Guerrilla
Examples
In Chicago to verify that there have
leaks in the rivers, the plumbers of the
city inject biodegradable paint into
rivers.
McDonald’s took this opportunity to
use the phenomenon to their
advantage.

16. Jobsintown.de
Jobsintown.de released an ad
campaign depicting people doing
horrible jobs. The ads were extremely
creative and quickly went viral.
The tag line read ‘Life's too short for
the wrong job'

17. Fitness First Campaign
This is in Amsterdam and was created
by the world’s third-largest gym
chain, Fitness First.
The bus shelter was transformed into a
working weighing scales.

18. AND NOW FOR THE INFAMOUS
DAN NEARY.
By Dave Earley