The document discusses guerrilla marketing and hotel partnerships. It defines guerrilla marketing as using unconventional, low-cost marketing methods like street promotions or flash mobs to promote a product. It provides examples of guerrilla marketing tactics for hotels, including creating a "street team" and partnering with local businesses. The document also discusses developing marketing partnerships with other organizations to leverage their strengths and promote each other's brands through joint campaigns. It emphasizes finding partnerships that appeal to different customer demographics and will generate ongoing promotion throughout the year.

1. 1. Guerilla Marketing
2. Hotel Partnerships
• Guerilla Marketing: Examples, Ideas
• Inexpensive but effective ways to get noticed
• Trade: Quality partnership examples
• Utilizing trade partnerships on a small budget
• Smart Investments with good ROI that generate business

2. 1. Guerilla Marketing
 Guerrilla marketing is an advertising strategy in which low-cost unconventional
means (legal graffiti, sticker bombing, flash mobs) are utilized, often in a localized
fashion or large network of individual cells, to convey or promote a product or an idea.
 The concept of guerrilla marketing was invented as an unconventional system
of promotions that relies on time, energy and imagination rather than a
big marketing budget. Typically, guerrilla marketing campaigns are unexpected and
unconventional, potentially interactive, and consumers are targeted in
unexpected places.
 The objective of guerrilla marketing is to create a unique, engaging and thought-
provoking concept to generate buzz, and consequently turn viral. The term was
coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984
 Guerrilla marketing involves unusual approaches such as intercept encounters in public
places, street giveaways of products, PR stunts, or any unconventional marketing
intended to get maximum results from minimal resources. More innovative
approaches to Guerrilla marketing now utilize mobile digital technologies to engage
the consumer and create a memorable brand experience.
 Guerrilla marketing focuses on low cost creative strategies of marketing. Basic
requirements are time, energy, and imagination and not money. Profits, not sales, are
the primary measure of success. Emphasis is on retaining existing customers rather
than acquiring new ones.

3. Guerilla Marketing
 So what does this all mean?
 Innovative & unique ways to promote & separate your hotel from the others, especially if
you’re located in a large, ‘saturated’ market with a lot of other hotels to choose from.
 Basic requirements: time, energy, and imagination and NOT a BIG BUDGET
 Profits, not sales, are the primary measure of success.
 Find your ‘inner GUERILLA’ & create new tactics to promote your property!
 Be spontaneous! Catch people off guard at places they would never expect this to happen.
 Locations: public places, street giveaways of products, PR stunts, or any unconventional
marketing intended to get maximum results from minimal resources.
 Examples: Grocery Store, Movie Theatre, Retail Store, Gas Station, Fast Food Drive-Thru
 You don’t have to be obnoxious or annoying (not the point), if anything you will lose business.
 You want to be unique, make people look twice, make them smile & remember you!
 Don’t make them feel uncomfortable, ‘educate’ them to think of you the next time they have any
hotel needs.
 Keep it professional: Yes, you want to have fun, but remember, a good portion of your target
market is probably corporate-related so keep that in mind when you run a campaign.
 The objective of guerrilla marketing is to create a buzz!
 Create your own Guerilla Marketing ‘Street Team’ (examples next slide)
 Guerrilla marketing: Low cost-creative strategies.

4. Components of Guerilla Marketing

5. Guerilla Marketing
Guerilla Marketing ‘Street Team’ Examples
 Guerrilla marketing: Low-cost, creative strategies to create buzz!

6. Guerilla Marketing Examples

7. Guerilla Marketing: Ideas & Examples
• Smart placement, key areas & great timing
• Know the season, your target market & overall goal.
• Don’t waste money on random marketing materials

8. Guerilla Marketing: Ideas & Examples

9. 2. Marketing Partnerships
Marketing Partnership Definition:
A smart collaboration of two or more organizations with the intent to develop a
mid-term or long-term marketing program designed to meet each of their
respective business goals.
The need for a Partnership Marketing program exists when one organization can
accomplish their goals more effectively by leveraging the complimentary strengths
of another organization pursuing a like customer base.
Partnership Marketing can contribute to increase brand awareness, product
distribution, customer acquisition and program funding.
It's a powerful relationship that drives revenue for both parties
Brands collaborate together and work to leverage each others' assets to do more
with less and provide a greater return on their marketing programs.

10. Marketing Partnerships
Local Business Trade Partnerships
• Performance Health & Fitness: VIPAccess to all guests
• Texas Roadhouse: 10% discount on every key card
Partnership marketing is just one more example of the fact that we can achieve better
results by working together. As long as we and our partners agree on the objectives of the
campaigning, the target and the expected impact, by working together we can do all that
more quickly and easily.

11. Marketing Partnerships
Inexpensive Options: Take an investment & expand on it
• Run contests, Reuse old marketing materials for future campaigns
• Others start to promote for YOU!

12. Marketing Partnerships
Make sure each trade partnership is unique
& has its own target demographic.
Don’t ‘put all of your eggs in one basket’
• Sports
• Seasonal Travelers
• Groups
• Corporate
• Gov’t
• University (Patients, Family)
• Local Projects

13. Marketing Partnerships
“Hawkeye Sports Properties”
The Best Marketing Partnerships are the ones that
work all year long with all types of cliental.
• Sports Fans
• Teams
• Local Business Owners

14. Marketing Partnership Example
“Hawkeye Sports Properties”
Getting your company logo on anything & everything
• Radio, Print, Websites

15. Marketing Partnership Example

16. Marketing Partnerships=Great Relationships

17. Big Picture
 Just remember what you’re working towards (GOAL)
 Spread out your investments & expenses
 When possible, trade is always the best option
 Stay organized & ‘fresh’ with your ideas.
 Think ‘outside the box’ & give it that ‘UNIQUE FACTOR’
 Apply everything to your Business/Marketing Plan & Action Plans
 Everything has a cost, keep that in mind & make sure it’s worth
your time, your money & produces good ROI, if not, MOVE ON!