Transcript Guerrilla marketing is

GUERRILLA MARKETING
Ing. Jiří Šnajdar
Mgr. Evžen Staněk
2013
WHAT IS IT GUERRILLA MARKETING ?
I. Guerrilla marketing represents varied and
entertaining form of clients interviewing, but also for
firms which perform it, is original escape from
frequently depressing marketing standards.
II. Even if are used the newest research theories and
all tries about explanation, still is not cleared
unequivocally, what is actually guerrilla marketing and
when is possible to sign some campaign or action as
guerrilla and when not.
Generally accepted definition of guerrilla marketing
does not exist
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When actually arisen the idea guerrilla marketing ?
When was realised first guerrilla campaign ?
Why actually exist guerrilla marketing ?
What complex of criterions is base of guerrilla
planning, which tools are at disposal and why that
all as the whole has hallmark of innovativeness.
Above stated points were and are subjects of
discussion and main theme of many special
congresses.
Searching for reasons of formation
• As customers we are in each sphere of life exposed
to certain communication culture and steadily the
same marketing tools “typical” for given branch, on
which we are during consumable life already
accustomed.
• How many times we even must object to
obtrusiveness or vacuity
• More than 1500 advertising announcements is
rolling on us every day.
Consequences of this situation :
• We start to depreciate advertisement, on brief case we clue
not entering leaflets, at advertising pauses in television we
better switch to another programme,
• We learned to ignore classical advertisement and against
intrusive jumping windows on internet we fight with
appropriate filters.
• I bet also you have among advertisements your “
favourites”, which invoke instead of coveted effect the
yearning to throw away the leaflet, to switch channel or to
run away as fast as possible.
Here are ten personal "hits„…
• Shop with men clothing invites via mass e-mails to the
fashion show
• The automobile manufacturer in the television commercial
proclaims that the increase for leasing is essentially zero
and that for used car you can get so much in return, and
so much money.
• Pizzeria round a corner let throw into brief cases around,
menu on two times folded A4 format.
• Insurance companies are trying to bore us to death with
enormous text written advertisements, with typical
„Insurance" language.
• Electronics manufacturers advertise low prices and
therefore their marketing budget is sufficient for the most of
the desperately stupid commercials on the radio or
television. Are we completely stupid?
Here are ten personal "hits"….cont.
• Vouchers to hotels, tips guaranteed to lottery systems and
newspaper subscriptions are offered on the phone - and
preferably on weekends.
• Television advertisement highlighting the postal lottery that
"tomorrow you will find in your mailbox.„
• Car shows inviting on celebration of launch of new models
sale, where are at disposal make-ups for children
entertaining and beer is free.
• General: advertising in the form of an advertisement
without specific menu (such as a business card etc.).
• On the purple Milka cow jumping big, hairy animals like
rats. Allegedly after the cow has exceptional milk.
Ask yourself the question:
When you such a dull and always the same simple-minded
questioning started to annoy ?
The time of guerrilla marketing comes when the customer is
not willing to respond on actions of conventional marketing or
even feels to be persecuted.
Guerrilla marketing is dependent on size of company.
First of all we must reject the idea that exists only one form of
guerrilla marketing appropriate for firms of all sizes.
Does not exist anything like “the only one proper”
guerrilla marketing !
There is a big difference whether the guerrilla strategy
prepares small firm owned by three partners, or if the same
makes company with branches in all European countries.
Just the palette of tools, the companies can choose from,
is in both cases fully different.
Example A :
In Hamburg harbour floated pontoon with extempore tennis
hall, where should compete Roger Federer and Tommy Haas
in friendly match. This action should contribute to propagation
of famous tennis tournament of ATP series in Hamburg.
Example B :
Architectonic office directed by its owners entrusted with
execution of direct mail campaign a messenger service with
courier-singers, who will personally hand over the delivery to
recipient and at the same time sing a short song about sender.
Guess which one from these actions fetched up very fast
almost in all media and which one had more work to be
mentioned in at least one or two newspapers ?
Reporters hastened to Haas and Federer in action.
The original campaign with not traditional messenger service
had not at realisation such an actual attention of media, but it
does not mean that would be less successful.
From altogether twenty firms, where were the singing
couriers, 8 firms reacted on the invitation for personal
interview and made an appointment with our architects.
Campaigns of guerrilla marketing differ according to size
of given company.
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Large companies which are oriented on mass market
are more dependent on references about their actions
in media and therefore must at planning of theirs
campaigns follow two targets :
• guerrilla campaign to properly accost target customers on
chosen place and they would further hand over its
message (“first public”) and
• medial communication about guerrilla actions, that should
secure accosting of larger circle of recipients (“second
public”).
Small companies with their guerrilla actions aim
primary on target customer.
Target of their original and innovative campaigns is
to surprise the consumer, to make perception and
persuade him about propriety of its product or
service.
When media will inform about these actions, so
better, but this is only a secondary target.
Small firms their campaigns aim directly on target
customer.
That the preparation of press messages has in guerrilla
campaigns of smaller firms lower priority means, that
success is assessed firstly according to that, if the
campaign reached its marketing target, secondly according
to that, if this success was more intensive thanks to
information given to media.
In case B was the assignment “to arrange an appointment
with less four from twenty carefully chosen companies.”
Finally succeeded to make a personal appointment with
even eight firms.
Therefore also in this case it is possible to talk about success,
especially in comparing with classical direct mail, which has
average successfulness 3 % only - in this case decided for
personal interview almost half of recipients.
Further it is possible that when about the interesting campaign
will inform media, about the architecture office will learn also
other companies and will intend to learn its work more in detail.
It might be next month or a business partner will notice this
article next year.
Subsidiary effect – but it is a coincidence only, it cannot be
banked on.
Therefore the main target of the action was to persuade the
primary recipients accosted by singing couriers and the media
attention was only secondary.
Guerrilla marketing is … original
Attention is rare commodity, many firm lack for it because of
awkwardly made marketing campaigns,
• accosting is disturbing and bothering
• or happen in bad time
• or are boring
Ever less the campaign leaves profounder impression. –
Exactly for this aims guerrilla marketing.
Among others this mean that the right guerrilla campaign
must be the first of its kind and also in the future cannot
be repeated or used for other company.
Aimed and appropriate usage of guerilla means
Guerrilla sources need to be treated with caution, as long
constantly starting new and new guerrilla strategy is ultimately
not at all original.
Customer gradually realize that your campaign is substantially
different from the current marketing and begin to expect it from
you. So you must permanently escalate the level, to reach
required effect you must every time not only jump the primary
level but you must add more. And alas, if you fail!
Therefore use your original ideas with forethought and
evaluate good dosing.
• Do not forget you always must be able to overcome it.
• Other approach leads to firm´s originality inflation – yours
clients will become tired and demandingness of yours
campaigns will become (financial) non endurable.
Originality from your side also demands performing of
profound searches.
• To them belongs also periodic searching in internet, there
we must look for guerrilla campaigns made in your country
and also abroad.
• Campaign, you are thinking about, you should start only
then when you are completely sure that for the present did
not proceed anywhere.
Guerilla marketing is … surprising
• Alfa and omega of guerrilla marketing is moment of
surprising and its effect.
• The basic assumption of success is also in this case detail
knowledge of your target group. Here belongs also
information where your clients stay during the day, at work,
sport etc.
• Positive knowledge is necessary to consider at planning of
yours guerrilla actions, the realisation must be there, where
are your potential clients.
Most of guerrilla action is performing in very frequent
localities, as pedestrian zones, shopping centres,
markets or mass social actions.
• Clear positive in this case is the possibility to accost big
amount of people, who can further refer about them.
• Contrary must be placement of such an action good thought
over, to minimise lost given by insufficient aim - occurrence
of too big amount of people, who do not belong to
addresses of your offer.
This is not only problem of guerrilla marketing and is valid
generally for all marketing actions, but at guerrilla campaigns
this it the key factor. These must be successful for the first
time, otherwise you would repeat and this inescapably means
loss of originality.
Guerrilla marketing leaves conventional ways trodden by
traditional marketing.
• This can happen because you temporary, spatially and in
chosen form leave known advertising terrain and enter into
daily world of your customers completely anew.
• In this way can be your action unexpected, because it this
sphere is for recipient new and unusual that your accost
has direct connection to his immediate situation.
• You integrate the client directly into your firm
communication and so reduce nature distance between
salesperson and consumer.
• At once comes to interaction between you and customer,
who is not degraded any more only on consumer of
advertisement, but from him is required reaction. Decisive
is always positive context, also moment of surprising, that
will be by recipient perceived positive.
Guerrilla marketing is … financial advantageous
Example : stolen stairs
• on the right and left rear window of a car, so on place where
of usually put up offers of type “For sale” was clued paper
with text. The car parked direct the main entrance to
Mönchengladbachs Spring exhibition, information and sale
fair in sphere of commercial, trade, services and industry.
The exhibition lasts 10 days and usually come about
hundred of thousand people.
• On the paper was following text : “At burglary was stolen
our beautiful wooden stairs”. This stairs, which is illustrious
sample of woodwork, was last seen between ground floor
and first floor. Used material was beech massive. To this
chair we have very strong emotional binding, because it is
absolutely unique object. We welcome any help at
searching for our stairs. All tips leading to finding of lost
stairs will be considered for confidential information
Telephone xxx xxx xxx.
For everybody, who was so curious after reading this paper
that called on the stated telephone number, waited answering
machine with following message :
“Good morning wishes joinery Hermans. It is very nice of you
to help us with looking for our stolen stairs. But probably you
would like to have similar stairs from hand of master
craftsman and you would invite more information. No problem.
Please leave your name and address and we send you
required information immediately. If you prefer personal
meeting, leave your telephone number. Yours joinery
Hermans.”
This “detective” appeal noticed the second day also editors
from local newspaper and even gave this message editorial
on title page. Thanks to it knew about this “trip to fictive
robbery” some visitors in advance and this financial modest,
but very successful action, had very big attention.
The result was almost 90 callers,
• they left their address on the answering machine.
• The joinery sent by post to all of them its information
materials. Thanks to this piece of paper, clued behind the
window, concluded the owner of the firm 24 new orders. No
one was for stairs …
The example of fictive stairs robbery shows, that ..
• Guerrilla marketing can by customers extinguish their
aversion against advertisement
• lighten marketing budget.
This is valid not only for guerrilla actions of small
companies.
When you take into consideration that for example full-page
advertisement in German magazine ADAC-Motorwelt costs
102 000 euro and for this price is issued only once, is also
for marketing departments of large companies reasonable to
look for guerrilla marketing. Also forasmuch as the person
looks at the advertisement 2 seconds in average.
Guerrilla marketing if … flexible
“We do not suffer for deficiency of new ideas, we suffer that
there is no one to realise it. We have too many consultants,
but too less people to realise heir ideas.” (Norbert Blüm,
1997)
Always be one step before competition
• while they will be thinking over and discuss, you will work
on realisation of your decision.
• Guerrilla not go around the bush and instead try to
implement their plans.
• This of course does not mean that your guerrilla
campaign should not be prepared carefully.
But when you would have feeling that an action prepared for
99 % and action prepared for 100 % divides still few weeks
of work, there is no place to hesitate and better start
immediately (these values can vary according to rate of risk
and potential asset).
• Do not let the complexity of implementation outweigh the
expected benefits of the upcoming guerrilla action!
• When you see a possibility to obtain with your action
attention of customers prior to your competition, you must
not uselessly lose the time. Many guerrilla proceedings is
possible to plan and realise during very short time. And
when the prepared project requires longer preparations,
you should also think over alternative solutions.
• You should never start anything from obstinacy only. Also
here pays the rule, that to command to withdrawal in time
can finally bring better results than to try to reach the
original aim at all costs.
WHAT CAN GIVE YOU GUERRILLA MARKETING ?
• Guerrilla marketing has one main target – to bind
attention to your product, your service, your firm.
• But only attention alone is for nothing. Once Benetton
with its inconsistent billboard campaign obtained attention
of all Germany, but did not sell any pullover more than
before.
• But also exist examples, when was attention of end group
obtained by positive and pleasant way, without bringing
any benefit to said firm. Which firm for example is behind
successful computer game Moorhuhn ? It is Johnnie
Walker, but practically nobody knows about it.
Message of your company must “fit”
Original action on its own can help you to get the attention of
clients. But successful guerrilla campaign must go much
further. The target is not only to restrict expenses. Firstly it is
message, that you hand over through your campaign.
Practical tip
Message of your campaign should :
• show clearly that its transmitter is your firm
• contain certain statement, i.e. inform about concrete
advantages
• be understandable
• entertain
• have direct connection with your offer of products or
services
• respect ethical, cultural and religious values
• correspond with your end group and
• be credible
Create your own identity !
Typical habits of your guerrilla campaigns as
innovativeness, creativity and originality will delegate on
your firm identity and increase your value.
• Equally delegates on your firm identity also character of
messages of your guerrilla actions.
• The aim of these efforts would be while to get your
customers clearly in the spirit and long ranked by
subjective image that you create them in the sight of your
marketing strategy.
Building of firm image
• Image and position of the firm is according to what
customers obey at their purchase decisions.
• Customer does not want, before he decides, each
situation new analyse and view.
• So look after that, to help with clear identity to ease the
customer his decision as much as possible and to
influence his in your benefit.
• Yours customers should know what you can offer them,
what you symbolise and why they should shop by you,
not by competition.
• If you succeed, you obtain margin before your
competition, you broken through a zone, through which
can never pervade non-profiled, unimpressive and
indecipherable firms.
• Thanks to this success you do not need to show
permanently your capability to your customers.
HOW DO I FIND THE PROPER IDEA ?
I cannot force ourselves to creativity.
Practical tip.
Questions for structuring of process of searching for
creative ideas
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9.
How is the definition of my target ?
Who is the recipient of my guerrilla action ?
What is the asset for customer ?
What budget I have to disposal ?
What local know-how can I use ?
What guerrilla actions were realised in my branch ?
What I liked on it ?
What I did not like at all ?
What could we use in modifying version ?
Not to think about unnecessarily complicated events customers often inspire things quite simple.
“What guerrilla actions were already in my branch realised ?
Here belong also guerrilla actions from other branches, you
extremely liked, you found them very humorous or were good.
“What could we use in modifying version?” But you must not
under no circumstances “copy” from others, because it would be
not only boring, but also awkward.
But : Also in this view is possible here and there close eye a little.
If given campaign was not realised directly round the corner
and was about totally other branch, it is fully legitimate when
you use it as inspiration for own idea.
Thanks to local specimens, other end groups and different offer
will differ process and final form of your campaign and original
model.
If you find satisfying answer to each of above stated
questions and inspiration will be always far away, use
sources in your immediate surrounding :
Acquaint also your colleagues with found answers and let them to
think over and try to use their creativity.
Sometimes you learn that some colleagues wait only for similar
opportunity to be able to present an idea which they have for long
time in the head.
Guerrilla project represents for employees opportunity to
engage also besides normal work duties, what can be very
motivated.
Into searching for creative ideas it is possible to
integrate also your friends.
These can also good be used as control of usability of your
idea. Show them your idea and then follow good their
reactions. Tell them that you want to hear honest critics,
because with misleading compliments they can lose your
money.
Similarly you can this discussion club create also with
your business partners. It happens often that if you have
no idea for yourself, when it deals with others, it goes
easy.
In such cases you look at the things straight, do not
complicate uselessly your life and you do not think over
every small-mindedness.
And this works also by your partners, it would be
disadvantage to let the potential by.
And do not forget – most of the successful guerrilla
actions is in nature exceptionally simple !
To not be forced only to own conclusion it is better to
do after a small “research in terrain”.
When you have an idea for guerrilla action, first of all
you should get round if it has healthy root :
• Invite 2-4 of your customers, with them you have
closer relationship and their opinion is important for
you. With them you can perform generalisation of your
action or you can describe them your campaign in
detail.
• Because we cannot follow all customers at once, we
should invite some colleagues to help us.
• Very important for you are immediate reactions of your
clients and their expression.
• Consecutively discuss this action with your customers
and compare their answers with immediate reactions,
you recorded. When you hear from your customers
that you can start with the campaign, it is O.K.
Even if the idea is the most creative and original, can
cause you marked damage.
Mostly in these cases suffers the firm image, but even more
often we meet with threats of financial affects, sometimes are
really imposed on.
Partly are guilt also faults at campaign preparation.
Ever more often we can meet with defensive
mechanisms, that put a stop to any guerrilla actions,
especially those making in public area.
On one side it is of course understandable, but it is essential
to perceive, that similar restrictive steps run out of the effect
– they cannot stop realisation of guerrilla actions and only
press their authors to bigger originality and creativity.
In guerrilla marketing found small and middle companies hole
in the wall,
they can thanks to flexible and original actions reach that, what
they could reach before only with the biggest difficulties and by
spending big amount of money – accost in effective way the end
group of recipients and make them to buy its product. Effort to wall
up this hole by restrictive law regulations is necessary to consider
for trifling and from economical view for wrong steps.
But Attention, do not become a victim of guerrilla !
Do not give your competitors the opportunity to come out with
requirement of financial compensation, that could raise the price.
Therefore keep all the law regulations, connected with your
entertainment and author rights.
Guerrilla “The Ten Commandments”
1. You will not get on peoples´ nerves.
2. You will not waste means.
3. You will not be boring.
4. In your campaigns you will not discriminate any
animals or humans.
5. You will not copy any others.
6. You will not lie.
7. You will not flood letter-boxes of yours
neighbours with advertisement.
8. You will irritate.
9. You will entertain.
10.You will differ from others.