Transcript Guerrilla Marketing

WHAT IS GUERRILLA
MARKETİNG?
The term "guerrilla marketing" was first used by JayConrad
Levinson in his popular 1984 book, Guerrilla Marketing.
İn it,he describes Guerilla Marketing:
‘‘ The soul and essence of guerilla marketing is achieving
conventional goals ,such as profits and joy ,with
unconventional methods,such as investing energy instead of
money.’’
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WHY IS THERE A NEED FOR
GUERRILLA MARKETING ?
• Because of big business downsizing,relaxation
goverment regulations and affordable techonology
people around the world gravitating to small business.
• Small business failures are also establishing record
numbers and one of the main reasons for the failures
is a failure to understand marketing.
• Guerilla marketing has been proven in action to work
for small businesses around the world.
It works because it is simple to understand ,easy to
implement and inexpensive.
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KEY PRINCIPLES OF GUERRILLA
MARKETING
• Guerilla marketing is based on human psychology and
the way people think and react vs. judgment and
guesswork.
• With guerilla marketing ,there is an emphasis on
profits,not just sales.
• A good measure of guerilla marketing is the number of
relationships you build over a particular period of
time.
• Current technology must be used as a tool to empower
any marketing.
• Guerilla marketing should use primarily time,energy
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and imagination not money.
GUERRILLA MARKETING STRATEGIES
Creativity
The heart of every successful
guerilla campaign is creativity.
Without it you are conventional.
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GUERRILLA MARKETING STRATEGIES
Unexpected
There are many ways how to catch
interest of by putting usual objects
to unusal places or using usual
objects in unusual time.
Unexpectedness may be used as an
advantage.
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GUERRILLA MARKETING STRATEGIES
More with less
You don’t need to be a superman to have a superman idea.
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GUERRILLA MARKETING STRATEGIES
Maximize your surroundings
İf you utilize your environment
in an unexpected ,intelligent
way, you are making more
meaningful impressions.
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GUERILLA MARKETING STRATEGIES
İnteractive
Though interactivity is not a stable
in all guerilla campaigns,
İt brings the consumer/company
relationship to a more meaningful
space.
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GUERRILLA MARKETING PLAN
Guerilla businesses operate by marketing plans that factor
in success and growth,change and flexibility.
with your own Guerrilla Plan, you need to do a few things:
• explain the purpose of your marketing
• explain how you achieve that purpose by describing the
substantive benefits you provide to clients
• describe your target market(s)
• describe your niche
• outline the marketing weapons you will use
• reveal the identity of your business
• Plan your attack! (your marketing calendar and budget)
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SOME DIFFERENCES BETWEEN
TRADITIONAL MARKETING AND
GUERRILLA MARKETING
Traditional Marketing
-İnvest money to implement
marketing strategies
-Use responses,gross sales to
measure success
-Focus on immediate sale
-İgnores technology in marketing
-Encourage growth through
diversification.
Guerrilla Marketing
-invest time,energy and creativity
-use profits to measure marketing
-focus on customer follow-up and
long term relationship.
-use technology its fullest potential.
-grow profitably by maintaning
their focus
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