Presented by:

Gaurav J Sharma
Monty Rohira
b y Ja y C o n ra d
Le vin so n
 “Nobody likes to be sold,
but everyone likes to buy.”
 Street Marketing
• “Unconventional marketing (primarily
promotion) designed for:
– Low budgets
– Maximum impact”.
• Relationship based marketing
• Meaning: it is time to change the way you
market.
 Why is it needed
• It gives small businesses a
delightfully unfair advantage
• Certainty in an uncertain world
• Economy in a high-priced world
• Simplicity in a complicated world
•
 Where it is done
• Consumers targeted in places least
expected. 
• It is one of the most creative ways to
advertise. 
• People remember things that surprise
them and make them feel out of
place. 
• Guerilla marketing is demonstrated on
– streets targeting high concentrations of
pedestrian traffic
– roads and highways in highly trafficked
 Principles as the foundation of
guerrilla marketing

• Should be based on human psychology

– instead of experience, judgment, and
guesswork.
• Primary investments- time, energy, and
imagination not money.
• Primary statistic- measure the amount of
profits, not sales.
• Concentrate on new relationships


 Guerrilla Marketers should always use a combination of

marketing methods for a campaign.

 Raises awareness of
• Brand
• Products
• Services
•
 It is
• Inexpensive
•
• Flexible


• Creates attention
•
• More about out-smarting the competition than
it is about out-spending the competition
 The History
 The term "guerilla marketing" was
coined in the 1980's by Jay Conrad
Levinson. Considered the "father of
Guerilla Marketing," Levinson
published his first book on the
subject in 1984 (Guerilla Marketing,
Houghton Mifflin), and since then has
become living proof that the tactics
work.
 The need for guerrilla
marketing can be seen in the
light of three facts
• Because of big business downsizing, decentralization,
relaxation of government regulations, affordable
technology, and a revolution in consciousness,
people around the world are gravitating to small
business in record numbers.
• Small business failures are also establishing record
numbers and one of the main reasons for the
failures is a failure to understand marketing.
• Guerrilla marketing has been proven in action to work
for small businesses around the world. It works
because it's simple to understand, easy to
implement and outrageously inexpensive.


 Guerrilla marketing is needed because it gives

small businesses a delightfully unfair advantage:
certainty in an uncertain world, economy in a high-
priced world, simplicity in a complicated world,
 There are a few aspects that
remain common to all guerrilla
tactics
1. They are inexpensive, and sometimes free, to
implement.
2.
3. They involve a commitment of time and effort in place
of money and resources.
4.
5. They are unexpected, and sometimes shocking, to the
consumer.
6.
7. They concentrate on cooperation and relationship-
building, rather than competition and strong arm
sales tactics.
8.
 Guerilla Marketing: 10
Commandments

I. Know your market. Know VI.Do the Web right.

who your customers
are, how they think, VII.Get a prime spot on the
and where they go. Web's search
II. Keep your name in front engines.
of your in-house list. VIII.Postcards supplement
III.Work with the press. an existing
IV.Educate the market. marketing program
V. Put e-marketing to work and are stress-free.
for you. IX.Give talks and
presentations at
industry association
• meetings and
conferences.
 Guerilla Internet Marketing
• It is very low cost campaign to drive user
attention to your website
• It is kind of Marketing using unconventional
methods to get maximum attention from
minimal cost.
• It is completely brain power marketing.
• Patient is important in Guerilla marketing
• It is best method of achieving profits with
minimum money
• Guerilla marketing is unusual and nearly
free advertising
G u e rrilla G o o
Guerilla Internet Marketing
Guerrilla Marketing
Principles
 Principles
• Presence – find ways to make yourself
known at all times – chat rooms,
forums, discussion boards, e-mail,
radio, magazines, blogs, Yellow Pages
• Activity – be aware of opportunities to
make
your product known at all times and
act on them
• Energy – continually marketing –
‘360 degree marketing’
• Networks – always looking to make
contacts
and develop networks – importance of
 Advantages
•

•

 Advantages
• Flexible – because of small scale
nature can be adapted quickly,
relatively easy to respond to change
• Low Cost – one of the founding
principles – ideal for firms who do not
have massive marketing budgets
• Targeted – designed to reach the
target market – reduces waste and
ineffectiveness
• Simple – many of the methods simple
and easy to use and implement –
ideal
for the smaller business
Non-traditional advertising
methods
 Non-traditional methods
• The Internet:
– Web sites – easy and cheap to set up
– Pop up ads (assuming they are ‘smart’!)
– 24 hour availability and contact
– Using Internet technology – getting
your name high up in search engines
– Using access/registration or subscription
logs to full capacity
– Use of banner advertising
– Web logs – ‘Blogs’ – personal Web ‘diaries’
•
•
•
 Non-traditional methods
• Stickers – can be put anywhere –
especially in the target area
• Pavement chalking
• Bio-degradable tree postings
• Product give-aways
• Stenciling
• Spray paint logos


•
 Non-traditional methods
• Offering free demonstrations and talks –
gets you and your product known.
• Offering free consultations.
• Finding a way of generating mystery
and intrigue to involve consumers.
• Peer marketing – putting people of
similar interests/ages/segments
together to generate interest in the
product, e.g. one claim
for downloading music is that it opens
up
the chance for ‘new’ music to be
discovered and later purchased.
• Using SMS text messaging.
 Word of Mouth
• Roach Baiting – getting the company
message/brand across by the use of an ‘actor’
behaving as a normal consumer in the hope
of getting the message passed on.
•
• Undercover Marketing – also known as ‘buzz
marketing’ – similar to above. Use of paid
actors to actively promote the product/brand
in a variety of situations or leaving products
in high profile places to get them
seen/used/noticed.
•
• Live commercials – paying for ‘live
commercials’ in an appropriate setting, e.g.
getting a group of young people to promote
 'Illegal' methods
• Bill stickers
•
• Spray paint logos
•
• Graffiti ads


• (Some of these may not be strictly

illegal
but may border on being so – not
embraced by all ‘guerrilla’
marketers)
Picture’s on Guerrilla
marketing
 Guerrilla Tactics

• Stamped envelopes - lick stamps for

mailing rather than using postage
meter
•
• Give samples of product/service –
pretzels in the mall, vacuum demo.
•
• Offer gifts for responses.


• Telephone – quick, personal and

 Guerrilla Tactics

• Membership club – greeting card

clubs, coffee clubs, etc
•
• Signs on public bulletin boards – in
grocery stores, business offices,
daycares
•
• One good graphic -- for letterhead,
business card, ads, etc.


• Personal letters
 Guerrilla Tactics

• Classified ads – inexpensive

marketing to a large audience
• Flyers – use as signs, mailers,
brochures
• Canvass prospective buyers –
contact them, do your presentation,
close the sale
• Solve a problem – show how what
you offer solves customers’
problems
 Failure –Rise(Success)
• Small and large businesses alike
have applied the principles of
Guerrilla Marketing because of their
simplicity, common sense, and
record of being proven in action.
One of the main reasons that
businesses fail is lack of marketing
insight. Guerrilla Marketing
provides that insight.
•
 Videos
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