4 Components of Innovative Guerrilla Marketing

Ari Massoudi

Description

Clever Marketing for Clever Entrepreneurs

Sujets

• Startup
• Innovation
• Entrepreneur
• Marketing
• Guerrilla marketing warfare strategies
• Storytellings

Informations

• Publié par: myorka
• Publié le: 22 avril 2012
• Nombre de lectures: 149
• Licence : Tous droits réservés
• Langue: English

Extrait

1

4 Components of Innovative Guerrilla Marketing: Clever Marketing for Clever Entrepreneurs http://wisepreneur.com/entrepreneurship/4-components-of-innovative-guerrilla-marketing-clever-marketing-for-clever- entrepreneurs

Today’s marketing is sophisticated and expensive. More and more it is difficult for emerging businesses to compete effectively with the likes of Procter & Gamble, Anheuser-Busch, and Pizza Hut. However, entrepreneurs, start- ups, new businesses and small enterprises can use low-cost guerrilla marketing techniques that have a similar impact as large-budget campaigns. Some of the most important features of innovative guerrilla marketing include storytelling, viral marketing, customer interaction, and buzz.Here is an excellent definition of guerrilla marketing from Wikipedia:

“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; potentiallyinteractive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generatebuzz, and consequently turnviral. The term was coined and defined by Jay Conrad Levinson in his bookGuerrilla Marketing.” So what is Guerrilla Marketing? It is a marketing strategy with little money, but with a lot of cleverness and smartness! The best way to understand Guerrilla Marketing is to look at an example. One of our favorites is a promotion for Hell Pizza in New Zealand. Here’s the way the company used Guerrilla Marketing in a recent campaign:

1.Storytelling Thecompany presents a story of a pizza delivery man who must find his way through zombies to deliver pizza. 2.Viral MarketingThe story is placed in a YouTube movie to capture the advantages of this popular social medium. 3.Customer InteractionAs the story unfolds, the viewer gets to decide which action the pizza man should take on his adventure. 4.Buzz Afriend sent Ari the YouTube link. He watched it andenjoyed it, and then Ari forwarded Calvin and to other friends …. and we now are writing about this campaign for you. This is buzz marketing!

We hope you will enjoy watching your pizza from hell:

Ari Massoudi / Consultant Strategy of Innovation /www.strategy-of-innovation.com/www.linkedin.com/in/arimassoudi

http://www.youtube.com/watch?v=9p1yBlV7Ges&feature=player_embedded

2

Here’s a final but important point. Guerrilla Marketing is like a double-edged sword, it can make your company known, and maybe make you rich, or it can severely hurt your company. A bad Guerrilla Marketing campaign in the best case is nothing more than spam, and in the worst case is professional suicide. If people laugh at your business or your product or if your video irritates people, you will have a negative buzz on the Internet that will probably last for a long, long time.

Our recommendation is to test your campaign with friends or some customers, and if they do not enjoy it, something is wrong. You then have a chance to change it before going to the Internet. After you tweak the campaign and get a cool combination, put it online and have some serious guerrilla fun!

Ari Massoudi / Consultant Strategy of Innovation /www.strategy-of-innovation.com/www.linkedin.com/in/arimassoudi