what is guerrilla marketing? w/ red bull and coke case studies
Post on 21-Oct-2014
531 views
DESCRIPTION
This is a brief overview of Guerrilla Marketing. What is it? Where did it come from? How have some of the biggest companies executed Guerrilla Marketing? What are the main ways your business can benefit?TRANSCRIPT
![Page 1: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/1.jpg)
Guerrilla Marketing
Brad Wollman
![Page 2: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/2.jpg)
Identity Projection, LLC
What is Guerrilla Marketing? Unconventional Entertaining Thought provoking Cost-effective
![Page 3: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/3.jpg)
Identity Projection, LLC
Brief History Jay Conrad Levinson 1984 “Guerrilla Marketing”
![Page 4: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/4.jpg)
Identity Projection, LLC
Trends Alternative Experience Ambient Presence Grassroots Wild Postings Astroturfing
![Page 5: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/5.jpg)
Identity Projection, LLC
Spending and Frequency of Use Low-Cost Everywhere
![Page 6: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/6.jpg)
Identity Projection, LLC
Disadvantages Adult Swim Advertisements 2007 in
Boston Guerilla Marketing gone bad Bomb Scare
![Page 7: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/7.jpg)
Identity Projection, LLC
![Page 8: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/8.jpg)
Identity Projection, LLC
Advantages Less expensive then traditional marketing. Attention grabbing Cost efficient
![Page 9: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/9.jpg)
Identity Projection, LLC
When to Use It Cause Marketing/Environmental
Awareness New Businesses Businesses with small budgets for
advertising.
![Page 10: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/10.jpg)
Identity Projection, LLC
As of the end of 2011 Red Bull employed 8,294 people in 164
countries. 4.631 billion cans sold worldwide in 2011. Denmark, Norway, & France Caffeine content per serving: 8oz-80mg
(Coke classic: 12oz-40mg)
Case Study:
![Page 11: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/11.jpg)
Identity Projection, LLC
Challenges Brand image Negative product
attributes Capture massive
audience attention
Case Study:
![Page 12: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/12.jpg)
Identity Projection, LLC
Case Study:
![Page 13: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/13.jpg)
Identity Projection, LLC
Felix Baumgartner 800+mph 24+miles, All in under 10
minutes. 235,000 Twitter
followers and 140,000 Facebook users.
300 Million Youtube Views
Stratos Jump
![Page 14: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/14.jpg)
Identity Projection, LLC
You can achieve your goals
Public Relations money can’t buy
Huge Success
Case Study:
![Page 15: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/15.jpg)
Identity Projection, LLC
Case Study: Large
Companies Risky, unusual
approach 2nd most
recognized word
![Page 16: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/16.jpg)
Identity Projection, LLC
Case Study: Challenges
Keep customers happy
Increase brand loyalty
Create Value Invigorate
Growth
![Page 17: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/17.jpg)
Identity Projection, LLC
Case Study: The “Happiness Machine” Real College Campus 700,000+ Youtube views in first week Buzz Excitement Loyalty
![Page 18: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/18.jpg)
Identity Projection, LLC
Why Guerrilla? Guerrilla Marketing is inexpensive
In a struggling economy, advertising is usually the first thing to be cut from a firm’s budget
Eye-catching, unique, creative Stand out from the crowd and do it in an
economical way
![Page 19: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/19.jpg)
Identity Projection, LLC
Guerrilla in IMC Effectively engage consumers Integrating advertising, public relations
and sales promotion, etc. Merge advertising with aspects of the
promotional mix Prominent in outdoor advertising
![Page 20: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/20.jpg)
Identity Projection, LLC
Discussion Have you noticed guerilla marketing?
What is your favorite example of Guerrilla Marketing?
Least favorite?
![Page 21: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/21.jpg)
Identity Projection, LLC
![Page 22: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/22.jpg)
Identity Projection, LLC
![Page 23: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/23.jpg)
Identity Projection, LLC
![Page 24: What is Guerrilla Marketing? w/ Red Bull and Coke Case Studies](https://reader033.vdocument.in/reader033/viewer/2022042507/544686faafaf9f69178b4675/html5/thumbnails/24.jpg)
Identity Projection, LLC
Sources 1) http://news.thomasnet.com 2) http://innovationmarketingtrends.blogspot.com/2011/10/what-is-guerrilla-
marketing.html 3) http://news.thomasnet.com/IMT/2009/03/31/marketing-on-the-sly-guerrilla-
marketing-tactics-and-how-to-launch-such-campaigns/ 4) http://ad-bits.blogspot.com/2012/04/book-review-guerrilla-marketing-4th.html 5) http://www.divinecaroline.com/122442/56690-five-ad-campaigns-failed-quickly 6)http://books.google.com/books?
hl=en&lr=&id=UqXLxndm2oUC&oi=fnd&pg=PP2&dq=advantages+of+guerrilla+advertising&ots=hJMUkfc4xh&sig=JvvFpxgHWCV3GNRlYKHbv6SPCqQ#v=onepage&q=advantages%20of%20guerrilla%20advertising&f=false
7) http://weburbanist.com/2008/06/10/major-corporations-go-for-guerrilla-marketing/
8) http://pilmerpr.com/blog/uncategorized/guerilla-pr-to-the-edge-of-space-with-red-bull/
9)http://www.creativeguerrillamarketing.com/viral-marketing/red-bull-masterminds-of-new-age-marketing/
10)http://www.tiptoptens.com/2011/07/16/10-worth-knowing-facts-about-coca-cola/ 11)http://advertising.about.com/od/smallbusinesscampaigns/a/recessionadvert.htm 12)http://advertising.about.com/od/smallbusinesscampaigns/od/
recessionadvert.htm