Cor Hospes about guerrillamarketing - Dutch Cowboys (dutch)

Cor Hospes over guerrillamarketing

 

Di 24 maart 2009 20:30, Stefan Harzevoort, 8375

Lunch bij Dauphine, hotspot voor marketing- Nederland. Een verhelderend gesprek met Cor Hospes over guerrillamarketing.

Cor Hospes is media en lifestylejournalist en schrijver van het boek "Guerrillamarketing, nieuwe sluiproutes naar het hart van je klant". Ik vraag hem wat guerrillamarketing precies inhoudt. Cor noemt 6 criteria voor geslaagde guerrillamarketing en boort ons zelfbedachte stuntje regelrecht de grond in.

"Afschieten! Ik hoor het wel vaker, mensen hebben een leuk ideetje, maar waar is de relevantie? Guerrillamarketing is strategisch doordacht en daarbij staan de kernwaarden van een product, dienst of merk voorop." Ik moet aan mijn huiswerk... Maar daarin ben ik volgens Cor niet de enige: "De meeste marketeers zijn te schijterig. Kijk bijvoorbeeld eens naar Engeland, daar is guerrillamarketing een veel volwassener fenomeen".

In mei verschijnt zijn nieuwe marketingboek: Alle 13 goed, de beste online marketingtools. "Er worden tegenwoordig veel online marketingboeken geschreven in ons land. De meeste daarvan zijn dik, saai en vervelend, dat moet anders kunnen. Een vlot geschreven boek met zowel strategische als technische tools." (Klik hier voor de Podcast). Via: Pulseblog!
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Source: http://www.dutchcowboys.nl/marketing/16550

A blog about the rise of guerrilla marketing - Dutch Cowboys

Guerilla marketing wint langzaamaan terrein

 

Ma 26 oktober 2009 12:34, Redactie, 11462

De traditionele manier van reclame maken (mensen onderbreken) is op termijn ten dode opgeschreven. Mensen nemen het niet meer dat hen reclame wordt opgedrongen. Gewoon zeggen wat je product doet heeft als gevolg nauwelijks nog effect. De oplossing: reclame maken die men met plezier bekijkt (en het liefst ook nog doorvertelt). En waarom grote sommen uitgeven aan media-aandacht als je die ook gratis kan krijgen? Langzaamaan wordt social media zo krachtig dat het meer mensen kan bereiken dan eender welke 'gewone' mediacampagne.

Velen weten dit, maar spijtig genoeg wordt er nog te weinig gebruik van gemaakt. Is het een gebrek aan creativiteit, of kiest men gewoon voor de 'veilige' oplossing?

Eén van de allergrootste voorbeelden van hoe het wel moet komt alvast van Universal Orlando Resort. Ze vertelden slechts 7 mensen over hun nieuwe themapark 'The Wizarding World of Harry Potter'. Die 7 mensen vertelden dit door aan 350 miljoen anderen. Hoe? Simpel: die 7 werden zorgvuldig geslecteerd: het waren stuk voor stuk zeer invloedrijke mensen in de social media wereld. Geniaal!

De Mortierbrigade heeft dit concept ook goed begrepen. Tegenwoordig zijn ze een van de topspelers in de wereld van Guerilla marketing in Belgie. Vorig jaar bedachten ze een briljante campagne voor Music For Life. Het thema drinkbaar water voor iedereen:
Een paar maanden geleden deed Lancia een haast even geniale stunt in Amsterdam:

Eerder al schreef ik een artikel daarover "6 geniale guerilla marketing tips". Hopelijk kan het je inspireren, want spijtig genoeg zien we dit concept nog veel te weinig in Nederland en Belgie.

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Source: http://www.dutchcowboys.nl/marketing/18181

Another top 10 Guerrilla marketing ideas

http://peterevers.wordpress.com/

Useful PDF 2

Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Source: http://www.scipub.org/fulltext/ajeba/ajeba23280-286.pdf

12 Extremely Effective Guerrilla Marketing Stunts

Source: http://weburbanist.com/2009/05/06/12-extremely-effective-guerrilla-marketing-stunts/

Initiative similar to YIP

http://www.sjwr.nl/secondchance.html

UNICEF Sells Dirty Water in Guerrilla Marketing Campaign

I remember stumbling across this genius guerrilla marketing campaign idea a couple months back. This campaign is a great example of guerrilla marketing because it created a huge buzz in the street and actually returned great results.
A vending machine was set up on the streets advertising dirty water. Instead of different varieties of soda, it was actually different varieties of diseases found in dirty water. Stunning! It is even more interesting that people would actually put in a $1 (which ultimately was donated to the cause) to see what came out.
Let us know your thoughts of this campaign by commenting below!
















For more information, visit: http://www.dirtywaterinfo.com/

How to create a Guerrilla Marketing Campaign

Another marketing strategy that creates brand awareness at a fraction of the cost and breaks through the traditional advertising clutter is Guerrilla marketing. It requires creativity, risk taking and therefore a brand must be flexible and adaptable to take these risks as the outcome may be very rewarding, and a brand doesn’t need a big budget to do so.
This type of campaign feeds off PR exposure thus in order for this approach to work a marketing and advertising team needs to be creative and strategic as the aim is to get media attention.  Guerrilla marketing is a great way to get your brand noticed by the public and this will differentiate your brand away from its competitors and if done correctly your brand will be seen as more fun and outgoing than its competitors. Guerrilla marketing can be done off any media platform, even online.
Guerrilla marketing is a campaign that is original, unpredicted and unique in approach. This approach enables a brand to stand out from the advertising clutter and draws viewers attention. Therefore it is an alternative approach to traditional advertising methods and if done correctly it will create a “memorable reaction from or interaction with the viewer”¹.
A guerrilla marketing campaign is a brand activation that is slightly unofficial or not completely permitted by the city or event etc. Therefore a brand needs to be risk taking and daring to use this technique when trying to create brand awareness. This campaign is disruptive as it grabs the audience’s attention and is news worthy.
Therefore it is evident that Guerrilla marketing is NOT a form of traditional media. This campaign needs time, imagination, creativity and strategic thinking thus it needs energy from its creatives instead of money.
This campaign should only be used by brands that want to make a statement that they are outgoing and diverse from their competitors, slightly risk taking and very creative, therefore for financial businesses like a bank, this is not really recommended as risk taking (gutsy) it not what you’d like to communicate to your consumers.
When creating a Guerrilla marketing campaign keep in mind that your main aim is to be original in approach and to create newsworthy brand awareness, so keep in mind that this could make cities and some consumers feeling unsettled. One word of advise is to step outside your comfort zone and be completely original, as something that has already been done is not newsworthy.
Steps to follow when creating a Guerrilla Marketing Campaign:

1. Determine what your core message is (essence). What are you trying to say to your consumer, what are you trying to say about your brand, summarise this down into a 5-second message or embed it into a clever system.
2. Set clear objectives for your brand, when doing so think about your category, where your brand fits into the category or market, how is it differentiated from its competitors, who are its consumers (therefore taking into account what appeals to them, what attracts them, what would get them talking), target market, what is your goal etc.¹
3. Next is to think of all the ways your idea can come to life.¹ All the media platforms that can be used to get your message or idea across and what your desired outcome is. It may help to imagine the story headline that your campaign will create, the ‘tweets’ you’d like to read on Twitter, the posts you’d like to read on Facebook, the photos you’d like to be taken as well as the YouTube videos that you’d want to view.¹
4. Research Research Research! As your goal is to create media attention and reach your target market, you need to research your ideas to see if they have been used before. As newsworthy information (PR) is original, and creating newsworthy and very creative and original campaign will make a positive connection¹ to your target market.
5. Do not aim to “upset, scare or provoke people in a negative way. The goal should be to implement something that people will embrace, enjoy and share with friends.”¹

An example of a Guerrilla marketing campaign that occurred during the World Cup 2010 was when Pepsi strategically placed Pepsi in the FIFA volunteers lunch boxes at Durban’s Fifa fan park instead of Coca-Cola.² And as Coca Cola was one of the main official sponsors this was a big no no. Pepsi apologised and stated that the driver must have got the venue confused or the address wrong (which all in all he may have yet it still created publicity and got Pepsi noticed).
Another Guerrilla campaign that some say was not very successful was Vodafone’s streaker. “In 2002, Vodafone caused quite a stir when it hired two men to streak across the field during a major Australian rugby match, wearing nothing but the Vodafone logo painted across their backs. CNN Explained: the match was being played in a stadium sponsored by Vodafone’s main competitor, Telestra. This one backfired as the streakers were fined and many fans were upset by the disruption (which potentially caused a game-winning kick to be missed). The stunt did succeed in getting tons of worldwide press, and it earned Vodafone a reputation for pushing the envelope. But most of the sentiments about it were negative–not exactly what you want to do with your campaign.”<sup>1

Source: http://innovationdeviation.wordpress.com/2010/09/26/how-to-create-a-guerrilla-campaign/</sup>

Humoristic guerilla marketing

http://weburbanist.com/2009/05/31/13-more-extremely-effective-guerrilla-marketing-stunts/

The 80 Best Guerilla Marketing Ideas I’ve Ever Seen

Some of these tactics can also be founnd in previous blogs.

Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/

Over 90 Field Tested Guerrilla Marketing Tactics

Slideshow
Source: http://smallbizbee.com/index/2009/03/30/over-90-field-tested-guerrilla-marketing-tactics/

50 Guerrilla Marketing Tactics You Should Be Using

If you’ve been following this website for a while, you’ve seen our two articles on Guerrilla Marketing Tactics You Should Be Using. There was 24, and then another 26. For the sake of keeping things organized, we’ve put together all 50 in this one post as well as created a downloadable PDF version of the tactics that you can print out, keep on your hard drive, send to friends, upload to your site and distribute, ect. I hope you enjoy it and find some use out of it. If you would like to read the full list online before you download, continue reading.

1. Money Stamping – grab a stamper from your local office supply store and stamp a funny phrase along with your website address on it. Have a make money online blog? Stamp something like “Learn how to make thousands of these online: sitehere”.
2. Sticky Notes – Another way to use your stamper or even your printer. Sticky notes are noticable anywhere because people know what they’re for; notes. Put these on local business doors, offices, cars, or above mail boxes in apartment complexes and people will take notice.
3. So many stamps – Looking for a way to get noticed in the huge pile of advertising mail potential clients get? Send your promo material in a big manilla envelope and put 39 – 1 cent stamps on it. Out of 100 envelopes, who’s do you think will catch the eye first?
4. Do Not Disturb – Heading to a blog expo anytime soon? Get some door hangers printed up with your business information on it and possibly a link to something free on your site. Get the attention of everyone in your market this way, and it’s super cheap as well. Noone else I know has been doing this so you’ll stand out for sure.
5. Pay it forward – when you’re heading into the movie theater, pay the persons way behind you and tell the cashier to give them your business card. You’re not guaranteed that the person will become a client but I bet the word of mouth on that one would be pretty big.
6. Fake publicity stunt – you could have people picket your storefront with signs that read “This business is too nice” or “Company X is too good at their job”. Theres a million fake publicity stunts, use your imagination and I bet it’ll work no matter how weird or out of the box it seems.
7. Guest blogging – This is for the bloggers out there, or even the freelance writers. Guest blog on other blogs largely related, or semi-related to your websites niche. Opening other peoples eyes to your name and your website is always good promotion, especially if you’re an awesome writer. Not to mention networking with other bloggers is great for business as well.
8. Business Cards – STOP! Don’t skip this one. So many people see this and think you’re going to tell them to print cards and hand them out. I’m not! What you do with these cards is head to every library or book store in your city and find the section that relates to your business. Open each and every book and place a business card somewhere in the book. This is great targeted marketing and only costs you a few bucks for the cards and an afternoon of placing the cards. If you need some great business cards, check out UPrinting.com
9. Bumper Stickers – These are great because they can go anywhere, not just on your car. Bathroom stalls, street poles, ect. Get creative with where you place them, they can grab peoples attention when placed in the right spots.
10. Temporary Tattoos – I seen a post on some guerrilla marketing ideas over at Daily Bits and they talked about this as well. These tattoos will last for X amount of days and would be perfect for blog expos or other events where tons of people will be. Placing it in a weird place (forehead, neck, full back, foot, ect) is also a great way to get it noticed. Hey, if people talk about it, thats the whole point right?
11. Help Home Based Businesses – most HBB owners try to keep their records hidden from local housing authorities so they’re hard to reach. head over to your local chamber of commerce and suggest a HBB committee. They might appoint you head of it (you can even ask to be) and you have a bunch of HBB owners who will come to chat and you can promote to with business cards, flyers, booklets, ect.
12. Anything Else? – No, the list isn’t done yet. These are two words to say right before you exchange money with a client/customer. This will make them think and could open doors to a larger pay day.
13. Top 10 reasons to choose YOU – instead of leaving business cards or other promo material at a business or in someones email box, create a list of the top 10 reasons why the prospect should choose your company. Make them 100% true, humerous and memberable.
14. Demonstrations – got a service business? this is perfect for you. Find a local store that pertains to your services and put on a free demo of your services. Your service involve outdoors? Contact news stations and let them know you’ll be offering a BBQ and free service demonstration. The BBQ could get a little costly, but the amount of press and promotion could really pay off.
15. Print Calendars – These could be given to each of your clients or left in a store for people to take for free. Print your website address and a little slogan or client testimonial on each months picture for exposure every day. The people using your calendars will even help you out when they have company over who will see the calendar, especially if the images you use are high end and visually appealing.
16. Window decals – get a custom printed window decal on your car with your logo/website and possibly a slogan. looks professional, and is great for red lights.
17. Fish Bowl Business Cards – You know the fish bowls at stores offering to choose a random card for a free lunch? Well, theres two ways to benefit from this. – 1. put your card in the fish bowl (hey, a free lunch is a free lunch, and who knows, the owner of the store might need your services) – 2. ask the store to let you have the losing cards each week/month which will generate a ton of free leads for you.
18. Sponsor an event – doing this is at most times, very inexpensive and also GREAT for publicity, especially if its a big event. You normally get your logo and business mentioned in all of the events promo material which is tons of publicity you normally wouldn’t get. Be at the event to add extra stickiness to your business name and interact with the guests.
19. Holiday Greetings – send emails or snail-mail to your past clients wishing them happy holidays (Christmas, Thanksgiving, New Years). This helps them keep your name/business in their head as well as standing out from the other people they’ve done business with before.
20. Charity Donations – Donate some of the profits you generate every month to charity. Great for promotion in the media and clients to feel like they’re helping out the charity by purchasing from you.
21. Hold a Contest – This could have 1-10 winners which helps the word-of-mouth promotion everyone needs and wants. You can gain free press for starting the contest, plus publishing the winners is great for more press coverage.
22. T-Shirts – This is great for turning yourself or others into walking billboard. You can give the t-shirts away as prizes which is also another great way of gaining word of mouth promotion. Your t-shirts for the prizes don’t need your website address on it. Just give away a great, fashionable shirt and that’ll have people eager to tell friends and family where they got it from.
23. Partnerships – Do you run a web design business and want to find more potential leads? Try partnering with a web hosting company. Do you have a lawn-care business? Try partnering with a window washing company. Any partnership which benefits both companies is a great idea and a great way at grabbing the attention of new potential clients. Also a great way of giving your business targeted marketing.
24. Blood Drive – Host a blood drive, contact newspapers, tv news, radio, ect. have 1-2 banners up with your website information and also have business cards at the sign in table. Everyone loves to help their country, city, state, ect. and giving blood is the easiest way for some people to do that. Putting yourself in the forefront of your cities next blood drive would make your business very visible to a whole range of new potential clients and word-of-mouth advertisers.
25. Client Appreciation BBQ – Invite your past clients to a BBQ and let them invite 1-2 friends to come with them. This will help your customers LOVE you even more than they already do, as well as bring some new faces into contact with you as potential clients.
26. Outdoor Signs – Ever see the huge amounts of signs in the grass for mayor elections or in the front yard of a house that just got remodeled? This is a great, and inexpensive way to get your websites name out there. Pick a great tagline or picture for the ads, and you’ll be sure to get noticed.
27. Circulars – A lot of people nowadays are looking for good deals on just about anything, so when they receive the “junk mail” it’s not considered as “junk” anymore. Get a brochure put into these and you’ll have a good chance at 10-100K people to see it depending on how big the circulation is.
28. Newspapers – You don’t have to just buy an ad. Today, a lot of newspapers are hurting for editorials, so if you have any copy writing skills, you can send in some editorials to the newspapers and include a byline for your company/website information.
29. Magazines – Similar to above. Don’t just buy an ad that will get looked over, but write an article and if it is well written, when people read it, they’ll want to check out your website for more information on you.
30. Put it on a bus – Mobile advertising is great and will get viewed by a lot of potential clients on a daily basis.
31. Postcard Mailing – This is a bit cheaper then sending out envelopes that might weigh a bit and it also is easier for the potential client to read what you’re promoting without having the OPTION of opening the envelope (a postcard is one single piece of paper).
32. Write an E-book – You can do this for to reasons. 1, you can write a free e-book on a topic in your niche and circulate it so people will start to see you as an authority in your niche, or you can also sell the book for a small profit and use that money to fund some of the other Guerrilla Marketing tactics.
33. Giving it Away – How many people will turn down a free service or product? I don’t think very many will, so your voice and company will get out there in front of a lot of people. It’s also good for press to say you’ve given away X amount of products or services.
34. Enter Business Awards – from small, local awards, to big, multi-national ones like Inc., your company could benefit from the exposure inside the awards. It’s an added bonus if you win because then you have a nice trophy in the office, or ribbon on your website that says you’re a good company.
35. Link Bait & Viral Marketing – This is a well known tip to bloggers and website owners but few actually use it to their full advantage. For example, Matt Inman from 0at.org created some surveys as link bait for his dating site. Eventually, his dating website ended up as #1 in google for “online dating”, ahead of match.com and the other big players in that niche. Lonelygirl15 is another viral marketing showcase on how creating some funny videos can boost your viewers in a huge way.
36. Offer all the extras – If you design, offer to setup hosting and buy the domain name. If you cut grass, offer to come in the winter and shovel snow. If you cook dinners for offices or nurses at hospitals, offer to create desserts. The ideas are endless, but if you give your clients EVERYTHING, they will have nothing to go elsewhere for.
37. Borrow a wall/building - get a projector and find someone to let you use the side of their business/wall, and have your company logo/website/information shown on it every night. I know I would personally stop and look at what was showing on the side of a building for sure, so I can imagine how many others would as well.
38. Own the bus stop – Not literally, but if you can get your ad on the poster area of the bus stop along with the seat inside the bus stop, you could effectively “own” the bus stop and the eyes of everyone who stands there on a daily basis waiting for the bus. Add this in with #6 and you’ve got something everyone will remember and talk about.
39. Movie Theater Ads – I’ve looked into these for myself and they are generally very inexpensive as far as ads of this style go. Think about the movie you want your ad to show for and target it accordingly. A hiphop movie would be a great place for my Kicks Junkie website to be promoted, while a teen movie will do best with games/celebrity news.
40. Doctors Office Magazines – I’d slip business cards into magazines every time you go to the doctors. That’s what they get for making you sit in a waiting room for 2 hours at a time, only to be seen by the doctor for 10 minutes
41. Sex Sells -If your business is built for it, use it. Anything that isn’t “highly upper class” could use a little sex in their ads or in various ways. Building on the 24 guerrilla marketing tactics I wrote about, you could have 5-10 bikini models picket outside your business. This will definitely grab attention of guys in cars passing by.
42. Sponsor the homeless – I believe in helping people in any way possible. If you see a homeless person somewhere on your daily commute to work, or various other places, you could pay the homeless person to hold a sign that reads “YourCompany.com paid me to hold this sign”. Regardless if it brings a TON of business your way or not, at least you’ll feel good about yourself, and you’ll touch that persons life forever. Buy them lunch and dinner or take them to a grocery store and pick out some chips and various other foods they can keep with them. Buy them a hotel room for the night to sleep in and get cleaned up. They’ll gladly stand with a sign for you after you do this for them.
43. Underground Music – Is there a genre of music that your target market listens to? I bet there are hundreds, if not, thousands of music groups that are unsigned and lack funds to survive off their music. Why not offer to rent the hall for their next performance in exchange for flyers and banners during the show, or passed out at the door? You can also sponsor their CD production, or offer to get their website created in exchange for advertising at their shows, on the site, ect.
44. Cross-Promotion on 404 Pages – Network with other bloggers or website owners and exchange banners on 404 pages. You could also promote affiliate offers or at the very least, put a google adsense block on it. The ideas for this are limitless and you can do different tests on each of your websites.
45. M&M Candy – If you go to the M&M website, you’ll notice that you can personalize your candy. You can use this to either promote your business or just put a thank you onthe candy and give it to a client.
46. Hair Salon’s and Barber Shops – How much talking happens in one of these places on a daily basis? Why WOULDN’T you want to be a business they are talking about? Drop in and offer the hair stylists some free food from your restaurant or coupons for free products. They’ll be talking about you to everyone who comes through the salon for weeks to come!
47. 800 number and PO Box – I’ve talked about these two things before but I know they deserve to be mentioned here. If you’re looking for a company in the yellowpages or online and one has a home address and a number like this: 1-333-565-3245, while the one next to it has a PO Box for the address and a 1-800 number, which do you think is more likely to ‘look’ and ‘feel’ more professional? What company do you think is going to get the first call? You guessed it, the one with the 800 number and PO Box. Read Here to find out more about these.
48. Press Releases – Regardless of what anyone tells you, a well formed and well written press release can gain you a lot of attention not only from the media, but from the target market as well. Don’t let this simple tool pass you by when trying to establish your bootstrapped business.
49. Airplane Chauffeur – Find out when a trade show pertaining to your business will be in town. Next, hire a student or someone who will work for a low amount of money and have them hand make a sign with your websites address on it and stand next to baggage claim or right outside the door of the airport. They aren’t picking anyone up, but the people walking by and seeing your website address don’t know that.
50. Let Others Talk You Up – For the final tip in this installment of the list (yes, there will be more coming soon) I want to leave you with something that sounds so simple, but you probably never thought about. A lot of people will enlist their friends and family to talk to other people about their business, but why not get people who aren’t super close to you, pay them a bit of money and send them out to bars, clubs, movies, restaurants and other busy places to talk up your business. Any word of mouth is good, even if you have to by the persons dinner in order for them to do it. Every little bit helps.

Source: http://www.bootstrappingblog.com/50-guerrilla-marketing-tactics-you-should-be-using/

Slideshow on marketing non-profit organisations

http://www.slideshare.net/shotgunconcepts/selling-good-works-marketing-a-nonprofit-organization

Useful PDF

http://dms01.saxion.nl/C12575C1003414BC/All+documents/38751E45A9D05970C12575CC00686E9F/$File/Thesis%20Anna%20Katharina.pdf

The Role of Guerrilla Marketing in Nonprofit Fundraising

Guerrilla marketing" is an increasingly potent force in nonprofit internet strategy.  First coined by Jay Conrad Levinson in a 1983 book of the same name, the term describes a system of marketing which uses effort and ingenuity, in lieu of money, to get a message across.  Thanks to its unorthodox methods and aided in large part by YouTube and other free video hosting sites, the phrase has become a bona fide marketing term.  Common trademarks of guerrilla marketing include viewer interaction, the element of surprise and precision timing.

One popular example of guerrilla marketing is the flash mob.  A group of people is assembled, often following online or Twitter requests for volunteers, and trained to enact a particular routine at a scheduled time and place, with the objective to shock and amaze unsuspecting passersby, creating curiosity about the cause and leaving them with a memorable image.  Mobile phones make elaborate flash mobs a possibility, allowing organizers to stay in touch with volunteers for minute-to-minute instruction, and document the event with photos and video.  One recent example of a flash mob in action occurred in Times Square, where literally hundreds of people broke out into a dance routine during a Black Eyed Peas performance to kick off the 24th season of Oprah's show.  Not exactly charity, but touching nonetheless.

Other guerrilla marketing campaigns make alterations to the natural or urban environment that sync up with passersby in attention-grabbing ways, such as an ad advocating weight loss in the form of a decal affixed to the back of public seats, depicting a large, bare rear end. A similar idea was used by the South African charity Feed SA, where stickers were placed at the bottoms of shopping carts showing poor children holding up their hands to receive food. Other examples include beer bottle caps imprinted with the words "Don't drink and drive" and a tree stump tissue dispenser.
While the very term "guerrilla marketing" was coined in response to the problem of organizations not being able to afford marketing firms and ad time, there is professional help available to the aspiring guerrilla.  The Guerilla Group, for example, labels itself as "the only marketing agency adapting the principles of Guerrilla Marketing exclusively on behalf of nonprofit organizations."  They offer nonprofit consulting, training and workshops.  The Guerrilla Marketing Association is another website that offers advice in this area.  It lists 100 nonprofit resources, more than half of which are free, including word of mouth, electronic brochures, networking and community involvement.

Nonprofit marketing can be an uphill battle, as charities ask for money with only a clear conscience in return.  In addition, advertising is typically out of reach as nonprofits generally need, rather than bleed money.  It would not be unfair to say that charity work is mostly marketing, and every tool in a fundraiser's toolkit is another step towards meeting that goal.  As the Guerrilla Marketing Association site makes clear, traditional business owners generally use about five or ten marketing techniques, while guerrilla marketers have access to dozens.

Read more: http://www.articlesbase.com/marketing-tips-articles/the-role-of-guerrilla-marketing-in-nonprofit-fundraising-2935794.html#ixzz16agENYmZ
Under Creative Commons License: Attribution

 

Source: http://www.articlesbase.com/marketing-tips-articles/the-role-of-guerrilla-marketing-in-nonprofit-fundraising-2935794.html

How to Guerilla Market Your Non-Profit Organization

My graphic design company, SunSign Graphic Design does tons of guerilla marketing for clients that can't afford to spend much on their advertising campaign, and need to bring in business quickly. I once did an entire 3 hour seminar just on free/cheap methods of advertising. There are hundreds of ways to advertise your non-profit organization for free online... here are a few quick, easy ways to generate traffic:

Difficulty: Moderately Easy

Instructions

Things You'll Need:

• Computer
• Internet Access
• Website for your non-profit

1. 1
   My secret ingredient for success in guerilla marketing: BE MEMORABLE - NOT ANNOYING.
   
2. 2
   MYSPACE/FACEBOOK: On a personal level, have members of the organization post occasional bulletins for your friends when you have exciting news or something important to share, especially upcoming events. You can also create an account for your organization, and post updates and comments for friends of your cause.
   
3. 3
   CRAIGSLIST: Post ads anywhere relevant - forums, events, community, even one in the "free stuff" section, if you truly have something free to offer! If you need volunteers, post in the volunteers section under "Community."
   
4. 4
   FORUMS: If you use forums to connect with others online, post your non-profit's website in your signature. The more you post, the more people will see your link (and hopefully follow it).
   
5. 5
   EMAIL: Send out an e-newsletter. Always include a link or instructions to opt-out for those who do not wish to receive your updates.
   
6. 6
   AIM/ICQ/YAHOO/MSN: Include a link to your non-profit's website in your profile information.
   
7. 7
   BLOG: If you blog, create blog entries . Blogging apps are great for getting pages to search engines quickly.
   
8. 8
   LOCAL INDEPENDANT NEWSPAPER: Post in the free classifieds section, if they have one. Try their website, too! Many independent newspapers are offering free online classifieds to attract visitors, and some offer free publicity for select charity or non-profit organizations.
   
9. 9
   LOCAL NEWSPAPER MESSAGE BOARDS: You can also find free classified sections on your local or regional newspaper's website.
   
10. 10
    LOCAL TELEVISION STATION WEBSITES: Many local television sites offer online communities for blogging, sharing links/information, and more. Some even offer free classifieds or event posting options! If your site has community interest potential, contact someone at the station and ask if they would like to do a feature story on your organization.
    
11. 11
    PRESS RELEASES: If you have an account to post press releases, many press release sites have a high refresh rate within search engines. Any time your organization has news, a press release will help spread the word.
    
12. 12
    RSS FEEDS: Post a RSS feed on your website to allow viewers to subscribe to updates. RSS feeds are a great way to share info quickly.

Read more: How to Guerilla Market Your Non-Profit Organization | eHow.com http://www.ehow.com/how_5144370_guerilla-market-nonprofit-organization.html#ixzz16afF6nAI

 

Source: http://www.ehow.com/how_5144370_guerilla-market-nonprofit-organization.html

Examples Guerilla Marketing 4

http://www.entrypark.com/adidas/

Examples Guerilla Marketing 3

http://www.trendhunter.com/slideshow/guerrilla-marketing

Examples Guerilla Marketing 2

15 MORE Guerrilla Marketing Examples

Derek Heck

Sunday, 03 August 2008 23:25

37 Comments

Guerrilla Marketing can be done on a budget and for every bootstrapper out there looking to build their businesses exposure without breaking your pocketbooks, here is an article with 15 great images showcasing some of the most cost effective advertising campaigns for you to learn from and be inspired by. You can view out other 10 Great Guerrilla Marketing Examples to see other great guerrilla marketing examples.
At the bottom of this post, please see the contact information for those of you who have guerrilla marketing pictures you’d like featured.

UPDATE: Check out our 10 Guerrilla Marketing Videos we recently published.

Anti Smoking Advertisement

Calgary Zoo

Local Vegetable Market (I’ll be writing a review of this campaign soon)

Clorets Gum

Clue Board Game

Local Dentist Office (how more low cost can you get?!?!)

Eisenbahn Beer

Erotika Sex Shop

Feeding The Hungry (not 100% about the company name)

Labello

Lux Shoes

Public Service Ad (Don’t Speed)

Rock Climbing School (another super cheap guerrilla marketing ad)

Science World

Western Union

Examples Guerilla Marketing 1

10 Great Guerrilla Marketing Examples

Derek Heck

Monday, 31 March 2008 03:10

33 Comments

So you may have noticed lately that I’ve been writing a lot about Guerrilla Marketing. Not only because the concepts of some of the tactics and ideas are great, but also because it is the purest form of Bootstrapping; Guerrilla Marketing is a way to showcase your business or product in unconventional methods that often times cost little-t0-no money. I’ve found some of the best photos that will show you just exactly why Guerrilla Marketing works and will definitely have you looking at them and going “Why didn’t I think of that?”
Click the images for a full view of the ads.

1. Calgary Farmers Market
   
2. Father Bob Maguire Foundation
   
3. Hubba Bubba
4. Taiba Hospital
5. Alberta Canada Skiing
6. Yuzo Sushi
7. Mr Clean
8. American Airlines
9. Children Know No Boundaries
10. Monster Trucks

Source: http://www.bootstrappingblog.com/10-great-guerrilla-marketing-examples/

Definition of Guerilla marketing 2

Guerrilla Marketing

Definition: An unconventional way of performing marketing activities on a very low budget Guerrilla marketing is quite different from traditional marketing efforts. Guerrilla marketing means going after the conventional goals of profits, sales and growth but doing it by using unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase the size of each purchase. Instead of asking that you invest money, guerrilla marketing suggests you invest time, energy, imagination and knowledge instead. It puts profits, not sales, as the main yardstick. It urges that you grow geometrically by enlarging the size of each transaction, having more transactions per year with each customer, and tapping the enormous referral power of current customers. And, it does it through one of the most powerful marketing weapons around--the telephone.
The telephone is a remarkably effective follow-up weapon. Don't use the phone to follow up all your mailings to customers, but research has proved that it will always boost your sales and profits. Sure, telephone follow-up is a tough task. But it works. Anyhow, no one ever said that guerrilla marketing is a piece of cake.
E-mail ranks up there with the telephone, possibly even out outranking it. It's inexpensive. It's fast. It lets you prove that you really care. It helps strengthen your relationship.
Lean upon your website as well. Instead of telling your whole story with other marketing, use that other marketing to direct people to your site. Then, use the site to give a lot of information and advance the sale to consummation. A key to online success is creating a brief and enticing e-mail that directs readers to a website that give enough information for a person to make an intelligent purchase decision.
Guerrilla marketing preaches fervent follow-up, cooperation instead of competition, "you" marketing rather than "me" marketing, dialogues instead of monologues, counting relationships instead of counting sales, and aiming at individuals instead of groups.
All guerrillas realize that the process of marketing is very much akin to the process of agriculture. Their marketing plans are the seeds they plant. Their marketing activities are the nourishment they give to each plant. Their profits are the harvest they reap. They know those profits don't come in a short time. But come they do if you start with a plan and commit to it.
Guerrillas know they must seek profits from their current customers. They worship at the shrine of customer follow-up. They are world-class experts at getting their customers to expand the size of their purchases. Because the cost of selling to a brand-new customer is six times higher than selling to an existing customer, guerrilla marketers turn their gaze from strangers to friends. This reduces the cost of marketing while reinforcing the customer relationship.
When your customers are confronted with their daily blizzard of junk mail and unwanted e-mail, your mailing piece won't be scrapped with the others and your e-mail won't be instantly deleted. After all, these folks know you, identify with you, trust you. So they'll be delighted to purchase--or at least check out--that new product or service you're offering. They'll always be inclined to buy from a company they've patronized.
Guerrillas are able to think of additional products and services that can establish new sources of profits to them. They're constantly on the alert for strategic alliances--fusing marketing efforts with others in order to market aggressively while reducing marketing investment.
The internet and your bookstore are teeming with a treasure trove of marketing tactics that can help you discover smart guerrilla marketing tactics. But learning about them is only half the battle. If you don't begin putting them into practice, you won't see the results these type of marketing efforts can have on your bottom line.

Source: http://www.entrepreneur.com/encyclopedia/term/82168.html

Definition of Guerilla marketing 1

guerilla marketing

Definition

Unconventional marketing intended to get maximum results from minimal resources.

Information

Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.

Source: http://www.marketingterms.com/dictionary/guerilla_marketing/

Funny / nice examples of guerilla marketing

http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/

Source: http://www.communicatie-centrum.nl/guerilla-marketing-communicatie.html

Guerilla marketing: wat is het en waar draait het om? M.n. internet biedt mogelijkheden om met weinig geld uiterst succesvolle marketing te bedrijven.

Internet verandert de marketingcommunicatie van bijna elk bedrijf of elke organisatie. Het marketingcommunicatieplan is vaak toe aan een major upgrade. Lees de tien cruciale punten die je ideeën, benaderingen en uitgangspunten radicaal op kunnen schudden. Uitdaging nummer 3 (zonder rangorde): guerilla marketing, succes tegen lage kosten.

Guerilla marketing: een marketingplan bij een laag budget

Internet is qua marketingmogelijkheden de grote gelijkmaker voor midden- en kleinbedrijf, particulier, non-profit organisatie en megaconcern. Geld speelt natuurlijk nog steeds een rol (vooral bij internet reclame en als begrenzer van de beschikbare tijd), maar creativiteit en de kwaliteit van je communicatie bepalen het succes. Marketeers 'on a budget' grijpen hun kans met succesvolle marketingmethoden die weinig kosten. Die manier van marketing bedrijven wordt guerilla marketing genoemd of guerilla communicatie / guerilla communications(als je zelf wilt zoeken check dan ook de spellingsvariant 'guerrilla marketing').

Guerilla marketing in het marketingplan?

Guerilla marketing betreft alle onderdelen van de marketing mix (zelfs het Personeel, omdat de technieken uit de guerilla communicatie de behoefte aan personeel verkleinen). Toch komt het in deze artikelenreeks over het marketingcommunicatieplan aan bod omdat de focus meestal voor meer dan tweederde op de marketingcommunicatie ligt (en daarbinnen draait het dan vaak om de Attention uit de AIDA-formule). Vandaar dat de term 'guerilla communicatie' ook vaak opduikt.

Guerilla marketing is niet gebonden aan internet. Sterker nog, de term 'guerilla marketing' ontstond al midden jaren zestig van de vorige eeuw. Maar internet biedt wel prachtige nieuwe kansen voor guerilla marketing.

Guerilla marketing is geen aparte vorm van marketing op zich. Het draait om allerlei bekende en gangbare marketing tools. Maar de tools worden wél op een bijzonder effectieve manier ingezet. Die effectiviteit komt door een benadering die je kunt kenmerken als creatief, slim, verrassend, origineel, bijzonder, onconventioneel, geniaal en vooral: eenvoudig. Het resultaat is maximale aandacht tegen meestal lage kosten. De kosten kúnnen in sommige gevallen wel hoog zijn (ook grote bedrijven gebruiken 'guerilla communications' of 'guerilla promotion tactics'), maar het budget is niet de doorslaggevende factor bij het succes van het marketinginstrument.

Je kunt de guerilla marketinginstrumenten in drie categorieën verdelen: klassieke guerilla marketing, online en mobile guerilla marketing en strategische guerilla marketing.

Guerilla marketing met klassieke marketing tools

Deze categorie berust op klassieke marketing tools als sponsoring, public relations, reclame in de openbare ruimte e.d. De guerilla marketing varianten hiervan hebben namen als ambush marketing, sensation marketing of guerilla pr.

• regelmatig een handgeschreven memo-velletje aan mensen sturen om te laten zien dat je aan ze gedacht hebt;
• 's zomers bezoekers een ijsje meegeven om jouw aanbod/dienst nog eens te overdenken;
• een bloemenwinkel die op een zonnige dag een druk bezocht terras gratis decoreert met bloemstukken (en visitekaartjes daarin);
• een door jezelf ontworpen en gemaakte verjaardagskaart aan relaties sturen.

Enzovoort. De creativiteit bepaalt de grens.

Guerilla Marketing en Social Media

Guerrilla marketing is écht interessant! Zeker als je het combineert met een goede social media strategie. Is een social media scoop misschien de nieuwe vorm van guerrilla marketing? En kun je dit eigenlijk wel managen of is succes gebaseerd op geluk? In dit artikel met downloadbaar Guerrilla-kaartspel geef ik antwoord op deze vragen.

De actie van Greenpeace tegen KitKat van Nestlé is een mooi voorbeeld van een goede social media (guerrilla) actie. Greenpeace heeft met een strak opgezet social media plan binnen 24 uur alleen al via Twitter meer dan een half miljoen mensen bereikt. Binnen 48 uur was de media exposure gigantisch en wereldwijd - ook via ’traditionele’ media zoals kranten, radio en TV.

KitKat actie van Greenpeace

Nu zijn er meer van dit soort mooie voorbeelden die de moeite waard zijn om eens nader te bekijken. Dus heb ik een top 100 samengesteld. Maar voor ik die presenteer eerst even een blik op de basis: wat is guerrilla marketing nu eigenlijk?

Guerrilla marketing

De bedenker van de term is in ieder geval Jay Conrad Levinson, een Amerikaanse marketeer. Hij bedacht en beschreef het in 1983. Op Wikipedia.nl wordt guerilla marketing beschreven als ‘een marketingtechniek die met beperkte middelen tracht een groot resultaat te bereiken’. Dat zegt me weinig. Volgens mij is dit de doelstelling van iedere marketingtechniek… In de Engelse definitie wordt meer inhoud gegeven aan de term. Ook schreef Cor Hospes eerder over guerrilla marketing op Frankwatching. Samengevat wordt guerrilla marketing getypeerd door de volgende 6 aspecten, guerrilla marketing:

1. heeft geen groot budget of in ieder geval een zeer efficiënt gebruik ervan;
2. is onverwacht en verrassend;
3. is onconventioneel ofwel ludiek;
4. is interactief (met het publiek);
5. duikt op in en/of maakt gebruik van onverwachte plekken;
6. heeft alles in zich om buzz te veroorzaken.

Guerrilla Style

by Jay Conrad Levinson

Because we're smack dab in the middle of The Information Age and because time is so darned important, guerrillas do not waste the time of the prospects and customers with gimmicks and pizzazz. Instead, they reward that time with beneficial information and solid content. The substance of their marketing is so lush, yet concise, that substance is their style.

Is your current marketing distinctive because of its style or substance? The ideal answer is both. With its style, it conveys your identity and captures the attention of your targeted audience. With its substance, it makes essential points and motivates that audience.

Well-informed marketers see to it that both their style and substance are obvious but that their product or service always has the starring role in their marketing.

We've all had the experience of viewing a TV spot or reading an ad and wondering what the heck they were talking about, so you know what I'm getting at. Many websites are more confusing than they are enlightening.

In the early days of marketing, nobody needed special effects. When Harley Procter and his cousin, James Gamble, churned their soap too long and it floated, they came out and said Ivory is the soap that floats. Later, stressing its purity, they said it was 99 and 44/100ths percent pure. People knew exactly what they meant.

But now the creative revolution is upon us. In the name of creativity rather than the less glamorous but more accurate name of selling, billions of dollars are being wasted each year. That's a conservative estimate.

The creative rebels, award winners almost every one of them, are carried away by style, and in the melee, substance gets lost. Marketing is definitely not a shuck and jive show or an entertainment medium. Its purpose is selling and it should therefore be loaded with substance.

You can be sure that the top salespeople in the world don't begin their presentations with a tap dance or a cartwheel. They succeed because of the style they use to provide substance, not because of the style itself.

The overriding concept in your marketing should be to present substance and do it with style. That means the emphasis is on the substance. The readers, viewers and website visitors remember the substance. Checks get written, credit cards used, and orders placed because of the substance.

Be on guard against the multitude of "creative" people that populate the marketing profession. Too many of them have been trained to create a gorgeous picture, a rhyming headline, or a flashing website when they should be trying to create an eye-popping upswing in your sales curve.

That sales curve is your responsibility. Remember, if "creative" ideas cost you more than they earn for you, something is wrong with the equation. The equation should read, "creativity equals profits."

Substance consists of both facts and opinions. It communicates both features and benefits. It is as specific as it can possibly be, as specific as 99 and 44/100th percent pure. And it effectively utilizes both words and pictures. What substance isn't is fun -- and you shouldn't try to make people think that it is unless you sell video games or bicycles.

It's style that's fun. Style makes marketing enjoyable to read and hear. Or at least it makes marketing digestible. Remember is that your competition isn't Hollywood. It's that company that's been selling to your customers and attracting your prospects. Your competitors are people who don't have stars in their eyes, simply profits on their mind.

Given the relationship of substance to style, put your money on substance every time. But be aware that there are exceptions to this rule. If, for example, the very essence of your product or service is its style, you may want to convey that style as its primary benefit. The style is its substance.

But most businesses should not even think of selling with style at the expense of substance. Many have tried. Most have failed. Your task: stress your substance but do it with style.

Guerrilla Effectiveness

by Jay Conrad Levinson

There is a world of difference between efficiency and effectiveness, and it’s in that world that guerrillas flourish. They are well aware of the power and omnipresence of the 80/20 rule and have probably read Richard Koch’s book, "The 80/20 Principle" because even its subtitle -- "The Secret of Achieving More with Less" -- is guerrilla through and through. It dramatically emphasizes the effectiveness that can be gained by simplicity.

Alas, even guerrillas don’t hit the bullseye with all of their marketing, but at least they direct their energies towards learning which 20 percent of their marketing generates 80 percent of their sales. Just knowing this to be true is a compelling reason to learn where each of your customers learned of your existence, to recognize that all customers are not created equal and that 20 percent of them most likely account for 80 percent of your profits.

The 80/20 rule teaches you simplicity and applies to more of your business than marketing and more of your life than business:

• 80 percent of what you achieve at work comes from 20 percent of the time you spend working.
• 20 percent of a company’s products usually account for 80 percent of its sales.
• And 20 percent of its employees contribute to 80 percent of profits.
• 20 percent of criminals account for 80 percent of crimes.
• 20 percent of motorists cause 80 percent of accidents.
• 20 percent of your carpets get 80 percent of the wear.
• 20 percent of your clothes will be worn 80 percent of the time.
• 80 percent of traffic jams occur on 20 percent of the roads.
• 20 percent of computer users purchase 80 percent of software.

Your job? To find out which 20 percent of your marketing is motivating the most sales, to determine which 20 percent of your customers are producing 80 percent of your profits, to learn which 20 percent of your prospects are most likely to become customers.

One of the most fascinating definitions of entrepreneur comes to us from the French economist J-B Say, who coined the word, and said "the entrepreneur shifts economic resources out of an area of lower productivity into an area of higher productivity and yield."

The underlying meaning of that definition and 80/20 rule is that there’s a whole lot of wasted money and energy in life. The goals of the guerrilla are first to identify the area of lower productivity and then to do something about it, then identify the area of higher productivity and do something about it. It’s the doing something about it that determines the real winners.

The actions you take to eliminate waste and double up on effectiveness may make you seem unreasonable. So take comfort in George Bernard Shaw’s words: "The reasonable man adapts himself to the world. The unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man."

When you discover which 20 percent of your customers are responsible for 80 percent of your sales, focus on keeping them happy, increase the amount of business you do with them, and tap them for their referral power because these are obviously satisfied customers. Paying more attention to them reduces your marketing budget because you can pay less attention to the 80 percent who motivate 20 percent of your profits.

Once you mind has absorbed the full implications of the 80/20 rule, consider applying it in other ways: celebrate exceptional productivity rather than raising average efforts. Look for short cuts. Be selective more than exhaustive. Delegate and outsource as much as possible. Target a limited number of goals and focus like a laser beam upon them.

Because you’re a guerrilla, don’t do any of these things in a hurry. Patience will enable you to spot the areas that need changing, then to implement the changes so that humanity remains part of your modus operandi. Fast isn’t beautiful. Big isn’t beautiful. Small isn’t beautiful. It’s simple that is most beautiful if you’re an 80/20 kind of guerrilla.