Guerrilla Marketing
Guerrilla Marketing
Objectives:To study
i)Why do companies engage in guerilla marketing?
ii)Are guerrilla tactics more beneficial for a market leader or a market challenger?
ii)Why has guerrilla marketing become one of the major marketing sources in today’s scenario?
Rationale behind choosing this topic:In today’s scenario monopolistic competition characterized by availability of many brands for a single product has led to increased competition amongst the companies in order to build a large consumer base and to create a positive image of their brand in the minds of people.The inquisitiveness to know the reasons behind why even the biggest brands(COMPLAN AND HORLICKS,PEPSI AND SPRITE) engage in negative tactics of demoralizing the other companies forced us to take this topic for our research work.
METHODOLOGY:
Genesis of guerrilla marketing:
1) What was once a fringe movement in the world of advertising has become much more popular and mainstream since the 1980s, when marketing expert Jay Conrad Levinson introduced the concept to the world at large.Jay Conrad Levinson, author of many books on the subject, is credited as the father of Guerrilla Marketing. His ideas paved the way for small businesses [pic]to compete in the marketing arena with the big companies, ushering in an era of innovative and sometimes extreme marketing ideas. But Levinson’s ideas aren’t just about getting the customer’s attention: companies have to be ready and willing to back up their advertising with excellent products and services.
2) The Origins and Evolution of Guerrilla Marketing:
The main reason guerrilla marketing took off was its incredible effectiveness at breaking through our advertising blinders. The first instances of guerrilla marketing were radical for their time, but the techniques continued to develop. Girls convincing men to buy them drinks was suddenly more about marketing than about flirting.
3) Major Corporations Go For Guerrilla Marketing
Although J.C. Levinson’s ideas were geared toward the small business evening the playing field against bigger rivals, major corporations soon began using guerrilla tactics to sell their products. Their efforts aren’t always rewarded, especially when existing customers feel like the big businesses are overstepping their bounds or being deceitful.
4) Guerrilla Marketing for Social Causes:
Nonprofit organizations need to spread their word, too, and today many of them are turning to guerrilla marketing tactics to reach their target audience. The Red Cross has created some of the most ingenious and eye-catching socially aware guerrilla marketing efforts.
Chosen Research design:
We will use the exploratory research design by conducting indepth interviews and focus group discussions to understand the topic in totality and then we will use conclusive research to reduce the subjectivity involved.
Examples of companies using guerrilla marketing
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|You're standing in the rain on Fifth Ave praying for a cab, when all of sudden you see this classic, 1982 Checker. But it's red and white! Wait... it's the HSBC BankCab! |
|And lucky you, you're an HSBC customer, which means that this friendly Cabbie will take you anywhere in Manhattan for free. |
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|Increase customer loyalty to HSBC in a time when aggressive regional banks and more branches of entrenched leaders are popping up all over New York City. Thus, we had to |
|make the HSBC positioning statement - "The world's local bank" - believable in this bustling metropolis. To put it into numbers, HSBC asked us to physically impact 80,000 |
|New Yorkers, and impress another 15 million. |
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|HSBC customers represent a cross-section of New Yorkers, including bankers on Wall Street, restaurateurs in Chinatown, and families on the Upper West Side. But no matter |
|who they are, they all know that knowledge is power and that local knowledge - where to eat, what to do, how to get there - is the key to their city. |
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|Even if we had only put the two handsomely-refurbished Checker Cabs in HSBC's red and white colors on the road, it would have been a fine piece of attention-grabbing |
|outdoor. But that would not have been Renegade enough. So we created an HSBC BankCab program with layers. |
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|The original BankCabbie search and competition made sure that we found the most knowledgeable, most engaging cabbie in New York City. It was a made-for-media event, |
|exciting the press and securing over 18 million PR impressions. So now imagine getting a free ride in the BankCab (because you're a lucky HSBC customer), and the driver not|
|only knows where he's going, but can also give you restaurant, theatre or touring suggestions. Local knowledge indeed! |
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|The second year of the program brought the Ride Free with HSBC concept to an even bigger audience. Street teams asked New York City trivia questions to the public and |
|everyone who answered correctly received a free subway ride: 25,000 total. On top of that, during 12 amnesty days the cabs were available for free rides to all New Yorkers.|
|It was as simple as getting in and taking a free ride. |
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|The BankCab was one of the most successful and cost-effective marketing programs in HSBC's history. It won seven awards, nearly one in every category, including BRANDWEEK's|
|Guerrilla Marketer of the Year, a gold Reggie for most innovative idea and a silver EX for best mobile marketing promo. The BankCab was a success for HSBC both externally |
|and internally, encouraging loyalty among current customers, generating interest among prospects, and even improving employee morale. |
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| |You're walking around Manhattan during the 2003 US Open, wondering what was happening in the afternoon matches. Just then you spot an umpire's chair right in front of |
| |Grand Central Station, and hear a voice yell, "Agassi leads two sets to one." You smile. Someone runs over and hands you a Nike tennis ball. You smile again. |
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| |To drive traffic to and increase sales at Niketown's Manhattan location, and create a buzz around Nike Tennis during the 2003 US Open. |
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| |People who like tennis - everyone from the casual fan, to those who eat and sleep all things racquet - in New York for the US Open. |
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| |To showcase Nike's commitment to tennis, we unleashed teams of "Nike Tennis Players" to stage drills in crosswalks, do play-by-play of Open matches, and assist New |
| |Yorkers with opening hotel doors, hailing cabs and more. |
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| |Since it's not every day you see ball boys running across 42nd Street, the players drew a crowd. And lucky for these crowds, the players handed out Nike tennis balls and |
| |collateral that drove those crowds to Niketown for a chance to open a locker full of Nike Tennis gear. Once any member of a crowd went to Niketown, they had the |
| |opportunity to take a picture holding the U.S Open "cup" in front of a stadium graphic - and receive a refrigerator magnet of the photo as a keepsake. |
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| |Our Nike tennis players handed out thousands of collateral pieces, 40% of which were redeemed at Niketown, resulting in one of Nike's most successful street team efforts |
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Advantages of guerilla marketing:
• In addition to growing business, guerilla
marketing involves networking, both with
customers and with other businesses. In the process of
executing and maintaining a campaign, one will make
a lot of new friends and allies.
• Guerilla marketing is specifically tailored to meet
the needs of small businesses, whereas traditional
advertising venues are complicated and expensive to
the point of exclusion (bordering on snobbishness).
• Many aspects of creative guerilla marketing
campaigns are just plain fun! one gets to perform wacky
stunts and engage in unusual activities, all in the
name of working for a living.
• Guerilla marketing works. If you do your research,
plan your campaign, and stick with it, you will more
than likely end up with a better and more profitable
business.
Disadvantages of guerilla marketing
• Guerilla marketing works — but it is not completely
failsafe. It is, after all, advertising; which is far
from an exact science. The number of variables
involved in advertising guarantees that nothing is 100
percent effective.
• As with any advertising campaign, one will not be
able to pinpoint exactly what works and what doesn’t.
Obtaining measurable results is difficult (but not
impossible, unlike other marketing techniques).
• Guerilla marketing requires a greater level of
dedication and energy than traditional advertising
venues, which often consist of throwing large amounts
of money at other people to do the work for you.
• If one is looking for a quick fix, guerilla
marketing is not the solution. one will not see
instant or overnight results stemming from efforts. An investment of time is required in order to
achieve business sales goals.
• Guerilla marketing is not for the thin-skinned or
faint of heart. At the very least, there will be a few
detractors to find fault in one’s methods. At worst,
one may be threatened with legal action (which is why
it’s so important to check local laws before
engaging in a guerilla marketing campaign).
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