Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer

It is The Best
Selling
Series of Book

SOLD!!!
1Million a year
over
23Million Books to
Date

Source Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC Conference, Ad Age, Feb
16,2004,

BECAUSE
It’s been chosen

12.

of 25 most
influental business
management
books of all time
by TİMES.
Source:http://www.time.com/time/spe
cials/packages/article/0,28804,208668
0_2086683_2087674,00.html

Because
The American Marketing
Association’s small survey on
guerilla marketing shows one
surprising finding;

94% of respondents felt

BECAU

marketers will use alternativemarketing approaches more
frequently in the future.

BECAUSE A marketing expert at
Washington University in St. Louis. says that

c

emerging concepts such as rowdsourcing,

viral

Internet campaigns, product placements and
guerilla promotions Will Dominate The
Marketing & ADVERTİSİNG landscape
in 2012 and beyond.

Source: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.

GUERRİLLA
conjures

İmagery of

REVOLUTIONARIES
İmagery of

MAKESHIFT ARMIES

GUERILLA TACTICS
No resources through traditional
methods
Get creative
Pick opportunities NOT EXPECTED
in order to make the best assault
Blend back into the backround
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey
Publishing Inc., 2008, s.16-32.

hit them in
an
GUERİLLAS
unexpected
BASIC PLAN
of ATTACK
way İdentiy your target

strategise their location
and make the most
effective Dummies”.Willey Publishing
impression
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for
Inc., 2008, s.16-32.

WHAT İS

GUERİLLA MARKETİNG ?!

a shape of shifting form of marketing that takes
a brand’s messaging and present it to the
desired consumers in a

PERSONALLY

ENGAGİNG

&

UNEXPECTED WAY

Publishing Inc., 2008, s.16-32.

HİSTORY
Guerilla Marketing

of

When the little guy
uses

UNCONVENTİONAL
TACTİCS and
surprises
the opponent
it’s called
Guerrilla warfare .
Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for Dummies”.Willey Publishing
Inc., 2008, s.16-32.

When some starry-

eyed startup
shocks the world
with an
underground
marketing
campaign that
costs nothing but

I have
been
Guerilla-d

causes
shockwaves for
months, it’s called

Guerrilla
Marketing

Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for
Dummies”.Willey Publishing Inc., 2008, s.16-32.

From the begining of the 20 century

until 1940-1950

The main gole of advertisement is to

educate the target audience
rather than entertain or engage.
They tell the consumer what they didn’t know
before
Over time advertisement techniques gets less
effective and
http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/

By the

1970’s

advertisement world was
ready for a REVOLUTİON
In 1984 Jay Conrad Levinson’s

book of Guerilla
Marketing brings the
REVOLUTİON with ideas
for a big advertising results with
little investment.

But this
revolutionary book
WAS NOT
ANYTHİNG that
professional ad men
had already
known for years.

.

It is just based on
shocking, funny, unique, outgreous, clever
and creative tactics to advertise on a small

budget to

make people can’t stop
talking about

The sucess lies beneath;
“the more creative
and jarring campaign
is the more attention
it gets!”

7STEP
G PLAN
U
E
R
İ
Levinson, Jay
L Conrad.
Guerilla
L Marketing for
Free.
Houghton
A Mifflin
Co., 2003, s.78.

THE ORIGINS AND
EVOLUTION OF

GUERRILLA
MARKETING

Guerillas in the
wild

BUY ME A
DRİNK ?

It’s 1987. At the clubs there were gorgeous
womans suddenly sidling up to the bar next to
you and purring “Buy me a drink?”

At one time Adidas was on top of the

world

but after a series of managament
changes the company was in trouble

In the mid 1980’s
Bernard Taple gave

pairs of Adidas
away to upand-coming
rappers in New
York as a solution and it
turned out, one rap
group brought Adidas
back from the brink of
extinction. In 1986, Run
DMC put out a single
called “My Adidas.”
Practically
overnight, Adidas shoes
were on the feet of
every hip young thing
and wannabe from NYC
to LA.

RAPERS İN NEW YORK

HOW
GUERİLLA MARKETİNG
is DİFFERENT

?

Inc., 2008, s.16-32.
All marketing is interested in reaching consumers, the difference comes
from

how you accomplish that goal.
TRADİTİONAL marketing uses
more traditional media which includes

Print
Radio
TV

Guerilla marketing consists of MORE
STREET-LEVEL
OUT OF HOME
EVENT MARKETING

Even though guerilla
marketing can use
traditional methods (such
as print, TV and radio) to
get the word out
what it sets it parts
is that it breaks
traditional
expectations by
applying these
tools in a different way

The focus with guerrilla isn’t the
“what” it is the “

how ”

It is the ATTİTUDE and APPROACH that sets
guerrilla apart from other forms of marketing and it should be:

exciting
unexpected
memorable
Inc., 2008, s.16-32.

“Do you like following
told how to do things

rules and being

? Neither does anyone and

that’s why guerrilla marketing is perfect
free wheeling thinkers like

for

us.”
Jay Conrad Levinson

The answer to who is doing guerilla marketing is

everyone”.

“

Inc., 2008, s.16-32.

WHY
People choose

Guerilla Marketing?

#2
seeing dollar
signs?
Customers demand MORE CUSTOMİZATİON and
HİGH OPERATİNG COSTS for these media can
cause headaches for advertisers.
Traditional media require innovation and that’s
why brands are embracing guerrilla tactics.

Publishing Inc., 2008, s.16-32

#3

CAUSE they are;
Unique
Targeted
Cost-effective
Buzz-worthy and often press-worthy

Inc., 2008, s.16-32.

The field of guerrilla marketing is similar

bad

to advertising. There's good and
marketing. There's good and bad execution.

+
Everyone’s a
suspect campaign
clue

Everyone’s a sespect!
This campaign places
special liquid soap
dispensers that
contain blood-red
colored soap in public
washrooms. When
you try to wash your
hands, the soap
creates the realistic
illusion of you
Imagine walking onto
washing the
the subway to see a
man holding a large blood off your
hands.
knife! Good thing it’s
not a real knife, but a
plastic knife attached
to the holding rail.
“Everyone’s a suspect”

This campaign places a

measurement
tape on the wall to
simulate a police lineup.

http://www.creativeguerrillamarketing.com/
guerrilla-marketing/clue-guerrilla-marketing/

+
Largest

iPhone controlled racing game

Created by HYUNDAI in
New York’s Times Square

The billboard
can be
controlled via
an iPhone after
they register with the
“Hyundai Race” and
download the app. The
user can steer the
Velostar hatchback car
by tilting their phone
left and right.
Movement is then
detected by iPhone’s
built-in accelerometer.
Because the screen is
so massive, it
undoubtedly captures
the attention of the
massive crowds in New
York’s Time Square.
http://www.creativeguerrillamarket
ing.com/guerrilla-marketing/clueguerrilla-marketing/

In 2001, after IBM spraypainted "Peace, Love and
Linux" on San Francisco
More symbolically, in 2002
streets, city leaders levied a New York City threatened to
$120,000 penalty against
sue Microsoft after it
the company.
In 2002, underdog video
game company Acclaim
announced that they would
pay families for the right to
advertise one of their
games on the
tombstones of dead
relatives. Following public
outcry, Acclaim pulled the
old “Aw, we were only joking
anyway” routine.

blanketed Manhattan with
thousands of butterfly
stickers that weren't easily
removed. The software giant
wound up apologizing and
assisted with the cleanup.
The city didn't take the
company to court, but it did
fine Microsoft $50 for

littering.

The online casino has paid two
people, Karolyne Smith and
Brent Moffatt, to
permanently tattoo the site’s
URL on their foreheads.
Notwithstanding the fact that
both individuals placed their
forehead space for auction on
eBay, the publicity stunt didn’t
sit well with much of the
general public.

_

“we are all marketers now –
whether we realize it or not “
Rick Ferguson

(Ferguson, Rick. The Journal of Consumer Marketing 25. 3 (2008): 180.)

Adjective “viral” suggests, the
message is spread in a pyramidal fashion and at a
speed to be compared with that of a
virus or an epidemic.
Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University
of Petroşani, Economics, 8(1), 2008, 224.

Pick
seed

some small number of people to

go viral”

“
” your idea, product, or message; get it to “
and then watch while it

spreads to reach millions, all on a shoestring marketing
budget.

Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the University of
Petroşani, Economics, 8(1), 2008, 224.

No campaign has been more

aggressive in tapping into
social networks and

leveraging the
financial power of
hundreds of thousands
of small donors. Nor has
any other campaign found such

innovative ways to
extend its reach by

using the Internet-more than $10
million of Obama's
second-quarter
contributions were
made online, and
90% of them were in
increments of $100 or
less.
Tumulty, Karen.. Obama's Viral
Marketing Campaign. Time
Incorporated, 2007, 170, s.38.

“I hear and I forget, I see and I
remember,

I experience and
I understand”
Confucius

–
EXPERİMENTAL
MARKETİNG is a marketing idea featured with both
rationality + sensibility.
Therefore, the decision of shopping activities made by consumers
will be influenced by sensory factors to a certainly degree.

Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps among experıentıa
marketing, servıce qualıty, customer satısfactıon and customer loyalty. International journal of
organizational ınnovation (online) 3. 2 (fall 2010): 352-378.

As it’s becoming easier for us

to tune out and

ignore advertisements today, so experiential
marketing aims to give

you an experience

rather than send you a one-way message. Experiential
marketing lets you

interact with the product and

associate your immediate
emotional responses with that brand.

COKE’s HAPPİNESS MACHİNE
It is centered
on the idea of
a magical

coke machine
aka the

happiness
factory.
Therefore they
installed a very
special coke
machine in a
college
cafeteria and
filmed
students
reactions to it.

•an online video called
"Walk-In Fridge”

. Were walk-

•Huge cardboard boxes
labeled "Walk-In Fridge"
dumped out

in fridges
actually for
sale? Could that

•A real walk-in fridge it took
to beer festivals, allowing
groups of friends to mimic
the ad and upload it to
YouTube (postings now
run to the hundreds).
•a longer-form online video
created showing guys
installing a walk-in fridge in
an apartment.
THE PAYOFF
Some 4.5 million YouTube
hits for original vid;
hundreds of imitator
postings
Guerrılla Marketıng
2010. Brandweek,
2010, CiLT 51, Sayı 39

video have been…
real?

CATCH THE GOODIES

Are camera-phonewielding willing to

spend 30 seconds
to get a free
sundae?

Early 2010, a

videogame is created
in which menu items

bounced across a huge outdoor digital billboard
downtown.

The rules: Capture a
menu item on your
camera phone, bring it
into the restaurant
and get that item for
free.

created buzz

The game
beyond the
city square--which was the point of running
more than the usual billboard ad and the
freshness of this approach to interaction

became the talk of
the town.

Guerrılla marketıng 2010. Brandweek, 2010, Cilt 51, Sayı 39

MINI GETAWAY STOCKHOLM
MINI Stockholm
has launched this
new mobile
hunting game to

promote the
MINI
Countryman.
Players home in on a
virtual MINI on their
mobile phones, catch
it and then run as fast
as they can out of its
orbit to prevent other
potential takers from
swiping it. The first
player to have the car
in their possession for
a week wins a real
Countryman. Iezzi,
Teressa. The
Work. Advertising Age
81. 38,2010, S. 22.

IS YOUR FRİENDSHİP STRONGER
THAN

WOPPER

?

De-friend 10 of your friends in
exchange for a free

whooper!

YOU STARTED THINKING, RIGHT?

FACEBOOK
ACCOUNT and see
Let’s go to your

WHO

might be

?

Thousand of facebook
member jilted each other for a
burger.
Therefore
Facebook has disabled whopper

after the
members love
for the whopper
proved to be stronger
than 233,906
friendships. 16 Ocak 2009.B.6
The Wall Street Journal, NY,
sacrifice

FRİENDSHİP
is strong

but the

whooper is stronger!

Samsung launched
Samsung Galaxy S
Shortly after

Apple
iPhone 4

…

launched

SAMSUNG AND iPhone
WARS
Apple had signal

problems.
Apple denied any
hardware faults and

accused
other smart phones of
the same failure.
Really?

Following the iPhone

4 callsignal controversy. Samsung
gave lucky 8 people a Samsung Galaxy
S phone to play with and duly wrote positive
reviews.

Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.

As a result 7,000 extra fans
signed up their Facebook page and
an amazing brand and
product awareness created
at minimal cost.

Wall, Matthew. New Media Age (Aug 12, 2010): 16-17.

“The single idea will
literally save millions ofchildrens’s
lives.”
U.S.Fund for Unicef

“AQUA SUCİA”

An advertisement
campaign for Unicef
related Tap Project has
received the gold
award in
Nontraditional /
Guerilla Marketing
from “Advertising Age”
The campaign is aimed
at increasing world

knowledge and
awareness about the
lack of clean drinking
water in the world and to

raise money to
solve the problem.
Wentz, laurel. Avertising
Age, 2009, 80,31, p. 35.

RESOURCES
•Claire Atkinson, Guerılla Marketing Tactıcs Detaied at NYC
Conference, Ad Age, Feb 16,2004,
•Margolis, Jonathan ve Garrigan Patrick. “Guerilla Marketng for
Dummies”.Willey Publishing Inc., 2008, s.16-32.

•Levinson, Jay Conrad. Guerilla Marketing for Free. Houghton Mifflin
Co., 2003, s.7-8.
•Wall ,Matthew, New Media Age; Aug 12, 2010: 16-17

•Ferguson Rick. The journal of Consumer Marketing 25.3, 2008: 180.
•Parpis, Eleftheria, Water Works, Adweek; Nov 20, 2006 ; 47,43:pg 18.
•: Schoenherr, Neil.Marketing Trends in 2012. Physorg.com, Dec 21, 2011.

•Gîrboveanu ,Sorına Raula And Puıu, Sılvıa. Vıral Marketıng. Annals of the
University of Petroşani, Economics, 8(1), 2008, 224.
•Tumulty, Karen.. Obama's Viral Marketing Campaign. Time Incorporated, 2007,
170, s.38.

•Lee, Ming-Shing; Hsiao, Huey-Der; Yang, Ming-Fen. The study of the relatıonshıps
among experıentıa marketing, servıce qualıty, customer satısfactıon and customer
loyalty. International journal of organizational ınnovation (online) 3.2. (fall 2010):
352-378.
•Nudd, Tim, Adweek, Magical Thinking.Jan 18,2010;51,3;pg.37
•Guerrılla Marketıng 2010. Brandweek, 2010, CiLT 51, Sayı 39
•. Iezzi, Teressa. The Work. Advertising Age 81. 38, 2010, S. 22
•The Wall Street Journal, NY, 16 Ocak 2009.B.6

URL’S
•http://www.time.com/time/specials/packages/article/0,28804,2086680_2086683_20
87674,00.html

•http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/
•http://www.creativeguerrillamarketing.com/guerrilla-marketing/clue-guerrillamarketing/

PRODUCTION MANAGEMENT AND

MARKETİNG

MASTER

PROGRAMME
ADVANCED SALES TECHNİQUES

Nergis TAMER

Guerilla Marketing (Gerilla Pazarlama) by Nergis Tamer

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