guerrilla marketing examples in 5 min.

100+
© TOTAL IDENTITY
guerrilla marketing examples in 5 min.
1
2015
Total Active Media
Total Identity
Martijn Arts
Total Identity
Activities
Positioning
Profiling
Founded
1963 TOTAL DESIGN
© TOTAL IDENTITY
2000 changed name
TOTAL IDENTITY
2
Group
TOTAL IDENTITY
- Amsterdam
- Eindhoven
- Antwerp
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100
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Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
[email protected]
Total Active Media
Managing Director.
© TOTAL IDENTITY
Total Identity
Shareholder
Board of directors
3
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LinkedIn
Twitter (arts118)
guerrilla is...
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top100
GUERRILLA MARKETING
© TOTAL IDENTITY
Described 1983
Jay Conrad Levinson
An American marketeer
DEFINITION
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;
potentially interactive; and consumers are targeted
in unexpected places. The objective of guerrilla
marketing is to create a unique, engaging and
thought-provoking concept to generate buzz, and
consequently turn viral
DEFINITION
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;
potentially interactive; and consumers are targeted
in unexpected places. The objective of guerrilla
marketing is to create a unique, engaging and
thought-provoking concept to generate buzz, and
consequently turn viral
KEYWORDS
1.Not a big budget
2.Unexpected
3.Unconventional
4.Interactive
5.Unexpected places
6.Buzz / turn viral
KEYWORDS
1.Not a big budget
2.Unexpected
3.Unconventional
4.Interactive
5.Unexpected places
6.Buzz / turn viral
cheap
surprise
different
active
places
buzz
guerrilla is...
it’s cheap
it’s everywhere
it blends in
it’s unique
it pops up
it really pops up
it’s conceptual
it’s inline
it’s humanizing
it’s active media
the winner is...
#3
#3
#2
#1
© TOTAL IDENTITY
I love lines and graphics...
© TOTAL IDENTITY
And I know someone...
© TOTAL IDENTITY
Who loved lines too...
He created a character in
1969 called La Linea.
BRUNETTO DEL VITA
presents:
LA LINEA
© TOTAL IDENTITY
di
O.CAVANDOLI
© TOTAL IDENTITY
And who better than La
Linea...
© TOTAL IDENTITY
Can explain my newest
little theory
© TOTAL IDENTITY
A theory that starts with a
line.
© TOTAL IDENTITY
And ends in a graphic.
© TOTAL IDENTITY
So here it comes.
© TOTAL IDENTITY
La Linea presents my line.
© TOTAL IDENTITY
A time line .
© TOTAL IDENTITY
With another axis in
reach.
In early days, a news
event was spread only via
word of mouth. The reach
was limited.
reach
© TOTAL IDENTITY
event
time
As time went by, more and
more means of
communication were
introduced. A news event
had more reach and faster
at it’s peak of reach.
community
local
reach
© TOTAL IDENTITY
event
time
More and more reach
because of printed media,
mail services and
telegraph. The reach went
beyond communities.
Mass media was
introduced.
large audiences
community
local
reach
© TOTAL IDENTITY
event
time
Mass media like radio and
television made it possible
to reach almost everyone
within a short period.
everyone
large audiences
community
local
reach
© TOTAL IDENTITY
event
time
The resulting graph is
exactly the same as is
used in life cycle analysis.
This can be used to
describe the different
types of people to target
in communication.
everyone
large audiences
community
local
© TOTAL IDENTITY
event
innovators
2,5%
early adopters
13,5 %
early majority
pragmatists
34 %
late majority
conservatists
34 %
Life Cycle Analysis
laggards
16 %
Mass media became so
expensive that a clear gap
was introduced between
local and community news
and broadcasted news.
everyone
large audiences
community
local
© TOTAL IDENTITY
event
innovators
2,5%
early adopters
13,5 %
early majority
pragmatists
34 %
late majority
conservatists
34 %
A gap appears
between local and public
laggards
16 %
Two separate forms of
communication were
introduced: local and
community
communication and
broadcasting and mass
media. With a big gap in
between.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
event
innovators
2,5%
early adopters
13,5 %
early majority
pragmatists
34 %
late majority
conservatists
34 %
Broadcast gap
laggards
16 %
This gap is now fillled in
by online channels. A local
event can become world
news based on
uniqueness, impact and
creativity in
communication.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
event
innovators
2,5%
early adopters
13,5 %
early majority
pragmatists
34 %
late majority
conservatists
34 %
Bridging the gap
making use of online channels
laggards
16 %
Creativity in online
communication results in
more use of blogs,
guerrilla techniques and
viral spreading using
social media. And the good
think is...This theory also
holds for organizations!
The term ‘event’ can be
used for a news event, a
live event or gathering but
also and organization. The
only thing that changes is
the timeframe and
perspective.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
2,5%
social media
early adopters
13,5 %
campaign
early majority
pragmatists
34 %
post campaign
late majority
conservatists
34 %
niche blogs
laggards
16 %
What happens now is that
the public changes. More
and more people are used
to a changing
environment. More and
more (young) people adapt
to the ever changing input
by becoming more
adoptive and innovative.
This results in changing
use of modern AND
traditional forms of
commmunication.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
social media
early adopters
campaign
majority
pragmatists
post campaign
late majority
conservatists
Changing public
more dynamic and innovative
niche blogs
laggards
(a lot more) Than half of
the public is more and
more used to a changing
environment. And they
expect brands and
organizations to change
accordingly. While
remaining recognizable
and authentic...
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
social media
early adopters
campaign
majority
pragmatists
post campaign
late majority
conservatists
Change is the new equilibrium
for a future audience
niche blogs
laggards
And it also leads to
hypification of
communication. Events
spread extraordinarily
fast.
within
48 hrs
enormous
reach
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
post campaign
late majority
conservatists
%
Hypes spread fast
because of social media
niche blogs
laggards
%
But the hype also dies out
fast. The damage is than
done - sometimes
permanently - but focus of
the public is on other
hypes. Viral spreading
starts to look like a locust
plague: it appears,
demolishes and is gone....
within
24 hrs
it’s gone
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
And die out...
even faster
post campaign
late majority
conservatists
%
blogs
laggards
%
And the (late) majority
and laggards don’t even
know that something
happened. And are happy
with that. No need for all
that fuss....
(late) majority
and laggards
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
post campaign
late majority
conservatists
%
while many don’t even know...
blogs
laggards
%
A new late majority
appears that follow other
sources. They do not
follow the hypes but rely
on more steady sources.
Sources that the have
commitment and loyalty
to: branded sources. Lots
of times these sources are
‘old” brands that have
earned their trust in the
past.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
post campaign
late majority
conservatists
%
so they fall back
on trusted and branded sources
niche blogs
laggards
%
A gap appears between
the hype sensitive market
and the majority that is
left behind. They follow
more classical means of
communication and are
less hype sensitive. This
group is not so innovative
but gain in strength and
influence. They don’t
follow hypes directly but
slowly adapt to new
impulses and remain loyal
to brands.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
post campaign
late majority
conservatists
%
A gap appears
early adopters vs. (late) majority
niche blogs
laggards
%
This adoption gap spilts
society almost in two:
young versus old,
sensitive to exposure
versus more to
themselves, extravert
versus introvert,
innovative and adaptive
versus conservatives. But
more and more
pragmatists stop
following the hypes...
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
organisation
event
guerrilla
innovators
%
social media
early adopters
%
campaign
majority
pragmatists
%
Adoption gap
post campaign
late majority
conservatists
%
niche blogs
laggards
%
One approach is to focus on
the hype sensitive market.
When one hype lifts of you
start thinking about the next
one. So there it is: the
market works from hype to
hype. A stressed market that
is scattered in effect.
Effects that die out soon and
cost energy.
everyone
corporate
large audiences
targeted
community
focus groups
© TOTAL IDENTITY
local
From hype to hype
a strenuous approach
For a dynamic (future?)
public this creates a new
equilibrium that you could
call identity. In literature
this is often faslely called
“brand flow”. I call this the
hypification of a brand.
everyone
corporate
large audiences
targeted
community
focus groups
© TOTAL IDENTITY
local
The hype approach
working from hype to hype
for a hype sensitive audience
My problem with the focus
on a hype sensitive public and the reason why I do not
call this “brand flow” - is
that you miss a group that is
becoming larger and larger.
This more conservative
public follows classic
principles. Maybe in the
future everyone is dynamic
but not now. So do not leave
out this large audience. A
new approach is needed.
everyone
corporate
large audiences
targeted
community
focus groups
© TOTAL IDENTITY
local
Classic identity approach
building up an identity (slowly)
for a less hype sensitive public
In stead of focussing on one
or the other I advice to
combine the two: use
hypesensitive means of
communication like guerrilla
aimed at the right target
audience to revitalize the
brand and gain impact. Use
programatic publishing and
durable communication to
involve the majority. Be
persistent, direct the
unexpeted, work in
programs
everyone
corporate
large audiences
targeted
community
focus groups
© TOTAL IDENTITY
local
Bipolar approach
solid reputation management
and guerrilla/social media impact
This results in a durable
reputation that also makes
use of impact caused by
hypesensitive campaigns
and ‘scoops’. This is depicted
by the yellow line.
everyone
corporate
large audiences
targeted
community
focus groups
© TOTAL IDENTITY
local
Bipolar approach
solid reputation management
and guerrilla/social media impact
The result of a bipolar
approach is an organisation
that can be op top of things
and works and
communicates at its best. Itt
is an organization or brand
in “brand flow”. It follows it’s
autheticity but also uses
impact (hype) for activating
and reactivating the brand.
But combining reputation
management and impact the
organisation rules it’s own
fate.
So do it!
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
Bipolar approach
solid reputation management
and guerrilla/social media impact
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
I hope Osvaldo Cavandoli
is proud of this use of
lines...
everyone
corporate
state of “brand flow”
large audiences
targeted
community
focus groups
resulting communication life cycle
© TOTAL IDENTITY
local
© TOTAL IDENTITY
@arts118
178
2015
Total Active Media
Total Identity
Martijn Arts