Guerrilla Marketing

367 Pages·2008·2.83 MB·English

Guerrilla
Marketing
FOR
DUMmIES
‰
by Jonathan Margolis and Patrick Garrigan
Foreword by Jay Conrad Levinson
The Father of Guerrilla Marketing
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Guerrilla Marketing For Dummies®
Published by
Wiley Publishing, Inc.
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Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
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Library of Congress Control Number: 2008935261
ISBN: 978-0-470-28967-9
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
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Contents at a Glance
Foreword ..................................................................xxiii
Introduction ................................................................ 1
Part I: It’s a Jungle out There — Be a Guerrilla ............. 9
Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing ..................11
Chapter 2: Scoping Out Your Options ...........................................................................25
Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan ...........................35
Chapter 4: Thinking Like a Guerrilla ..............................................................................51
Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms ................................69
Part II: Marketing at Street Level ............................... 81
Chapter 6: Hitting the Street with Street Teams ..........................................................83
Chapter 7: The Spectacular! Publicity Stunts ...............................................................99
Chapter 8: Events and Experiences .............................................................................123
Part III: Opportunities All around You:
Nontraditional Media ............................................... 143
Chapter 9: Out in the Fresh Air ....................................................................................145
Chapter 10: Going Indoors ............................................................................................157
Chapter 11: Using and Innovating New Media ...........................................................169
Part IV: Driving It Home: From the Street
to Your Site ............................................................. 185
Chapter 12: Different Methods to Online Madness ...................................................187
Chapter 13: Creating Your Online Presence ...............................................................203
Chapter 14: Getting Social ............................................................................................219
Part V: If a Tree Falls in the Woods . . .
The Power of the Press ............................................. 233
Chapter 15: Identifying Your Outlets...........................................................................235
Chapter 16: Becoming a One-Person Public Relations Outfit...................................247
Chapter 17: Hiring Publicists and Public Relations Peeps .......................................259
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Part VI: You Scratch My Back . . . ............................ 267
Chapter 18: Meeting of the Minds ................................................................................269
Chapter 19: Cross-Promotional Partnerships ............................................................279
Chapter 20: Giving Back: Adding a Cause-Related Tie-In ..........................................287
Part VII: The Part of Tens ......................................... 297
Chapter 21: Ten Practically Perfect Campaigns.........................................................299
Chapter 22: Ten Reasons We Love Guerrilla Marketing —
And Why You Will, Too! ..............................................................................................311
Chapter 23: Ten Obstacles to Avoid When Going Guerrilla .....................................319
Index ...................................................................... 329
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Table of Contents
Foreword ...................................................................xxiii
Introduction ................................................................. 1
About This Book ..............................................................................................2
Conventions Used in This Book .....................................................................3
What You’re Not to Read ................................................................................3
Foolish Assumptions .......................................................................................3
How This Book Is Organized ..........................................................................4
Part I: It’s a Jungle out There — Be a Guerrilla ..................................4
Part II: Marketing at Street Level..........................................................4
Part III: Opportunities All around You: Nontraditional Media .........5
Part IV: Driving It Home: From the Street to Your Site .....................5
Part V: If a Tree Falls in the Woods . . . The Power of the Press ......5
Part VI: You Scratch My Back . . . .........................................................5
Part VII: The Part of Tens ......................................................................6
Icons Used in This Book .................................................................................6
Where to Go from Here ...................................................................................7
Part I: It’s a Jungle out There — Be a Guerrilla .............. 9
Chapter 1: Entering the Jungle: An Introduction
to Guerrilla Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Marketing 101 .................................................................................................12
Going back to brand basics ................................................................15
Going Guerrilla ...............................................................................................15
What is guerrilla marketing?...............................................................16
Who does it? .........................................................................................17
Why do they do it? ...............................................................................18
Can it work for me and my brand? ....................................................19
Taking the Road Less Traveled ....................................................................20
Hitting the streets ................................................................................20
Developing new outlets .......................................................................20
Harnessing technology ........................................................................21
Publicizing your efforts .......................................................................22
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Guerrilla Marketing For Dummies
Finding partners ...................................................................................22
Colleagues and friends ..............................................................22
Charity .........................................................................................23
Industry .......................................................................................23
Agency .........................................................................................23
Chapter 2: Scoping Out Your Options. . . . . . . . . . . . . . . . . . . . . . . . . . . .25
How Is Guerrilla Different? ...........................................................................26
Why Is Guerrilla Necessary? ........................................................................28
Stocking Your Arsenal ...................................................................................30
Making an Impression and Knowing Its Cost .............................................31
What is an impression? .......................................................................31
How much do I have to pay for it? .....................................................32
Chapter 3: Guerrillas Plan, Too: Developing Your
Marketing Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
Setting Goals, Objectives, and Strategies ...................................................36
Defining your goals and objectives ...................................................36
Raising awareness of your brand .............................................37
Driving traffic: In store, online, or both ...................................37
Building buzz ..............................................................................38
Garnering press ..........................................................................38
Keeping costs down ...................................................................39
Evaluating your assets and using what you’ve got..........................39
Describing Your Target Audience ...............................................................40
Figuring Out When and Where You Want to Strike ...................................43
Addressing and Overcoming Obstacles .....................................................44
Preparing for the Unforeseen .......................................................................45
Crunching the Numbers ................................................................................48
Chapter 4: Thinking Like a Guerrilla. . . . . . . . . . . . . . . . . . . . . . . . . . . . .51
Staying Open-Minded, Creative, and Involved ...........................................52
Creating the environment ...................................................................52
Laying out the tools .............................................................................53
Setting out the parameters .................................................................54
Appointing a scribe .............................................................................55
Starting the brainstorming .................................................................56
Don’t judge ..................................................................................56
Allow for piggybacking ..............................................................56
Don’t be afraid to be literal .......................................................56
Exploring the Explored and Refining the Existing .....................................57
Embracing campaigns that have worked in the past ......................59
Tweaking what works to fit your brand ............................................60
Letting It Rip, Letting It Stew, and Figuring It Out .....................................61
Putting plan to paper ...........................................................................62
Creating a budget .................................................................................63
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Table of Contents
Assembling your team .........................................................................64
Putting together street teams ...................................................65
Planning an event .......................................................................65
Creating distribution materials or premiums .........................65
Going online ................................................................................66
Preparing to pull the trigger ...............................................................66
Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms . . . .69
Knowing When It’s Time ...............................................................................70
When you don’t have the money for big media ...............................70
When traditional methods won’t cut it .............................................71
When you have to move fast ..............................................................72
Deciding Who to Hire ....................................................................................72
Identifying the agencies and options ................................................72
Qualifying the candidates ...................................................................74
Reviewing the agencies’ Web sites ..........................................75
Issuing a request for proposal ..................................................75
Asking for references .................................................................78
Turning Your Attention toward the Cash ...................................................78
What to pay ..........................................................................................78
What to expect in return .....................................................................79
Saying Goodbye .............................................................................................80
Part II: Marketing at Street Level ................................ 81
Chapter 6: Hitting the Street with Street Teams. . . . . . . . . . . . . . . . . . .83
Coming Up with a Budget .............................................................................84
Building a Winning Team ..............................................................................85
Hiring the right staff ............................................................................85
Determining the size of your team ....................................................87
Finding the right clothes .....................................................................87
Teaching your staffers well ................................................................88
Crafting Your Message ..................................................................................91
Creating a Distribution Piece .......................................................................92
Keeping your brand or business in mind .........................................92
Reviewing the key sample specs........................................................93
Making sure you don’t run out of samples .......................................96
Identifying the Best Time and Place for Your Campaign ..........................96
Keeping Your Team out of Trouble and Your Image Untarnished ..........97
Chapter 7: The Spectacular! Publicity Stunts. . . . . . . . . . . . . . . . . . . . .99
Defining the Elements of a Sensational Stunt .............................................99
Crafting a Cohesive Stunt ...........................................................................101
Choosing and planning your stunt ..................................................101
Matching the stunt to your brand ..........................................101
Creating and enforcing the rules ............................................103
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Guerrilla Marketing For Dummies
Selecting the venue to present your masterpiece .........................104
Power of the press: considering the media ..........................104
Power to the people: Considering your public ....................105
Tackling permits and permissions ..................................................106
Permission to use your venue ................................................106
Additional permits ...................................................................107
Finding the venue to fill “the bill” ....................................................108
And the venue is . . . ..........................................................................108
Choosing the time to reach your target ..........................................109
Bells and whistles: Production elements and more ......................110
Setting the stage .......................................................................110
Determining the participants ...........................................................112
Matching your participants to your target ...........................113
I know who I want — now where the heck are they? ..........113
Tapping into talent ...................................................................115
Selecting talent ...................................................................................117
Leaving a lasting impression ............................................................117
Bring in the originality, bring in the media.....................................118
If You Build It, Will They Come? Pre-Promoting Your Event .................119
Getting street-wise .............................................................................119
Hitting the computer .........................................................................120
Getting a little more out of your venue ...........................................120
When Good Stunts Go Bad .........................................................................121
Chapter 8: Events and Experiences. . . . . . . . . . . . . . . . . . . . . . . . . . . . .123
Knowing What Makes a Good Event .........................................................124
Being the only game in town ............................................................125
Making it easy for your target to attend .........................................126
Providing a unique experience ........................................................127
Offering the human touch .......................................................127
Giving your guests the V.I.P. treatment ................................128
Engaging your guests ...............................................................129
Gathering information about your guests ......................................132
Meet-and-Greets and Performances ..........................................................133
Meeting and greeting .........................................................................134
Securing guests and speakers ..........................................................134
Having a clear plan of attack ............................................................135
Making the most out of an opportunity ..........................................136
Casting Calls .................................................................................................137
Tracking down your talent ...............................................................138
Structuring your call ..........................................................................138
Hiring your star ..................................................................................139
On-Air Events ...............................................................................................140
Getting on-air ......................................................................................140
Knowing what to do when your press arrives ...............................142
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Table of Contents
Part III: Opportunities All around You:
Nontraditional Media ................................................ 143
Chapter 9: Out in the Fresh Air. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145
Buying the Outdoors: What’s Out There? ................................................146
Wild postings ......................................................................................146
Going full-on guerrilla: Wild posting without permission ...147
The best of both worlds: Permission to post wild ...............147
Billboards ............................................................................................149
Living large: Outdoor billboards ............................................149
A moving experience: Mobile billboards ..............................150
Projections ..........................................................................................150
Taxis, train stations, phone booths, and more ..............................151
Shelter for your message ........................................................152
Busing your brand ...................................................................152
Taxi! ............................................................................................152
Going underground with subways and trains ......................152
Get trucking ..............................................................................153
Calling consumers who care ...................................................153
Pedal to the metal ....................................................................153
Choosing the Form of Outdoor Advertising That’s Right for You .........153
Putting Rubber on the Road: Marketing Your Business
Everywhere You Go .................................................................................155
Chapter 10: Going Indoors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .157
Getting the Most Out of Advertising Indoors ...........................................158
Bar, restaurant, and restroom advertising .....................................159
Bellying up to the bar ..............................................................159
Hitting the john .........................................................................160
In-theater advertising ........................................................................162
Commuter stations and more ..........................................................163
Commuter hubs ........................................................................163
Health clubs ..............................................................................164
Supermarkets ............................................................................164
Shopping malls .........................................................................165
Choosing the Option That’s Best for You .................................................166
Producing Location-Specific Artwork .......................................................167
Considering your surroundings .......................................................167
Acknowledging your target...............................................................167
Getting crafty ......................................................................................168
Chapter 11: Using and Innovating New Media. . . . . . . . . . . . . . . . . . .169
Staying Competitive by Staying Ahead of the Curve ...............................169
Making Your Mark on Existing Media .......................................................171
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Guerrilla Marketing For Dummies
Taking Advantage of Your Surroundings: Monopolizing Existing
Resources..................................................................................................172
Figuring Out and Communicating Your Message ....................................173
Appealing to emotions ......................................................................174
Flying under the radar: Stealth marketing ......................................175
In your face: Creating messaging consumers can’t miss ..............176
Playing a variation on the theme .....................................................176
Creating an Ad ..............................................................................................177
Defining your vision ...........................................................................177
Working with designers ....................................................................178
Figuring Out the Placement ........................................................................178
Getting Exposure by Inventing New Media ..............................................179
Owning Your Innovation .............................................................................181
Part IV: Driving It Home: From the Street
to Your Site .............................................................. 185
Chapter 12: Different Methods to Online Madness . . . . . . . . . . . . . . .187
Including an Effective Call to Action .........................................................188
Spreading Your Message across Several Methods ..................................190
Optimizing Your Site for Search Engines ..................................................192
Understanding what search engine optimization is ......................192
Knowing when to ask for help ..........................................................193
Maximizing your visibility on your own..........................................194
Considering Online Infiltration ..................................................................196
Getting in on the inside .....................................................................196
Zeroing in on the sites with the most impact ................................198
Reaching the influencers ..................................................................199
Avoiding the wrath of the Inter-mob ...............................................200
Wave the Banner High: Buying Banner Ads .............................................200
Selecting sites to advertise on .........................................................201
Knowing when to buy and when to trade .......................................202
Chapter 13: Creating Your Online Presence . . . . . . . . . . . . . . . . . . . . .203
Setting Your Web-Site Goals .......................................................................204
Adding On to Your Site with a Microsite ..................................................205
Working Web Addresses to Your Advantage ...........................................207
Playing with Online Games .........................................................................208
To game or not to game? Knowing when adding a game
is a good idea ..................................................................................209
Step right up! Looking at the kinds of games you can offer .........209
Giving People the Chance to Enter to Win ...............................................211
Crafting a contest ...............................................................................211
Drafting the rules ...............................................................................212
Sending out the prizes .......................................................................214
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