Mobile, Guerrilla & Viral Marketing

Mobile, Guerrilla &
Viral Marketing
Traditional Marketing
 Product  Process
 Place  People
 Price  Physical Environment
 Promotion (Ethics)
 personal selling
 advertising
 sales promotion
 direct marketing
 public relations
& media
2
Mobile Marketing – a new marketing mix tactic
Very limited tools for targeted campaigns: mass SMSs requiring opt-in,
mobile ads via crude ad networks , pricey mobile apps + unproven ROI &
limited reach.
Nokia Point & Find Management Portal

Mobile message content management for agencies, brands
Point www-camera/phone at objects & find information e.g.
 movie poster to watch a trailer, get show times, directions , buy tickets
 scan barcodes & do comparison shopping – save to a wish list.
 scan 2D barcodes for info e.g. vCard contact information , direct phone to a website,
send a SMS or make a phone call.
 Tag objects around you e.g. restaurants , shops, places & add info. Send user to a web link.
Other users then point their camera at your “city tags” to pick up your info& instructions.
3
Viral and Guerrilla Marketing
 Guerrilla marketing uses unconventional means to promote
goods & services includes: publicity stunts, urinal ads,
business cards tossed in the air at sports events, DIY roadside
billboards, blimps, workplace signs, mouse pads, pens, the
good old - sandwich board.
 Viral marketing aims to persuade initial targets to pass the

promotion on to others thru e.g. email, chain letters, funny
video clips, chat rooms, forums & blogs in MySpace etc.
4
Guerilla Marketing
Alternative, unconventional tactics & media
 build awareness & interest
But is it mainstream
maximum or isresources.
results from minimal it limited
to peripheral, niche, small target
 being original, breaking the rules
 matching wits > matching budgets

segment marketing
 low cost
communications
 innovative
only ?
 less clutter
 less reach
5
Guerrilla Marketing - more examples
 Reverse Graffiti –(grime writing) remove dirt
from a surface e.g ‘Wash me‘. Urban, no paint.
 Viral marketing - thru social networks
 Grassroots marketing - tap into collective
efforts of brand enthusiasts
 Wild Posting Campaigns
 Buzz marketing - word of mouth, seeding chat
& Fan sites & News groups
 Undercover marketing -- subtle product
placement
 Astroturfing – creating artifical grassroots
popularity (often political, PR)
 Experiential Marketing – connecting audience
with a brand thru participation in memorable
encounters
 Tissue-pack marketing
6
Professional & Political Bloggers
 FREE Content
 PAID for Advertisement
 Goal:
 find & attract an AUDIENCE, RETAIN ATTENTION
 Get their PARTICIPATION, build
COMMUNITY of INTEREST
 More participation = More value

 Dangers ??
7
Guerrilla Marketing Commandments
I. Know your market …. VI. Get a prime spot on
who your customers are, www-search engines.
how they think & where VII. Postcards supplement
they go. existing marketing
II. Keep your name in front program & are stress-
of their in-house list. free.
III. Work with the press. VIII. Give talks &
IV. Educate the market. presentations at industry
meetings & conferences.
V. Put e-marketing to work
for you. IX. Network, network,
network.
VI. Do the Web right.
http://www.graphic-design.com/DTG/Design/guerrilla_marketing_design.html 8
Guerilla Marketing
 Blair Witch Project
 Driver 2 video game
 Toyota Scion
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Viral Marketing
Marketing tactics that encourage people to
pass along a marketing message.
 Dancing Baby
 Top10 viral market
ing campaigns
 Top 10 viral marke
ting videos
Making Evian Babies

10
Viral Marketing – arguments for
 effortless transfer to others
 scale-able - small to large
 triggers common motivations & behaviours
 uses
 existing communication & social networks
 the resources of others
 give away products/services, incentives e.g. vouchers
 don't consider the “referral” as an “opt-in”
 personalize the referral email or sms
 track & analyze results
 promote friendly referrals continually
11
Stealth (undercover) Marketing
 some companies (Red Bull Sony ) have used stealth marketing, on-line &
off-line, to generate a product “buzz”
 customers do not realise they are being marketed to
 e.g. Actors pose as liking & recommending a product on www-forums or in
shopping malls. They use a product & interact with unwitting shoppers.
 Sony Ericsson used "fake tourists" to promote a new mobile. Sixty actors in
10 US cities asked bystanders to take their photo & talked about the mobile
Does this erode trust ?
 What its real & what isn't ?
 inherent deception & intrusion... not just charm or persuasion
 Failure to disclose the relationship between marketer & consumer
 Yet there is “deception” in most advertising. People are aware that TV cars
look slicker than in real lifes.
12
Guerrilla Marketing – the power to
generate Word-of-Mouth
Unique
Problems ?
Clutter
Intrusive
resonates with consumers
breaks thru clutter
Clutter
Unexpected
Clutter 13
Pass-Along increases the importance Word-of-Mouth
When a friend tells you about a site (points you to) with maybe an incentive ,
how many other people are you likely to pass the information on to?
No one: 1 Person:
8% 12%
10+ : 7%
7-9 : 4% 69% of consumers tell

between 2 & 6 others
4-6 :
20% Source &2-3reliability
People:
of
data
49%
? 14
Guerrilla Marketing tactics
What types of guerrilla marketing are you using?
Viral Marketing 80%

Alternative Outdoor 46%
Off-line Sampling 40%
Man-on-the-Street 31%
Seeding Chat Sites 23%
Seeding News Sites 23%
Seeding Fan Sites 6%
Other 14%
0% 25% 50% 75% 100%
Beware – what is the source of these statistics?15

Guerrilla Marketing: Targeting & Product/Service Categories
Non-Targeted Highly
Targeted
Non-Youth Youth
Targeted Targeted
Non- Entertainment-
Entertainment- Focused
Focused
Time
No Time
Sensitivity
Sensitivity
Low Mid High
Allocation Allocation Allocation
Level Level Level
16
Food Marketing
20
Viral example: YouTube
Customers
participate by
distributing
the ads
http://www.youtube.com/watch?v=zBu5dL4QCnY
24
example: Amazon
 user generated content
 reviews & ratings
 buying patterns
 “People who bought this book also bought…”
 online Bookstore or Online Community?

 Web 2 …more participation = more value
25
Sample Examination Question
 Compare the purposes and tactics of guerrilla

and viral marketing with more traditional
marketing promotion efforts.
 How might earth-moving equipment, hotel or
personal care product companies make
relevant use of guerrilla and viral tactics in
their overall marketing strategy and what
problems may be encountered in doing so?
26

Mobile, Guerrilla & Viral Marketing

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Mobile, Guerrilla & Viral Marketing

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Mobile, Guerrilla &

Nokia Point & Find Management Portal

Point www-camera/phone at objects & find information e.g.

 Viral marketing aims to persuade initial targets to pass the

 matching wits > matching budgets

 More participation = More value

 Driver 2 video game

Making Evian Babies

7-9 : 4% 69% of consumers tell

Viral Marketing 80%

Beware – what is the source of these statistics?15

 online Bookstore or Online Community?

 Compare the purposes and tactics of guerrilla

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