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Guerilla Marketing - Marketing Comms

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Shane Collins

on 12 March 2013

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Transcript of Guerilla Marketing - Marketing Comms

Amy Watson
Darren Morgan
Shane Collins
Sheena Lawlor Guerrilla Marketing Guerrilla marketing follows the same concept as guerrilla warfare by gaining large effects at low cost ( Baltes, Liebing 2008) Guerrilla marketing was first used in the 1960's when SME's in the USA were forced to find ways to compete against larger companies with a superior advertising budget. (Levison 1984) The term Guerrilla marketing was first coined and defined by Jay Conrad Levison in 1984 and he is widely regarded as the father of Guerrilla marketing. Why has there been a surge in Guerrilla Marketing 1. The average US consumer is exposed to 3,000 advertisements a day ( Kimmel 2005) 2. By confronting consumers with the same methods of communication they become aware of this and it causes a wear out effect. This makes the consumer feel restricted in terms of making an independent decision. What is Guerrilla Marketing ? Unconventional
Campaign Surprise
Effect Diffusion
Effect Low Cost
Effect Guerrilla
(High Attention
at relative
low cost ) Basic Guerrilla Effect References Baltes, G & I. Leibing, 2008. "Guerrilla Marketing for information services. New Lib. World, 109 : 46-55
Levison, J.C. 2007. Guerrilla Marketing : Secrets of making making big profit from your small business. Houghton Mifflin Company, Boston.
Kimmel, A.J., 2005 Introduction Marketing Communication in the new millennium. In: Marketing Communication - New Approaches, Technologies and Styles, Kimmel, A.J (Ed.). Oxford University Press, Oxford, pp : 1-6.
Diagram : Hutter, K, & Hoffmann, S 2011, 'Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research', Asian Journal Of Marketing, 5, 2, pp. 39-54, Business Source Complete, EBSCOhost, viewed 3 March 2013. Hutter &Hoffmann 2011 McDonalds Today McDonalds is the Worlds Largest fast food chain
Headquarters are in the United States
Found in over 119 countries and serves over 68 million customers daily. McDonalds claims to be the 68th biggest economy in the world
Earns revenue from Investments in properties, franchising and operating Restaurants.
85 % franchised in US -vs- 28% franchised in UK & Ireland McDonalds Info For decades McDonalds has maintained extensive Marketing Campaigns
In addition to Media, McDonalds also makes great use of Billboards and Sponsorship.
Television plays a major role in advertising strategy McDonalds Info Yoo, A. 2010. Clever Guerrilla Marketing: McDonald's Shamrock Shake [Online] Available from: http://www.mymodernmet.com/profiles/blogs/clever-guerrilla-marketing [Accessed 04/03/13]
McDonalds, 2004. Mission & Vision [Online] Available from: http://www.mcdonalds.com.my/abtus/corpinfo/mission.asp [Accessed 04/03/13]
McDonalds, 2004. Ronald’s World [Online] Available from: http://www.mcdonalds.com.my/kidszone/ronaldsworld/intro.asp [Accessed 04/03/13]
Leo Burnett Worldwide, 2011. Dip Dip Nuggets [Online] Available from [Accessed 04/03/13]
Bui, D. 2012. Ad of the Day: McDonalds – Dip Dip Nuggets [Online] Available from: http://www.saleschase.com/blog/2012/06/02/ad-day-mcdonalds-dip-dip-nuggets/ [Accessed 04/03/13] In 2011 McDonalds again used guerrilla marketing to create a buzz around one of their products… McDonalds Guerrilla Marketing
Small size
Engaging What Elements did it have?
Targeted What Elements did it have? Again, the stunt reinforced McDonalds reputation as a fun, happy company.
The aim was to create “taste anticipation”.
Huge visibility in the shopping centre and has about 80,000 views on Youtube. Suitability for the brand? The stunt was widely talked about in the media and on social media sites.
It was a unique, fun way to promote the drink which is only available in March.
The sales generated from the drink over the St Patricks day weekend allowed McDonalds to donate $10,000 to charity. Effectiveness? Ronald McDonald – Chief happiness officer since 2003. Brand Promise – “To provide simple easy enjoyment to every customer at every visit.”

The company is associated with happiness and fun and this stunt perfectly portrayed this image. Suitability for the brand? In 2010 McDonalds took advantage of the Chicago river being dyed green for St Patricks day by placing a 24foot Shamrock shake next to it.

So, was it….
Effective? McDonalds Guerrilla Marketing Purpose
Varied weapons
Engage others Surprise
Small size
Mobility Guerrilla Marketing Elements Villalobo, M. 2009, What is Guerrilla Marketing [Online] Available from: http://www.slideshare.net/michellevillalobos/guerrilla-marketing-presentation-for-dfyit-how-to-use-guerrillal-marketing-together-with-online-techniques-to-make-your-message-go-viral [Accessed 07/03/13]
McDonald’s Corporation 2013. Ronald McDonald House Charities [Online] Available from: http://www.rmhc.com/ [Accessed 7 March 2013]
Villalobos, M. 2009. Do-It-Yourself Viral Guerrilla Marketing [Online] Available from: http://www.michellevillalobos.com/audio_video/how_to_do_viral_guerrilla_m.html# [Accessed 7 March 2013]
Klayman, B. 2011. GM uses bungee jumps, sky dives to push Sonic car [Online] Available from: http://www.reuters.com/article/2011/10/05/us-gm-sonic-idUSTRE79407S20111005 [Accessed 7 March 2013] Recommendations for future Guerrilla marketing activities Room for improvement on the App.

61 out of 141 (43%) people gave it only one star

McDonald’s could implement guerrilla marketing through their app, e.g., could create a game/competition that could go viral Online and offline marketing are usually separate

McDonalds could launch a guerrilla marketing campaign integrating the two, i.e something consumers do online influence something that is happening offline

Example: General Motors ‘bungee jump launched’ their new car in a campaign whereby consumers clicked online and each click moved the car closer to the edge. It took 2.4 million clicks. Integrate online and offline marketing Promote charity work through guerrilla marketing http://www.rmhc.com/

McDonald’s do great charitable work which may go unnoticed

Ronald Mcdonald houses in 57 countries around the world

Annual fundraiser- “McHappy Day” has raised $170 million since 2002

Raise awareness through a viral marketing campaign
McDonald’s should focus on creating regular videos with the aim of going viral.

1. Worth spreading
2. Spreadable and it should do the following things:
Appeal to the target audience
Be short
(Michelle Villalobos) Online Guerrilla Marketing McDonald’s app is not up to the standard that it should be

Not enough content, and lots of complaints from customers Mobile App McDonalds Timeline McDonalds
first restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California 1940 1959 100th McDonalds
Store Opened 1955 500th Store
Opened 1963 First TV Ad airs 1966 First International
Stores Open in Puerto Rico
Canada 1967 McDonalds becomes a franchise thanks to Ray Kroc investment Viral videos should be Thanks for listening

Any Questions ?
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