Guerilla Marketing

Christy Belden, VP of Media + Marketing, LeapFrog InteractiveEmily Carroll, Strategic Planning + Consumer Insights, LeapFrog

InteractiveApril 27, 2011

2LeapFrog Interactive

Twitter: @LFI#guerillamarketing

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Blog: www.leapfroginteractive.com/blog

3Christy Belden

Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords Individually Certified

Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

4Emily Carroll

Strategic Planning + Consumer Insights, LeapFrog Interactive

Experience: 5 yearsExecutive CommunicationsBellarmine UniversitySEMPO CertifiedGoogle AdWords Certified

Emily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.

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Agenda

What is Guerilla Marketing or Experiential Marketing? HistoryWhy are brands using Guerilla Marketing?Examples:

+ FlashMob+ Projections+ Graffiti       + Coke + Oreo+ KLM+ McDonald’s+ VolksWagen+ Nike  + Sign Spinning+ DOOH

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What is Guerilla Marketing or Experiential Marketing?

Guerilla Marketing – coined by Jay Conrad Levinson“It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.”

Successful Campaigns+ Precise blend of timing, method, message, and a healthy dose of

luck+ Uses sparseness of budget and abundance of creativity to create a

huge impact+ Don’t immediately look like an advertisement + It’s so clever or inventive that we can forgive the company for trying

to commit that cardinal sin of selling us something

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History

1984 – Jay Conrad published Guerrilla Marketing, outlining secrets of subtle marketing and ideas for big advertising results with little investment

Small businesses took the concepts and ran.

2000’s to presentAdvancement in Technology & Introduction of Social Media

+ Made Sharing outlandish, creative, and shocking advertisement easy.+ When someone shares a photo, video, link or story there is no investment from the business that uses Guerilla Marketing+ The results? Increased attention of the business, service or product and a good Guerilla Marketing idea will go viral

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Why are brands using Guerilla Marketing?

+ Not educational or preachy+ Makes the viewer think that they’re in on a secret+ The more creative and jarring a campaign is, the more attention it gets+ Simple to understand+ Easy to implement+ Outrageously inexpensive

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Flashmob

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Projections

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Projections

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Graffiti

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Graffiti

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Coke

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Oreo

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KLM

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McDonald’s Bus Shelter

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McDonald’s 2011 Thunder Over Louisville

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VolksWagen

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Nike

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Sign Spinning

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Digital Out-of-Home

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Digital Out-of-Home

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Example