so what is

guerrilla marketing?

from“Guerrilla”

(not gorilla) Warfare

“guerrilla warfare:”

unconventional warfare in which

a small group of combatants

uses mobile tactics in the form of

ambushes & raids to fight a

larger & less mobile formal army.

marketing

believers

marketing

spread a message,

support a cause or promote a brand.

search “Arlington Miami” on YouTube

search “Guerrilla Marketing cars” on YouTube

Havaianas campaign

search “frozen Grand Central” on YouTube

search “T-Mobile dance” on YouTube

what do all of these have in common?

•surprise = attention-grabbing•creative = memorable•aggressive = strong impression•small size = inexpensive •mobility = easy to replicate & repeat•purpose = inspiring & persuasive•flexible = adaptable to situation•targeted = resonate with audience• varied weapons = variety of tools• engage others = recruit

key benefitselements

2

Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com

1

influence theINFLUENCERS

viralgoing

marketing that uses existing social networks (online or off) to produce awareness that spreads organically like a virus.

viral marketing

what are the benefits of “going viral?”

14,378,025 views

what makes something “go viral?”

i. worth spreadingii. spreadable

• appeals to your target audience• entertains• informs• educates• inspires• short (usually)

worth spreading

• record it• post where anyone can see it• use existing networks (brown bags?)• easy to forward/share• place it where people already are

spreadable

over 76,184,000 views (and that’s just ONE video)

“Susan Boyle”

Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830

2✉these areyour weapons!

things toconsider

be careful: sometimes guerrilla campaigns can go wrong... this guy was arrested after pulling

this stunt at the Olympics

this NVIDIA guerrilla marketing campaign went horribly wrong when people thought these LEDs were bombs all over NYC.

real women named “Sarah Marshall” did not appreciate this movie promotion campaign

here are the 10

steps

1. define your purpose2. describe your audience3. brainstorm 4. then rate, edit & choose5. plan6. execute & record (engage?)7. spread8. track/measure9. evaluate (take feedback)10. revise

1. break into groups2. brainstorm 10 ideas (FAST)*3. go through each idea, rate it 1-10

right now

* include: non video-based, in schools

want my “Breakthrough Brainstorming Guide?”download here: http://bit.ly/7csee

good luck & have fun!

Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.

www.MichelleVillalobos.com