The word “Guerilla” often has a negative shade of meaning. But as such it need not be as Guerilla can also mean an unconventional, aggressive and deep reaching methodology when it comes to marketing strategies. Few other characteristics of guerilla marketing are off the beat ideas to have better impact, attractive thought provoking ways to attract business and lower budgetary allocations.

Guerilla marketing always revolves around the innovative and attention grabbing concepts in marketing. Simplest of such strategies are business stationeries like brochures, post cards and tri folders. If you think a step ahead, depending on your product, you can attach a sample of your product along with the brochure for delivering it to the targeted customer. Even the brochure design can be different from the rest and strategies like inserts and invoices form an image in customer’s mind about your product and company.

INNOVATION: Graffiti can also be used as part of economical marketing, but should be filtered to make it look classier with innovations and ideas. Care should be taken as graffiti can sometimes even spoil the play if standards and innovations are not filtered and streamlined.

INTERACTION: Guerilla marketing is meaningless if there is no interactive and relevant element along with fresh innovative ideas. Relate to your customer’s mind set and provide something to grab the attention. Never include something in your campaign which is false or does not exist. Your customer will never trust you and will lead to your opponent’s gain.

DEEPER PENETRATION: Always remember that guerilla marketing should be streamlined to make a deeper penetration into the market and reach the bottom most part of the business pyramid. Therefore, localize your marketing campaign to suit the region in specific. The same strategy can’t be used for all regions/sections of the world. So make necessary changes to the campaign to suit the scenario.

OUTSOURCE: Few strategies adopted by companies can involve outsourcing campaigns to guerilla agencies who manage to deliver the promised results. Few of the larger organizations even hire guerilla firms to collect strategies, plans and related information of opponent’s organization in order to counter attack the opponent in the market. This methodology is not much profitable for small businesses as they are more localized with market base and business turn over much lesser than the multinational companies.

TIE UP: Another guerilla strategy for small business involve tie ups with many other small businesses of the same or slightly different fields in order to pool in the resources, capital and infrastructure to give a tough fight to the larger and much established companies.

Finally there is no boundary for formulating guerilla marketing strategies. Suiting the business requirement, market scenario and innovation in reaching to the targeted customer, you can come up with your own guerilla strategy.

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How it works: A series of accelerometers and a small camera mounted in the barrel track the pen’s movements and translate that into characters. A specially designed 4th generation microchip allows the pen access to your Twitter account, updating it instantly. The developers hope that this more real-life, tactile experience will make the tweeting process more engaging and more fun for the users.

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The materials used in manufacturing of this new bottle are: switch grass, pine bark and corn husks, and the molecular structure is identical to polyethylene terephthalate – the plastic material that is mostly used for most of the bottles out there.

Eventually, Pepsi is planning to use some by-products from its food businesses, such as potato peels from chips and orange peels from juice to be recycled into bottles.

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The booklet is equipped with a small display – open the page and the movie starts, audio is also available through built-in speakers.

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The bed that the designer is offering is very functional. It has LED reading lights above your head, speakers for music to be played to wake you up, a flower box on the sides, LED light to help the plant grow, and more!

But why the name – Ecotypic Bed? Below the bed there’s a battery which turns the activities you do on the bed and around the bed into energy.

Fun exercises that you do in your bed will generate energy? That’s really smart

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The ever-changing 3D artwork on the nearly three-storey high screen (23 x 21m) captured the attention of many a passerby. It started with a countdown on a giant hourglass before viewers were greeted by an “android” before the presentation took viewers on a fifteen minute ride that included whales, ice skaters, giant octopi, and steaming jungles amongst other things. The show concluded with the advice: “Optimize Your Life!” which will be the official tagline of the Optimus Series marketing campaign.

The grand finale involved the audience becoming the stars as photos they took of themselves on phones provided by LG had their images displayed on the media façade.

First announced in July, LG Optimus Series is LG’s advanced line-up of smartphones and tablet devices featuring the latest in mobile technology. Optimus, which means “best” in Latin, will be comprised of devices ranging from entry to premium with various form factors to meet the unique needs of every customer. LG will be introducing approximately 10 new smart devices worldwide in the second half of this year under the LG Optimus Series label.

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The JR EAST railway company of Japan has set up a vending machine in one of its central Tokyo stations that can detect a customer’s sex and age and recommend drinks based on these factors. The system has a 47-inch touch panel and a camera for detection; once the customer stands in front of it, it displays the recommended drinks highlighted with a red star, after which the customer simply has to touch the icon of their choice of drink. The vending machine allows customers to pay in cash, cards or via cell phones.

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[via Luxist]

You need a cup of coffee, and you need it fast? Then start up your Ferrari espresso machine! This machine is designed by Ilgar Rustamov, and while it remains a concept at present, knowing Ferrari’s penchant for churning out branded stuff, it could be only a matter of time before we see it on store shelves.

The design centers around a Prancing Horse-emblazoned carbon-fiber racing helmet. Open the tab to pour in the water, lift the visor to brew your cup of espresso, and pull out the chin to pour out any excess spillage. You’ll be buzzing like an F1 engine in no time.

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1. Flyvertising at the Frankfurt Book Fair

Client: Eichborn Publishing House

Agency: Jung von Matt / Neckar

7,000 companies from 100 countries and 300,000 guests. That’s a hell of a bunch of target audience for a BTL effort. German publishing house Eichborn and the agency Jung von Matt / Neckar have managed to surprise the visitors with a unique campaign, where the channel was…flies. They even made up a new word – flyvertising. 200 flies were attached small flyers with the House’s logo and stand location. The flies were set free inside and passed the message to people all around. Not sure how readable it was but it certainly made people smile

2. Trillion Dollars Campaign From Zimbabwe

Client: The Zimbabwean (Newspaper)

Agency: TBWA\Hunt\Lascaris

The opposition newspaper circulates in the Republic of South Africa. This campaign was set against the dictatorship of the president Mugabe. The idea was to demonstrate the weak management of the current president that resulted in the local currency becoming one of the weakest in the world. 1 trillion dollar notes were distributed to every single contact to remind that the figure is nothing in Zimbabwe. Short after the campaign the government cancelled the local currency shifting to US dollar, South African rand, Botswana’s pula and British pound.

The newspaper itself showed great results – its sales sored, the website hits increased heavily. The agency, TBWA\Hunt\Lascaris from South Africa, got 50 awards both in the country and at international contests. One of the banknotes is exhibited at The British Museum.

3. T-Mobile Dance

Client: T-Mobile

Agency: Saatchi & Saatchi London

The textbook flashmob at Liverpool Street station in London. All of a sudden music started inside the station and people around started dancing. Imagine what the station should have turned into with 350 people dancing. The video posted on Youtube got 20 mln hits.

A month later Universal Music released a soundtrack called The Liverpool Street Station Dance, consisting of 8 tracks. T-Mobile users could download the album free of charge.

4. Snickers Squirrels get arrested in Moscow’s Red Square

Client: Mars Russia

Agency: BBDO Moscow

Autumn 2008 Moscow was invaded by sqirrelmen. They made shows in metro, on bus stations near snickers billboards, and in the end they showed a battle right on the Red Square. Totally, there were around 20 videos of crazy squirrels, which got over 500,000 hits on Youtube.

5. Beware of D@G

Client: Ozon.ru (online store)

Agency: IQ Marketing

@ sign is referred to as “dog” in Russia. This wordplay was the main focus for IQ Marketing when developing the campaign. The dog got fed up with people buying offline, so she ran away from Ozon.ru to scare people away from the streets. The mad animal ran around in Moscow and Saint Petersburg attacking passers-by. The slogan: “Beware of a mad dog. Stay in at your homes”.

The agency got a Cannes Lions Grand Prix for the campaign.

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