If you were a social entrepreneur, what guerrilla marketing technique would you use to express the social value of your venture? Due by Wednesday, October 27th
Guerrilla marketing is based on unconventional promotional techniques that rely on elements such as energy, imagination, and surprise. One of the primary goals behind guerrilla marketing is to maximize results from minimum resources. These types of innovative campaigns typically engage consumers, designed to create an unforgettable impression. In the context of social entrepreneurship, guerrilla marketing can be an appropriate fit with social organizations considering its ability to reach large numbers of people with little to no cost. Additionally, an important aspect to guerrilla marketing advertisements is that they are thought-provoking. The objective is to make certain words or pictures linger in the minds of people, hopefully influencing the public to become aware or perform an action for a social cause. LifeSpan’s mission is as reads, “LifeSpan transforms the lives of children and adults with developmental disabilities by providing education, employment, and enrichment programs that promote inclusion, choice, family supports, and other best practices” (LifeSpan Incorporated, 2008). The programs offered at LifeSpan heavily involve the individuals served. We believe that guerilla marketing would not be the best approach in expressing the true social value created at LifeSpan; however, the organization could gain recognition from this type of promotion. The guerrilla marketing technique that we feel would best complement the LifeSpan mission is a park bench advertisement. The bench would be placed in a high-traffic location, such as a park, and half of it would be covered with the words “don’t sit here, you’re not included.” An announcer would then speak about the mission of LifeSpan and their dedication to inclusion and sense of community. A second bench, positioned next to the first one, would subsequently be revealed displaying the word “WELCOME,” encouraging everyone to sit and reflect on the power of exclusivity. Posted by Catherine Langley and Morgan Vickers
References 1.LifeSpan Incorporated.(2008).Vision/Mission. Retrieved from http://www.lifespanservices.org/about-us/vision-mission/
Guerilla marketing in itself is a powerful tool of suggestion without having to pay the large sums of money for advertising spots on either T.V. or radio. In this segment we like to focus our ideas on how to successfully promote Elsewhere collaborative whilst not using expensive advertising techniques. Elsewhere collaborative is an organization that promotes local artistic value in the community by producing programs that highlight the imagination and creation of growing art. Elsewhere collaborative mission is “Elsewhere is a non-profit organization exploring creative collaboration. Through its living museum, innovative residency program, educational initiatives, and projects and events led by the etc. collective, Elsewhere connects people and things(Elsewhere Collaborative, 2009).” The guerilla marketing strategy that we have decided to use is to incorporate the art of the collaborative and insert that into day to day living, by placing art pieces or even events on local street corners, and or parks. These art pieces will entice people to further investigate the abnormality of what they see, and therefore get the initial interest that guerilla marketing is targeting. The sight of abnormal objects in everyday life will enable Elsewhere to intrigue people, and get their attention enough to either read about upcoming events or information about the organization. This will encourage people with certain artistic values to be interested in an organization that they themselves did not know was available, and or increase the awareness of such artistic availability in the community. References 1. Elsewhere Collaborative. (2009). Vision. Retreived from http://elsewhereelsewhere.org/about/vision/ Posted by Rebecca Austell, Craig Shannon, Megan Binns, Erich von Landsberg
The concept of guerrilla marketing was designed to be an unconventional system of promotion relying on imagination rather than an expensive marketing budget. Typically, guerrilla-marketing campaigns are unexpected and potentially interactive and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept and in the process generate buzz. Guerrilla marketing can be done through social networking websites such as Facebook. Facebook allows its users to post add on the right hand side corner of people's facebook page and it can reach out to millions of people with a simple click. Guerilla marketing is stick and move marketing. It is usually very cheap and efficient and doesn’t rely on a big budget.
We saw different ways it could be done in class such as the nokia phone campaign where stickers shaped as phones were stuck on everything from walls to buses. The phone stickers were made and used so it looked like the phone screen was capturing the picture it was stuck on like a camera lens. This was very creative and definitely sticks out when you see it.
If given the opportunity to design a guerrilla marketing plan for a Social entrepreneurship venture a good idea would to be to make a viral video, and then popularize it through online viewer outlets such as "YouTube," "pop-ups" and chain email messages. Successful examples of advertising through viral videos include the "Heineken," "Trojan Condoms" and "Nike" commercials.
Another great example is guerrilla marketing helping society by developing awareness of breast cancer through facebook pages. Facebook Ads can reach out to over 500 million users of facebook with costs as cheap as $1.00. All one has to do is set a daily budget of for example $5 with a bid price of per click or per impression (the number of times the add is viewed). As the viewers or users go on clicking on the add, each click is based on the bid price but the overall cost can never exceed the daily budget. Therefore, social networking websites such as Facebook are effective way of communicating with online users such as in this case of breast cancer awareness.
Post by: Adam Stiles, Ayesha Khan, Tony Anysani, Ashley Hall
Coined and defined by Jay Conrad Levinson, guerrilla marketing, is an unconventional approach to marketing; it relies on imagination, energy and time. The important objective of guerrilla marketing is to promote your products/services in a unique, engaging and thoughtful way. This approach normally involves engaging the consumer in unusual settings. With guerrilla marketing, ads are in public places but in unusual spots like on a bench or painted on the road. So as social entrepreneurs, we can use this approach to engage with the consumer in an innovative way. This allows consumers to remember your product or service.
Food Assistance, Inc. is a non-profit organization that offers seniors food, friendship and hope. Its mission states, "Groceries on Wheels offers food, friendship and hope to improve health and wellness to income seniors in Guilford County"(Food Assistance, Inc., 2010). We believe there are several guerrilla marketing techniques to use that would add social value to the senior community. For example we can put decals around grocery stores, or any other major public setting. The decals would have a FA logo with the text that questions, "What is FoodAssistance.com?" Another technique would be posting videos online or at public places from a projection screen. The film would show the elderly standing in a long line at a food bank but only to get a single bread roll. The film would end with the link to Food Assistance.com, and the message "They Need Our Help." This captures curiosity of the consumer. We recommend Food Assistance to use the guerrilla marketing concept in connecting to future volunteers who can add social value to the senior community.
Posted by: Matt Inman, Amanda Bullock and Kiriaki Pashalidis
I hate to agree with most everybody else on here, but I would have to say Gurilla amrketing as probably the best way to promote social value with a company. By using a Guerilla marketing technique you're able to reach random markets and demographics of people, regardless of what your trying to promote. Honestly I feel there are very few niche social values that would aim at a specific group to target as far as reach for aid and profit or volunterring help is concerned. By using a guerilla marketing technique, in which mass amounts of advertising through various outlets coming into conduct with all of society as a whole, you're likely to get better response, support, business, and feedback.
As far as our particluar venture is concerned, which is the Salvation Army, help and aid is given to all who qualify for it, with advertising coming through billboards, Tv advertisments, and even by simply driving by their store, worship center, or even delivery truck, as the Salvation Army logo is right there on the side of the truck itself. Volunteering and donating can come from anywhere and advertising seems to be everywhere. One example I personally noticed comes from watching the Dallas Cowboys-New York Giants football game Monday night. On the sidelines what do you see but a Salvation Army logo directly behind the endzone, so again guerllia marketing seems to be prefrerred and recommended way for our organization to advertise and help in creating social value.
Paul Brady, Chris Ruffin, Whitney Buchanan, Dennis Andrews
The Guerrilla marketing is a system of promotions that relies on imagination rather than a big marketing budget. The guerrilla campaigns are unexpected and unconventional. The whole purpose is to come up with a unique, engaging and provoking concept to create a memorable brand experience. It involves unusual approaches such as intercept encounters in public places and street giveaways of products.
The main technique the organization would use besides television/radio advertising would be word of mouth. In our project with Big Brothers Big Sisters the best way to get "Bigs" in and volunteer would be by word of mouth. The way to use this technique is the way we are using it for our project. There is one member that has signed up to be a "Big" and she (or he) will tell their friends about the positive experience they had doing this life changing experience and their friends will relay the message, and so on.
For our organization, sponsor an event for kids would do the guerrilla marketing, since we work with kids. By doing this we transmit our social purpose and get publicity, especially if it is a big event, we can get the company mentioned in all of the events promo material which is tons of publicity we do not normally get. Also the business name interacts with the guests. T-shirts give away seems like another good marketing promotion, because again we gain word of mouth promotion (people start asking the ones with t-shirts where they got them!).
Also another technique that could be used with these is posting flyers. We are using this technique with our project as well. The way we are using this technique is in effort to recruit volunteers. Having outdoor signs in huge amounts will put our company’s name in the client’s mind since they are going to see the ads everywhere. If the design is kind of crazy that helps too. Another great idea is window decals. Getting a custom printed window decal on the car with the logo and/or slogan looks professional and is great for red lights!
Heck, Derek. Boot strapping Blog. 50 Guerrilla marketing Tactics you should be using.(February 2009). Retrieved from: http://www.bootstrappingblog.com/50-guerrilla-marketing-tactics-you-should-be-using/
If you were a social entrepreneur, what guerrilla marketing technique would you use to express the social value of your venture? Marketing is a very important factor to consider for any company, it brings the opportunity for selling ideas, products/services, and ultimately the art of persuasion. Under the traditional marketing technique, when a firm wants to market their product/service they must then invest money. Under the technique of guerrilla marketing you don’t have to invest musch money, but rather “time, energy, imagination, and information” (Levinson, page 6). When a social entrepreneur uses the guerrilla marketing technique such as a simple ad to express the social value of their venture, it can be done successfully yet at the same time less expensive. They are focused to promote the awareness of their mission simply by precisely expressing the truth and deliberately taking away the nonsense like traditional marketing would normally promote. Change is a valued goal that social entrepreneur have, and for change to happen there has to be an action that takes place for an individual to view the world or situation differently. Guerrilla marketing is an beneficial way to express social value and perpetuate change, simply because this technique leaves a mark on the individual. Guerrilla marketing is a great technique that can begin a venture for change. Since you are working with the community (social values) it is really important to send out the right massage. Guerrilla marketing is a good nonconformist way to express the social value of a social enterprise. For a social entrepreneur who deals with a social issue, guerrilla marketing is appropriate because it marks people deeply. Techniques such as street marketing would help to create social value, because it keeps customers attention on the social issue in the long run. Street marketing involves getting a bunch of people and doing something that is seldom seen, such as dressing up like large black lungs holding signs that state “I am lung cancer. I need a cigarette to survive” in order to portray the detrimental effects of smoking tobacco. These types of message, statistically, stick with audiences for a longer period of time and, thus, pass along the message more effectively. Unlike traditional broadcast commercials, guerrilla marketing uses a lot less money and technical talent. For a small social entrepreneur, it is the way to go. It is effective, cheap, and memorable. And if done right, can become a viral video-- free advertisement! Team Johanson Urkle Grou Itay Baron Myshaina Kehinde Tran Ngo Audrey Paquet Emilie Roos
Guerrilla marketing is based on unconventional promotional techniques that rely on elements such as energy, imagination, and surprise. One of the primary goals behind guerrilla marketing is to maximize results from minimum resources. These types of innovative campaigns typically engage consumers, designed to create an unforgettable impression. In the context of social entrepreneurship, guerrilla marketing can be an appropriate fit with social organizations considering its ability to reach large numbers of people with little to no cost. Additionally, an important aspect to guerrilla marketing advertisements is that they are thought-provoking. The objective is to make certain words or pictures linger in the minds of people, hopefully influencing the public to become aware or perform an action for a social cause.
ReplyDeleteLifeSpan’s mission is as reads, “LifeSpan transforms the lives of children and adults with developmental disabilities by providing education, employment, and enrichment programs that promote inclusion, choice, family supports, and other best practices” (LifeSpan Incorporated, 2008). The programs offered at LifeSpan heavily involve the individuals served. We believe that guerilla marketing would not be the best approach in expressing the true social value created at LifeSpan; however, the organization could gain recognition from this type of promotion. The guerrilla marketing technique that we feel would best complement the LifeSpan mission is a park bench advertisement. The bench would be placed in a high-traffic location, such as a park, and half of it would be covered with the words “don’t sit here, you’re not included.” An announcer would then speak about the mission of LifeSpan and their dedication to inclusion and sense of community. A second bench, positioned next to the first one, would subsequently be revealed displaying the word “WELCOME,” encouraging everyone to sit and reflect on the power of exclusivity.
Posted by Catherine Langley and Morgan Vickers
References
1.LifeSpan Incorporated.(2008).Vision/Mission. Retrieved from
http://www.lifespanservices.org/about-us/vision-mission/
Guerilla marketing in itself is a powerful tool of suggestion without having to pay the large sums of money for advertising spots on either T.V. or radio. In this segment we like to focus our ideas on how to successfully promote Elsewhere collaborative whilst not using expensive advertising techniques. Elsewhere collaborative is an organization that promotes local artistic value in the community by producing programs that highlight the imagination and creation of growing art. Elsewhere collaborative mission is “Elsewhere is a non-profit organization exploring creative collaboration. Through its living museum, innovative residency program, educational initiatives, and projects and events led by the etc. collective, Elsewhere connects people and things(Elsewhere Collaborative, 2009).”
ReplyDeleteThe guerilla marketing strategy that we have decided to use is to incorporate the art of the collaborative and insert that into day to day living, by placing art pieces or even events on local street corners, and or parks. These art pieces will entice people to further investigate the abnormality of what they see, and therefore get the initial interest that guerilla marketing is targeting. The sight of abnormal objects in everyday life will enable Elsewhere to intrigue people, and get their attention enough to either read about upcoming events or information about the organization. This will encourage people with certain artistic values to be interested in an organization that they themselves did not know was available, and or increase the awareness of such artistic availability in the community.
References
1. Elsewhere Collaborative. (2009). Vision. Retreived from
http://elsewhereelsewhere.org/about/vision/
Posted by Rebecca Austell, Craig Shannon, Megan Binns, Erich von Landsberg
The concept of guerrilla marketing was designed to be an unconventional system of promotion relying on imagination rather than an expensive marketing budget. Typically, guerrilla-marketing campaigns are unexpected and potentially interactive and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept and in the process generate buzz. Guerrilla marketing can be done through social networking websites such as Facebook. Facebook allows its users to post add on the right hand side corner of people's facebook page and it can reach out to millions of people with a simple click. Guerilla marketing is stick and move marketing. It is usually very cheap and efficient and doesn’t rely on a big budget.
ReplyDeleteWe saw different ways it could be done in class such as the nokia phone campaign where stickers shaped as phones were stuck on everything from walls to buses. The phone stickers were made and used so it looked like the phone screen was capturing the picture it was stuck on like a camera lens. This was very creative and definitely sticks out when you see it.
If given the opportunity to design a guerrilla marketing plan for a
Social entrepreneurship venture a good idea would to be to make a viral video, and then popularize it through online viewer outlets such as "YouTube," "pop-ups" and chain email messages. Successful examples of advertising through viral videos include the "Heineken," "Trojan Condoms" and "Nike" commercials.
Another great example is guerrilla marketing helping society by developing awareness of breast cancer through facebook pages. Facebook Ads can reach out to over 500 million users of facebook with costs as cheap as $1.00. All one has to do is set a daily budget of for example $5 with a bid price of per click or per impression (the number of times the add is viewed). As the viewers or users go on clicking on the add, each click is based on the bid price but the overall cost can never exceed the daily budget. Therefore, social networking websites such as Facebook are effective way of communicating with online users such as in this case of breast cancer awareness.
Post by: Adam Stiles, Ayesha Khan, Tony Anysani, Ashley Hall
Coined and defined by Jay Conrad Levinson, guerrilla marketing, is an unconventional approach to marketing; it relies on imagination, energy and time. The important objective of guerrilla marketing is to promote your products/services in a unique, engaging and thoughtful way. This approach normally involves engaging the consumer in unusual settings. With guerrilla marketing, ads are in public places but in unusual spots like on a bench or painted on the road. So as social entrepreneurs, we can use this approach to engage with the consumer in an innovative way. This allows consumers to remember your product or service.
ReplyDeleteFood Assistance, Inc. is a non-profit organization that offers seniors food, friendship and hope. Its mission states, "Groceries on Wheels offers food, friendship and hope to improve health and wellness to income seniors in Guilford County"(Food Assistance, Inc., 2010). We believe there are several guerrilla marketing techniques to use that would add social value to the senior community. For example we can put decals around grocery stores, or any other major public setting. The decals would have a FA logo with the text that questions, "What is FoodAssistance.com?" Another technique would be posting videos online or at public places from a projection screen. The film would show the elderly standing in a long line at a food bank but only to get a single bread roll. The film would end with the link to Food Assistance.com, and the message "They Need Our Help." This captures curiosity of the consumer. We recommend Food Assistance to use the guerrilla marketing concept in connecting to future volunteers who can add social value to the senior community.
Posted by: Matt Inman, Amanda Bullock and Kiriaki Pashalidis
I hate to agree with most everybody else on here, but I would have to say Gurilla amrketing as probably the best way to promote social value with a company. By using a Guerilla marketing technique you're able to reach random markets and demographics of people, regardless of what your trying to promote. Honestly I feel there are very few niche social values that would aim at a specific group to target as far as reach for aid and profit or volunterring help is concerned. By using a guerilla marketing technique, in which mass amounts of advertising through various outlets coming into conduct with all of society as a whole, you're likely to get better response, support, business, and feedback.
ReplyDeleteAs far as our particluar venture is concerned, which is the Salvation Army, help and aid is given to all who qualify for it, with advertising coming through billboards, Tv advertisments, and even by simply driving by their store, worship center, or even delivery truck, as the Salvation Army logo is right there on the side of the truck itself. Volunteering and donating can come from anywhere and advertising seems to be everywhere. One example I personally noticed comes from watching the Dallas Cowboys-New York Giants football game Monday night. On the sidelines what do you see but a Salvation Army logo directly behind the endzone, so again guerllia marketing seems to be prefrerred and recommended way for our organization to advertise and help in creating social value.
Paul Brady, Chris Ruffin, Whitney Buchanan, Dennis Andrews
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteThe Guerrilla marketing is a system of promotions that relies on imagination rather than a big marketing budget. The guerrilla campaigns are unexpected and unconventional. The whole purpose is to come up with a unique, engaging and provoking concept to create a memorable brand experience. It involves unusual approaches such as intercept encounters in public places and street giveaways of products.
ReplyDeleteThe main technique the organization would use besides television/radio advertising would be word of mouth. In our project with Big Brothers Big Sisters the best way to get "Bigs" in and volunteer would be by word of mouth. The way to use this technique is the way we are using it for our project. There is one member that has signed up to be a "Big" and she (or he) will tell their friends about the positive experience they had doing this life changing experience and their friends will relay the message, and so on.
For our organization, sponsor an event for kids would do the guerrilla marketing, since we work with kids. By doing this we transmit our social purpose and get publicity, especially if it is a big event, we can get the company mentioned in all of the events promo material which is tons of publicity we do not normally get. Also the business name interacts with the guests. T-shirts give away seems like another good marketing promotion, because again we gain word of mouth promotion (people start asking the ones with t-shirts where they got them!).
Also another technique that could be used with these is posting flyers. We are using this technique with our project as well. The way we are using this technique is in effort to recruit volunteers. Having outdoor signs in huge amounts will put our company’s name in the client’s mind since they are going to see the ads everywhere. If the design is kind of crazy that helps too. Another great idea is window decals. Getting a custom printed window decal on the car with the logo and/or slogan looks professional and is great for red lights!
Heck, Derek. Boot strapping Blog. 50 Guerrilla marketing Tactics you should be using.(February 2009). Retrieved from: http://www.bootstrappingblog.com/50-guerrilla-marketing-tactics-you-should-be-using/
Jordan Fox, Ashlee O'Connell, Stivaleit Guerrero.
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteIf you were a social entrepreneur, what guerrilla marketing technique would you use to express the social value of your venture?
ReplyDeleteMarketing is a very important factor to consider for any company, it brings the opportunity for selling ideas, products/services, and ultimately the art of persuasion. Under the traditional marketing technique, when a firm wants to market their product/service they must then invest money. Under the technique of guerrilla marketing you don’t have to invest musch money, but rather “time, energy, imagination, and information” (Levinson, page 6). When a social entrepreneur uses the guerrilla marketing technique such as a simple ad to express the social value of their venture, it can be done successfully yet at the same time less expensive. They are focused to promote the awareness of their mission simply by precisely expressing the truth and deliberately taking away the nonsense like traditional marketing would normally promote. Change is a valued goal that social entrepreneur have, and for change to happen there has to be an action that takes place for an individual to view the world or situation differently. Guerrilla marketing is an beneficial way to express social value and perpetuate change, simply because this technique leaves a mark on the individual. Guerrilla marketing is a great technique that can begin a venture for change. Since you are working with the community (social values) it is really important to send out the right massage. Guerrilla marketing is a good nonconformist way to express the social value of a social enterprise. For a social entrepreneur who deals with a social issue, guerrilla marketing is appropriate because it marks people deeply. Techniques such as street marketing would help to create social value, because it keeps customers attention on the social issue in the long run. Street marketing involves getting a bunch of people and doing something that is seldom seen, such as dressing up like large black lungs holding signs that state “I am lung cancer. I need a cigarette to survive” in order to portray the detrimental effects of smoking tobacco. These types of message, statistically, stick with audiences for a longer period of time and, thus, pass along the message more effectively. Unlike traditional broadcast commercials, guerrilla marketing uses a lot less money and technical talent. For a small social entrepreneur, it is the way to go. It is effective, cheap, and memorable. And if done right, can become a viral video-- free advertisement!
Team Johanson Urkle Grou
Itay Baron
Myshaina Kehinde
Tran Ngo
Audrey Paquet
Emilie Roos
Team Johanson Urkle Grou Sources:
ReplyDeleteBooks
Levinson, J C. (2007). Guerrilla marketing. New York: Houghton Mifflin.