Why Attend

Guerrilla marketing is an advertising strategy that focuses on low cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. This alternative advertising style relies heavily on unconventional marketing strategies, high energy and imagination. Guerrilla marketing is about taking the consumer by surprise, making an indelible impression and creating copious amounts of social buzz. It is designed to leave a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. This is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level. The course will give the participants all the tools and techniques to prepare and run a full guerrilla marketing campaign.

Course Methodology

The course includes self assessment tools, short presentations by the subject matter expert and the participants relevant to particular case studies and exercises, completing own guerrilla marketing plan using the participant workbook, and analyzing guerilla marketing practices.

Course Objectives

By the end of the course, participants will be able to:

  • Define guerrilla marketing and list its core competencies and how they can be effectively applied to improve market share
  • Build a competency profile for a guerrilla marketer and use the profile to properly execute guerrilla marketing tactics
  • Design a guerrilla marketing plan and calendar aimed at maximizing their organizational competitive advantage
  • Apply the basics of online guerrilla marketing to boost their e-presence
  • Use the key tactics of guerrilla marketing to execute a marketing attack with a winning outcome

Target Audience

Typically, the course is targeted towards new business owners and start-up entrepreneurs, owners of Small and Medium-size Enterprises (SMEs), marketing professionals working for SMEs, marketing professionals who would like to master low cost and high impact tactics, and marketers who wish to use online and social media tactics for generating traffic and leads.

Target Competencies

  • Guerrilla marketing traits
  • Guerrilla marketing weapons
  • Guerrilla marketing agendas and planning
  • Message creation
  • Creativity
  • Online guerrilla marketing
  • High impact websites
  • Guerrilla social media practices

Duration

3 Days

Course Outline

o Definition of guerilla marketing
o Marketing myths
o Sixteen guerilla marketing competencies
o Guerilla marketing weapons
o Workshop: understanding guerilla marketing practices
o The top ten attributes of a guerrilla marketer
o The top ten attitudes of a guerrilla marketer
o The guerrilla marketing mindset
o Creativity and guerrilla marketing
o Writing a benefits list
o Identifying your competitive advantage
o Developing a meme
o Selecting your guerilla marketing weapons
o Creating a seven sentence guerilla marketing plan
o Planning a guerilla marketing calendar
o Workshop: preparing your guerrilla marketing plan and schedule
o Traditional versus digital marketing
o Establishing a website
o Incentives and visitors registration
o Automating your website
o Effective e-mails
o Profiting from your e-mail list
o Fusion marketing
o Integrating social media in your guerilla marketing campaign
 Facebook
 Twitter
 Youtube
 Content marketing
o Twenty social media trends: sharpening your guerilla attack
o Workshop: sharpening your guerrilla marketing plan
o The pre-attack stage:
 Maneuver warfare mindset
 The eight components of an integrated attack
o Offense strategies
o Defense strategies
o The ten-step attack plan
o Maintaining your campaign
o Keeping track
o Improving your marketing
o Workshop: writing your own marketing plan