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Guerrilla Marketing - Activity

The aim of this Activity is to assess the benefits of this type of marketing strategy compared to traditional methods of advertising for a small to medium sized business. Ensure that you look at the Presentation(http://www.bized.co.uk/educators/16-19/business/marketing/presentation/guerrilla.ppt) on guerrilla marketing to get further details of this strategy.

The links below will take you to four examples of guerrilla marketing tactics. Spend some time going through them and consider ways in which small firms might utilise such tactics.

  • A bird's eye view of guerrilla marketing - success stories highlighting tactics used by small firms - from India Infoline (http://www.indiainfoline.com/nevi/abir.html)
  • Guerrillas in our midst - what would you do if you found a wallet on the street? Read this to find out! - from the Economist (http://www.economist.com/displaystory.cfm?story_id=393109)
  • Viral marketing - information from a marketing agency that specialises in creative marketing techniques - from Blitz (http://www.blitzthenet.com/viral.html)

The Activity is going to be based around our fictitious company called PotArts Ltd. You can find details about the company by going to the Activity based on PotArts Ltd.

The Task

  1. Advise Maria of the direction she might take with her advertising strategy. You should brief her on the advantages and disadvantages of using traditional and guerrilla methods of advertising.
  2. You should then outline a suitable series of guerrilla marketing tactics that she might employ to improve the profile of her business. Evaluate the likely success of the strategies that you suggest and advise her of the potential pitfalls in the use of these techniques.

There are 40 marks available for the task - 15 for the first section where you are utilising your knowledge and understanding of different advertising methods and offering some judgements about the relative advantages and disadvantages of each, and 25 marks for the second section. Here you will be expected to demonstrate knowledge of guerrilla marketing and an ability to apply it to the case study given. In addition, you are expected to analyse the strategies you put forward and offer some judgements about the way forward for this business.