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A Guerrilla Marketing Approach to Drowning Awareness and Prevention
- 1. A Guerrilla Marketing Approach to Drowning Awareness and Prevention Joshua Collingsworth Memorial Foundation Presented by Blake Collingsworth and Laura Thomas
- 2. Goals of the Presentation Introduce Guerrilla Marketing Provide Research on Guerrilla Marketing Inform How Guerrilla Marketing can help in Water Safety Awareness Efforts Discuss how Guerrilla Marketing has helped JCMF Inspire Out-of-the-Box Thinking for Water Safety Out-of-the-
- 3. What is Guerilla Marketing? Guerilla Marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an IDEA. It should be based on human psychology rather than experience, judgment, and guesswork. Forget about the competition and concentrate more on cooperating with other businesses. Messages are aimed at individuals or small, groups, the smaller the better. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. (Source: Wikipedia)
- 4. What does it look like? Source: http://weburbanist.com/2009/05/06/12-extremely-effective-guerrilla-marketing-stunts/
- 5. Research on Guerrilla Marketing Abstract from More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint It was found to be ideal for small, unestablished companies with a limited budget since the campaigns are focused on creativity at a modest cost. (Source: Megan Wanner, Elon University)
- 6. Research on Guerrilla Marketing Findings/Results of More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint Is guerrilla advertising an effective alternative to traditional advertising? Guerrilla advertising is intriguing, witty and clever, catching consumers attention in a complimentary way. Guerrilla marketing can help small brands stretch their budget efficiently, reaping the greatest results and benefits for their brand. Rather than spending their budget to run three commercial slots on television, a small company can spend their budget on a guerrilla advertising campaign that will bring their brand more awareness than those commercials since that one campaign will reach more people than those three commercials.
- 7. Research on Guerrilla Marketing Findings/Results of More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint What type of client is guerrilla advertising most effective for? Guerrilla advertising campaigns are typically low-budget endeavors focusing more on the creative work than the medium, making them ideal for small brands with a small budget (personal communications, November 15-19, 2010).
- 8. Research on Guerrilla Marketing Findings/Results of More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint What benefits does guerrilla advertising have for its campaigners? Great for growing brand awareness. Social media has brought a whole new meaning to the idea of spreading news by word of mouth. Guerrilla marketing gives a brand new energy that traditional media cannot offer.
- 9. Why are we talking about Guerrilla Marketing at NDPA?
- 10. Why are we talking about Guerrilla Marketing at NDPA? With all of our traditional strategies, the fact remains, the line is not moving (Safe Kids USA)
- 11. Why are we talking about Guerrilla Marketing at NDPA? New Strategy for Drowning Prevention It is Interactive- Not trying to give all the answers, you Interactive- are wanting them to ask more questions. Brings New Energy to the Topic Only Small Budget Needed Focuses on Cooperation Aimed at Individuals and Small Groups AND ITS FUN!
- 12. Why Josh the Otter Was Created? Joshuas Story Joshua Collingsworth Memorial Foundation What We Do & Why We Do It As with Guerrilla Marketing, we want to EMPOWER children and adults ENGAGE our audience INTERACT with our audience CHANGE behavior SAVE LIVES!
- 13. Children CAN Change Adult Behavior Seat Belt Research: Children's traffic safety program: influence of early elementary school safety education on family seat belt use. Authors: Hazinski MF, Eddy VA, Morris JA Jr. Dec 1995 Department of Surgery, Vanderbilt University School of Medicine, Nashville, Tennessee 37212, USA.
- 14. Children CAN Change Adult Behavior HYPOTHESIS: Young children can learn safety behavior in the public school system. These children will modify family seat belt use. METHODS: Targeted K-2 Students/Community Media Campaign CONCLUSION: K-2 Safety Education improves family seat belt use.
- 15. How Guerrilla Marketing Helped JCMF
- 17. Josh the Otter Sticker Campaign
- 18. Rotary International Rotarians in over 30 states and three countries involved since 2010 introduction of the program Nearly 200 individual clubs involved Over 30,000 students have been presented to since 2010 with Rotary 2013 is scheduled to be the largest year-to- year-to-date of participation among Rotary International Clubs infuse creativity, individuality, and passion into the program
- 19. How Effective is It?