Tusen röda plastbåtar
En studie av framgångsrik gerillamarknadsföring
Guerrilla marketingRecognitionPublicityPositive attitudesCreativityMedia noiseImagePositioningMedia selectionStealth marketing
Background: Swedish consumers are daily bombarded with 1500 advertising messages. 22 percent of the Swedish people are avoiding all advertising in traditional media according to SIFO's research. To master this problem innovative methods are a necessity to reach consumers. Guerrilla marketing is such a method.Purpose: The purpose of this dissertation is to describe the components and the activities that asuccessful guerrilla campaign consists of. He purpose is also to examine the motives behind theseactivities, why they were chosen and what objectives they were supposed to accomplish. Theambition is to find success factors for guerrilla marketing that result in publicity and increasedrecognition.Limitations: The Swedish market where a collaboration between two companies, Miami GuerrillaMarketing (Miami) and Stena Line, has been examined in a case study. The case study focuses on two successful guerrilla campaigns, 2008 and 2009, which resulted in publicity and increasedrecognition.Method: Case studyConclusion: A number of factors that lead to successful guerilla marketing, which gains publicityand increased recognition, have been identified in this dissertation. These are to: chose a new marketing communications strategy, chock and surprise the customers, use the novelty effect,generate strong emotions, match the media selection with the target audience and use uncon-ventional media.Suggestion for further research: Experiment of guerrilla marketing in combination with traditionalmarketing and also studies of the effectiveness of the method.