| Some of the most impactful and successful | | | | entering the stadium. |
| marketing activity ever witnessed has been | | | | As a result many attending the event mistakenly |
| guerrilla marketing. No, that doesn't involve the | | | | thought that Nike were officially associated with |
| use of freedom fighters, but is defined as: | | | | the tournament, allowing the sports equipment |
| 'unconventional marketing intended to get | | | | giant to get the result they wanted for a few |
| maximum results from minimal resources' | | | | million pounds less! And, the Sun and Snickers |
| according to Jay Conrad Levinson, the | | | | brands received extensive TV exposure worth |
| self-proclaimed father of the activity. | | | | millions as broadcasters zoomed in on fans and |
| It can be done in many different ways, but the | | | | their hats during live coverage of the games. |
| tactic is best employed when ambushing someone | | | | However, the Euro 96 examples are extreme |
| else's significant marketing spend. It can be | | | | versions of guerrilla marketing as most of it tends |
| event-based and some notable examples of | | | | to be low-level, and used more frequently by |
| guerrilla marketing emerged at the Euro 96 | | | | smaller businesses. Essential guerrilla marketing |
| football tournament played in England. | | | | tools include imagination, energy and banner |
| The tournament limited the number of official | | | | stands! |
| sponsors to certain categories, meaning that the | | | | Banner stands can be quickly assembled and |
| organiser's income was maximised by forcing | | | | packed away, and are extremely portable. They |
| major players in each category to bid up the price | | | | can be pre-printed with the company's campaign |
| paid for exclusivity. As a result some companies | | | | message and literally set up in any location in a |
| baulked at the process, deciding they could get | | | | number of minutes. They can, of course, also be |
| far more exposure by spending a lot less and | | | | used for legitimate advertising such as at events |
| operating on the fringe of the tournament. | | | | or trade exhibitions, but their portability is what |
| Two such examples of ultra-successful guerrilla | | | | makes them ideal for guerrilla marketing activity. |
| marketing at Euro 96 involve sports equipment | | | | However, the most important weapons in the |
| supplier Nike and leading UK tabloid The Sun. | | | | small business guerrilla marketing arsenal are items |
| Despite the tournament's stadia being covered | | | | that are all free - innovation, imagination and |
| with their sponsors' brands the organisers failed to | | | | energy. Being able to come up with marketing |
| consider advertising media available in the vicinity | | | | activity that is unique, and appeals directly to your |
| of the stadia, and also the attire of the people | | | | customers is the key. Most small businesses don't |
| attending the games - but Nike and The Sun | | | | have the money to mount such marvellous |
| didn't! In audacious moves Nike bought all the | | | | guerrilla marketing activities as Nike and The Sun |
| available advertising space around the stadia and | | | | did for Euro 96, but many owners have boundless |
| packed it with Nike branded material, and The Sun | | | | energy, enthusiasm and a belief in their business |
| dished out tens of thousands of plastic bowler | | | | which means they will promote it better than |
| hats, carrying the England flag co-branded with | | | | anyone else. |
| The Sun and Mars Snicker's brand to everyone | | | | |