Guerrilla 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. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.A traditional advertising and a non-guerilla marketing but has a high value approach is the  TV brands positioned within shows like Eat Bulaga or WilTimeBigTime.  This will really reach the highest exposure and value in advertising.  It’s a public and private captive market.  Since cadio is audio, we discovered some ways that could be a guerilla marketing strategy.
  • CADIOwalk
  • CADIOstandby
  • CADIObook
  • CADIOVISIONbook
  • CADIOgreetings
  • CADIOaudioProduction Tipping to play it
  • CADIOko
Details of its concept are available upon request.

Guerilla marketing for cadio is maximizing the ceiling and wall speakers and come-up with high-attention getters.

Three Types of Attention Getters in Audio and Video

  • Usual Impact – Setting up a mobile sound system placed in an outdoor area with music and promotional audio item.  People hearing the music and promotional audio item become aware of its event.  Examples of these is the 3-day sale of SM Malls.
  • Standard Impact (with Highlights) – The standard entertainment strategy of CADIO in having its highlights.
         1.    Big Speakers………………………………………..    2 powered speakers – other brands
         2.    CADIOjocks………………………………………….   Amateur Talking Jocks
         3.    CADIOaudio-boothSystem………………….......…    Mixer, Laptop with radio automated    
                software/DJ effects software/audio library, monitor, and equalizer
         4.    CADIOhosts………………………………………….   Amateur hosts
         5.    Headworn Mic for the CADIOjock……….................   Wired Microphone
         6.    Wireless Mic for the CADIOhost…………...............   Wireless Microphone
         7.    Wall Speakers……………………………………..…   Sound is synchronized & same with
                the outside speakers
         8.    Ceiling Speakers…………………………………. ..    Sound is synchronized & same with
                the outside speakers
         9.    Contest………………………………………………    Small prizes are in kind
       10.    CADIOteam………………………………………….    Standard

  • Deep Impact (with Highlights) - In the case of our McDonald’s deal, if we will just imitate their event program during their store opening; then it wouldn’t create a high attention getter.  A high attention getter strategy must be done to bring more people by having a message that will stimulate them to follow which is a brand activation strategy of interest, trial and loyalty.  Contest and its prizes will always create an attention getter but it should be a “high attention getter.”  And what is this?  Big prizes like money or items with great value.  Remember, Filipinos love the Lotto.  They love joining contests on TV shows like the Wil Time Bigtime, Eat Bulaga, Happy Yipee Yehey, Manny Many Prizes and a lot more.  Bringing those kinds of contest with big prizes in a narrowcast approach and video record those events then play it on TV or upload it on You Tube will not only be a high attention getter but it will really create a deep impact.  Viral marketing here is expected.  Once people will learn that we are doing it, they will always follow us wherever we go.  In the case of broadcasting using TV, a remote broadcast is too expensive and can’t be done many times in a single day but narrowcasting using cadio can happen a lot of times in a day that people would love it.
        1.    Big Speakers………………………………………..    2 powered speakers – Turbo Sound or
               JBL
        2.    CADIOjocks………………………………………….    American Talking Jocks and FM DJs
        3.    CADIOaudio-boothSystem…………………........…    Mixer, Laptop with radio automated  
               software/DJ effects software/audio library, monitor, equalizer, and extra lighting system (in
               the evening)
        4.    CADIOhosts………………………………………….    Professional or celebrity hosts
        5.    Headworn Mic for the CADIOjock……….................    Wireless Microphone
        6.    Wireless Mic for the CADIOhost…………...............    Wireless Microphone
        7.    Wall Speakers……………………………………......  Sound is synchronized & same with the
               outside speakers
        8.    Ceiling Speakers…………………………………......  Sound is synchronized & same with
               the outside speakers
        9.    Contest………………………………………………..  Big prizes are in kind and in cash
      10.    CADIOteam…………………………………………..   High standard

 


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