Guerrilla Marketing Web Survey of the Smartest GM Techniques (and the Dumbest)

Guerrilla Marketing (GM) is used by SMEs (Small and Medium Size Enterprises) because they are in the business of subsitituting brains for cash in the marketing wars-- they want a place at the economic table but can not afford to purchase the type of mass marketing available to larger firms. So they resort to GM. GM is not limited to SMEs; larger firms have been known to engage in this type of promotional marketing.

Taco Bell's brilliant coup of floating a target in the South Pacific for Mir to hit comes to mind. Taco Bell stationed a floating rubber target off the coast of Australia which, if any pieces of the decommissioned Mir Space Station were to hit it, would entitle everyone in the continental USA to a free Taco. (Taco Bell took out insurance on this, by the way.) A photo of their floating target was carried by major news outlets across the planet.Also, Taco Bell's NYSE symbol is 'YUM'. This is more guerrilla marketing. Most companies would perhaps have used 'TBC' for Taco Bell Corporation. YUM is so much better for a food company, don't you think?

GM is often in a grey legal area, which needs careful consideration before attempting any of these types of things. One should never do anything that is illegal or unethical or places any persons or property in danger.

This survey is to be used to provide examples of smart GM and dumb GM-- the latter is reverse marketing and we collect both-- examples for students to follow and not to follow...

Thank you for your participation.

Please answer the following questions:

A. You are providing an example of?

Smart Guerrilla Marketing
Dumb Guerrilla Marketing
Other

B. I found out about this example of GM from:

Newspaper
Word of Mouth
Email
Surfing the Net
Television
Radio
I was personally involved
Other

C. The company involved in this example is in the following industry:

Entertainment
Media
Manufacturing
Services
Food and Beverage/Hospitality/Tourism
Real Estate
Other

D. The name of the Company behind this example of GM is (optional):

E. Overall, how would you rate this as an example of GM?

Very effective GM, give it four stars
Effective GM, give it three stars
Somewhat effective GM, give it two stars
Poor GM, give it one star
Very ineffective GM and a good example of reverse marketing, give it no stars

F. Would you say that this example of good GM could be replicated by others or would this be seen as a knock-off?

Could be replicated
No, it would be seen as a knock-off

G. My example of GM is:

H. If this is an example of bad GM, what do you feel was wrong with what they did?

Possibly illegal activity
Questionable ethics
Not effective GM anyway
Too costly
Other

I. If you were going to suggest that they change something in their GM campaign, what would it be?

J. What other comments or additional information would you like to add?

K. Please provide the following demographic information. It will only be used to make statistical comparisons between different groups of respondents; it will not be used to profile individual respondents.

L. What is your gender?

Male
Female

M. How old are you?

Under 20 years
20 - 24
25 - 29
30 - 34
35 - 39
40 - 44
45 - 49
50 - 54
55 - 59
60 - 64
65+

N. Which of the following represents the highest level of education that you have completed?

Some high school or less
High school graduate
Attended some college
Associate degree
Bachelors degree
Post graduate degree

O. This next section is optional. Please fill out this section only if you would like to be informed about the progress of this research and the results of this survey. Your information will not be passed along or used in any other way.

First Name

Last Name

Address 1

Address 2

City

State

Zip / Postal Code

Home Phone

Work Phone

E-mail

Fax

First Name
Last Name
Address 1
Address 2
City
State
Zip / Postal Code
Home Phone
Work Phone
E-mail
Fax