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wendover house 24 london end beaconsfield buckinghamshire HP9 2JH tel: +44 (0) 1494 680999 fax: +44 (0) 1494 680009

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Presentation on theme: "wendover house 24 london end beaconsfield buckinghamshire HP9 2JH tel: +44 (0) 1494 680999 fax: +44 (0) 1494 680009"— Presentation transcript:

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2 wendover house 24 london end beaconsfield buckinghamshire HP9 2JH tel: +44 (0) fax: +44 (0) James Averdieck – Founder Standing out in an over-communicated world – The principles behind successful guerrilla marketing

3 page 2 brand essence Gü stands for seriously good chocolate with a decent helping of fun…

4 wendover house 24 london end beaconsfield buckinghamshire HP9 2JH tel: +44 (0) fax: +44 (0) headlines Gü brand tracking at £8m sales Only true Desserts brand in UK Gü won ‘New Business of the Year’ at the Daily Telegraph Business Awards 2004

5 page 4 Stocked in over 2000 stores…

6 page 5 Get the product right first

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11 page 10 Going guerrilla Principles for beating the big boys

12 page 11 We live in an overcommunicated world 30” before the next commercial

13 page 12 Be seen in all the right places

14 page 13 Focus your approach

15 page 14 Keep them involved

16 page 15 Early coverage in Foody mags BBC Good FoodDelicious BBC Good Food VegetarianSainsbury's Mag Delia’s Christmas EasyOlive

17 page 16 If Mohamed won’t come to the mountain…

18 page 17 Hit the road……Jon, Mark and Robbo

19 page 18 Student brand managers

20 page 19 Get into their homes

21 page 20 Get “Up close and personal”

22 page 21 hairy cow batman, that’s some delivery van!

23 page 22 Use the not-so-silent salesman

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26 page 25 Dare to be different

27 page 26 What you do

28 page 27 Who is missing

29 page 28 Withdrawn after Royal complaints

30 page 29 Free advertising

31 page 30 Create a baddie

32 page 31 Mr Photo Opportunity – I dress up as anything, anywhere

33 page 32 Turning problems into opportunities

34 page 33 pr Winner – Gü Puds PR campaign of the Year 2004 in 2004 more pr than the rest of the Y&D category put together

35 page 34 Cunning Stunts

36 page 35 Non-white outfits at Wimbledon

37 page 36 Big Ben and Big Gail

38 page 37 Use the technology

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40 page 39 "The Blair Witch Project" (TBWP) is quite possibly the most unsettling and frightening film ever made. In October of 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland while shooting a documentary. A year later their footage was found.... That footage is "The Blair Witch Project.

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42 page 41 8 PRINCIPLES 1. Use your imagination and effort - not your money 2. Get the product right first 3. Be autocratic – Do not manage by committee 4. Reach out and touch your customers 5. Work with the press/radio/TV, PR can be your advertising 6. Make your silent salesman SHOUT! 7. Make and use famous friends 8. Do the web thing


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