Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Go ape with your marketing

with one comment

StreetTeam2Not that I necessarily advocate this type of marketing, but it’s likely you may have heard about it so I thought I would spend this week’s post educating you about it.

It’s called Guerilla Marketing. Depending on the type of business you are, this might be a viable option for you as long as you understand the ramifications behind it.

The term Guerilla Marketing is used to cover a number of different marketing activities, but at the essence it’s a very active in-your-face type of marketing. It might be street teams hired to go out into crowded shopping/tourist areas and hand out samples of your product. It might be people walking down the sidewalk handing out leaflets on your business. It might be a hot air balloon with your logo flying over a local event. Or it might be completely transforming an ordinary bus stop using product that your store carries.

The common theme among these examples is the desire to be so different and non-traditional that the acts serves to cut through the clutter with a chainsaw. These are often highly interruptible forms of advertising forcing you to stop and experience the brand. If done in a positive way, this can be a very effective form of marketing. However, much also depends on the kind of business you are. I’ve seen this work exceptionally well for a Top 40 radio station, but it would be highly detrimental to the brand of a more upscale type business (can you imagine Swarovski Crystal trying something like this?).

Think about your ideal new customer for a minute? Would they mind if you shook them out of their daily routine to experience you? Would they embrace the event you’ve planned? Will the event work in concert with the other marketing that you are executing?

Have you done guerilla marketing in the past? Have you experienced success? Do you have stories you can share with us?

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Written by Jeff York

July 27, 2009 at 4:23 pm

One Response

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  1. […] print, outdoor, Internet, direct response, economic challenges, the power of social media, and Guerilla Marketing. We’ve even talked about co-op advertising. This week, we’re going to explore the idea […]


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