Street Marketing And Guerilla Operations

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Street marketing and guerilla operations a review of the most outstanding works and the best practices
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    22-Oct-2014
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A review of the most outstanding works and best practices

Transcript of Street Marketing And Guerilla Operations

Page 1: Street Marketing And Guerilla Operations

Street marketing and guerilla operations

a review of the most outstanding works and the best practices

Page 2: Street Marketing And Guerilla Operations

It’s a war down there

• Advertising is like bomb dropping : massive consumer attack in traditional media

• Consumers, young people especially, become more unaware and tend to reject this type of communication, too intrusive

• Clutter effect : too much advertising and it’s getting more and more unnoticed

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That’s where guerrilla sneaks in

Guerrilla allows a brand to target its audience and involve it in the operation

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What is guerrilla ?

• Guerrilla are military operations conducted in enemy held territory usually by volunteer “irregular” forces.

• From Spanish “guerra” for “war”, guerilla means literally petty or little war.

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What is guerrilla marketing ?

• Guerrilla marketing, as created by Jay Conrad Levinson and described in his popular 1982 book Guerrilla Marketing, is “an unconventional way of performing marketing activities (primarily promotion) on a very low budget”.

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Guerrilla marketing is not only street marketing but it’s all the unconventional ways of promotion.

Here we will insist on urban guerrilla operations, like street

marketing

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What is street marketing ?

• Street marketing is a form of communication that takes place in the street and tries to entertain the audience in order to make the public the actor of the promotion

• Street marketing is mostly aimed to 15-25 media-savvy people but has proven its efficiency on all types of consumers

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Why use street marketing ?

• To develop brand loyalty• To recruit new consumers• To optimize visibility, attribution and

memorization of the message• To build a community• To stand out from the competition• To create curiosity rather than hostility and lack

of interest• To get press

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Who uses street marketing ?

• While still used frequently by small businesses, guerrilla marketing has been used increasingly by Fortune 500 companies, including General Electric, Yahoo!, Citigroup, Sony Ericsson and Nike.

• Street marketing is mostly used by concert organizers, the cinema and music industries, but now also by the telephone and clothing industries

• It is becoming very popular these years

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Street marketing : “Surprise to attract”

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Different types of street marketing

• Ambient• Animation• Happening• Boards• Sampling• Promotion• Flying• Non traditional Outdoor• Takeaway (Bagvertising, Cupvertising)• Others (Smartverting, Store frontage, even Assvertising)

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Happening

Promotion for a seafood restaurant

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HappeningWrangler put jeans in a giant ice cube on a destroyed car

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Non-traditional Outdoor

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Non-traditional Outdoor

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Non-traditional Outdoor

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Non-traditional Outdoor

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AnimationPedestrians can win a Chevrolet Captiva by scratching the car and discovering the WIN sign

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Store frontage

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Bagvertising

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Flying

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Assvertising

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NGO’s

• Non-profit organizations massively use street marketing to draw attention and create awareness on their campaigns

• This medium is perfect for NGO’s because it requires only a low budget, allows great creativity and can really shock the public

• Consumers tend to accept this communication because NGO’s aren’t selling anything

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NGO’s

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New trends in street marketing

• Wall projections• Giant products• Teasing• Use of actors• Floor graphics• Wall sprays• Subway marketing• Nightlife marketing (Bars, Clubs)• Interactive billboards (Bluetooth)

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Giant products

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Incentives

• Street marketing can be a good way to lead the public directly to the shop thanks to coupons, free gifts or big arrows and signs

• There are also some innovative ways to drive traffic in stores and increase sales

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Lee CooperLee Cooper jeans on street furniture for the opening of a new store

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Blush Lingerie

Successive boards with a woman undressing to attract to the store

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Adidas CopenhagenBlue ducks with the mention “I swum to far, help me get back home” and when brought in the new Adidas store in Copenhagen gave the right to win a t-shirt

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What at the benefits of street marketing ?

• Consumer-friendly

• Cheaper

• Innovative

• Establish a relationship with the customer

• Better targeted

• Less aggressive

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Guerrilla marketing isn't just about the medium, it's about the message

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References

• Allopub• Coloribus.com• Culture Buzz• Marketing-alternatif• Guerilla-marketing-blog• Houtlust• Clio Awards• Cannes Lions Live• Blog.guerrillacomm• Cscout

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Axe

Axe was handing in towels to an all-men sauna visitors

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WWF

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WWF