Leaving Your Mark with Guerrilla Marketing
With a weakened economy, many businesses are turning their marketing efforts away from traditional media, which can be expensive. Some now use guerrilla marketing tactics to catch the eye of consumers and consequently make their brand more memorable.
Oh, and for all of you readers who may not know what I’m referring to in guerrilla marketing, here’s a definition (no, it has nothing to do with gorillas, monkeys, or any other primates, for that matter…except homo sapiens):
According to Entrepreneur.com, guerrilla marketing is “an unconventional way of performing marketing activities on a very low budget”. With this type of marketing companies rely on their creativity, energy and imagination rather than investing millions of dollars into traditional campaign that are likely to go unnoticed to the target market anyway.
One of my favorite examples of guerrilla marketing was implemented by Minnesota based furniture corporation, Blu Dot. Strapped for cash in their marketing budget allowance, Blu Dot has decided to try their hand at guerrilla marketing by launching a rather genius plan in New York City. The company will randomly leave 25 of their signature furniture pieces, the Real Good Chair, around NYC. Following NYC dwellers’ apparent obsession with claiming furniture leftovers on the street, Blu Dot is banking on the premise that these chairs will quickly be taken off the street and into a ‘Real Good Home’. The chairs are outfitted with small GPS tracking devices which will enable Blu Dot to track where each chair ends up and how many times the furniture is traded to new homes. After a couple weeks Blu Dot will then approach the new owners of these chairs and ask them to participate in a documentary film about the project.
Obviously, this tactic comes with privacy concerns that some New Yorkers will not be very open with: Blu Dot stalking their souvenirs. If consumers aren’t down with this type of non-traditional marketing, then the company will gladly remove them from any reports which they plan to use in association with promoting this experiment. If nobody wants to partake in this film then Blu Dot remains optimistic – at the very least NYC inhabitants will now be 25 chairs richer!
So after reading this story it really got me thinking. Out of the box marketing is catching on – even in the furniture industry. There is much room for growth with these types of experiments and at the very least, non-traditional marketing forms ensure the company behind them some exposure and press. Look, here I am talking about a furniture company on a promotional products blog!
For additional ideas, check out these fine examples of guerrilla marketing:
Virgin Atlantic Airlines portrays the amount of care they handle baggage with, by putting cartons of unharmed eggs on a luggage vestibule.
Cingular’s large and noticeable attempt at guerilla marketing surely caught the attention of consumers as they traveled the city by foot, car, and even plane!
Would you stop to check out strategically-placed advertisements like this, or do you think you’d walk on by? Would you cooperate with Blu Dot if they asked you to be a part of their documentary? Guerrilla marketing, like well-chosen promotional products, can inspire a lot of attention for your brand. Leave a comment and let us know your favorite unconventional advertisement or promotion!
Yes, you can buy the Flying Shrieking Monkey pictured above the heading.