street marketing and guerilla operations

Street marketing and guerilla operations

a review of the most outstanding works and the best practices

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

That’s where guerrilla sneaks in

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

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.

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”.

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

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

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

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

Street marketing : “Surprise to attract”

Different types of street marketing

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

Happening

Promotion for a seafood restaurant

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

Non-traditional Outdoor

Non-traditional Outdoor

Non-traditional Outdoor

Non-traditional Outdoor

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

Store frontage

Bagvertising

Flying

Assvertising

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

NGO’s

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)

Giant products

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

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

Blush Lingerie

Successive boards with a woman undressing to attract to the store

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

What at the benefits of street marketing ?

• Consumer-friendly

• Cheaper

• Innovative

• Establish a relationship with the customer

• Better targeted

• Less aggressive

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

References

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

Axe

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

WWF

WWF