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Street marketing and guerilla operationsa review of the most outstanding works and the best practices

Its a war down thereAdvertising is like bomb dropping : massive consumer attack in traditional mediaConsumers, young people especially, become more unaware and tend to reject this type of communication, too intrusiveClutter effect : too much advertising and its getting more and more unnoticed

Thats 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 its 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 promotionStreet 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 loyaltyTo recruit new consumersTo optimize visibility, attribution and memorization of the messageTo build a communityTo stand out from the competitionTo create curiosity rather than hostility and lack of interestTo 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 industriesIt is becoming very popular these years

Street marketing : Surprise to attract

Different types of street marketingAmbientAnimationHappeningBoardsSamplingPromotionFlyingNon traditional OutdoorTakeaway (Bagvertising, Cupvertising)Others (Smartverting, Store frontage, even Assvertising)

HappeningPromotion 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

NGOsNon-profit organizations massively use street marketing to draw attention and create awareness on their campaignsThis medium is perfect for NGOs because it requires only a low budget, allows great creativity and can really shock the publicConsumers tend to accept this communication because NGOs arent selling anything

NGOs

New trends in street marketingWall projectionsGiant productsTeasingUse of actorsFloor graphicsWall spraysSubway marketingNightlife marketing (Bars, Clubs)Interactive billboards (Bluetooth)

Giant products

IncentivesStreet marketing can be a good way to lead the public directly to the shop thanks to coupons, free gifts or big arrows and signsThere 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 LingerieSuccessive 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-friendlyCheaperInnovativeEstablish a relationship with the customerBetter targetedLess aggressive

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

ReferencesAllopubColoribus.comCulture BuzzMarketing-alternatifGuerilla-marketing-blogHoutlustClio AwardsCannes Lions LiveBlog.guerrillacommCscout

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

WWF

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