Guerrilla Marketing and the Art of Generating Attention

Guerrilla Marketing and the Art of
Generating Attention
Going Guerrilla
Inspiration
Why does guerrilla / alternative / experiential
marketing matter?
Why are people paying so much attention to
it now?
Going Guerrilla
The State of Media
•
Media clutter.
•
People are more aware of being
marketed to and filter out a lot of current
marketing.
•
A large amount of media is non-targeted
and becomes irrelevant to the consumer.
Going Guerrilla
Propaganda
A single weekday edition of The New York Times
contains more data than a typical citizen of 17th
century England would have encountered in a
lifetime.
Media usage per person averaged 3,530 hours in
2006 according to the VSS Forecast. That equals
over 147 full days per year of media exposure.
Study of Influence
45
40
35
30
25
20
15
10
5
0
Radio
Spot
Billboard TV/Print Magazine
Ad
Article
Friend,
Coworker,
FamilyÉ
*Euro RSCG
Going Guerrilla
Propaganda
The important point to the propagandist is
that the relative value of the various
instruments of propaganda, (Edward
Bernays defines propaganda as ’simply
the establishing of reciprocal
understanding between an individual and
a group’) and their relation to the masses,
are constantly changing. If he is to get full
reach for his message he must take
advantage of these shifts of value the
instant they occur.
Going Guerrilla
Propaganda
Additionally it is important to consider the
concept of Social Currency and the
relative value of such in current times.
Douglass Rushkoff said it well in the
following “…your success will be directly
dependent on your ability to create
excuses for people to talk to one
another…They need images, stories,
ideas, and sounds through which they
can relate to one another”1
1. Rushkoff, “Social Currency” 2001
Buzz Timeline
History
1929, Lucky Strike
Easter parade
1969, John
Lennon
Yoko Ono ‘Bed-In’
1999, About.com
Re-launch
ATHF-Boston
2007
1923, Ivory Soap,
1900 The National Soap
Sculpture
Competition
1944, U.S. Government,
Buy War Bonds!
1974, Blazing
Saddles
Movie Promotion
2003, Sony Ericsson
Undercover
Going Guerrilla
The Challenge
Why are marketers so excited about this media
opportunity?
How do we as marketers create this excitement?
Buzz Marketing
The Challenge
How do you create guerrilla marketing that stands out?
1.
2.
3.
4.
5.
6.
Work backwards. What is the consumer doing, what behaviors do they practice and how
can you fit your brand into that behavior to create something that is relevant, unexpected
and exciting.
You can disarm the marketing filters that many of us have by either
•
Being under the radar enough that they do not know they are being marketed to
(very hard to do effectively).
•
Being interesting enough that the consumer does not mind being marketed to. In
fact, when done well, they will ask for it from you.
Stop thinking about ‘Out-Of-The-Box’ - This has done serious damage to marketing and
caused some TERRIBLE ad/promotional campaigns. Get inside the box and tinker with it
and you will come up with something better and more effective.
Don’t be creative for the sake of being creative.
Create within your means. Sometimes the ‘BIG’ idea is too big for your $25,000 budget.
Keep a budgetary context to your creative ideation. Don’t limit your ideas, but give them
parameters.
See what is out in the public landscape and take it, revise it, mash it up, and make it your
own.
Going Guerrilla
Inspiration
I believe good poets borrow
great poets steal.
- Meg Kearney “Creed”
Buzz Marketing
The Essential Insight
We are told about the world before we see it.
We imagine most things before we ever experience
them.
- Walter Lippman, Public Opinion 1922
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
The Manufacturing of Buzz
Obrigado!
Sam Travis Ewen
Interference Incorporated
[email protected]
www.interferenceinc.com