We see thousands of ads in a single day, but how many of them will we remember? One or two? An article from The New York Times, titled Anywhere the Eye Can See, It’s Likely to See an Ad, stated,
"Yankelovich, a market research firm, estimates that a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. About half the 4,110 people surveyed last spring by Yankelovich said they thought marketing and advertising today was out of control."
This article was published in 2007, so imagine how many more ads we see today! What makes a good advertisement memorable? I think that if you can answer that question you've got a bright future in the advertising world.
This is where guerrilla marketing comes into play.
"Yankelovich, a market research firm, estimates that a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. About half the 4,110 people surveyed last spring by Yankelovich said they thought marketing and advertising today was out of control."
This article was published in 2007, so imagine how many more ads we see today! What makes a good advertisement memorable? I think that if you can answer that question you've got a bright future in the advertising world.
This is where guerrilla marketing comes into play.
guerrilla marketing
Definition: any of a number of unconventional methods of marketing with minimal resources for maximum results; any marketing campaign that uses non-mainstream tactics and locations (dictionary.com)
While dictionary.com's definition is accurate, I prefer Jay Conrad Levinson's (a.k.a. the Father of Guerrilla Marketing) version. On his website, Levinson describes guerrilla marketing:
"I'm referring to the soul and essence of guerrilla marketing which remain as always -- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.
Guerrilla Marketing started out a single volume and has since acted biblically by being fruitful and multiplying into a library of 35 books and counting, an Association, a lush website, an abundance of video and audio versions, an email newsletter, a consulting organization, an internationally-syndicated column for newspapers, magazines, and the Internet, and presentations in enough countries for us to consider forming our own Guerrilla United Nations.
Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world."
The "Shadow Art" billboard is displayed in San Diego. The shadow is created using Newcastle bottle caps and a single light source.
2. Short Shorts by Superette
Superette turned park benches into "walking billboards" by bordering the bench with their logo.
While dictionary.com's definition is accurate, I prefer Jay Conrad Levinson's (a.k.a. the Father of Guerrilla Marketing) version. On his website, Levinson describes guerrilla marketing:
"I'm referring to the soul and essence of guerrilla marketing which remain as always -- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.
Guerrilla Marketing started out a single volume and has since acted biblically by being fruitful and multiplying into a library of 35 books and counting, an Association, a lush website, an abundance of video and audio versions, an email newsletter, a consulting organization, an internationally-syndicated column for newspapers, magazines, and the Internet, and presentations in enough countries for us to consider forming our own Guerrilla United Nations.
Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world."
Guerrilla marketing is hit or miss. It can give companies a great advantage in the advertising world, but it can also fail miserably. It is considered a great risk because in many cases, it is seen as unethical or even illegal. Some, however, really pay off. The following are guerrilla marketing successes:
A recent campaign for Newcastle Brown Ale was an instant success. They were praised for being creative and effective.
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| "Trapped in a Schooner" |
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| Newcastle: Shadow Art |
2. Short Shorts by Superette
Superette turned park benches into "walking billboards" by bordering the bench with their logo.
3. UNICEF
UNICEF's Dirty Water campaign shocked New Yorkers when they took vending machines to the streets in attempt to sell diseased water. While no one bought the water, UNICEF received many donations. See the video below.
4. The Sopranos
HBO promoted The Sopranos by placing ads on Taxis, which also proved to be very successful.
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