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

Happening Wrangler put jeans in a giant ice cube on a destroyed car

Non-traditional Outdoor

Animation Pedestrians 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 Cooper Lee 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 Copenhagen Blue 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 ?