Guerrilla Marketing and the Art of Generating Attention

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  • 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.

  • 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.

    Propaganda

    Going Guerrilla

  • Study of Influence

    05

    1015202530354045

    RadioSpot

    Billboard TV/PrintAd

    MagazineArticle

    Friend,Co-

    worker,Family

    *Euro RSCG*Euro RSCG*Euro RSCG*Euro RSCG

  • 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.

    Propaganda

    Going Guerrilla

  • 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 anotherThey need images, stories, ideas, and sounds through which they can relate to one another1

    1. Rushkoff, Social Currency 2001

    Propaganda

    Going Guerrilla

  • Buzz Timeline

    History

    1900

    2007

    1929, Lucky Strike Easter parade

    1923, Ivory Soap, The National Soap

    Sculpture Competition

    1969, John Lennon

    Yoko Ono Bed-In

    1974, Blazing Saddles

    Movie Promotion

    1999, About.comRe-launch

    1944, U.S. Government, Buy War Bonds!

    2003, Sony Ericsson Undercover

    ATHF-Boston

  • Why are marketers so excited about this media opportunity?

    How do we as marketers create this excitement?

    The Challenge

    Going Guerrilla

  • How do you create guerrilla marketing that stands out?

    1. 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.

    2. 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. 3. 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.

    4. Dont be creative for the sake of being creative.5. Create within your means. Sometimes the BIG idea is too big for your $25,000 budget.

    Keep a budgetary context to your creative ideation. Dont limit your ideas, but give them parameters.

    6. See what is out in the public landscape and take it, revise it, mash it up, and make it your own.

    Buzz Marketing

    The Challenge

  • I believe good poets borrow

    great poets steal.

    - Meg Kearney Creed

    Going Guerrilla

    Inspiration

  • We are told about the world before we see it.

    We imagine most things before we ever experience them.

    - Walter Lippman, Public Opinion 1922

    Buzz Marketing

    The Essential Insight

  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The M

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  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The Manufacturing of Buzz

  • The M

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  • 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

    sam@interferenceinc.com

    www.interferenceinc.com