STREET MARKETING: The Future of Guerrilla Marketing & Buzz
How do brands cut through all the noise and get to the people who will engage with their products or services? How can a brand be memorable to the audience of socially savvy digital consumers?
“The Street is the umbilical cord that connects the individual to Society”
VICTOR HUGO
This quote by Victor Hugo predicts a future that he could not have imagined. We are still individuals and part of a greater society but we are not bound by borders, distance or time anymore. Humanity now exists both “online and offline” and this presents marketers with a number of places to reach their audiences.
Social Media has proven to be the most direct way to get consumers to re-play your messages, but to create a powerful impact on a variety of platforms, there needs to be something more. STREET MARKETING ™ is designed to make a memorable impression on the consumer by creating an immediate experience about the brand. The consumer is usually completely unaware he or she is part of a marketing operation. The street, or “offline” marketing operations are real, human and memorable and very effective in driving the message. Subtle or direct STREET MARKETING ™ has taken over where the old school “Guerrilla” marketing left off by “touching customers as they go about their daily lives”.
Dr. Marcel Saucet is a visiting professor of marketing at University of San Diego, has co-written Harvard Business School papers and recently published his third book on the subject. This lively Frenchman has created a variety of unique campaigns that engage and challenge the consumer in new and innovative ways by meeting them as they walk to work, take a bus or sit on a park bench.
Dr. Saucet calls it “High-jacking” the urban world of the streets to implement your marketing message in an endless number of creative ways. His infectious energy as a public speaker reminds you that marketing is not boring; it’s about innovation, taking calculated risks, running a successful ‘on the ground ‘operation that will guarantee your best results.
About the Author: Dr. Saucet shares his “Top 10 Tips” for creating a successful operation to help you with your own small business campaigns. Of course, these tips apply to any type of campaign, large or small.
The ‘ Do’s & Don’ts’ of a successful STREET MARKETING ™ Campaign
- DO BRAINSTORM about ideas with your team with and consider any and all ideas as you begin.
- DO USE YOUR CREATIVITY to gather ideas that the competition hasn’t considered.
- DON’T BE AFRAID OF A NEW IDEA, it will make the most impact on the Consumer.
- DO USE EXTERIOR URBAN FURNITURE or ELEMENTS from common URBAN SPACES.
- DO USE NEW MARKETING TOOLS to enhance your STREET CAMPAIGN STRATEGY.
- DO DEFINE YOUR OBJECTIVES to clarify your OPERATION NEEDS and BUDGET.
- DO REHEARSE YOUR PROGRAM or STREET CAMPAIGN in advance to be prepared for SPONTANEOUS RESULTS
- DO KEEP YOUR EYE ON REALITY such as the Budget, Objectives and be sure its FUN!
- DON’T Set Everything in Stone, be prepared to RESPOND TO CHANGES when they APPEAR.
- DO HIJACK EXISTING MEDIA Platforms to gain media attention to amplify your campaign using a variety of channels.
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Editor’s Update: Dr. Marcel’s Book has just received an award as the top Marketing book for 2015 by the USA BOOK AWARDS. Congratulations !
Street Marketing: The Future of Guerrilla Marketing and Buzz suggests novel, unconventional methods of marketing communication to help readers differentiate their offerings and brands and stand out amidst a sea of products and advertisements. Aimed at both companies and marketing students, Street MarketingTM: The Future of Guerrilla Marketing and Buzz includes a thorough analysis of the current crisis of conventional marketing in a brand society, an argument for the need for new approaches to the emerging market, and a discussion of then compelling advantages of Street MarketingTM with regard to cost, impact, and more.
Street Marketing ™: The Future of Guerrilla Marketing and Buzz (hardcover, $37.00) is available on http://www.abc-
clio.com and through Amazon.
About Dr. Marcel: His new book, STREET MARKETING ™ “The Future of Guerrilla Marketing and Buzz” is now available on AMAZON. com.*Quotes used by permission from the Introduction of the book. Publisher: ABC-CLIO LLC, available as an ebook: http://www.abc-clio.com
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