A real life example of Guerrilla Marketing
It’s not every day that you get to listen to a fantastic guerrilla marketing initiative. But that’s exactly what happened today when I was feeding my gorgeous five week old daughter. Over the airwaves, courtesy of the KC Show on Todayfm, I was reminded of the creativity that exists when one puts their thinking cap on.
Before I tell you about the initiative (stay tuned…it’s a good one), what exactly is guerrilla marketing?
Wikipedia defines Guerrilla marketing as:
“an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.”
And in the words of the Father of Guerrilla Marketing, Jay Conrad Levinson, he says:
“..achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money. 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 Guerrilla Marketing Approach
Today I saw that investment of energy in practice. A guy called Dave walked into Today FM, one of Ireland’s leading independent radio stations at 8am with a CD glued to his head. He was staying until someone played it!
The KC show which starts at 12pm sent someone down to talk with him. And what a lovely guy he was too. He got radio play of the song (which is really good) and also got the band a gig at the Sea Sessions Festival to be held in June.
And this guy Dave isn’t even part of the band. He took a week off work to see if he can get some promotion for the band – such is his belief in the band. And the band’s name – the Dead Heavies.
Can you do anything like this Guerrilla marketing idea?
Think about it. Dave took a brave approach – it didn’t cost him anything in terms of money. Okay so he walked around Dublin town with a CD to his forehead but its bound to get him noticed. Can you do something in your business that makes you stand out from the crowd that is unconventional but gets results?