The great British high street has long been a staple arena for experiential marketing. From gluten free muffins, to the latest anti-ageing cream, brands fight fiercely to grab our attention with eye-catching product demos and product sampling campaigns.
Some ideas are so powerful they generate publicity year after year after year. In my 15-year career in the media, I’ve seen variations of these come up time and time again, resulting in free publicity for the businesses behind the story. The following might encourage journalists to cover your business.
Sally Durcan of Hotcow writes ... The Godfather of guerrilla marketing, Conrad Levinson, once said that; “Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination.” And this is as true today as it’s ever been.
Guerrilla marketing thrives on original thinking and creativity, where imagination and ingenuity win over big budgets. Think the Ice Bucket Challenge – the most successful viral charity campaign ever, or Felix Baumgartner’s epic journey to the edge of space with Red Bull.
PR News ... Beagle Street online life insurance is 30% cheaper than its traditional (bricks and mortar) rivals.
But anyone who works in PR knows that a ‘value’ message is difficult to land. So the money was made the media and 500 Beagle dogs were folded out of £10 notes with tiny ads inside…and then let loose in London.
The PR brief includes securing key influencer endorsements, traditional on and off line proactive press office activity and campaigns strategically designed to reassure first time parents of the quality of the brand’s medical grade silicon bottles and teethers.
Babyville at Clareville will communicate these messages via multi channel media relations activity.
Brits love a good bet, never more so when it comes from animals helping us to predict the future.
Ladbrokes have launched their own animal oracle predictions for the naming of the royal baby, with expectations of record breaking bets on the name and the sex of the royal baby, which is due to arrive in April.
Picture the scene: A scruffy, middle-aged man is dressed as a baby angel, with a lyre in one hand and a cigar in the other. As you pass by him, he yells, waves and invites you to join him on his bed of clouds…
As surreal and wacky as it sounds, this was the concept behind one of the most memorable guerrilla marketing trade show campaigns to date.
Conversis is holding a Translation and Transcreation Workshop on the 21st of April at the Sofitel London Heathrow, T5. The event will start with a networking breakfast at 8am and will run through until 12pm.
Is it black, grey, beige – sorry, ‘camel’ – or white?