guerrilla marketing
what's the best way to promote a product? you can advertise, you can sell
in person, you can show demos and free samples. but there is a new way - guerrilla marketing
the target of guerilla marketing is to create an interest around the product.
it makes people talk about the product. it's all about organising cheap small events which
attact attention of people and newspapers. here are some examples:
in 2007 furniture company IKEA changed bus stops in Manhattan into rooms. it created
comfortable space for people who waited for the bus. As a result, all big newspapers wrote
about this action.
Libresse - a company producing hygiene products had an interesting idea.
in 2009 they threw more than 3 000 gift packs of tampons on beaches in Holland.
The packs came down on pink parachutes.
Loctite, a company which produces glue, used money to attract people. they used its product - Super Glue to glue coins to the ground.
unicef set up water vending machines. the machines had only bottles of 'contaminated water' they wanted to show the problem with clean water in many countries.
you could choose from water with malaria, cholera or typhoid.
Carlsberg left 10 and 20 pounds notes on the streets of London. the notes had
a sticker. the sticker said" Carlsberg don't do litter. but if they did litter. it would probably be the best litter in the world." many londoners walked around the city to look for these 10 and 20 pound litter.
the website half.com had an interesting campaign.
a city Halfway got 100 000 $ to transform its name into half.com for a year.
it created a massive media interest. 3 weeks later ebay bought the website half.com for 313 million
$.
