Where Brand Meets the Senses: Guerilla Marketing Tactics that Appeal to All 5 Senses
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Guerilla Marketing March 2013
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Where Brand Meets the Senses: Guerilla Marketing Tactics that Appeal to All 5 Senses
- 1. Guerilla Marketing Where Brand Meets the Senses Christy Belden, VP of Media + Marketing, Leapfrog Interactive
- 2. LeapFrog Interactive Follow Us! Twitter: @LFI Facebook: www.facebook.com/LeapFrogInteractiveAgency Google+: LeapFrog Interactive Blog: www.leapfroginteractive.com/blog
- 3. Christy Belden Vice President, Media + Marketing, LeapFrog Interactive PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is • Experience: 12 years Christy Knows always in touch with • The Courier-Journal the trends and • University of Louisville Marketing strategies that provide a solid return on • @christy_belden clients’ investments.
- 4. Experiential Marketing What is Experiential Marketing? History Types of Experiential Marketing Why Choose Experiential? Examples/Case Studies Considerations Questions?
- 6. Definition AKA: Guerilla Marketing, Relationship Marketing Guerilla Marketing – coined by Jay Conrad Levinson “It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.” Relationship Marketing “A form of direct response marketing campaigns which emphasize customer retention and satisfaction, rather than a dominant focus on sales promotional messages.”
- 7. Appealing to the Senses Experimental Marketing connects brand with consumer through an emotional experience. Sight Hearing Touch Smell Taste
- 8. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel...” –Maya Angelou
- 9. The History of Geurrilla Marketing The Results 2000’s to • Increased exposure of the present business, service or product and a good Guerilla Marketing idea Advancement in will go viral What Happened Technology & Introduction of Social • Bigger brands bought into Next Media the concept as a way to create more emotional • Small businesses took the and genuine connections • Made Sharing outlandish, with consumers concepts and ran because it creative, and shocking was cheap. advertisement easy. 1984 • They used these concepts as • When someone shares a • Jay Conrad published a means to get their name out photo, video, link or story there Guerrilla Marketing, to the public efficiently is no investment from the outlining secrets of subtle business that uses Guerilla marketing and ideas for Marketing big advertising results with little investment
- 10. Why Brands Are Using Experiential Marketing + More creative + Spread awareness + More memorable (better recall) + To dodge “ad blindness”/get consumer attention + Create Goodwill for brand name + Emotionally connect with consumers + Involve consumer with brand + Budget conscious Top: NEA, Bottom: Crown Royal
- 11. Most Common Forms of Experiential Marketing + Digital out of home (DOOH) + Flashmobs + Sticker bombs + Outdoor displays + Outdoor exhibits + Street performance teams + Augmented reality + Digital scavenger hunt + Consumer events/exhibits + Contests + Causal Campaigns + What’s to come…
- 14. Outdoor Displays Bounty Big Spills Campaign, NYC & LA (2009)
- 15. Digital Scavenger Hunt Seattle Opera "Cindarella Ticket Hunt”, Seattle, WA (2013) + The campaign featured daily top-secret grand-prizes along with tickets to the performance. + Clues for the “e-trail” and info about the day’s top prize were posted to Twitter and Facebook. + Users intereacted and replied to the organizers via social media channels. + Program was organized over four days, January 11th, 14th,16th and 18th http://seattle.cbslocal.com/2013/01/08/seattle-opera-launches-search-for-cinderella-digital-scavenger-hunt/
- 16. Digital Scavenger Hunt Louisville Slugger World Series Bats Hunt, St. Louis (2011) + Louisville Slugger hid 45 World Series Commemorative bats all around the city of St. Louis + Gave out clues via Facebook and Twitter on the locations of the bats + Results in 24 hours Facebook likes increase 143% Twitter followers increase 161% “Talking bout this” increase 834%
- 17. Cause Campaigns UNICEF “Tap Project”, NYC (2009) http://www.youtube.com/watch?v=TtOQda0aKIc&feature=player_embedded#
- 18. Outdoor Exhibits Sprite Shower, Brazil (2012) http://www.youtube.com/watch?v=LxHJn0rGnPI Coca-Cola,Valentine’s Vending Machine, Istanbul (2012) http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1 T-Mobile “Angry Birds Live”, Barcelona (2011) http://www.youtube.com/watch?v=jzIBZQkj6SY&feature=player_embedded
- 19. Street Performance Teams TNT “Add Drama Button”, Belgium (2012) http://www.youtube.com/watch?v=vzoFXZ5pT1w
- 20. Fan/Consumer Event Mrs. Meyer’s “Clean Day” Campaign, San Francisco (2010) http://www.youtube.com/watch?v=epdszZkCRKg Ariel “Fashion Shoot”, Stokholm (2011) http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4
- 21. Just For Fun LG “Falling Elevator Floor Stunt”, Brazil (2012) http://www.youtube.com/watch?feature=player_embedded&v=NeXMxuNNlE8 - ! Carlsberg “Cinema full of Bikers”, Brussels (2012) http://www.youtube.com/watch?v=RS3iB47nQ6E Soul Pancake “Heart Attack”, CA (2012) http://www.youtube.com/watch?v=7VJsyEtwAUY&feature=player_embedded
- 22. Strategies
- 23. Surprise Campaigns/events were executed as a surprise - no prior notice was given. Pros • More of a surprise • Stronger/longer impression • Reach consumers you may not have Cons • Miss your target audience • Lower engagement/audience • External factors (weather, real estate, etc.)
- 24. Planned Companies give notice or “teasers” about the campaign prior to launch or unveiling to create more traffic. Pros • Build an audience • Create a buzz • Control/implement the conversation (hashtags, FB groups, etc.) Cons • Consumers may choose not to participate • Not as big of a surprise, • Unfulfilled expectations, competitor • Insights
- 25. Considerations
- 26. Is Experiential Marketing Right for Me? + Who is your audience? B2C or B2B? + Where is your audience? + What is the objective? Branding? Campaign based? + Location, location, location + Seasonality (weather, time of year, major events) + Budget + Resources (street teams, dancers, staff, etc..) + Permits, waivers + Objective specific strategy Top: Absolute Vodka Bottom: Ariel “Fashion shoot”
- 27. That is a Wrap! Maryland Basketball Game http://www.youtube.com/watch?v=G1qoZxWAsk8
- 28. Questions?