The Story

As advertisers, we are always thinking of new ideas for marketing to different parts of the community. There are all kinds of categories in which people can be bunched: male, female, parent, cyclist, automobile owner, dog owner, couch potato, active, young, experienced and so forth. Many of these qualities overlap and finding the right tactic to spark interest is important, not only to relay the message, but keep the audience remembering it.

I am bringing this up because Monday I left work and walked to my bicycle to find a re-usable shopping bag hung on my handle bars sitting in my front basket. Printed on it was all the information I needed to know, “PORTLAND STAND, UP, OUT AND FOR SUSTAINABILITY, JULY 12, 2008, NOON-4PM PIONEER SQUARE” with a small KEEN Footwear logo.

I was immediately intrigued! Success! Whomever came up with the guerrilla marketing strategy and research that said, “bicyclist will probably be interested in this, because they are already highly likely to be interested in sustainability,” was spot on. Not only did I get a free re-usable shopping bag, but I will be using it on a weekly basis reminding me (and those around me) of the company KEEN even after the event, KEEN Stand Festival, is over. This is valuable multi-purpose advertising. The bag also pushed me find out more, and to blog about the event to friends, family and you all. Guerrilla marketing is the most valuable of its kind; it is proven to be the most effective form of generating word of mouth and getting a message out into the community.

Cheers!

This entry was posted on Friday, July 11th, 2008 at 3:49 pm and is filed under Experiential Marketing, Branding, Corporate branding, Experiential Brands, Guerrilla Marketing, Viral Marketing, Word of mouth marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.