What’s wrong with guerrilla marketing


OfficeMax is rolling out their new logo – a giant ball of rubber bands – and part of the exercise is a “guerrilla marketing campaign” touted in AdWeek. I think perspective is being lost here. Any sort of “guerrilla” action requires stealth, a willingness to break with convention and an innate knowledge of your surroundings and your target area.

I offer some signs that you’re not so “guerrilla” after all:

    • The creative director on the campaign wears an ironic Che Guevara tshirt
    • You actually needed to have your ideas validated by a creative director.
    • Your client uses the words “best practice” and “experiential” to describe your work.
    • The money was signed off by two executives – in different cities.
    • The idea was tested with focus groups. Guerrillas don’t do focus groups. They drop bags of rice from 3000 feet.
    • Somehow, a custom painted sports utility vehicle was involved. If it doesn’t have more than 50,000 miles on it, you can rightly be accused of corporate hypocrisy.
    • You had a discussion with a lawyer about insurance premiums.
    • A lawyer was actually involved. Guerrillas don’t consult lawyers: they avoid them.
    • The street materials clearly draw from a corporate identity.
    • A permit was filed and the Mayor’s Office was consulted.
    • Your street materials were printed in China. Not at Kinko’s, or by your ex-girlfriend who knows how to silkscreen.
    • No college buddies were involved in the actual execution.
    • Crosspromotion? Only if it involves another band/artist/performer/spoken word  performer/knitting collective appearing at the same vanue.
    • You even know what a planogram is.

    [tags] guerilla marketing, word of mouth, WOM [/tags]

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  • Alex DeLarge

    You know you just can’t do true guerrilla marketing anymore. Either you are getting arrested for being a terrorist or you are being fined by the city for littering. A ‘Guerrilla Marketing’ expert in my neighborhood plastered notes all over everyone’s mailbox for his new fitness center – turns out he got a lot of calls. Over 50 people called him. Pretty effective right? Nope – they called him to make sure he was coming back to clean up the neighborhood after they blew all over the street. Good try, next time leave an email address.

    02/09/07 – 10:27 am

  • Guerrilla Marketing

    Here’s another one: The disintermediate innovative schemas begin to look like mesh dynamic metrics.

    02/09/07 – 3:57 pm

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