By Jeff Hayzlett
Today’s cluttered marketing environment demands creative approaches to getting people’s attention. And to get people to act really requires you to grab them by the throat.
It wasn’t too long ago that “Guerrilla Marketing” was considered a cute, grassroots, and more inexpensive way to generate awareness. Today, if you’re not implementing some sort of guerrilla activity, you’re missing the boat.
The term “guerrilla marketing” covers a wide range of non-traditional approaches to getting attention for your cause – but all of them have the same thing in common: getting to people directly in a manner they aren’t expecting. Fun is usually a side effect of well implemented guerrilla tactics.
At Kodak, we use guerrilla marketing often, and with great results. To make the most of our guerrilla efforts, we keep three simple rules in mind:
1) Be ready for anything – great guerrilla marketing opportunities pop up all the time, so keep your eyes peeled and your team prepared to jump in when they need to.
2) Know who you’re talking to – guerrilla marketing gives you the opportunity to speak directly to your target consumer – make sure it’s the right person!
3) Drive home the message – don’t let getting attention alone be your goal. If your audience doesn’t remember your message, you’ve failed.
Be Ready for Anything. Last Halloween, our team in New York City recognized a great opportunity and in less than 12 hours, they made national television. Picture this: The Today Show was promoting a Halloween episode, encouraging folks to come down dressed in creative costumes. Our team jumped at the chance – three energetic souls dressed up in vintage ’70s outfits, complete with big hair and loud pants. They then cobbled together a white “frame” out of cardboard and – voila! – “A Kodak Moment in Time.” With one evening’s worth of work, we earned airtime on national television and reinforced the good feelings people have about Kodak.