Going Guerilla: Get Inspired by the Latest Street Art Trends

Using somewhat unconventional methods in the marketing world is always a bit of a risk, but nevertheless tends to be part and parcel of any creative task. Risk taking in this sense is all about discovering innovative methods of capturing and retaining the interest of your target audience, and guerrilla marketing is the perfect way to do just that.

If you are thinking of trying guerrilla tactics in your campaign, remember that first timers should always start by sticking to the basics. Before trying anything too avant-garde, make sure your online marketing plan is solid, as these days online presence often forms the foundation of brand image and identity. Make sure your website is up to scratch, complete with eye-catching design and good quality content. The process can be really straight forward by combining tools and services such as 1&1’s webspace packages to host your site and the choice free templates and themes from WordPress to organize your content, and choose the perfect layout. To supplement this of course, a strong and active presence on the appropriate social media channels is paramount; Twitter and Facebook are often the most effective.

Once you the basics are in place, however, you may find using the same marketing tactics grows stale after a while. Here’s where guerilla marketing techniques come into their own, opening creative opportunities to freshen up your approach. Street art, for example, has been a key source of inspiration for many quirky, cool, and visually striking guerilla marketing strategies that integrate advertising images into an urban setting. So, if you are looking for inspiration for your next marketing campaign, look to the streets for all the latest trends.

Striking Murals

High impact murals by talented street artists are taking over capital cities worldwide. From London to New York, Paris, and Berlin, giant and visually stunning murals are popping up everywhere, and you simply can’t look away. From photographic images spread across the whole of one side of a building, to whole streets decorated with amazing symbols and graphics, street artists are not afraid to be bold when stamping their mark on the city streets and skylines.

Storytelling and Wordplay

Another current trend among street art is storytelling and wordplay. An image of a mattress on the street with the words “Nothing really mattress”, a play on words of the Queen lyric “nothing really matters”, has gone viral. Another popular trend is to spread poetry and creative phrases on walls and streets, proving that words can deliver just as much impact as images, provided the execution is clever enough. In Madrid, the multidisciplinary artistic company Boamistura , showed their love and appreciation for Spain’s best known poets by writing parts of famous poems on the ground for people to stumble across while crossing the street. Brand storytelling is a big part of marketing, and so why not take a leaf out of their book and turn the streets into your canvas, and tell the story of your brand in novel way?

There are many more ways of taking inspiration from street art for your marketing campaign, the key is to do your research and always be on the lookout. Find street artists that you like and keep a keen eye on their work, since a key part of good marketing is recognizing current and potential trends, and finding ways of molding and adapting them creatively to present your brand and products.

Photo via www.abritandabroad.com

How to Apply Guerrilla Marketing to Facebook

Guerrilla marketing is essentially an approach to advertising that uses cost effective, unconventional methods to raise the profile of a company. As we have mentioned before in our article What is Guerilla Marketing? the term was originally coined by Jay Conrad Levinson, and essentially relies on alternative marketing strategies. This means applying imaginative thinking to conventional methods of marketing.

For example, Facebook marketing is a well-known and effective form of marketing. As suggested in the 1&1 digital guide “no other network is able to fuse aspects like brand building, customer loyalty, and reputation management so effectively like Facebook”. Nowadays, Facebook is considered a traditional form of marketing, a company with a Facebook page is the norm. But, unconventional marketing methods can be applied to Facebook, combining social media with guerilla marketing strategies for instant success.

Know Your Competitors

Facebook advertising is fruitful ground for selecting competitor’s fans, to target your own advertisements. By finding out which Facebook users are expressing a positive or negative interest in a product similar to yours, you will access a potential audience for your own advertising. For example, if you are advertising luxury travel resorts, look for companies such as designer swimwear retailers, find out which Facebook users like their products and include their profiles in the target audience for your ads. Chances are they’ll like your company too. You can also use Facebook to target occupations. Ask yourself what kind of person will be interested in your product, and think about what their occupation will be. If you are offering luxury holidays, it is likely that only people in lucrative occupations such as finance, advertising or law will be interested. So you can target Facebook users with job titles such as ‘financial banker’, or ‘commercial lawyer’. As you can see, there are many different ways a marketer can apply creative thinking to target customers, it’s all about using available resources in unconventional ways.

Think Outside of the Box

The most important thing to remember when applying guerilla marketing strategies to Facebook, and other social media platforms is to think outside of the box. Don’t just write status updates that only have the purpose of selling a product. Spark a conversation with your users, show that there is a person behind the company. Share interesting and unusual photos, videos, and quotes that aren’t directly linked to your company but will interest your target audience. Have a look at what your competitors are doing on their Facebook pages, and do something different. Go against the grain and more users will sit up and take notice. After all, guerilla marketing is all about attracting attention for a company in unusual ways, so find something that makes you stand out from all the rest.

Sustainability Marketing Campaigns that are Changing the Game

 

The value-action gap within sustainable efforts continues to exist today because the majority of sustainable initiatives are invested in “changing people’s minds instead of facilitating the desired behaviors,” says Mike Walker. The question is, how on earth do you change their behaviors? The answer seems to lie within creative sustainable marketing campaigns that elicit people to action; however, there has been a misunderstanding in the past and present of how to effectively achieve this.

You Catch More Bees with Honey

Ultimately the old adage is true – you catch more bees with honey. Many sustainable messages so far have been an overload of scientifically relevant information on climate change and sustainability indexes, cloaked in a message of guilt and responsibility. For example, the viral campaign Dear Future Generations: Sorry or the intriguing Deforested Desktop app., which although good at raising awareness and getting to the heart of a very serious issue, are largely gloom and guilt-oriented. The effect is that we know that we should do something and feel badly, but are quickly overwhelmed and these negative feelings of guilt become attached to the campaign.

So it’s not like the information isn’t out there for consumers to engage with. Websites like Urban Hub publish articles on a regular basis about reinventing urban spaces to be smart, green, and sustainable, along with mobile, and it is just one drop in a bucket of hundreds that are offering both information and options to do things better. The problem isn’t in a lack of information, then, but in delivering that information in faulty packaging. In order to bridge this gap, sustainability marketing needs to somehow find a way to merge all of this research, insight, and alternative action proposals, with a tangible personal value element for consumers. A more immediate reward seems to be the answer for spurring immediate action.

Sustainable Campaigns with Added Value

1) Chipotle Food with Integrity Campaign

In this short video clip, The Scarecrow, Chipotle and campaign partner Moonbot Studios, bring some of the main issues within industrial food production to the forefront to promote consumer awareness. The scarecrow campaign includes video and game for download, and presents a platform offering further information on how to take action. This campaign has immense success to be successful because it offers consumers value in the way of entertainment, while also getting a sustainable message across. Having reached 6.5 million YouTube views in only two weeks after its premier (now past 15 million), and with 500,000 game downloads within only 6 weeks of launch (Entrepreneur), it seems the message is indeed being eaten up, along with a fair amount of Chipotle burritos no doubt.

2) Greenpeace #LEGOBlockShell Campaign

Going the same route of delivering a message and offering the value of entertainment is Greenpeace’s #LEGOBlockShell Campaign which depicts an elaborate LEGO world that gets flooded by oil, burying crying LEGO people and animals under the dooming fluid. The campaign is meant to raise awareness of the partnership between Shell and LEGO and to elicit signatures on a petition to break this partnership. Despite the dark tone, with over 7 billion views on YouTube to date (the most viewed Greenpeace campaign in history) and an announcement in 2014 that LEGO would not be renewing its contract with Shell, the success of this campaign is unprecedented in sustainable marketing campaigns.

3) Oxfam Behind the Brands Campaign

The Oxfam Behind the Brands campaign has less entertainment appeal, but it engages consumers by putting the power in their hands. The campaign site presents information based on extensive research of how the major food companies operate. It illuminates company strengths and weaknesses along their production and supply chain, and makes sustainability scores publically available. It also gives an option to take action and be involved in communicating a need for change to these ‘Big 10’ companies. After a few months of the campaign running, both Kellogg and General Mills (apparently the worst offenders) announced changes to their production process and commitments to sustainability. It seems the people’s voices were heard and change is underway. This campaign is engaging because people can watch the sustainability score change and see the actual effect of all of the individuals banning together in this effort. It gets them actively involved and they are rewarded in the short-term with seeing actual progress.

Online Games Teaming up with Celebrities

By now, we’re used to seeing celebs pop up in adverts for video games. The ‘Call of Duty’ franchise is well-known for using a vast array of celebs for their high-octane commercials, including Kobe Bryant, Robert Downey Jr., Megan Fox, Jonah Hill, Sam Worthington, Taylor Kitsch, Cara Delevingne and Chris Evans, to name a few. Even though some video games such as ‘Rise of the Tomb Raider’ employed a unique marketing campaign without any famous faces, the general public always gets a kick out of seeing actors, singers, models, or sports stars appear in game adverts where you least expect.

Supercell, makers of the mobile strategy game ‘Clash of Clans’, took everyone by surprise by hiring Liam Neeson, famous for his gruff and serious movie characters. Using this persona to their advantage, the advert played up Neeson’s deadly and solemn character in ‘Taken’, creating a juxtaposition so perfect with a whimsical and light online game such as ‘Clash of Clans’. Supercell scored a major touchdown (the ad was first aired during halftime of the 2015 Super Bowl) with Neeson’s involvement, as the video currently has a whopping 111 million views on YouTube.

Since then, Supercell have released several more commercials starring Christoph Waltz, famous for his villainous roles in ‘Spectre’ and ‘Inglourious Basterds’. Despite some decent acting, the adverts somewhat failed to capture the viral aspect that Neeson’s achieved so effortlessly. Waltz’s adverts, while of course getting the necessary details of the ‘Clash of Clans’ game across to viewers, are… well, uninteresting to put it lightly. What’s more, a recent commercial co-starring host of The Late Late Show, James Corden, is incredibly long for advertising standards, coming in at around 2:50 seconds. Sure, this won’t take up your entire afternoon, but the video isn’t anywhere close to deserving that runtime. Plus, in terms of shareability and going viral? Forget about it.

Elsewhere in the world of celebrity-endorsed commercials for online games, developers Machine Zone are pulling out all the stops for their ‘Game of War: Fire Age’ title. Part of a recent swarm of online strategy games found on sites like this, ‘Game of War’ became incredibly popular due to a team up with model Kate Upton for a string of epic commercials. Also aired during the 2015 Super Bowl (a good year for online gaming it seems), one advert featured explosions, battles, crumbling castles, and most decisively perhaps: Kate Upton’s breasts. After the commercial was released, ‘Game of War: Fire Age’ simply shot to fame, reaching second place on the top grossing mobile games list and still now continues to pull in approximately $1 million every day.

Despite the clear popularity with the commercials, Machine Zone have since replaced Upton with 45-year-old pop star Mariah Carey. The latest video features the same level of swords, dragons and mayhem we’ve come to expect with a ‘Game of War’ advert, but has a little more comedy than previous efforts. Carey’s screen time amounts to roughly five seconds, yet the commercial is a decent follow-up to Upton’s, but like Waltz’s adverts, seems to lack that shareability factor needed to go viral.

With so many celebrities happy to take part in gaming adverts, and companies more than willing to spend the big bucks to hire their services, it’s fair to say that we’ll see a lot more familiar faces in these types of adverts. However, keeping them fun, unique, and most importantly, shareable, will be their toughest task without a doubt.

Going Guerrilla: Get Inspired by the Latest Street Art Trends

Using somewhat unconventional methods in the marketing world is always a bit of a risk, but nevertheless tends to be part and parcel of any creative task. Risk taking in this sense is all about discovering innovative methods of capturing and retaining the interest of your target audience, and guerrilla marketing is the perfect way to do just that.

If you are thinking of trying guerrilla tactics in your campaign, remember that first timers should always start by sticking to the basics. Before trying anything too avant-garde, make sure your online marketing plan is solid, as these days online presence often forms the foundation of brand image and identity. Make sure your website is up to scratch, complete with eye-catching design and good quality content. The process can be really straight forward by combining tools and services such as 1&1’s webspace packages to host your site and the choice free templates and themes from WordPress to organize your content, and choose the perfect layout. To supplement this of course, a strong and active presence on the appropriate social media channels is paramount; Twitter and Facebook are often the most effective.

Once you the basics are in place, however, you may find using the same marketing tactics grows stale after a while. Here’s where guerrilla marketing techniques come into their own, opening creative opportunities to freshen up your approach. Street art, for example, has been a key source of inspiration for many quirky, cool, and visually striking guerrilla marketing strategies that integrate advertising images into an urban setting. So, if you are looking for inspiration for your next marketing campaign, look to the streets for all the latest trends.

Striking Murals

High impact murals by talented street artists are taking over capital cities worldwide. From London to New York, Paris, and Berlin, giant and visually stunning murals are popping up everywhere, and you simply can’t look away. From photographic images spread across the whole of one side of a building, to whole streets decorated with amazing symbols and graphics, street artists are not afraid to be bold when stamping their mark on the city streets and skylines.

Storytelling and Wordplay

Another current trend among street art is storytelling and wordplay. An image of a mattress on the street with the words “Nothing really mattress”, a play on words of the Queen lyric “nothing really matters”, has gone viral. Another popular trend is to spread poetry and creative phrases on walls and streets, proving that words can deliver just as much impact as images, provided the execution is clever enough. In Madrid, the multidisciplinary artistic company Boamistura , showed their love and appreciation for Spain’s best known poets by writing parts of famous poems on the ground for people to stumble across while crossing the street. Brand storytelling is a big part of marketing, and so why not take a leaf out of their book and turn the streets into your canvas, and tell the story of your brand in novel way?

There are many more ways of taking inspiration from street art for your marketing campaign, the key is to do your research and always be on the lookout. Find street artists that you like and keep a keen eye on their work, since a key part of good marketing is recognizing current and potential trends, and finding ways of molding and adapting them creatively to present your brand and products.