It's like a virus!

So I have been enjoying reading about Guerrilla Marketing as of late for a number of reasons. It is a very effective tactic in a campaign. The cost of a Guerrilla campaign can also be minimal when compared to the same reach that a television or radio campaign would be. So why does a stunt like the one that happened in Times Square work? After all we have all seen the pictures of the many neon lights and flashing signs that pack the square with advertisements selling anything and everything. Well really it is because of those same lights and signs that stunts like these work.

The biggest aspect of Guerrilla Marketing is developing a shock value. In this case, what was some guy doing carving pumpkins in Times Square and how many pumpkins did he have sitting next to him? Well the typical New Yorker that works around Times Square is now accustomed to seeing neon telling him what he should buy. When there is someone taking up precious sidewalk space with produce and the fact that he is putting smiles on those squash just makes it even more out of place.

In advertising now there are so many distractions that a marketer needs to find ways around all the mess. This calls for a much more creative campaign. What is going to pop out and call attention to your product or service? Well that is the big question. By developing and implementing a good guerrilla campaign, the buzz that is generated is better than any television spot produced. Getting people talking about an ad around the water cooler as if it was the newest episode of "24" is quite a feat (unless you work on Madison Ave).

Of course you have the failed campaigns like the one for Adult Swim a few years back, but that is the risk you run with any campaign.