Good News for Guerillas. Or not?
What happens when mainstream marketing
begins to adopt guerilla gameplans?
New article from Primedia reports “Guerilla marketing is growing as mass media fades and more marketers adopt non-traditional methods”.
I say this: when the non-tradition BECOMES traditional, creativity and innovation are more important than ever, because now savvy marketers should be searching for the NNTT “Next Non-Traditional Thing”.
As a whole, the article and examples weren’t bad, but I didn’t say “Damn! I wish I’d thought of that!” until the last paragraph. In a stroke of GENIUS, shirt-maker Le Tigre found a simple and inexpensive way to take advantage of Apple’s iPod marketing phenomenon.
Le Tigre used street teams to add their logo to the shirt of every iPod poster they could find. As a print salesman, I KNOW those stickers cost them pennies per piece, and I doubt the street team cost them much more. The result ties them inexplicably to the latest craze and coolest ad. They definitely win my “Big Idea of the Week” award.
You can see a photo of the Le Tigre campaign by clicking here, but don’t skip the article itself — it’s a very worthy read.
