Guerrilla Marketing in the News

This article has been excerpted from Startup Guide to Guerilla Marketing by Jay and Jeannie Levinson, available from Entrepreneurpress.com...

For guardians of youth brands, the aim is to devise ideas that get talked about and create a buzz. To communicate brand messages in an interesting, unconventional and surprising way is the big ask. To do so cost effectively is the dream. Guerrilla marketing, when done right, should achieve that. But does it really work?...

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Written by EditorsChoice
Phoenix, AZ (PRWEB) August 8, 2007 -- Guerrilla Marketing (www.gmarketingstrategies.com) Strategies, the exclusive Guerrilla Marketing partner for franchise companies, recently teamed with sales expert Aaron Bare, CEO of the National Association of Sales Professionals (NASP). Together, the pair will provide expertise in sales effectiveness and marketing execution, helping business owners create long-term success...

by Douglas MacMillan and Helen Walters
To Richard Notarianni, executive creative director of media at Euro RSCG Worldwide, the scene in Boston on Feb. 1 had eerie, historic overtones of one October day in 1938, when a radio broadcast of Orson Welles' War of the Worlds adaptation had listeners all over the country believing a militant fleet of Martians had landed in New Jersey. This time, however, the hoaxer was a major media conglomerate, the invaders were boxes of light-emitting-diode lights crudely resembling cartoon Moon-men, and the medium was guerrilla marketing...

By Josh Clark
The recent bomb scare that shut down large chunks of the city of Boston turned out to be nothing more than a series of black boxes featuring LED light versions of characters from Aqua Teen Hunger Force, a cartoon series that appears on Atlanta’s own Adult Swim. The characters, Ignignokt and Err, small bit-mapped spacemen deviants who relish obscene hand gestures, would be proud of the havoc wreaked by the campaign...

By Donna Goodison
Thursday, February 1, 2007 - Updated: 03:36 AM EST

The Cartoon Network's promotional campaign for its "Aqua Teen Hunger Force" TV show, which prompted nine bomb scares across Boston yesterday, is an extreme example of guerrilla marketing gone awry, marketers say.

Guerrilla marketers use unconventional ways to promote a product, service, company or event, usually in settings where the target audience doesn't expect it. The reason: to break through the clutter of advertising that constantly bombards their target audiences.

Last year, as part of a guerrilla marketing campaign for Electronic Arts' "The Godfather" video game, one marketer, Freestyle Interactive, blanketed public areas in New York, San Francisco and Chicago with 30,000 oranges. Stickers directed those who picked up the fruit to a Web site for the game.

But New York-based Interference Inc.'s campaign for "Aqua Teen Hunger Force" and its Err character pushed the boundaries, intentionally or not, in the post-9/11 era of security concerns.

In a 2001 interview with an advertising Web-based publication, Interference Inc. CEO Sam Ewen said his company will use street messengers, product samplings, branded hitchhikers and other "random acts of kindness," all to deliver a targeted message.

"Guerrilla marketing never offends people, it never frightens people, and it never breaches ethics," said Jay Conrad Levinson, the "father of guerrilla marketing" and author of "Guerrilla Marketing" books that have sold 14 million.

There's a fine line with any sort of guerrilla marketing, said Chip Tuttle, CEO of Conover Tuttle Pace, a Boston advertising and PR firm. "I know there's the ‘no such thing as bad publicity' school of thought, but this one really tests that premise," he said.

But Jamie Tedford, senior vice president for Hub ad agency Arnold Worldwide, said Interference's effort has morphed into a successful viral campaign online. "It spread more rapidly because of the controversy, but the fact that it has become a controversy has contributed to its success," he said.

How To Swing With Guerrilla Marketing - Forbes Magazine

Guerrilla Marketing Sells Itself - Web Pro News

Go Ape Over Guerrilla Marketing - Wired News

Guerrilla Marketing and Jay Levinson seem to be hot news for the media these days. Jay has had interviews or articles in the following publications in the past year.

• Business Week
• Fortune Small Business
• Entrepreneur
• Inc
• Wall St Journal
• San Francisco Chronicle
• Revenue Magazine
• Business 2.0
• Bottom Line
• Salt Lake City Enterprise
• Chicago Tribune
• National Enquirer (really)
• Cosmopolitan

If you would like an interview or want to hire Jay to write exclusive content for you, please give us a call or drop an email. Amy Levinson can be reached at olympiagal@aol.com or 360-791-7479

Michael W. McLaughlin, Coauthor, with Jay Conrad Levinson, of Guerrilla Marketing for Consultants has a prize winning blog. The Guerrilla Consultant won in the category of best b-to-b marketing blog in the MarketingSherpa Readers Choice Award. The summary is written up here:
http://www.marketingsherpa.com/sample.cfm?contentID=2968

Entrepreneur magazine is working with Oracle in conjunction with their Oracle Open World Event this year. As part of the promotion, Jay will provide 50 of the Guerrilla Marketing books that would be given away over the course of the event.

Guerrilla marketing is supplying fresh marketing insights to the Small Business Television Network. SBTV is the most comprehensive source for small business news and information. It is the first television network on the web devoted entirely to the small business market, from start-ups to established enterprises Jay's articles to our site will be part of their regular article rotation that is on the right-hand side of the www.sbtv.com homepage.