Mad 4 Blog

When people think about guerilla marketing, typically they think of a specific example—one stunt that made national headlines and became thereafter notorious. Like that time actors rushed a crowded train station to perform a song-and-dance number about the product they were hired to promote. That’s guerilla marketing. This tendency to define the concept by its example perfectly elucidates the nature of guerilla marketing. That’s because the term isn’t any one thing—in fact, it’s pretty much everything that falls outside the realm of traditional marketing (such as television commercials, print advertising, digital marketing).

So what is guerilla marketing? Can we define it on its own, other than by what it’s not? Well, we can certainly try to clarify the concept. Here are a few defining characteristics of guerilla marketing:

1. Guerilla marketing is…a low-budget way to spread the word about products or services by arranging an unusual stunt in an unexpected public space. These kinds of stunts are apt to stick in viewers’ minds, create conversation, and generate buzz. Recent examples include the increasingly popular crowd stunts (such as the one mentioned above) which occur in train stations, shopping malls, and airports. Less extreme variants include marketing in quads at college campuses or advertising on street vendors—simply putting your message in an unpredicted spot to make the public take notice.

2. Guerilla marketing is…also called viral marketing, nontraditional marketing, unconventional marketing, and modern marketing. So there’s a good chance you already know what it is, just by a different name. Don’t worry, it still smells as sweet—and works just as well.

3. Guerilla marketing is…being used more and more as marketing agencies, both large and small, discover the monetary benefits of thinking outside the box. Especially in this downturn economy, guerilla marketing proves itself to be as cost-effective as it is efficient—if you know how to do it right. Helpful hint: research what hasn’t worked in guerilla marketing before you research how to do it. That will keep you from many pitfalls along the way as you plan your strategy.

4. Guerilla marketing…can be used as part of a larger campaign, or independently. Often, when guerilla marketing is used alongside other means of advertising, it’s being used to familiarize a product or service with its customers, so that when they encounter the opportunity to buy, they already feel familiar with the brand or concept. Alternately, when guerilla marketing is being used as a sole marketing outlet, its purpose is to create intrigue and generate hype—this is often done when introducing a new concept. Clever marketers can make consumers want something before they even know what it is!

5. Guerilla marketing is…as addressable as you want it to be. Large-scale guerilla marketing endeavors can be geo-targeted—it creates a lot of noise and notice in whatever location it takes place, but without the ability to accurately target demographics (that is, it hits its key audience in addition to a lot of viewers that won’t translate into customers). However, careful, clever, smaller campaigns can target a more niche audience. For example, a walking, talking teddy bear outside of a kid’s carnival can specifically target parents and children.

6. Guerilla marketing is…exposure, for better or worse. On one hand, it’s fun to throw caution to the wind and come up with unique, risqué, off-the-wall concepts that have never been done. On the other hand, it requires a lot of brainstorming, troubleshooting, and research to come up with a truly unique idea—and to calculate the receptiveness and responsiveness that will be gained. How safe is it to invest client’s cash and base a campaign on an idea that’s never been tried or measured? Guerilla marketing is a highly inspired method that’s at its best when it’s big, daring, and bold. But remember: the bigger they are, the harder they fall—and the most striking and creative ideas may expose agencies to a lot of liability. Once launched, there’s often no going back—so make sure the payoff is worth the added risk.

Mad 4 Marketing has been creating buzz for its clients through alternative means since well before it became the trendy thing to do. We know how to market businesses of all sizes and shapes—creatively, at a low cost, and for the largest possible ROI. We like to combine guerilla marketing strategies with public relations and traditional advertising to create all-out, custom-made campaigns that hit the right marks at the right time to create a lasting impression on our clients’ future consumers.

Interested in hearing stories about some of the successful and not-so-successful guerilla marketing stunts which have recently caused a stir? Check back with the Mad 4 Marketing blog for outlandish, impressive anecdotes of guerilla marketing stunts from across the globe.

Many companies are taking advantage of the ever popular and free of charge social media mountain known as Twitter.  Although Twitter is not exactly the Mount Everest known as Facebook, it is approaching Appalachian heights with its ecosystem of microblogging.

So what is Twitter?  People sign up for an account, obtain followers and create a network of Twitterers to follow.  On the web site, Twitter asks, “What are you doing?”  In response someone will “tweet” a message and all of their followers automatically receive it on their computers or cell phones. These followers can forward or “retweet” the message to their followers.  Thus creating a viral message in the matter of minutes.

Average users can post links to news articles, updates to their everyday life or recommend or bash a brand name.  In the case of companies, they can post ¬special offers or fares, recipes, news updates, public and media relations articles, polls, customer service advice… the list goes on. Among some of the most popular brands using Twitter frequently are Comcast, Southwest Airlines, Popeyes Chicken, the NBA and all major media companies (FOX, CNN, ESPN, etc.).

This social media tool allows companies to engage with their customers directly and makes their brand appear more human.  This type of communication engages customers, which helps to encourage brand loyalty.  If a user complains about a particular brand, a ‘brand evangelist’ can immediately respond with advice or an apology from the company.

So what are you waiting for?  Ask Mad 4 Marketing about some Twitter-worthy ideas and messages that can elevate your brand above the rest.

The best asset in a bad economy is an existing customer database, which can be maintained and built through email marketing. Mad 4 Marketing has obtained some of the best practices for effectively using email marketing.

Email is great for conversion and retention marketing, but not that good for acquisition. It should be used as a marketing medium for people already in the prospect cycle.

Because people get so many emails everyday, the content of your email should be valuable.  You do not want your message to get lost in the shuffle. The quality of the message and relevance is very important. People will unsubscribe after 1-2 irrelevant messages. Also, emailing too often can cause the user to consider your emails irrelevant. Good eMarketers get more information from their list to determine what the user is interested in and then provide appropriate information to segmented portions of their list.

Once you successfully get the user’s contact information, do not wait too long to contact them. Because people’s attention spans are so short, you should send them an immediate thank you email. You do not want to fall out of top of their mind.

Another good practice is to engage the user with interesting tidbits and then take the user to your website. Also, personalize the email, so they are less likely to unsubscribe.

There are many advantages to using email marketing.  Below is a list of the top advantages:

• Contact Database: Most e-blasts contain a form to capture the user’s contact information. This information is sent to a database providing an active contact list in which advertisers can continue or begin sending more communication to the user.

• Low Cost: Email marketing is less expensive than other traditional media such as print, TV and radio.

• Tracking: You can directly track exactly how many people have read or taken an action by clicking through on your email, which gives you a precise return on investment.

• Green: Since email marketing does not require paper, it is safer for the environment than printed direct mail.

Please contact Mad 4 Marketing to discuss new and innovative ways we are using email marketing to increase sales and brand awareness for our many clients.

When Mad 4 Marketing, a local woman-owned, full-service advertising agency, was approached to participate in the 9th Annual 5mile/5K Riverwalk Run along the tree lined boulevards of the historic Rio Vista neighborhood, they weren’t about to sit on the sidelines.

Mad 4 Marketing was proud to be part of an opportunity to raise thousands of dollars to support one of Fort Lauderdale’s most active not-for-profit organizations, plus it was a great excuse to get involved and get active outside the office.

Christine Madsen, the agency owner, agreed to donate her firm’s time and resources to do what it does best; spread awareness, create collateral such as posters, application packets, and email blasts to brand the community event.

“I have always encouraged our staff to get involved and give back to the community as often as possible,” expressed Madsen. Earlier this year, Mad 4 Marketing donated their time to redesign the League Listenings when it took on a new look and feel as it transitioned into a full color quarterly interest piece. Mad 4 Marketing’s Interactive Director, Tiffany Tobol, and Director of Client Services, Amy Chattin, are both active League members.

Encouraging participants and sponsors to get involved is imperative to a successful fund raising event and the team at Mad 4 Marketing knows that all too well. They hustled to design the material so participants could mark their calendars in plenty of time.

Mad 4 Marketing launched a new viral, photo sharing component this year. They invited race participants to get involved with their Smile. Click. Share. campaign. At the race, photographers invited people to Smile for the camera, Click online to see their photos from Race Day, and Share their photos with friends, family, and coworkers.

And what’s more, sharing photos was a great way to show off those recently worked calve muscles, brag about participating in the feel good event, and invite inner circles of friends to donate to a great cause. No amount is too small and the more people that know, the better, so if you haven’t shared your smiles, it’s not too late!

The Mad 4 Marketing crew was in full force on Race Day with their cleverly-designed t-shirts. If you happened to miss them, check out the photos at   www.mad4marketing.com/riverwalkrun and don’t forget to Share!

As we’re all aware, typing a keyword into Google not only displays the most relevant information in the organic search, it also displays the most relevant ads targeted towards those keywords.  We are so accustomed to getting exactly what we are seeking on the internet, thanks to Google.

Now Google is making online advertising even more targeted by using information from the web sites people visit.  They have launched something called “interest-based” advertising on their partner sites and on YouTube.  These ads are displayed based on categories of interest.  For example, if you visit web sites about fishing or hunting, then you may see ads displayed for fishing poles or hunting equipment.  Google also allows you to choose your categories of interest, or you can tell them which categories in which you do not want to see ads.  This helps advertisers reach people who are actively interested in their products or services.

This type of customized advertising does bring up the question, “Is big brother watching us?”  Some users first reaction includes a feeling of invasion of privacy.  However, Google provides three explanations that demonstrate their commitment to transparency and user choice:

• Transparency – Ads are clearly labeled that they are provided by Google.

• Choice – They built a tool called Ads Preferences Manager, which lets the user view, delete or add interest categories associated with the user’s browser.

• Control – Users can always opt out of the advertising cookie.

At Mad 4 Marketing, we feel this will be a successful new tool for users and advertisers alike.  It will enable users to view more relevant ads, which will help generate higher ROI for advertisers.