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During tough economic times, the law of survival of the fittest kicks in at lightening speed, forcing organizations to find innovative ways of strengthening their position. Brands that can’t hold onto their market share will lose much more than that once the economic cycle springs back up again. Want to find out how to get more with way less? Take advantage of the reduction in message clutter and make your brand stand out with guerilla marketing. Read on…
1 – Set a goal. Have a clear vision of what you want to accomplish with your campaign. Do you want to build brand awareness or induce trial? Either way, stay true to your brand identity because it helps build trust among consumers and creates meaningful communications. A consistent message delivered to the right target increases your chances of getting noticed in the crowd.
2 – Plan your attack. Devise a game plan and create a ‘real’ or cyber event. Unleash your creativity and focus on high-impact ideas. Think catchy and engaging. But remember, your idea should be consistent with your brand message in order to boost awareness and recollection.
3 – Multiply your efforts. Just because your event takes place in the streets of NYC, doesn’t mean someone in rural Japan can’t see it too! When planning your execution, bear in mind that multiple platforms will optimize your efforts and magnify your reach. For example, if you’re staging an event, videotape it, and post it on YouTube. If it’s worthy content, the viral effect will get it to the masses and propel it through online social networks. Also, make sure your Web site is ready for an increase in traffic. Multiple platforms work best when there’s consistency and follow-through.
4 – Bigger, better, faster. Build as much momentum as you can. Tip off news channels to gain additional coverage. And if appropriate, spread the video or pictures to your network and ask them to forward it to their friends. If it’s compelling, sticky, and possibly funny, cyberspace will embrace it and spread it.
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