All posts tagged “Advertising and Promotion

Guerrilla Marketing: The Pros and Cons

Guerrilla Marketing: The Pros and Cons

Guerrilla Marketing is and advertising strategy for businesses that have a limited budget. It requires highly creative thinking and it is a risk taking venture. However, if you are courageous and creative enough, guerrilla marketing can be highly effective to persuade customers to come to you.

Guerrilla marketing is performed exclusively on public places such as the streets or various shopping centres and consumers are expected to encounter them regularly. The aim of Guerrilla advertising is for the message to strike the consumer at a strong emotional level rather than through the subconscious like traditional advertising

Pros Toward Guerrilla Marketing

Grows Strong Word of Mouth

If a guerrilla marketing campaign is successful, word-of-mouth advertising will traditionally be used as a reaction to the marketing campaign. Word-of- Mouth advertising is an incredible concept for any marketeer to latch upon as consumers will trust and take advice from their peers.

Cheap and Easy

If you wanted to market through traditional media, you are spending thousands, if not, millions of dollars in advertising. With guerrilla advertising, the budget could be as little as the chalk you purchase as you illustrate your product on a wall or concrete floor.

Most guerrilla campaigns are also more timely than traditional advertising like television.

Creative Freedom

They say there is more than one way to skin a cat and the creativity of guerrilla advertising proves just that. There is a lot more emphasis on getting to the consumer hot spot by any means necessary (even though that might be a con!)  Guerrilla advertising is an area where creativity reigns supreme. So if you can get your audience into your unique, creative  ideas, you will go a long way

Cons to Guerrilla Marketing

Unclear message

Since guerrilla advertising is most often illustrative and subjective, you do run the risk of your consumers not understanding the message. There was one time when flashing circuit boards were used to promote an animation series called Aqua Teen Hunger Force. These circuit boards were mistaken by people as explosive devices and bomb experts removed and destroyed the circuit boards

Obstacles can Obstruct the Guerrilla Marketing Campaign

Isn’t it sad that someone would draw a chalkboard drawing on the ground, marketing your product only for it to be washed away from the bad rain the next morning? Well that can happen. Or if you planned to promote a product when there is a popular event on or a tragedy has struck. These things can happen out of your control and can prevent consumers from seeing your message.

The face of Authority

If you perform a guerrilla marketing campaign around unpermitted spaces, you may pay consequences if you are caught. Companys may face fines and removal of your guerrilla marketing campaign

Like all marketing objectives, you have to know your audience and find their hot spot (what motivates them to act) in order for a campaign to work. Guerrilla marketing is not different but it does give advertisers a different way to promote products. Those who are savvy and creative will greatly benefit with these campaigns, just make sure you follow the law!

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

The Rapture- You Can Advertise Anything

Advertising is such a funny thing, as far as I am concerned, you can market anything because there are people who are more than willing to believe anything.

If you have an idea for a product or service, don’t disregard the idea as unsellable because with the power of advertising and promotion, it could possibly be a hit.

If you have seen the “as seen on TV” advertisements such as the Sham Wow, the Snuggie and the Potty Putter, you can succeed in marketing an idea if your product is the right kind of stupid.

There has even been a marketing campaign based on the unbelievable…

This is when people were waiting for the rapture.

The Case

Harold Camping, a Christian fundamentalist, predicted that the rapture, the Christian apocalypse, would come on May 22, 2011. He spent millions of dollars on billboards, adspace on buses and there was even a rally formed under his influence that was used to disseminate his apocalyptic prophecy to as many people as possible.

One of his followers was Robert Fitzpatrick, who spent most of his life savings ($110,000) to help fund this campaign, creating his own flyers and handing them out to people. He also spent a lot of money funding his own book predicting the Apocalypse

On May 22, 2011, Robert Fitzpatrick went to Time Square (The most densely populated area in New York) and he got a lot of attention there, so much so, that it attracted media attention and news reporters wanting to capture the moment when the rapture was predicted…

…and of course, nothing happened. Initially, people made fun of him, Fitzpatrick was in disbelief that the prediction did not happen, but he was still humble and because of that, people stopped making fun of him and several believers came up to him and they were disappointed because they spent or gave away most of their money somewhere else. He said that he was sorry and there wasn’t much he could do as he was in the same position.

It was at that point where I realised that the story was no longer funny, it was actually quite sad.

The Take Home

What I did learn in this case is that the power of advertising knows absolutely no bounds. As long as there is someone who is willing to believe in something, there are many people that person can influence to believe the same thing. Even as many doomsday predictions happened before, there are still people who believe it and with advertising an self-promotion, you can transcend that unpopular idea into the mainstream world.

If a religious group can create that amount of awareness and interest over the apocalypse, what is really stopping any idea from potentially working? They were strategic in their campaign in spreading the message out and they got as much attention as they could have hoped for the idea and money that they had. The only reason they failed was because there was no end product (which was the rapture) for people to experience.

So if you have a wacky idea like a card game called “Exploding Kittens” or you have crazy ideas, think long and hard before disregarding them, there might be a multi-million dollar strategy, product, service or idea that is inside your very head right now.

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

What’s The Big Idea?

What’s The Big Idea?

In a business, it seems standard to have an idea of what you are selling, but the big companies know TO WHOM they are selling. It is very common for businesses to have a business goal or mantra on a website that says something along the lines of…

“We at (insert business name) are committed to giving the finest (insert product or service) by giving you hardworking professionals and quality of service. We help with (insert areas of value) that is what we promise to you”

That is a business goal, but in the marketing world, that is not the big idea. The big idea is generating an idea to a specific target audience that reminisces with them so strongly, that the idea can be carried for years and even decades.

So finding the big idea is incredibly elusive. That is because you have to be incredible at being both analytical and creative. The analytics involve understanding your consumer and the creative is finding a unique way in which you can market your product that resonates with consumers based on what you have analysed about their thoughts, feelings and behaviour.

You have to study your target audience and their lifestyle.

  1. What makes their day?
  2. What positive emotion do they feel is missing from their life?
  3. What negative emotion do they want to get rid of?
  4. When will they use the product or service?
  5. Why would they use the product or service?
  6. What things are competitors doing that you are not?
  7. How can you differentiate yourself with a unique selling proposition that hits customers to their very core?

After that, you have to get creative and present your product in a unique way that addressed everything that you researched.

Since your marketing depends on how your selected target audience behaves, you have dig deeper than demographics and stereotypes. You have to understand what it is at the heart of everything that they most desire. The whole aim for you as a business is to make your target audience believe that something is missing in their life and that your product is that answer.

A simple example is that a person wants running shoes, they go to Nike, why do they go to Nike? I don’t have that exact answer for you, but Nike does. So what’s the big idea? They know what drives their audience. You can argue Nike targets people that aspire to be great or want to have a fitter, more active and healthier life. They strive for the emotional desire for determination, success and the sense of accomplishment. Nike stimulates this in consumer’s mind better than New Balance, Reebock, Adaias, or any other shoe brand and that makes them the market leaders in shoes.

Note that I did not mention the quality of the shoe? That is because that is not the big idea. The big idea is finding what truly matters to people in a way that sticks to them and stays there.

How do you know that you have hit the big idea? You may make yourself a checklist on what attributes constitute a big idea, such as transcending cultural boundaries, and having positive word or mouth but most importantly, it must hit the consumer in a big and meaningful way.

The Big Idea is hard to find. David Ogilvy even said that he had only conjured up 10 big ideas in his entire advertising carrier, but if you find the big idea, your product will be remembered and influence your customers to repurchase your product for decades.

So what is your big ideas for your business?

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.