Several major corporations have launched a new type of advertising campaign. They hire actors, musicians and other performers to promote their products and services on the streets of major cities. The promotion may be obvious, such as musicians singing songs about cell phone use on street corners, or it may be more subtle (perhaps even slightly deceptive). In either case, the idea is to bring marketing to customers in different, unexpected ways. A cell phone company hired actors to pose as tourists at several New York attractions, and ask passers-by to take their pictures with a new phone. Other actors took the phones to hot nightspots and other locations. These actors did not identify themselves as actors or marketers, and the people they encountered may have believed they were simply customers using the new phone. Although the technique used in this case was considered by many to be deceptive, the idea of using performance to sell is not necessarily wrong. Another cell phone company hired musicians to stand on street corners and in other high-traffic areas and sing songs about using cell phones safely and courteously. In that case, it was clearly a marketing message, but delivered in a unique and entertaining way. Of course, this isn't limited to the big guys. This is a form of guerilla marketing that can be done on a small budget, too. The Naked Cowboy has used street performances to attract lots of attention for his singing career. Although he hasn't had a hit record, he does have a web site where you can hear his songs, view his photos, and buy products (including a CD, t-shirts and more). Use your imagination to develop a piece of street theater that will ethically create positive buzz about your business. Your goal may be to attract a crowd to hear your sales message, get media attention or simply create greater awareness of your company and products. |
