Street Marketing™: The Future of Guerrilla Marketing and Buzz by Marcel Saucet

Author:Marcel Saucet [Saucet, Marcel]
Language: eng
Format: azw3
Publisher: ABC-CLIO
Published: 2015-09-29T16:00:00+00:00

WHERE MEDIA AND BUZZ COMPLEMENT ONE ANOTHER

Carrying out a street marketing operation is one thing. Optimizing the chances of high-quality word-of-mouth is another. It is worth remembering that the main objective of an alternative marketing campaign is to reach consumers in their daily lives, surprising them and getting noticed, so that they will want to share the experience through their networks. The problem with street market operations is that they all have one major limitation: namely, a limited geographic scope. However original they might be, they only touch direct spectators. To remedy this shortcoming, companies have no choice but to rely on broadcast media communicating their message on a wider scale. This explains why so many operations have been filmed to show how the campaign itself was managed, as well as the reactions of the people present. After being edited and finalized, these videos then go online, either through social networks or using wider broadcasting platforms such as YouTube or DailyMotion.

The only thing enabling these messages to be disseminated quickly and extensively is a digital platform open to all. The most original, creative, and impactful videos are generally viewed most often online. Advertisers and agencies are well aware of the importance of regularly monitoring that social networks are disseminating their bigger operations, notably to track the changing roles of the consumers following them as they evolve from simple observers to protagonists spreading word-of-mouth about an operation.

There are numerous examples of companies that have succeeded in generating high-quality word-of-mouth following a street marketing campaign. One seminal example is Europcar’s AutoLiberté, discussed earlier. Another involves an operation carried out by La Belle Chaurienne, a specialist cassoulet maker. With the help of its communications agency, this French company organized an operation that generated a great deal of buzz online. The premise was an English person in the French provincial town of Castelnaudary (the country’s main cassoulet production region) saying that cassoulet is English, not French. Market shoppers, shocked by the statement, often had funny reactions. The video filmed during the operation was good enough to generate more than 850,000 views on YouTube.15 The Languedoc Conserverie canning company that sells La Belle Chaurienne–brand goods broadcast the video on different platforms while also blogging about it.

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