Weird of the Week

Browsing the web can often be considered as a waste of time or a form of curing boredom. However, when exploring the world of advertising, it is important to build an open perspective and take in varying content from different sources. Scouring the web for examples of ads, promotional content, and marketing communications is a challenge. One can spend all day browsing YouTube for trending content, listening to the radio, and mindlessly staring at a television. In this process, it is difficult to separate the average player from the standout, let alone identify the many different campaigns that the mind is exposed to on a daily rotation. In this process, two websites come to mind as a distinguished source for successful campaigns that have added oomph – see: clever and creative marketing mixed with elements of humor, emotion, excitement and other captivating components.

The first is AdAge. AdAge is an online source for filtered advertising and marketing industry news; featuring the most relevant, interesting, and entertaining content at any given point of time. The website interestingly conveys a message of successful and organized campaigns and rightfully claims to be the leading global source of news, intelligence and conversation for marketing and media communities. While there is a number of creative articles and creations featured on the site, Advertising Age focuses more strictly on news. To check it out and gain a better understanding of what is going on in the advertising and marketing industry around you, visit Advertising Age – Advertising & Marketing Industry News

The second interactive website is AdWeek. A personal favorite, the website features breaking advancements in advertising, media, and technology. Furthermore, Adweek is a magazine and website that covers relevant media news of all nature. Again, to gain a better understanding of the website, visit Adweek and take discovery into your own hands. The site editors have crafted a niche in the presentation of interesting, exciting, and unique advertisements. For example, while browsing for odd campaigns, the following title may pique a reader’s interest. “Ad of the Day: If Men Breastfed, It Would Be a Testosterone-Driven Pissing Contest. Ad for breast pumps shows a frightening gender reversal”. Likely probing a double take; the article, written by Angela Nativad, highlights an unusual and extraordinary take on the technological advances in the breastfeeding industry.

And without further ado, the Lactation Lounge is yours to discover and wins the title of Weird of the Week.

 

 

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Creativity and Advertising

Marketing, communications, advertising, and creativity go hand-in-hand. In order to achieve the ranks of having a successful campaign or promotion, one must carefully plan and construct the ideal content for their target audience. In previous blog postings, areas of discussion focused on the orientation for work being geared towards the concept of Guerrilla Marketing. However, with an overwhelming interest in creative promotion, campaigns, consumer behaviour, and advertising in general; it is fitting to make this blog all-inclusive to advertising. Identifying new approaches, successful promotions, industry flops, campaigns that catch, or risky advertisements; this blog will be dedicated to exploring the engaging world of marketing communications and advertising.

 

Instagram vs. Guerrilla Marketing

Instagram is a largely popular photo sharing, manipulation, and editing tool that has been intertwined into the world of social media (Lux, 2011). But why is Instagram important to advertising, and better yet, guerrilla marketing? Since its establishment in 2010, Instagram has been a smashing hit with its user base, boasting “5 million downloads in 6 days”, and has since been bought out by Facebook, a leader in the social media and networking community (Kessler, 2012). The concept of guerrilla marketing plays favorably into the business model behind social media on Instagram; a platform that has been created with the intention of the user sharing what they find interesting, exciting, or thought provoking with their friends, family, and followers. Diving further into Instagram, the user-friendly platform allows its consumer base to easily ‘follow’ another individual or company page, as well as ‘like’ this individual’s post or picture. When an individual follows a page, they are immediately allowing that user the ability to penetrate their ‘newsfeed’ on Instagram (Lux, 2011). In short, this means that if you follow a page or an account on Instagram, you will continue to see their posts in your main feed, and it will increase the likelihood of it being broadcasted publically.

But how does this relate to guerrilla marketing? The answer is similar to how Pinterest and guerrilla marketing work hand-in-hand. The Instagram model of sharing something a user finds interesting plays into the guerrilla advertising way; sparking imagination, taking the consumer by surprise, and making an impression (Creative Guerrilla Marketing, 2014). From here, the guerrilla marketing campaign has the potential to work through the use of Instagram to achieve a larger penetration and spread of their message. All of these aforementioned reasons have the possibility of providing an individual user with a need or feeling to express and share what they have seen on the social media platform of Instagram. From here, they are given the option of sharing what they have visualized and experienced, and in addition, providing a brief write-up to express their beliefs. After the post has been made, it is up to the strength of the guerrilla advertisement to be successfully perceived, and if it has been, the platform of Instagram enables the campaign to yield a high rate of interest and sharing. From here, the power of a viral marketing campaign falls into place, spreading from consumer to consumer, and with each individual follow of an account or like, the ad reaches a new audience as it spreads to a new user’s newsfeed (Dictionary, n.d.).

Below is an example of how Instagram can be used to successful spread the message of a guerrilla marketing campaign:

instagram

References:

Creative Guerrilla Marketing. (2014). What Is Guerrilla Marketing? Retrieved from http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/

Kessler, S. (2012, April 10). Instagram for Android Hits 5 Million Downloads in 6 Days. Retrieved from Mashable: http://mashable.com/2012/04/10/instagram-for-android-hits-5-million-downloads-in-6-days/

Lux, K. (2011, December 15). What is Instagram and Why Is It So Popular? Retrieved from Information space: http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/

Viral Marketing (n.d.) Dictionary.com Unabridged. Retrieved March 11, 2015, from Dictionary.com website: http://dictionary.reference.com/browse/viral

Differentiation from the Norm; 3 Ways Guerrilla Marketing will help Ensure you Edge out Competition

Differentiating from the Norm | A Guerrilla Marketing White Paper

This article has been written to identify the importance of guerrilla marketing and why with proper implementation within a firm, the method can help to differentiate from competition and aid to reaching success. The article will provide a brief overview of advertising, with a focus on how guerrilla marketing can be an important way to stay relevant with advertising. The article will highlight three reasons why guerrilla marketing is turning into a required alternative when it comes to the edging out the competition and establishing better positioning; reaching larger audiences, and penetrating a larger market

Differing from the Social Media Norm with Pinterest

What is Pinterest?

With the current trend of technology booming and social media rapidly expanding across the online world, it is important for a firm to dedicate a substantial effort to promoting their brand across this high traffic medium. In 2015, the most immediate three sources of social media advertising online would be through Facebook, Twitter, and Instagram. While these three powerhouse websites are currently the lead trending social networking and sharing locations – and the majority of marketing should be directed towards them; it doesn’t hurt to trickle into the other popular niche websites. A perfect example of this niche would be a website called Pinterest. Pinterest is a social network designed solely on the idea of pinning a picture along with a short description to an online board in a similar fashion to that of a collage. However, Pinterest is not only an app that can be used for fun on an individual level. The website has been designed to act as a collection, storage, and sharing tool, and therefore makes it the perfect option to be utilized by a business on a marketing level. Since the social media platform offers quick and easy access to a wide array of different collections of visual interests, inspirations, and ideas, the website is the perfect platform for raising awareness towards unconventional advertising techniques and marketing campaigns that stimulate curiosity: guerrilla marketing in particular.

How Does Pinterest Affect Guerrilla Marketing?

Guerrilla Marketing’s success and popularity feed off of the consumer and their reaction to the display. Having a strong advertisement and a strong social media presence will create a successful campaign. Furthermore, with proper inclusion, adaptation, and creativity of this marketing strategy, Pinterest acts as an ideal location to raise the awareness of a campaign. Pinterest is exceedingly beneficial for guerrilla marketing due to the unconventional, unexpected, and shocking approach that the strategy takes. This is thankful largely in part to the sharing culture of human society, and the sharing nature of the website alongside the aspect of curiosity behind the guerrilla technique. For example, if a consumer were to stumble upon the use of a guerrilla marketing campaign or advertisement in their day-to-day life, they will be left fascinated, intrigued, and curios with what they saw, pushing them to share their crazy experience online with their friends and followers on Pinterest. From here, the picture and its brief description can be seen by anyone and everyone, quickly rising to gain more popularity and pins (shares), causing the beginning stages of the snow ball effect. Once this effect has taken place, provided there are no errors or negative change, the process and control of the project campaign are headed towards success. This quick burst of attention is known as going viral. From something as simple as posting a picture on Pinterest, an advertisement, vision, or brand can explode at a click of a few buttons. However, Pinterest delves deeper into the world of social interaction as you open board and start exploring individual pictures. With each picture the ability to dive into a new website, idea, or better yet guerrilla marketing campaign, is made possible. The limits behind Pinterest are never-ending and the website aligns perfectly to the goals of guerrilla marketing, to raise awareness, promote curiosity, and share the campaign in a fun and exciting manner. To stay at the top in the world of unconventional marketing, it is important to master the art of Pinterest and use it to work an advantage.

Here is a link to my personal Pinterest page related to the topic of Guerrilla Marketing:

On this page you will find a continually growing collection of my favorite uses of the technique and will be able to get a feel for how Pinterest works to spread the awareness of a marketing campaign.

Creating success with Guerrilla Marketing & Pinterest | Nick Wesley, February 4thth 2015.

Unconventional Advertising in the new age

Advertising can be manipulated and interpreted throughout various mediums of marketing. However, in the current age of marketing, it is important to portray a level of originality and uniqueness when delivering your message and promoting your idea. When approaching marketing with a different path than the traditional way of advertising – as long as it has been presented in an effective manner, it is easy to create a feeling of interest within the consumer. As advertising technology and ideas are advancing, it is imperative for a firm to stay competitive in the fight to remain relevant, and while current traditional methods such as print, video, social media, and other similar strategies should receive the majority of focus, it is important to occasionally explore the unconventional – methods such as guerrilla marketing.

Guerrilla marketing:

Inspired through use of irregular battle tactics and strategies from civilians to overthrow opposition in urban warfare is the term guerrilla marketing. Guerrilla marketing uses techniques such as the element of surprise including ambushing, sabotaging, and raiding; similar to the elements commonly seen within guerrilla-styled warfare (Creative Guerrilla Marketing, 2014).  The idea behind guerrilla marketing is to use the unconventional approach of advertising to catch the consumer off guard, creating an impactful impression that will work to spread awareness through its own being. In comparison to traditional forms of advertising, guerrilla marketing, “aim[s] to strike the consumer at a more personal and memorable level” (Creative Guerrilla Marketing, 2014). However the act of playing to a consumer’s personal side comes at a high risk. Guerrilla marketing is often a bold advertising technique that can be manipulated and implemented by all sizes of firms, but remains relatively cost efficient.

In a real world environment, guerrilla marketing takes its form through creativity and originality. A few examples include stealth marketing, flash mobs, sticker placement, graffiti, reality manipulation, and numerous different methods of product placement (Marrs, 2014).

Guerrilla marketing has become increasingly popular across North America, and has been picked up by notable brands such as Coca-Cola (Tugayeva, 2015). Coca-Cola has reached success through guerrilla marketing a few different times. In this article we take a look at one of their more recent uses of the technique that received air time in 2014. The team implemented a Coca-Cola wall-like structure with curvature that would naturally fit to that to a skateboard, and over a period of time, trial, and error the consumer’s caught on and began to use it as a ramp to skate off of.  This was an effective method as Coca-Cola created a connection between consumer and business through the passion of sport.

Another successful use of the technique was in BlinkBox’s advertising of the hit TV series, Game of Thrones. (Miller, 2013). Back in 2013, the marketing team for an on-demand streaming service in the UK called BlinkBox took the unorthodox approach of manually sculpting the skull of a dragon, and placing it within a beach that is known for its geological findings (Ad Age, 2013). The skull was inspired by a scene of the show where a character stumbles upon the remains of a dragon.  The remains were then captured on video, camera, smartphone, and devices alike by the public, immediately spreading the word and becoming viral. BlinkBox’s guerrilla marketing had been transmitted and delivered effectively.

BlinkBox's Game of Thrones Dragon Skull Sculpture

BlinkBox’s Game of Thrones Dragon Skull Sculpture

References:

Advertising Age. (2013, July 17). In ‘Game of Thrones’ Stunt, Dragon Bones Wash Up on Beach. Retrieved from AD Age: http://adage.com/article/creativity-pick-of-the-day/game-thrones-stunt-dragon-bones-wash-beach/243144/).

Creative Guerrilla Marketing. (2014). What Is Guerrilla Marketing? Retrieved from http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/

Marrs, M. (2014, Sept 22). Guerrilla Marketing: 20+ Examples and Strategies to Stand Out. Retrieved from Wordstream: http://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples

Miller, M. (2013, July 19). Game of Thrones Stunt on British Beach Attracts Gargantuan Attention. Retrieved from Brandchannel: http://www.brandchannel.com/home/post/2013/07/19/Game-Of-Thrones-Dragon-071913.aspx

Tugayeva, M. (2015, January 15). Coca-Cola Creates a Logo You Can Skate On. Retrieved from Creative Guerrilla Marketing: http://www.creativeguerrillamarketing.com/ambient-advertising-2/coca-cola-creates-logo-can-skate/

An introduction to the world of guerrilla marketing | Nick Wesley, January 19th 2015.