New Age Marketing, or is it?
Tuesday, October 17, 2006
Have been going through the new marketing adverts lately; though many argue that this kind of marketing has suddenly taken world by surprise, I prefer not to agree with this argument. Let’s first take a look at the new marketing, the in-thing for most of the blogs.
With traditional marketing being equated to ennui, the ad gurus have thought of new and innovative ideas for long to cater to the slow paced results of traditional marketing. But this was to change suddenly in 1982 with launch of a book by Mr. Jay Conrad Levinson, named Guerrilla Marketing. Defined as, “Unconventional marketing intended to get maximum results from minimal resources.” by www.marketingterms.com , this kind of marketing is best suited for small businesses which otherwise cannot take on the market leaders using traditional marketing. And these campaigns are none of the traditional adverts too, they either showcase a differential attribute of the product, or else create an image or perception using non- product attributes i.e. which is not an actual or rational benefit from that product but may be perceived as such; the whole idea being to transform cold prospects into consenting partners.
Wikipedia defines it as a descriptor of many other types of non-traditional media:
- Viral marketing -- through social networks
- Buzz marketing -- word of mouth marketing
- Undercover marketing -- subtle product placement
- Astroturfing… etc
Check some of these:
1. HAUB (Heat Activated Urinal Billboards) - based on heat sensitive ink technology, the ad gets visible when the (warm) urine falls on the ink delivering an interactive message to a captive audience. The cold water in flush makes the ad disappear again.
2. Another toilet billboard. When Zee Studio premiered Kill Bill, it launched following promo in 
3. This one is superb! The campaign for HBO Sopranos in
4. This one will beat your spirit out of you. With Halloween around the corner, marketers found a sexy way to gain publicity for
5. Finally on the kinky side - the text reads “ You do not know when it can be necessary ”. It was posted on the entrance floors of men’s toilets by Jontex, a condom brand. Country: 
So convinced that the new marketing is catching up these days? WRONG!!! I would like to say that this kind has caught the attention because of easy information sharing on net, it was always there and dint need a Jay Conrad to be invented but only to be named. It may work wonders for small time, but for mature corps and bigger brands, the majority of sales will always be through the traditional channel of marketing, and that requires bucks, strategy in long term and much more resources than this. I would say that this is not even 10% of traditional one in sales revenue, and the day it becomes, that would be the day we can say that it has finally arrived! Till then these flashes wont harm :) and are a nice welcome.
~Jasginder
Labels: Guerrilla Marketing
posted by Jas @ 2:12 AM,
