1204, 2010

Go Bananas!

By |April 12th, 2010|By Katie Foley, Industry News|

Guerilla Marketing, a term coined and defined by Jay Conrad Levinson in his book Guerilla Marketing, is more about matching wits than matching budgets. “Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact (Levinson, 1984).”

Since the 1984 release of his book, Levinson has created an innovative new trend in the marketing industry and as an avid fan of guerilla marketing tactics, I would like to share with you one of my favorite examples. The following is brought to you by T-Mobile in an effort to promote their slogan: “life is for sharing.”

Now, it may be because I am a devoted Beatles fan or the fact that London is one of my favorite cities; but how remarkable was that? It gives me goose bumps every time I watch it. As someone in the marketing and advertising industry, this is what inspires me. These are the types of campaigns that bring life and creativity to our industry. This is what people remember. Yes, you may come up with a great television or print ad that millions of people will see; but it is the crazy, out-there guerilla marketing that people remember. Take for example the Truth Campaign for anti-tobacco education. It has talk value and has created a huge buzz since the launch of the campaign in 1998. What created that buzz you ask? It was their outlandish, bold and risk-taking marketing tactics. Everyone wanted to see what it was all about, which ultimately created success for their campaign.

I see so much value behind guerilla marketing. It can be simple and cheap yet creates the buzz every company wants and needs; so don’t be afraid to take risks and be creative!

904, 2010

A sandwich with a special ingredient: buzz.

By |April 9th, 2010|By Ryan Battishill, Industry News|

It’s not surprising to see yet another specialty sandwich or bucket of chicken out for a limited time only from KFC. However, this time its different. This one comes with no bun and a little buzz! On April 12, KFC is introducing its first-ever bunless chicken sandwich: the KFC Double Down. This one-of-a-kind sandwich features two thick and juicy boneless white meat chicken filets, two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce.

During the product’s test market phase last year, high consumer interest and demand drove people to travel for miles to sample the Colonel’s tasty new creation. From online chatter speculation to late night talk show mentions, the Double Down generated more buzz than any test market item in KFC history.

So, what about the buns!

In addition to the already heightened buzz around the product, KFC is mixing in a little PR for what seems a feeble attempt to avoid the negative focus on the sandwich’s nutrition. To celebrate the launch of the new product, the brand will donate both buns and funds to food banks across the country, starting with the Dare to Care Food Bank in KFC’s hometown of Louisville, Ky.

It is truly astonishing the amount of attention centered around this new sandwich. I’ve come across prank videos to KFC’s customer service to cold hearted protest for the sandwich’s release. All in all, the new innovation has garnered new conversation and growth opportunities for the organization that could pay huge dividends in the future.

Businesses, while you may not be able to create buzz, you can influence it. Search for that special ingredient, observe your consumers reactions, respond and watch the magic happen!