Getting your brand to stand above the crowd can be tricky. Too often a business will haphazardly shout to customers in the hopes that someone will hear them. To make your brand stand out, you need something that will stick with consumers. While it won’t be easy, if you’re able to make an impact on your demographic, something that will last, then chances are you’re going to see a host of new customers that are happy to be a part of your brand.
Portland isn’t the easiest place to get noticed in, but by using one, or more, of these experiential marketing techniques listed below you will be able to reach out to your potential consumers and draw them in. There are a lot of companies available to help you with this type of marketing, so you have plenty of options available to you. You might not have the easiest time of this, but at least you don’t have to do everything all on your own.
What is Experiential Marketing?
When you use experiential marketing you’ll be reaching out to potential consumers via interactions and experiences. It works in a similar manner to event marketing, and is able to be used fairly efficiently in combination with it.
This means of marketing attempts to reach out and involve the consumer. You don’t want them to merely look at a billboard, but to interact with it, and feel like they’re part of something else. Brands like Lean Cuisine, Guinness, and Google have all used this type of marketing, and with great effect.
The key thing to note, no matter the technique chosen, is that you need to keep it with your brand. This doesn’t mean being so direct as putting your product into a customer’s hand though. Rather, you need to be sure that when they think of the experience you provided, that they can easily relate it back to you.
The Use of Flash Mobs in Portland
The term “flash mob” was coined in 2003, and is used to describe an event where a performance is “randomly” done in public. Typically these events revolving around singing and dancing, however there are certainly other activities that are easily incorporated, depending on your needs.
Typically these events require for people to act as if they’re going about their day as they all gather together and put themselves in their places in a public space, with ordinary people walking around and inbetween them. They’ll begin their routine when some type of trigger occurs, usually either another event starting or ending, or a member of the group beginning their part as the lead. This can even involve pulling people in from the crowd who weren’t originally part of it, but this isn’t necessary. If the flash mob involves a well known dance or song then onlookers may decide voluntarily to join the fray.
Flash mobs have a number of effects, and thusly a number of reasons to be used. Many wedding proposals have used the flash mob scenario to bring some magic to the scene. Even in New York city, a place often thought to be magical, has seen flash mobs used in a very creative way, as tour companies will hire unique performers to do a flash mob whenever tour busses go past, including jugglers, ballet dancers, unicyclists, rollerskaters, and more.
What is Portland Grassroots Marketing?
Grassroots marketing aims at a more specific, small group of people or type of individual that is highly likely to spread the word about your brand. You need to know your brand well for this, also you need to have a good understanding of your customer base. You’ll need to know both who enjoys your service, and who is most likely to tell other people about it. From there, you build your campaign around them.
This style of marketing lends itself well to the use of social media, youtube videos, and street teams. Of course, this is a very personalized style of marketing, so it’s up to you, and anyone you work with, to ensure that you understand which vehicle will match your message best.
Of course, the money aspect of this marketing is often considered highly efficient. Instead of using a large sum of money to perform a blanket style campaign you’re concentrating your funds on a much smaller, and more easily defined group. It’s possible that, by the concentration of cash flow, you also have a cut in your expenses, meaning this is possibly a cheaper option in the end.
The Impact of Guerrilla Marketing in Portland
This marketing type is meant to surprise and shock your potential consumer, making it quite different from the other marketing methods. You aren’t going to give them regular flyers or set up a normal cart somewhere to display your products. The goal is to touch them on a personal level, and rock them at their core.
The impact this type of marketing makes is pretty deep, and it generates a ton of buzz in a short amount of time. The main point though is to do just that, leave people with that big impression. There are countless companies that have used this technique, including Nintendo, Sharpie, and Unicef.
While these campaigns are aimed at the public, they aren’t always placed directly in contact with a lot of people. After all, if your campaign involves large, intricate designs then you probably won’t be able to put it even in multiple places around Portland, let alone in several cities outside of it.
Chances are you know of some famous examples of this marketing technique. There once was a set of signs that, from the height of a small child, would give warnings and help guides regarding child abuse. Another big campaign was done by 3M, which was a small glass billboard on a sidewalk that had money in it, and it stated that if you could kick through the bulletproof glass then you could get the three million dollars it supposedly held. The event was extremely cheap for the company to hold, since it was only a day long and the money in the case was either fake or canadian, however it had such a huge impact, and reached more people than any commercial would have.
Guerrilla marketing makes a statement, and it makes a loud one. It should reach out to people on a personal level, getting them involved, thinking, and getting them talking.
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