Guerrilla Marketing

What would have been considered daring and adventurous marketing a couple of years ago now seems slightly passé, now that every Tom, Dick and Harry is trying to jump on the guerrilla bandwagon.

Which makes me happy that I’ve worked in house with the acknowledged masters of stunt, Cunning many times over the years. You’ll probably remember their projection of Gail Porter on the side of the House of Commons.

I believe guerrilla marketing is like comedy – if something seems not quite right, it makes the whole thing completely wrong. Which is probably why so many companies attempt it but don’t succeed. Last year I saw a group of promotional people pretending to be ‘aliens’. Dressed in green leotards they walked around Soho Square picking out who they assumed were homosexuals to give them laundry detergent samples. For fucks sake.

For me, the point of guerrilla marketing is to make an impact on media-savvy, cynical bright young things who usually have a distinct sense of humour. It has be ‘different’ and designed so that people actually enjoy the fact that they’re being marketed to.

Many brands are not suitable to be promoted by guerrilla marketing. And for some big corporates keen to play it safe, the original idea becomes so diluted that it’s so far from the original concept that it’s safest not to do it. YOU KNOW WHO YOU ARE.

Effective guerrilla tactics need to be well thought out. Don’t risk mimicking anything that has been done before, and don’t leave it in the hands of non-specialists. Do it badly and you lose an audience, your brand loses credibility and the only question on people’s lips will be ‘who in God’s name did that?’. Trust me.

July 2nd 2016
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Hendy Ford in Fareham Review

My friend Fiona has some good advice: So I went to collect my "fixed" car today, well the tyres are fixed but.... The glove box is now broken, the inside trim isn't flush, there is a scratch on the inside door, and there is still rust on the window wipers. Not ...
May 25th 2016
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Taking Bank Holidays Costs UK Small Businesses Over £2,500 Each Year

The month of May sees two Bank Holidays (2nd and 30th May), but British small business owners stand to lose an average of £506[1] during May and £2,163[2] annually by choosing not to operate and instead take the extra day’s rest over long weekends. A study of 1,500 UK small business owners by Yell Business reveals that ...
November 18th 2015
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An interview with Ty Jeffries aka Miss Hope Springs

Miss Hope Springs will be performing her Christmas show Now it’s Christmas Time at Brighton's Komedia on Tuesday 8th December. Last year’s show, which has been described as 'a glittering glimpse of vintage Vegas’ was completely sold out. Miss Hope has had rave reviews, as well as winning Best Cabaret Brighton Fringe ...
June 18th 2015
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Alex Reid launches Alma Juicing Retreats

Alex Reid, the former cage fighter - who was married to Katie Price from 2010 to 2012 - has set up the Alma Juicing Retreat in Marbella, Spain and is using his expert knowledge of health and fitness to help people get in shape and achieve their weight loss goals. The ...
September 30th 2014
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MBAs from £4000 from the Online Business School

An online business school is revolutionising business education by offering routes to undergraduate degrees and MBAs costing a student as little as £4,000 - while also enabling them to study “anywhere at anytime”. The Online Business School (OBS), founded by distance-learning pioneer John Holden, provides ‘pay-as-you-go’ pathways to business degrees and ...

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