Guerrilla Marketing Goes Mainstream: AMA Conference
Guerilla marketing will spread beyond jaded young adults as marketers target Baby Boomers, African-Americans and other audiences this year. That’s one conclusion of the American Marketing Association’s Guerrilla Marketing Goes Mainstream conference held last week in New York City.
Guerilla marketing “breaks through the crowded landscape and reaches the consumer in an unobtrusive, yet effective way,” said Brian Bolain, national sales promotion manager for Toyota Scion.
The tactic that has worked well to reach youth can influence older consumers as well.
“You create a cultural connection by aligning brand values with a culture’s values,” said Ashley McEvoy, VP-marketing for McNeil consumer pharmaceuticals.
For example, McNeil’s St. Joseph’s Aspirin, previously marketed as a children’s medicine, has been repositioned in the marketplace as a heart attack preventative.
“We are nurturing the cult following that has begun with St. Joseph’s,” said McEvoy. “We are targeting men, women and African-American Baby Boomers by educating church communities in the south about heart disease; we’ve seen double-digit growth in those markets.”
McNeil launched a similar guerrilla campaign with Imodium AD by positioning branded port-a-potties at state fairs and other outdoor events.
“All brands are fair game, depending on how creative and innovative you are,” McEvoy said.
