E-Book Overview
Praeger An Imprint of ABC-CLIO, LLC, 2015. - 194 p. - ISBN: 1440838380
This compelling book shows companies new methods of marketing communication that will break through the noise created by the competition and allow them to differentiate their offerings and their brands. * Thoroughly explains the compelling advantages of Street Marketing(TM), including low cost, high impact, and a personal approach that creates an emotional response * Explains the current crisis of conventional marketing in a brand society, identifies the need for non-conventional approaches for the emerging non-conventional market, and addresses the origins and definitions of non-conventional marketing approaches * Provides real-world examples of successful Street Marketing by major companies and organizations such as Heineken, Greenpeace, World Wildlife Fund (WWF), and Mini (automobiles) * Written by an accomplished marketing consultant and business owner who has put his Street Marketing(TM) concepts and practices into action for well-known organizations and companies as diverse as Intel, Lancome, Clarins, Microsoft, Sony, and the World Council of People at the United Nations.
E-Book Content
Street Marketing™
Street Marketing™ THE FUTURE OF GUERRILLA MARKETING AND BUZZ Marcel Saucet Foreword by Derrick Borte
Copyright © 2015 by Marcel Saucet All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, except for the inclusion of brief quotations in a review, without prior permission in writing from the publisher. Originally published in French as Street Marketing™: Un buzz dans la ville! by Marcel Saucet avec la collaboration de Bernard Cova, copyright © 2013 Les Editions Diateino. Library of Congress Cataloging-in-Publication Data Saucet, Marcel. Street marketing : the future of guerrilla marketing and buzz / Marcel Saucet. pages cm Includes bibliographical references. ISBN 978-1-4408-3838-5 (hardback) — ISBN 978-1-4408-3839-2 (e-book) 1. Internet marketing. 2. Target marketing. 3. Consumers’ preferences. 4. Relationship marketing. I. Title. HF5415.1265.S28 2015 658.8'72—dc23
2015019518
ISBN: 978-1-4408-3838-5 EISBN: 978-1-4408-3839-2 19 18 17 16 15 1 2 3 4 5 This book is also available on the World Wide Web as an eBook. Visit www.abc-clio.com for details. Praeger An Imprint of ABC-CLIO, LLC ABC-CLIO, LLC 130 Cremona Drive, P.O. Box 1911 Santa Barbara, California 93116-1911 This book is printed on acid-free paper Manufactured in the United States of America
Contents Foreword by Derrick Borte Introduction Marketing Today 1. The Crisis in Conventional Marketing 2. Unconventional Marketing The Street Today 3. Reimagining the Street 4. Where the Street Generates a Modern Culture 5. The Street and Word-of-Mouth Street Marketing 6. An Evolving Practice 7. Creating a Street Marketing Campaign 8. Generating Buzz 9. Evaluating Risk New Applications of Street Marketing 10. Customizing Street Marketing in Unexpected Ways 11. Social Causes and the Street Conclusion: The Outlook for Street Marketing Afterword by Joel Palix Notes Bibliography Index
Foreword When I wrote The Joneses, a film depicting a make-believe family of stealth marketers, the only exposure I’d had to the use of such guerrilla tactics was an ABC News report years earlier. The groundbreaking and controversial practices included sending a fashion model into bars where she would order a Campari repeatedly in earshot of all the men gravitating around her, or asking a stranger at Disneyland to take a family photo and introducing them to the newest Sony camera. What I was writing seemed to me, and to others who would see the film years later, to be radical notions. I had no idea that I was