Many museums draw back on guerrilla marketing. A very popular method is to spray graffiti on the sidewalk. This is requires relatively little effort and is very cost effective. However, the paint being used stays on the sidewalk for a long time. The Edwin Scharff museum in Neu-Ulm, Germany, had a “Wilhelm Busch” exhibit in 2008. In order to advertise the exhibit, graffiti was sprayed on the sidewalk near the bus/train station, all the way to the museum – it is still clearly visible today. Visitors might be disappointed once they realize the exhibit has long been over. Locals walking past the graffiti will wonder about the museum.
Make sure your guerrilla marketing campaigns are not ‘too sustainable’, but up-to-date.