Wednesday, August 4, 2010

Guerrilla Marketing idea: Make future customers happy with some good music

The other day I saw a nice example of Guerrilla Marketing at the airport of McAllen, Texas: a country singer.

With only five gates, the McAllen airport is relatively small. However, many people pass and stop here daily - to welcome friends and family or say goodbye to them. Instead of the usual background music through speakers, visitors got to hear live music now. In one corner of the airport there was a country singer with his guitar. He played songs from country through pop to rock music. Next to him there was a board with the name of the main sponsor – a local car dealership. Additionally, in the short breaks between songs, the singer mentioned the other sponsors – the local chamber of commerce, a local restaurant and the airport.

If you are planning a similar event, you should consider the following:
  • Choose a place, where a lot of people pass by and also stop.
  • Look for a singer that can actually sing. Even though he/she might be a little bit pricier than one that cannot really sing. Nobody will be happy about a bad singer – not you and certainly not the listeners.
  • Depending on which place you choose, you can hire a complete band or orchestra.
  • Choose a music style depending on the chosen place and your target group (customers).
  • Cooperate with other local businesses. Form partnerships – this way you can share costs and the organization of the event.
  • Think about how you could show or tell listeners who are the sponsors. How do you want to advertise your company? You can put up boards, posters or have the singer name or sing the sponsors.
  • You can have a small event (such as the one in McAllen airport) or you can have a bigger event (for example with a band, a stage, free food) – depending on the size of your budget and the place.

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