Tag Archives: industry

Guerilla and Experiential Concepts: Its all just a Fad!

In recent years many articles are popping up praising concepts like piggybacking, experiential, viral, buzz marketing etc.
Are these concepts THE solution to get your brand and message across to your target audience no matter what?

Buzz Marketing being “A big Fad!”
In the blog of Joseph Putnam “How to Apply Buzz Marketing Principles for Effective Internet Marketing” the success of Buzz marketing seems to be guaranteed.
“The difference is that the goal of buzz marketing is to get people talking about your brand – not just to make people aware that your brand exists.(…) Most people think it’s something that happens randomly, but in the book Buzzmarketing, author Mark Hughes talks about how buzz can be generated by following a few basic principles. Businesses that follow these principles are much more successful at getting people and news outlets talking about their brand than businesses that only use traditional marketing tactics.”

“A big fad” called Piggybagging
As well as in the blog of Laura Davies “Can piggybagging on viral activity help with your marketing strategy?” the author talks about using Piggybagging as a successful concept to reach the right audience “One thing is clear, the impact of viral campaigns can be huge, but in a few months, weeks or even days they can be easily be forgotten. For brands, “piggybacking” on these trends and campaigns quickly is highly beneficial (…)”

Experiential Marketing “The next pig fad!”
Shareen Pathak who is the author of the blog post “Just What Is Experiential Marketing, and How Can It Be Measured?” mentioned that “Jeff Benjamin, chief creative officer at JWT North America, said experiential is what brands do in the world that get people “participating.” He called it an evolution of what interactive advertising was a few years ago — anything that pulls people into the brand, digitally or physically. “It just has the gas pedal on it now because of social media and technology.”

If one follows up all three blog posts mentioned before and carefully reads them, the question stated at the beginning becomes obsolete. Plus questions like: Are these “new” concepts the Holy Grail of marketing? Can these vessels transport any type of message to any person on the planet? Do they only have to be new and exciting to be appealing? where the answers is no becomes obsolete as well.
This is all due to the progression of marketing itself. As I was putting this blog post together I researched the web for FAD look alike blog posts based on marketing concepts. So far I could not find one single article praising one concepts or idea as the single perfect solution.
It seems that marketing and its experts grew up to the extend where marketing is not a side function of sales anymore but rather a mature, smart and educated industry.
Every article or blog found, mentioned that in the end it’s much more important to identify key trends within the target audience, use the right tone of voice across channels in a coherent way and stay true to what research and data can provide us with.
That said, concepts like piggybacking, experiential, viral, buzz marketing etc. have proven itself to be successful approaches and concepts but only within an appropriate context and with a meaningful and coherent message.
Following marketing 101 rules, these concepts can stay valid overtime but only if the implementation and execution is spot on and inline with a proper strategy.

For instance, Pepsi just proved that experiential marketing can work over time with the same idea as long as it is coherent, hence following the same or an adapted strategy and has meaning to its audience:

Year 2013:

Youtube Facts – Views: 45,216,778, Likes: 155,103

Year 2014:

Youtube Facts – Views: 19,785,451, Likes: 63,740

Although the second #TestDrive was less successful ADWEEK put it on their Ad of the Day page showing that this idea once implemented correctly can produce repeated results: http://www.adweek.com/news/advertising-branding/ad-day-jeff-gordon-pepsimax-get-revenge-writer-who-said-test-drive-was-fake-155992

One final word: Thanks marketing for growing up as a sector and especially understanding that ideas and concepts are only one part of you. Plus thanks concepts and technology for making marketing way more creative and diverse than ever before. There are no fads within concepts or ideas but there are people using the marketing tools wrong or in the wrong context – Nevertheless these people seem to become obsolete in a growing and more mature marketing world.


Written and edited by Benjamin Glahe