Guerrilla marketing wearitlikeapenguin.blogspot.com
Bookmarks Fifteen bookmarks were distributed in fashion magazines at the Princess Street Campus of Red River College, Chapters, and Superstore.
Price tags Twenty-five price tags were left in pockets of top rated clothing* in retail stores of Polo Park and St. Vital Shopping Centre.
*Clothing rated by the Penguins
Wallets Five new wallets with WILAP price tags were left on benches and coffee tables at the Red River College, Polo Park, and St. Vital Shopping Centre.
Men's washroom outfit Thirty-five men’s paper jeans were cut out and ten were glued onto women’s washroom icons at the Red River College and Polo Park Shopping Centre. The remaining jeans were distributed as the price tags* were. *See Price Tags on Pages 4 and 5.
Women's washroom outfit Thirty-five women’s paper dresses were cut out and ten were glued onto women’s washroom icons at the Red River College and Polo Park Shopping Centre. The remaining dresses were distributed as the price tags* were.
*See Price Tags on Pages 4 and 5.
Purses &ties Forty purses and ties were hung on jacket hooks in washroom stalls, elevator railings, students’ desks and anywhere possible to hang around Red River College.
Handkerchiefs Twenty newly sewn handkerchiefs were left on benches and coffee tables at the Red River College, Polo Park, and St. Vital Shopping Centre.
Expectations Guerilla Marketing
I hoped to attract my target market by placing my marketing pieces where young fashionable ones would be. In pockets of fashionable clothing, fashion magazines, free trendy items, and places where there is a great number of traffic. Hoping that people would find these pieces, they would read the ‘call to action’ and visit my blog. But not just visit, if I reached my target market and if it peaks their interest, I’m hoping they would follow this blog.
Upon finding these pieces I hope that they would spread the news among their friends of what they had found, where they found it and spread what ‘all the commotion’ is about!
Overview
February 25th to march 13th Unleashed campaign late February, reached 497 views. A few days into March, reached 190 views. March 13th, on it’s way up to 491 views.
Overview Recent Traffic Before this Campaign took place, there have been visitors who have stumbled upon the site. The rest have been from guerilla marketing. The highest peak was February 28th with 245 views, when I distributed marketing pieces around the college grounds and spread through social media. Next highest was March 6th, 105 views, the second batch of marketing. The lowest view count, 12 was Sunday, March 4th. Since then, the page views had varied from 25 to 50 views
Overview Statistic details The operating systems help me to adjust my layout to suit the needs of my viewers; mobile, tablets or computers. The posts help me to see which topic was most appealing to my viewers. The pageviews by countries shows where my views come from, 826 within Canada & 168 outside of Canada!
Success What Worked:
Changing my status on Facebook and twitter to the url of the site was most effective. It was easy for others to link to the page. Washroom outfits, purses, and ties reached at minimum ten people before it was taken down. Most intriguing was the new, clean hanker chiefs and wallets. People would look around them to see who it belonged to before taking them.
The bookmarks were placed in Fashion magazines, and the shop and drop price tags where hidden in pockets of chosen apparel, exactly the target marked aimed for. With the help of my Penguin team of ten, I was able to distribute the marketing pieces in shopping malls. And also use them as models for my posts.
Missed opportunities What could have been better One major problem was that custodians or staff members where taking my marketing pieces down after a day or so. Solution: market in the morning so that more people are able to see before it’s taken down. Although I did have thoughtful placement of my pieces, for the bookmarks I should have made them more visible, or inserted them in magazines closer to the cashiers so that they would be purchased faster. Ask brave people to market for you. When distributing the shop and drop price tags I was nervous my team would be banned from stores for putting up the washroom icons.
Also an experience I had when inserting the shop and drop price tags, after inserting it into the pocket of a pair of jeans I handed it back to the sales associate and when she threw it over her arm the tag dropped out. Solution: next time make sure that it is securely in place. The wallets would only make a lasting impact if it reached the right target market. Having the wallet received by a random person will result in them just taking a free wallet and throwing out the tag. Suggestion: embroider brand on wallet or leave in areas where people with common interests would be. The hanker chiefs, bookmarks and wallets only reached one person in the end, this leaves me hoping they would spread my campaign by word of mouth of what they have seen or found.
Strengthen the campaign Develop campaign further More INTERACTION! Get people to post comments on the blog. Add more value to the blog, or richer content so they come back to the site. Create a Facebook page, widen out, get known! Get people to share or like the link, this will help it spread! Work off of Coraline campaign and create unique packages to get people interested.
Try other places where target market would be, try other colleges, universities, schools that would have fashion or clothing and textile programs. When the weather gets warmer, start photographing Winnipegers at their best, ones who rock their style on the street! And blog online after having consent.
Wear it like a penguin Guerilla marketing This assignment was probably the most memorable because we were able to chose to market something that we were interested in. Overall this campaign was exciting, challenging, and extremely fun. Within two weeks and three days, from distributing 175 marketing pieces I was able to reach 998 views and three followers. Only two views away from a thousand!
I hope you guys were pleased to see my progress up to date and I hope to see you wear it like a penguin, and you might just be up on my blog some day.
Thank you!
Alyssa Love Pangan
Wear it like a penguin Spread the word.