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B&B marketing: A complete guide to marketing for your small property - Building Online Business

Street marketing is a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service.[1] Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing methods such as television, print and social media.[2] Based on the shifting characteristics of modern-day consumers – such as increased product knowledge and expectations of transparency – the goal of street marketing is to use direct communication to enhance brand recognition.[3]

This style of marketing grew in popularity in 1986 when Jay Conrad Levinson published his book Guerrilla Marketing, which paved the future for unconventional and abnormal brand campaigns. Street marketing is often confused with ambient marketing, which is a marketing strategy of placing ads on unusual objects or in unusual places where you wouldn't usually expect to have an advertisement. Unlike typical public marketing campaigns that use billboards, street marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers.[4] The goals of this interaction include causing an emotional reaction in potential customers, and getting people to remember brands in a different way.[5]

  1. ^ Saucet, Marcel; Cova, Bernard (2015). "The secret lives of unconventional campaigns: Street marketing on the fringe". Journal of Marketing Communications. 21: 65–77. doi:10.1080/13527266.2014.970820.
  2. ^ Levinson, Jay (1998). Guerrilla Marketing. New York, New York: Houghton Mifflin Company. pp. 1–89. ISBN 978-0-395-90625-5.
  3. ^ Ries, A. and J. Trout, 1986. Marketing Warfare. McGraw-Hill, New York.
  4. ^ Luxton, Sandra Lorraine and Lachlan Drummond. “What is this thing called 'Ambient Advertising'?” (2000).
  5. ^ Hirschman, E.C. and B.B. Stern, 1999. The roles of emotion in consumer research. Adv. Consum. Res., 26: 4-11.
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