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Scarlett Letter #30: Guerrilla marketing–what are the B2B opportunities?

Guerrilla marketing, initially coined by Jay Conrad Levinson has evolved into many subsets, including undercover marketing.

Once upon a time, I knew an architectural firm with a hip intention–they were looking to change their image and appeal to a more urban client base–namely in the markets of commercial interiors, restaurants, and multi-family housing. Relative to their existing suburban portfolio, client base, and brand image, this would be quite a shift…and a fun, albeit challenging, undertaking!

The owner’s notion was to have the junior staff and summer interns collaborate to create and execute some guerrilla marketing tactics in order to raise intrigue and brand awareness. This owner put together what I felt was a pretty neat ‘program’, where he would educate these junior folks on the message and facilitate brainstorming amongst the group to identify the topmost opportunities for guerrilla marketing to enhance their business. As we all know, this sort of marketing operates (by its nature) on a shoestring budget, so creativity and a willingness to take risks are both essential for success.

I can’t tell you the results of their effort, although my recollection (this was three years ago) is that it didn’t wholly get executed, therefore, true success was hard to measure.

However, I recalled the notion fondly last week, when I was walking down the street in Chicago’s Old Town neighborhood. I saw a tree that had a lone posting (see images). Even though this post was small, it immediately commanded attention, as it was the only one on a tree. (Plus, we simply don’t put postings on trees in our neighborhood! It’s an oddity).

I took a closer look (see the other image) and realized it mentioned muffin tops with an arrow. Yum, I thought. Muffin tops are the best. I’ve never heard of this Maxine’s place before. Surely it’s somewhere nearby.

Well, I slowed my pace so that I could find these muffins and learn more. I’m sorry to report that I did not yet locate these muffins, nor did I locate Maxine’s muffins in Chicago on google. Humph.

Nonetheless, because I was intrigued enough to think about it and even google it, the experience reminded me that there is indeed some value to guerrilla marketing, which can often lead to viral marketing (especially with today’s technologies), and it may very well be worthwhile to consider in business-to-business (B2B) scenarios.

Stay tuned for the next post….in my earnest search to find the bakery, I instead found something else wonderful….In the meantime, I’d love to hear any B2B stories that the readers are willing to share.

           

Tags: Anne Scarlett A/E Marketing, B to B, B2B, Brand, business to business, Guerrilla marketing, Jay Conrad Levinson, linkedin, professional services marketing, professional services sales, Viral marketing

2 Responses to “Scarlett Letter #30: Guerrilla marketing–what are the B2B opportunities?”

1. Ann

   August 15th, 2009

   FYI, I happened to be walking up Lincoln Ave. today, returning from the Green City Market with my children. We passed by some kids sitting on their steps, selling mini-cups of lemonade for 10 cents, and Maxine’s Muffin Tops. I initially passed by, since my children had already had croissants at the market. But, I also thought, hmmm, muffin tops … I love muffin tops. I went back and bought marbled muffin tops for the kids, and zucchini for me. They were OUTSTANDING! Which led me online to search for recipes, to no avail. I’m sorry I didn’t ask more questions! I’m wondering if “Maxine” is the mother of these children, with a home start-up baking business. But, there didn’t seem to be any marketing materials at hand. Between Wells and Wisconsin on the west side of the street!

2. AnneScarlett

   August 15th, 2009

   Your name is Ann too (but without the e)??
   So interesting. You have solved the mystery a bit more then. But still…I did the same thing you did; looked for info online. I live just up the street from the Green City market (and apparently I live close to Maxine too!) My blog post was of course to relate more to business-to-busienss opportunities for guerrilla and viral marketing, but nonetheless, I am very curious to know more about Ms. Maxine, her muffin tops, and her plan for growth Thanks for posting and sharing your experience. This, in itself, is how viral marketing works! People notice, people comment, people share broadly.

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