My big takeaway from this chapter is knowledge. Levinson discusses throughout the book how Guerilla Marketing is all about being creative. In the 5th chapter he notes the significance of knowledge on being creative.
Being creative is significant in selling products, teaching and every day life. But in order to be creative you have to know exactly what you are selling/teaching. One under-valued ad campaign (in my opinion) was for Old Spice. The tongue-in-cheek masculine men stating that your man could be like them was a great way to play to both men and women.
In order to use this creativity, Old Spice had to use their knowledge of the market. In my limited knowledge I know Old Spice had a reputation for being cheap. While playing off the affordability, they incorporated humor and creativity to appeal to women. In doing this Old Spice used the seven steps in a successful marketing campaign: Find the drama, translate that drama to benefit, state benefits in a believable way (ok, maybe a little off here), get people's attention, motivate your audience to get involved, communicate clearly and measure the finished product against your creative strategy.
For reference:
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