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June 24, 2004


Creative Marketing

Nobody loves clever ad campaigns like this girl, so I was happy to see guerilla marketing get a nod in this article. It’s nice to see advertisers turning away from traditional billboards and getting more creative. In one ploy that sounds not entirely legal, a street team for New York Health & Racquet Club will show their undies to passersby to drum up interest in a new fitness class called “Booty Call”.

Target is also getting in on the action with their “Deliver the Shiver” truck, which sold 5,000 BTU air conditioners in Herald Square today for $75, along with a handy cart to bring them home. (If you missed it, they’ll be at the Second Avenue Festival this Saturday, too).

The great thing about Deliver the Shiver is that the company clearly (ahem) targets their audience with a deal that people want, will remember, and promotes the brand. Now folks will not only think Target = friendly and fun, but also Target = cheap appliances!

My most memorable misguided street team encounter occurred last fall on Hudson Street. Just as I was being soaked through by monsoon level winds and rain, a couple of kids with artificially “windblown” hair stepped between me and the closest awning.

Kids: Hey there, free flashlight pen from the Weather Channel?
Me: No. Don’t you have umbrellas?
Kids: …
Me: It’s the Weather Channel, right?
Kids: uh…...we just have flashlight pens.

Like I said, know your audience.

categories: Business, NYC
posted by Emily at 5:23 PM | #