4 Benefits Of Guerilla Marketing For Your Brand

Marketing Event Experiential

By: Manav Kaur, Marketing and Communications Coordinator

When conventional methods are failing, the guerrillas are dispatched.
It’s difficult not to think of guerrilla warfare when we hear the word “guerrilla marketing,” which is understandable given that this form of marketing is named after it. Guerrilla tactics in warfare rely heavily on the element of surprise like ambushes.

But how does this apply to the job we do on a daily basis? Guerrilla marketing tactics rely heavily on the element of surprise. Its goal is to develop very unusual campaigns that catch people off guard in the course of their daily lives. These techniques are intended to elicit feelings of surprise, awe, or shock. Guerrilla marketing is primarily reliant on imagination. In comparison to traditional marketing and advertising, the goal is to leave a lasting impact on customers.

Jam Van’s ‘Breaking Bad’ Promotion

To be willing to do something distinctive that captures the attention of the audience may be considerably more beneficial and powerful than putting out a multimilliondollar campaign that is likely to go unnoticed. This form of marketing is one-of-a-kind and that is the reason it works; it gets a company or brand recognized. It may range from a smart graphic on a bus station bench to carrying out prominent exhibits that pique audience‘s interest. Let’s have a look at the four benefits that Guerrilla marketing may deliver for your brand. 
 
1) Make the Brand Stand Out 
Guerrilla marketing can prove to be beneficial to your brand since it sets you apart from the competition. This strategy not only makes your company/ brand stand out, but it also conveys to the audience that you’re a “cool” company/ brand and aids in the development of a distinct brand image; this is particularly useful when marketing to a younger demographic. Because you developed something unique in comparison to a normal advertising, which is easier to overlook, consumers will remember your brand long after they have seen what you have done. 

Fiji Water’s #FijiGirl at the Golden Globe Awards

2) Budget Friendly 
Guerrilla marketing has evolved to being a popular marketing strategy with both large and small brands/ companies, as a low-cost method to successfully reaching the target audience. Guerrilla marketers look for unique and innovative ways to convey message to the audience people in the real world rather than relying on one-way advertising. The approach is a low-cost way to raise brand awareness, as in this case creativity takes precedence over budget. 

Deadpool Tinder profile

3) Multiple Forms of Marketing Strategies  
Guerrilla marketing has several components that contribute to its effectiveness and influence as a marketing approach. It comes in a various sort that marketers might employ. Here are few sub categories of Guerrilla Marketing:

  • Outdoor (Ambient) Marketing.  Adding something to a pre-existing urban setting, such as displaying temporary artwork on sidewalks and streets or affixing something detachable to a sculpture or statue.
  • Indoor (Ambient) Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like bus or train stations, shops, and buildings.
  • Event Ambush Guerrilla Marketing. When a brand “ambushes” a campaign or event to compete for publicity/exposure with competing brands; to leverage the momentum generated by the original brand in order to enhance awareness of their own brand.
  • Experiential Guerrilla Marketing. It may be some or all of the above, but it must be done in such a way that the audience is driven to interact with the brand. 
‘Ugly Betty’ Series promo

4) Memorable 
By their very nature, guerrilla marketing initiatives are unique and unexpected, and they have the capacity to make a lingering impact on audience. Customers are left astonished, pleased, and eager to learn more about the product and/or service after a successful campaign. Customers may capture a long – lasting impression and share it across their network via social mediaMany believe word-of-mouth to be one of the most effective weapons in a marketer’s arsenal. Marketing campaigns may quickly go viral and receive exposure to millions of people, leading to growth through word-of-mouth. Nothing beats the audience talking about your campaign on their own. 

Jam Van’s 20th Century Fox promotion for ‘The Greatest Showman’ Nathan Phillips Square takeover.

Guerrilla marketing can be a very efficient strategy for companies to build awareness for their products when implemented right. In the coming years, as digital marketing becomes more popular among young marketers, expect to see more innovative guerrilla marketing tactics implemented. It’s an excellent method to engage customers by piquing their interest and motivating them to learn more. 

Jam Van’s WB Harry Potter Deathly Hallows Promotion

Feeling Inspired to plan your next campaign using Guerrilla marketing? Let’s start exploring the possibilities together! 
Jam Van is a leading experiential marketing agency that offers specialization in experiential marketing, mobile experiences and out-of-home media, thanks to our 20+ years of experience. If you want to get started, send us an email at 
info@jamvan.com

The Emerging Trend of Experiential Retail

Experiential Marketing

By: Manav Kaur, Marketing and Communications Coordinator

In recent years, we’ve heard about traditional retail’s downfall and the growth of E-commerce. The yearning for retail experiences, on the other hand, is on the rise, with 52 % of millennials stating that experience-related purchases account for the majority of their spending. Brands can provide customers with entertaining, unique and in-person experiences that lift shopping to new heights by focusing on immersive retail experiences.

What exactly is a store’s purpose? Essentially, it’s to provide customers with products and, more significantly, to persuade them to purchase them. However, in recent times, the purpose of a store has been thrown into doubt as start-ups and conventional retailers alike explore experiential retail, which has become the apex of physical retail. Or, to be more specific, a successful experiential retail strategy. The retail sector is focusing on immersive shopping and customer experiences rather than features and advantages. Retailers must provide customers with a fun and engaging retail experience in order to generate sales. The sorts of goods and services that individuals buy online vs at a physical store appear to be becoming clearer.

While most items may now be purchased online, many service-based activities such as dining, fitness, and theatre need in-person interactions (experiences) and are hence better purchased or transacted in person. And, while people may and do buy things like furniture, sporting goods, clothes, and cosmetics online, they typically want to touch, try on, or engage with them before making a purchase. As a result, the word “experiential retail” has become a popular way to characterize the various types of physical retail locations that are thriving and growing in today’s omnichannel retail environment.
Experiential Event Marketing Retail Experience Victoria's Secret

What is experiential retail?
The term “experiential retail” is frequently used, but what exactly does it imply? It’s a kind of retail marketing in which customers who visit a physical store are provided experiences that go beyond the norm. Art (often interactive art), live music, virtual reality, cafés and lounges, performances, activities, and video display walls are some of the amenities available.

What does experiential retail do differently than traditional retail?
1. Creates a unique and memorable experience that can be shared with others.
2. Focuses on customer engagement rather than sales.
3. It stimulates the senses of your consumers.
4. Goes above and beyond consumer expectations.
5. Makes use of in-store activities and services.
6. The retail experience caters to the demands of the customer.

Let’s look at few examples to understand and appreciate experiential retail better-

Huda Beauty: Cosmic experience in Covent Garden

 

 

Sephora’s Mobile Outdoor Beauty Maze
Skateparks by House of Vans

 

Importance and necessity of XM in retail especially in post-covid world

All indicators point to a strong comeback of physical retail after being severely interrupted by the COVID-19 pandemic. Consumers are eager to return to stores for more reasons than curbside pickup as stay-at-home orders come to an end; they want to explore and be engaged by distinctive shopping. Pandemic’s online shopping trend has highlighted what ecommerce cannot provide: deep, unforgettable brand experiences.

This is especially important for millennials, who would prefer to spend money on experiences than on products. Brand loyalty has become more difficult to achieve in such a competitive retail environment. It takes at least five transactions for 37% of customers to consider themselves brand loyal, and their prior experience is crucial; 93 % of customers say they will most likely purchase from a brand again if their previous experience was amazing. Consumers will be more likely to go into your store and spend time experiencing what your brand has to offer if you invest in experiential retail. It’s the first step in establishing a long-term relationship with your consumers.

Consumer expectations of retail establishments nowadays aren’t all that different from those of any live event, especially in the aftermath of a pandemic. During the pandemic’s isolation, we were all essentially “out of touch.” People want to see, hear, taste, touch, and smell things first-hand. When used effectively, the senses may completely immerse fans and imprint unforgettable memories that vastly outnumber those available online. People want to reconnect with other consumers who share their enthusiasm for the same brands. Successful, immersive retail experiences are mash-ups of a variety of activities that we all admire.

With so much online searching and shopping now, and so many eCommerce alternatives for customers, the real retail experience must find a balance between transaction and transformation. The idea is to place a greater emphasis on engaging experiences that convert casual visits into brand champions, and advocates into ambassadors, with the expectation that they will all become customers or encourage others in their network.

Brands benefit from experiential retail initiatives because they give a significant point of differentiation. Instead of being solely transactional, the in-store experience adds value by providing customers with inspiration and information about what a retailer can do to assist them accomplish their goals as a customer. If there’s one thing you should take away from this post, it’s that experiential retail isn’t simply a trend; it’s the way retail will be in the future. The need to wow consumers is increasing as more businesses invest in unique retail experiences.

Are you ready to amaze your customers with experiential retail?

Jam Van is a leading experiential marketing agency that offers specialization in experiential marketing, mobile experiences and out-of-home media, thanks to our 20+ years of experience. If you want to get started, send us an email at info@jamvan.com

The Importance of Influencer Marketing

By: Alison Chiu, Marketing and Communications Coordinator

Due to the COVID-19 global pandemic, consumers have slowly moved towards a preference for online commerce. Statistics show that the Gen Z – those between the ages of 16 and 26 – now makes up for 40% of consumers that spend about three hours daily utilizing social media (Kastenholz, 2021). As a result, it shows how digital and online social media platforms have become mainstream for the past year and are a big part of our daily lives. This has also led influencer marketing to make a great impact in the overall social media and marketing strategy for brands. The Influencer Marketing Hub states that the influencer marketing industry will grow to about $13.8 billion this year. It’s expected to continue to grow and reach $15 billion in 2022 (Richel, 2021), which means many more collaborations between brands and influencers will occur in marketing campaigns.

First of all, what is Influencer Marketing? 

It’s when brands collaborate with influencers to promote the brand’s product or service with the goal to increase brand awareness and better target their audience. Influencers have the power to impact their following base’s purchasing decisions, which is why influencer marketing is a great option for brands to consider. Brands are constantly leveraging influencers not limited to only celebrities with a high following count, but also many other types including micro- and nano-influencers, virtual, and gaming influencers. This type of marketing leads to increased brand awareness, increased trust, and increased engagement from the target market.

Experiential Marketing Jam Van

Generate Brand Awareness

As the digital market becomes increasingly competitive, brands have found a different way to compete for consumer attention and generate brand awareness. The production of creative, engaging, and entertaining content greatly helps to reach the brand’s target market. With a memorable and effective marketing campaign, it will help to easily grab their consumers attention. This is where influencer marketing becomes a great part of a marketing strategy as it overcomes the challenges of traditional advertising. Through popular social media platforms like TikTok and Instagram, it has become one of the main sources of advertising to consumers as they can choose which influencer they want to listen to and trust. When an influencer advertises and promotes a brand to their followers, it helps increase brand awareness as their followers learn about the brand through their trusted source. Through their trust with the influencer they follow, it helps to increase brand awareness as consumers will remember the brand and potentially buy something from them in the near future.

Experiential Marketing Event Toronto Jam Van

Increased Trust

When an influencer promotes and advertises your brand to their followers, this greatly helps their following base develop trust in your brand. This results in increased trust and credibility, which is crucial as brands with increased credibility tend to develop better relationships with their customers. The challenges posed by COVID-19 have brought many people, including influencers to move on from the days of a maintained social media feed and nice photos. As influencers continue to share their more authentic moments and photos through social media, this helps to establish the trust of their followers. People tend to follow certain influencers that they feel like they can relate to, which is why authenticity is important. This helps increase brand awareness the influencer can easily encourage their followers to remember the brand they are advertising for. For instance, when an influencer provides their honest opinion and feedback on the brand’s products, their followers will very likely have more trust in the brand. As a result, it will also help increase the brand’s engagement as the influencer’s followers will likely visit the brand’s social media platforms and engage with their posts.

Experiential Marketing Event Toronto Jamvan

Increased Engagement

Depending on the type of content that the influencers post, it helps to increase the interaction and engagement between the influencer and their following base. Those followers are very likely to visit your brand’s social media accounts and engage with your brand as well. For instance, if your brand were to have a giveaway and have the influencer advertise it, this type of engagement and content will help your brand not only gain interaction, but can later result in greater recognition and revenue. Also, giving the influencer a discount code to advertise to their followers will also help increase brand awareness, engagement, and generated revenue.

Experiential Marketing Event Jamvan

As social media continues to become one of the main ways to connect with customers, there are many methods to promote your brand online. Out of numerous ways, influencer marketing is a critical component of a brand’s marketing campaign and strategy. Through their strong influence over their following base, they can conveniently and effectively deliver the message to help them better understand your brand. Overall, the influencer marketing industry will continue to grow and evolve over the years to better send the message across to potential consumers.  

Interested in learning how influencer marketing can be an integral part of your marketing strategy? Contact us today info@jamvan.com

 

 

MOTRIN ON-THE-GO

By: Jennifer Chan

What a summer we had at Jam Van for 2017! Our cross-country tour with Motrin was a major hit. As mentioned in the article, “The Johnson & Johnson brand is touring popular races and marathons to help boost unaided awareness.” (http://mediaincanada.com/2017/05/30/motrin-targets-women-at-their-pain-points/) The campaign ran through May and June with a Motrin-branded Jam Van travelling to four different markets in Canada. For those of you not familiar with the pharma brand, the company is a subsidiary of Johnson & Johnson, with medication that targets pain and fever relief. In order to educate consumers about the brand, its uses and benefits, drive trial to sales, and brand affinity, J3, J&J’s in-house marketing agency, chose Jam Van, with nearly 20 years of experience in mobile exhibit executions.

Shoppers Run For Women at Edworthy Park in Calgary, ON (June 11, 2017)

Motrin offers a wide variety of options for consumers to handle their pain. Shoppers have access to Motrin Tablets, Platinum Muscle & Body Caplets, and Liquid gels to provide families with products to help them feel better and make the most of every day. Motrin is committed to helping consumers push through pain and continue with their busy, active lives. Targeting headaches, fever, sore muscles, inflammation, joint and back ache, sprains and strains, and menstrual cramps.

Signing up and receiving Motrin back packs Calgary,
AB (June 2017)

This was the fuel in creating the Unstoppable campaign targeting the women who are the engine that keeps everything going. In their careers and families, mommy groups and social networks, their energy radiates and is infectious. They’re busy and they love it. They treat decisively, live dynamically, and refuse to let pain put their life, or the lives of those they love on hold. The Jam Van group created an interactive and unique marketing experience at events and local hotspots, included incentives, savings, and trial, leveraged mobility and eye-catching elements to attain maximized outreach.

Motivating athletes with positive messages! Toronto, ON (May 2017)

A Jam Van was fully wrapped in bright orange, while the interior was full of décor that offered an inviting and comfortable space to relax after a race. Branded drawstring tote bags, water bottles, and coupons were given away but the highlight of the set-up was the floral backdrop photo opportunity. A unique structure behind a podium allowed runners to capture a memorable take-home photo that commemorated the event. In addition, yoga mats and foam rollers for post-stretching were well-received.

Post race photo ops in Calgary, AB (June 2017)

The activation visited Toronto, Ottawa, Calgary, and Vancouver, participating in several sporting events including: GoodLife Fitness Marathon, Run for H20, Color me Rad, and Shoppers Run for Women. Scheduled locations included hotspots, fitness clubs, and parks such as Trinity Bellwoods Park, Yonge and Dundas Square, Parliament Hill, Stephens Avenue Walk, Eau Claire Market, Seawall, Coal Harbour Quay and Sunset Beach Park. These carefully scouted areas aligned with our strategies to reach the right demographic and accomplish key objectives for this campaign. Combining Jam Van street parking permit expertise and event sponsorship allowed the team to be successful.

Post race Recovery Zone in Ottawa, ON (May 2017)

The biggest challenge when developing and executing a concept for a pharmaceutical company are the regulations surrounding the marketing and distribution of medication. The legalities are long winded and require a large of time and manpower to cover every rule in the book. An issue we had with driving experiential was being unable to deliver physical tablets on location. However, many consumers were just as happy to fill in their information for a trial to be sent directly to them.

“Oddly enough, while I was in the hospital Motrin is all that would work for my pain. Even worked better than percocets, which I know sounds weird. I was just grateful not to be in pain.” – Andrea, 27

“I saw you guys yesterday at the marathon and took pictures to send my friends. I wanted my friends to see what I needed after the run and you were all there.” – Marcus, 45

One stop Recovery Zone on-board the Jam Van in Toronto, ON (May 2017)

It was only natural for pharmaceutical giant Johnson & Johnson to join partnership with experiential marketing agency Jam Van Inc. in making this campaign as successful as it was. Together, this mobile pop-up can reach almost 1 million consumers across Canada. Jam Van has optimized their expertise in OOH media advertising to bring the Motrin brand to four major markets. If you are interested in mobile experiential marketing, we can customize a program to suit your personal brand.

Eau Claire Market in Calgary, Alberta (June 9, 2017)