South by Southwest (SXSW) is just around the corner, and companies of all sizes are trying to capture the attention of attendees and the press. Earning publicity at any event is challenging, especially one of this magnitude, but with a bit of creativity and planning, you can earn some press of your own.
Guerilla marketing tactics are a great way to get your name out there and distinguish your company from the rest. Leave attendees buzzing with these three top tips:
Use Your Imagination.
Guerilla marketing is about the unconventional. Construct a 10-story billboard. Break into a flash mob. Create a piece of interactive artwork that passersby can’t resist. Whatever you do, have fun with it and be creative. Last year, Mashable hosted Grumpy Cat at its party, and it took SXSW by storm.
Go Big or Go Home.
People attend events like SXSW to be wowed, so the same should go for your guerilla marketing campaign. Big doesn’t have to mean expensive – be memorable to get people talking. No one’s going to remember a product or service that’s touted with timid, run-of-the-mill marketing. Surprise people with an unexpected approach. The Homeless Hotspot from BBH Labs at SXSW 2012 was hotly contested, but in the end, embraced by the homeless community as means to modernize the old Street Newspaper model.
Let Your Audience Do the Talking.
Authentic word-of-mouth is the best form of publicity. Devise your plan, carry it out and then step back and let your audience do the rest of the work. A successful guerilla marketing campaign will inspire people to share what they see, hear or experience with their professional and social circles. Many a darling have been made at SXSW, including Twitter, Foursquare and GroupMe, thanks to real buzz arising from interactive festival attendees.
Above all else, have fun! Events are the perfect place to let your company culture and personality shine. Get a little crazy and let your brand’s voice be heard.