ABC-CLIO

Street Marketing™

The Future of Guerrilla Marketing and Buzz

by Marcel Saucet
Foreword by Derrick Borte

 

Effective street marketing gets people to remember brands in a different way than they are used to—and at a low cost.

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Cover image for Street Marketing™

September 2015

Praeger

Pages 191
Volumes 1
Size 6 1/8x9 1/4
Topics Business/Marketing, Advertising and Sales
  Business/Entrepreneurship
  • Award Winner!

    Hardcover

    978-1-4408-3838-5

    $37.00

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    978-1-4408-3839-2

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This compelling book shows companies new methods of marketing communication that will break through the noise created by the competition and allow them to differentiate their offerings and their brands.

Consumers see roughly 6,000 advertisements daily—30,000 brands per month. Marketing and advertising in saturated markets is tough. How can companies successfully differentiate their offerings and their brands? In Street Marketing™: The Future of Guerrilla Marketing and Buzz, Marcel Saucet answers this question by exposing readers to new forms of unconventional marketing. Intended for companies as well as marketing students, this is a guide to the vibrant future of marketing, where social media meets the street.

The advantages of applying the author's Street Marketing methods include low cost, high impact, the ability to apply a personal approach, and genuine novelty of the messaging that garners the consumer's attention. The book examines why conventional marketing is no longer enough to sell products and services, and explains how Street Marketing creatively promotes the brand in the street—via street art and street culture—that results in an innovative and cost-effective methodology to reach buyers. Readers will come away with a comprehension of the current crisis on conventional marketing and with the ability to conceptualize their own guerrilla marketing campaign in the street, at shopping malls, and other public places.

Features

  • Thoroughly explains the compelling advantages of Street Marketing™, including low cost, high impact, and a personal approach that creates an emotional response
  • Explains the current crisis of conventional marketing in a brand society, identifies the need for non-conventional approaches for the emerging non-conventional market, and addresses the origins and definitions of non-conventional marketing approaches
  • Provides real-world examples of successful Street Marketing by major companies and organizations such as Heineken, Greenpeace, World Wildlife Fund (WWF), and Mini (automobiles)
  • Written by an accomplished marketing consultant and business owner who has put his Street Marketing™ concepts and practices into action for well-known organizations and companies as diverse as Intel, Lancôme, Clarins, Microsoft, Sony, and the World Council of People at the United Nations
Author Info

Marcel Saucet, PhD, is research associate and visiting professor at the University of San Diego. Saucet is the owner of the advertising agency Street Marketing™ by LCA, a firm that specializes in guerrilla marketing in the street and innovation marketing. He holds Street Marketing conferences in Los Angeles and New York and lectures at business schools such as University of Southern California, Harvard University, University of Miami, University of Akron, and University of California-Berkeley. He also cowrites case studies for the Harvard Business School.

Reviews/Endorsements

Endorsements

"Street Marketing™: The Future of Guerrilla Marketing and Buzz shows how street and guerrilla marketing operations are carried on with different examples and illustrations. This book will make you think 'out of the box' and you will come up with some exceptional marketing ideas. These guerrilla and street marketing techniques helped us to grow as a globally recognized brand . . . as we were only a small brand name a year ago."—Gregory Galy, President and CEO of Fig & Olive

"Street Marketing™: The Future of Guerrilla Marketing and Buzz is the next generation communication tool in marketing a brand. I had the privilege to work with Marcel Saucet's team in a successful campaign for Undiz on a 'phygital' project. We as a company learned a lot from this innovation in marketing. This book shows different ways to promote a brand without spending more money or resources."—Sébastien Bismuth, Directeur Général, Undiz

"Do you want a buzz/viral advertising campaign that is low cost but efficient and effective? Then read Street Marketing™: The Future of Guerrilla Marketing and Buzz. This book shows you detailed analyses of various nontraditional marketing techniques that can be used to get your brand exposed to the market even if your budget is $1.00."—Taryn Rose, CEO, Dresr.com

Awards

2015 USA Best Book Awards Winner "Business: Marketing & Advertising" — USA Book News

Look Inside

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