October 31, 2006

Today being Halloween, I thought I'd provide a little bit of an update as well as ask advice.

My question to you is this, do marketers appreciate good marketing? That is, if you see a campaign or advertisement that you like do you take an extra few minutes to comment on the campaign, give it a 'tip-of-the-hat' per say... whereas you may otherwise have given it a pass?

Here's the reason why I ask, earlier today Marqui began a limited-penetration, guerilla marketing campaign that I called "Operation Grim Reaper" (working in conjunction with an agency called SMAK www.smak.ca).

The campaign basically is being executed as follows:

Imagine you are a marketing manager working at your desk today and the receptionist comes up and says, “Death is here to see you”. In walks a fully-costumed Grim Reaper with a hand delivered envelope and a mini-chocolate bar. The only markings on the envelope would be the person’s name. Inside the envelope is a postcard from Marqui (with our contrasting “Pleasantville” brand and ad copy that reads, “Don’t fear your Web site … Web site management does not have to be scary. Neither does business blogging, lead tracking, campaign management, SEO, nor content management, ...etc, etc, etc.)

The card also contains a call to action to call us or visit our web site (www.marqui.com/boo) to tell us what scares them about marketing and their web site for a chance to win Vancouver Canucks tickets. All recipients will be receiving a follow-on call from Sales in subsequent days.

The ambassador, whom is fully costumed and with ghoulish makeup, has been instructed to be expressionless and completely silent. They are to walk into the office of identified companies and present a piece of paper to a receptionist (or walk around until the office until somebody stops them). The paper would contain the cryptic message, “Take me to Joe Smith”. If questioned about the reason for the visit, they could pass another note that states, “Isn’t it obvious?” Assumedly, this would probably get the promoter through the door or at least, have the key contact come to meet death face-to-face. At this point, the promoter would present the envelope. If the person is not there, a final note along with the leave behind is to be passed to the receptionist, “[first name], Sorry I missed you. I am sure we will meet again.”

The list of targets that we assembled was hand built based on our understanding of companies and their needs. Though each name was painstakingly added (our attempt at personalization), each visit was a "cold visit" and we did not have the permission to interrupt the mark [I wonder what Seth Godin would think of this]. And for that matter, I wonder what you think of this? Would this get your attention?

PS ... Here is a photo of one of our ambassadors.

Posted by at October 31, 2006

Comments

Art email - www.fineartscanvas.com/artfestival/

If the campaign is really awesome, I will comment. If not I won't even read it full

Internet Marketing email - www.frusketing.com

In my opinion I think it's a very unique and great idea but do you feel there will be a challenge in getting into these places? what would prompt the receptionist that this isnt a prank and why would anyone believe or allow this person to come in? I normally pay attention to ads but dont feel everyone does. this is an interesting one - let us know how it goes.

Mike email - www.sound-planet.de

I really like the idea. I think you can receive more attention with creepy Sounds or Background Music.

Rick email - www.thesatelliteblog.com/

Idea is great! But sometimes such ambassadors could be in trouble when getting into the office. I look forward to read about the results.

Pecan email - http://www.cashewsnut.info/

Why do you pay attention for ads? Normally there is nothing interesting - just sweet words and terms

xakep email - http://www.wisesoft.ru

i`m afraid

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