Event Marketer

Guerrilla marketing has long been a successful b-to-c tactic for marketers wanting to get their message across in a unique and exciting way. But don’t assume that all the fun is for consumers. The same aspects of guerrilla that make it such a success with consumers translate in b-to-b as well. Four tips for making guerrilla a component of your overall marketing strategy:

Robert Mondavi Private Selection is bringing the California wine country experience to cities across the country with a tour designed to educate consumers both about wine in general and Mondavi products specifically.
 

 Verizon Wireless last week pulled the plug on its presenting sponsorship of Gwen Stefani’s current tour because of the recent controversy surrounding the tour’s opening act Akon
 
At a concert last month in Trinidad Akon danced provocatively with an underage girl onstage. Soon after the concert video of the event was widely circulated online. The concert was not a part of his current tour with Stefani.
 
The company also removed Akon’s ringtones and music from its stores and handsets.

Beauty brand Lumene this month is launching an anti-aging skin treatment in the U.S. with a sampling effort at high-traffic areas and CVS/pharmacy stores in Boston New York City and Philadelphia.
 
The events called Orange Carpet Premieres play to the appearance of Radiant C Beauty Drops—an anti-aging skin treatment enclosed in bright orange capsules.
 

Dr Pepper and partner MTV are locking pop band Cartel into a transparent bubble on New York City’s Pier 54 and giving consumers all-angle access while the band records its next album. Beginning on May 24 all five band members will live in the 2 000-square-foot see-through bachelor pad and recording studio for six weeks. In true reality show style their every move will be web-cammed in real-time and recorded for a series of four reality TV shows to be aired on MTV. Consumers can interact with the band on-site via two-way microphones.