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Taking your mission to the streets can benefit
your organization in many ways. For one thing, directly connecting
with your target group can be much less expensive than a large-scale
advertising purchase.
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Underground Marketing is targeting
a select demographic without using traditional
media such as print, TV or radio. In some ways,
Guerilla Marketing is a better word. It requires
a more hands on approach getting right in the
face of your target audience. Often times, budgets
are much smaller, but ideas are much bigger.
- Phil Kollin, Local Marketing Corp.; Chair, 20/20
Underground Marketing Committee |
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These street-smart marketing tactics can
also be much more effective than traditional marketing.
Directly reaching out to groups and organizations
allows you to:
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Connect
on a personal level with your audience |
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Communicate
how edgy your organization is |
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Save
money |
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Utilize
creativity by finding exciting new ways to get your message
across |
Enjoy the Arts/START created an underground
marketing campaign to promote their 20 Days and 20 Nights
Festival. By promoting a completely separate website geared
toward 18-24 year-olds in places like bars, clubs, skateparks
and universities, the organization pulled in a demographic
whose numbers had been lagging.
Publico, a small art gallery off Main Street
— and out of the way of Final Friday Gallery Walk traffic
— directed art enthusiasts to their gallery with street
chalk art and arrows inviting passerby to continue down the
side streets to the gallery.
This summer, the Know Theatre Tribe presented the Bedtime
Ball. Organized by volunteers and held at a trendy nightclub,
the group raised money and brought a whole new group of young
partygoers into the Know's regular audience. And everyone
wore pajamas. The event gave the theatre crowd a night away
from the stage, and the club crowd a view into a completely
different kind of nightlife.
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