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Discuss the fun task of marketing a t-shirt shop. Where to advertise, local marketing tips, word of mouth, press releases, search engine marketing, keyword advertising, magazines, etc.

guerilla marketing does it work?



 
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Old May 8th, 2008 May 8, 2008 8:30:33 AM -   #16 (permalink)
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Default Re: guerilla marketing does it work?

Dave has very good points.

Another thing to consider is that brand recognition and/or awareness does not necessarily equal effective marketing.

If your marketing efforts, guerrilla or traditional, does not translate to sales then your efforts are in vain.

I recently read a book called "Your Marketing Sucks" by Mark Stevens. He addresses this in his book. Just because you're spending money, and getting your name out there doesn't mean what you're doing is effective. This is especially true if you're going the guerrilla way, because you don't have the same budget as the big boys, and therefore need to focus on low-cost ways to market that are effective.

The only way for marketing to be effective is for that marketing to lead to sales.

The basic premise of Mark Stevens' book is that for every marketing dollar you spend, you should reap at least those dollars back in sales, plus some. If you spend $200 on stickers and that leads to $100 in sales, then in the words of Mr. Stevens: "Your marketing sucks".

So, yes, guerrilla marketing works if you do the guerrilla tactics that are effective.

Anybody interested in the "Your Marketing Sucks" book, can check out their site:

MSCO - Your Marketing Sucks

Your Marketing Sucks
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Old May 8th, 2008 May 8, 2008 9:50:07 AM -   #17 (permalink)
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Default Re: guerilla marketing does it work?

Quote:
Originally Posted by Blindkolor


just a sample of what im talking about.
not to slag you in any way, the design is cool and all, but if I saw your stuff up on Fairey's site I would just assume it was totally his. I would never guess that another artist designed it, made it, owned it. The concept, the colors. the style. To me, none of that is at all original since SF made it famous over 15 years ago.

Concept:
So clearly, your "wrestler's bust" idea as your central piece is a direct lift from SF's same concept using andre the giant. Youre slight twist on it is that it is a lucha libre instead of a wwf guy. Nothing new there at all. Honestly, if im going to drop coin on a tee why shouldnt I just go to SF's site and get the same concept but done by a famous artist? He did it before you, and yours looks like a concept knock off to me.

So your concept has already been done by someone more famous than you selling the same product you are. (tees, posters, etc)

style:
Again, I see incredible similarity to what SF was doing earlier in his career to the logo you posted. Sure now SF has moved on and his style now is more refine and complex using patterns and such. (aside: sadly SF is basically now doing celebrity/personality portaits since the masses will buy them up quicker. funny too-- he's exactly mirroing what warhol did once he became famous with his celebrity portaits.)

So your style has already been done by someone more famous than you selling the same product you are.


marketing technique:
how did SF get his start? Graf, stickers. In fact his initial goal wasn't to sell shirts or merchandise his art at all, just get his stuff to his skater buds.

So your marketing tech has already been done by someone more famous than you selling the same product you are.


CONCLUSION:
Your art that youve posted isnt really original, frankly, it's very derivative. If people can go to a famous persons site, I.e. Shepard Fairey's, and buy essetially the same thing, a tee, for essentially the same price, but from someone famous with the original art -- where do you think they are going to go?

Try this: Ask all the 16 year olds in your hood that you can get your hands on (NOT YOUR FRIENDS OR CURRENT CUSTOMERS!) : "Would you rather have a tee designed by SF and autographed by him, OR one by Blindkolor?

Their answer will speak volumes to you...

...but to relate this all back to the topic you started with your OP:

How can your friends, homies, potential customers get totally behind you when your competing almost directly with SF's concept, style, marketing technique to sell your tees? Your concept is frightningly similar. Your style is almost indistingusable from his early works. And you are trying to use his exact same method to sell your stuff -- street cred, graf, stickers.

So from an outsider's perspective, there's very, very little originality going on with the art -- and that's where you need to apply your guerilla marketing strategy.

to put it another way: your arts cool and all, but if i got a couple of Jacksons to drop on a tee or two, Im heading over to SF's site to get the original innovation-- not to buy the knock offs.


d


PS -- Again, Im not trying to bust on you in anyway, Im sure you have far more artistic talent in one fingernail than I have in my entire family tree. Just trying to point out that you really have to have something unique going on to move to the top of the heap in marketing.

Just to show you Im a stand up guy-- I'll give you your first real guerilla marketing tip. Ok, so kill me, technically it's a guerilla 'direct sales' tip. You can use it to make some easy coin while keeping the "cool street cred" image for your biz without becoming a hopeless sellout like me--- making tees to youth soccer teams.

here's the tip:
Try to get get some art worked up in your style on a tee -- a portrait of britney spears somehow mocking her. Get that on a black tshirt. Now head over to all the online gossip websites selling tshirts in their sidebar columns. There are hundreds of these sites!

Try to wrangle a deal with a several of them to use of your art on their tees for $1 per tee sold. They have MILLIONS and millions of hits per day. If you can work that kind of deal I guarantee you'll be pulling six figures within one year.

Once you get that first foot in the door and that concept working, do the exact same thing for shirts with those creepy american idols kids on them every season. New kids new shirts. then do paris hilton, perez hilton, simon cowell, etc, etc, etc --- youre well on your way to your first $ mil. (dont forget to cut me a check for 10% for the idea, mmm,k? )

The only thing stopping you is your sales skillz to those website owners. I know the concept would sell like hotcakes to all the poeple who like to see d-list celebs mocked -- basically 50% of those visiting online gossip sites.

FYI, "britney spears" is always in the top 5 highest 'googled' phrases-- that why the sites get such an outrageously huge volume of visitors and sales.
Google Zeitgeist 2007

act fast. others on this forum are already seeing lightbulbs pop, and huge dollar signs in front of the computer screen. And unlike me, they can mimic SF's art just as well as you can.

Last edited by daveM; May 8th, 2008 at 10:40 AM.
 
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Old May 8th, 2008 May 8, 2008 11:12:15 AM -   #18 (permalink)
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Default Re: guerilla marketing does it work?

I agree with you zagadka
 
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Old May 8th, 2008 May 8, 2008 1:31:49 PM -   #19 (permalink)
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Default Re: guerilla marketing does it work?

read DaveM's post... wash rinse repeat..
 
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Old May 8th, 2008 May 8, 2008 2:52:53 PM -   #20 (permalink)
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Default Re: guerilla marketing does it work?

Yups I too am with DaveM on this one..
 
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Old May 8th, 2008 May 8, 2008 3:29:08 PM -   #21 (permalink)
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Default Re: guerilla marketing does it work?

dave thanks,

i appreciate the contsturctive crticizm, although i do like the whole giant brand i really want to develop my own brand, i see your point very similar (back to the drawing board). but the whole celeb idea is a cash cow i dont think i want to head that route. I am trying to build a brand built on one of a kind art. i know the stickers are very simple (find pic of blue demon, cut, paste, black, white, vuallllllllaaaaaaah) but most of the stuff actually being printed on the shirt is nothing like that, at most the maskara is going to be used inside the shirt as the tag.

I do appreciate all the feed back it has me thinking again!
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Old May 8th, 2008 May 8, 2008 4:13:40 PM -   #22 (permalink)
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Default Re: guerilla marketing does it work?

Quote:
Originally Posted by Blindkolor
dave thanks,

i appreciate the contsturctive crticizm, although i do like the whole giant brand i really want to develop my own brand, i see your point very similar (back to the drawing board). but the whole celeb idea is a cash cow i dont think i want to head that route. I am trying to build a brand built on one of a kind art. i know the stickers are very simple (find pic of blue demon, cut, paste, black, white, vuallllllllaaaaaaah) but most of the stuff actually being printed on the shirt is nothing like that, at most the maskara is going to be used inside the shirt as the tag.

I do appreciate all the feed back it has me thinking again!
np.

cool. glad I didnt piss you off -- not my intent at all. no slight meant on you, your art, or your biz in any way.

You can still do the hokey celeb shirts while your working your brand for take off. I think a sort of knock off tees of Fairey's stuff would be kind of funny. Sorta like uncool celebutants done in his style, mocking them. I pictured a headshot of britney with a cig hanging from her mouth and a starbucks near her lips. you could push the irony a bit farther by saying "Britney has a posse" under that -- and show a few paps with camera's following her around.

Or another idea, show her dad & his lawyer in one frame and in the frame next to it show her. then under it, the text "OBEY", etc, etc, etc. So much stuff you can riff off and do. And because they would be kinda clever and hip with the street graphics, it would totally appeal to hipsters, shemos, and haters everywhere.

I certainly understand if that's crap youre not the least bit interested in. Sometimes ya gotta make art that appeals to you or you're only in for the coin.

You could always just use a different name if you dont want that type of thing associated with or tied into or diluting your brand. Quick money can be a good thing sometimes to pump into marketing for your brand instead of havinf to 'guerilla' it on the no budget plan.

Last edited by daveM; May 8th, 2008 at 04:27 PM.
 
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Old May 8th, 2008 May 8, 2008 7:19:43 PM -   #23 (permalink)
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Default Re: guerilla marketing does it work?

Quote:
Originally Posted by Blindkolor
...i do like the whole giant brand...
Yeah, I dig fairey's stuff too. Have liked it since I lived in NYC where those 'posse' flyers would be posted all over dead buildings, phone boxes, etc. Cool shiznit then, and I like his current stuff alot too -- except those skater boy portraits. Those dont do much for me.

SF is a great brand to emulate though. He's really got his brand's biz act together as an outsider looking in at him.

What his art has evolved into, I actually enjoy more than the early renegade stuff. I love the clean style, and some of his pattern work around the subjects is great.

If I remember right his whole rise to popular fame beyond his cultlike fans evolved from a few chance/lucky breaks involving film or tv:

-a film about his work by one of his RISD pals that made it into sundance festival got him national exposure.

-somehow getting MTV to shoot some footage of kids posting his flyers and run it ad nauseum as a promo, like they are know to do sometimes got him international exposure.

So from a guerilla marketing analysis:
Basically without those two key mass media exposure events, he's simply a skate culture guy doing his art, most people would have never heard of him.
 
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