Guerilla Marketing That Worked

Saint Paul, Minnesota: Before the opening of the first Crazy Carrot Juice Bar, marketer Eric Strauss engaged
in some forward thinking. He spent $73 to put together a life-sized carrot costume, which was worn at several
special events around town.

Over the next year, the "Carrot" made many public appearances. It was featured in various print, radio, and television media, and became largely responsible for catapulting the company's success. Eventually, the Crazy Carrot Juice Bar expanded to five stores and 65 employees, and was then sold to industry giant Jamba Juice -- all for a mere $73 investment.

Irvington, New York: The Flying Fingers Yarn Shop, just outside of Manhattan, was looking to expand its customer base. At the suggestion of a marketing consultant, the company secured three giant balls of yarn, complete with knitting needles, to the roof of a modified van and called it the Yarn Bus.

On weekends, the Yarn Bus travels between Irvington and NYC, promoting visibility and making special appearances at news events. Flying Fingers has seen a good increase in store traffic, but more importantly, people who might not make the physical trip to the store are made aware of their website, where they can learn about knitting classes offered by the store and purchase knitting supplies. The high visibility of the Yarn Bus has produced excellent results.

Manhattan, New York: Even not-for-profit businesses look to expand their reach. The Marble Church sought a way to attract younger members and revitalize their congregation. So, they turned to a marketing firm who
came up with some unusual ways to get the word out.

One Labor Day weekend, hundreds of Hamptons weekenders visitors to the Hamptons spotted an airplane banner bearing the intriguing message: "Make a friend in a very high place. Marblechurch.org." In addition, the
church rented a low-cost mobile billboard (mounted on the side of a van) that drove around Manhattan. The
sign read: "In This Town It Doesn't Hurt to Have God Onon Your Side."

These creative messages, delivered in creative ways, introduced Marble Church to people who would otherwise never have heard of the place. As a result, the church reported a 31% increase in membership.

Oregon: Odd giveaways abound. People are intrigued by the unusual, which may explain why the Les Schwab tire dealership's "free beef in February" promotion keeps customers coming back, or why a nearby bank receives excellent local media coverage for their yearly tradition of giving away free Vidalia onions to anyone who walks in.