How Guerrilla Marketers Use A Simple Technique to Target Audiences
Journey maps work, especially when you as the marketer are far (physically and/or psychologically) from the experience of the actual user—patients, donors or convention goers. At a recent convention I attended, a couple of marketers really had mapped their user experience so well they found a great way to reach convention goers.
Sure, you could buy expensive banners or interior signage at the convention hall. I’m sure that was quick and easy (and expensive) for most vendors. But the true guerrilla marketers found a “captured” audience.
The journey mapper found there were only three ways to get to the convention: You could take a cab/Uber, bus or the monorail system. The guerrilla marketers placed audio ads on the monorail which was perfect for the traveling convention audience.
Most people were looking out the window or at phones: It’s an awkward moment for most passengers riding so close with strangers, so the sound of the audio is welcome relief and it seems more effective than the placards on the inside of the monorail car. The only issue is the ads were the same from day 1 to day 7. The advertisers needed to understand the issue of ad fatigue. They also needed to take into account how people change what they view as important from the beginning of the convention week to the end of the week–it is not the same.
The expert guerrilla marketer is an expert journey mapper.