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Undercover Marketing!

June 5th, 2008 · Add Comment

Undercover marketing is a type of “guerrilla marketing” where, according to Wikipedia, “consumers do not realize they are being marketed to… For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate…. While there, the actor will also talk up their product to people they befriend in that location, even handing out samples if it is economically feasible”…

In a way, undercover marketing is the extension of technique called “product placement” used in movies (e.g. James Bond driving the newest BMW). However, while “product placement” puts products in the movies, the “undercover marketing” places them in real life situations – in malls, at conferences, at parties, etc.

Is it effective? Yes, particularly if your product is “sticky”, “viral” in its nature, unique, very different and new. Malcolm Gladwell explains this phenomena as “Law of the Few” in his book “The tipping point”: “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social skills… “. According to Gladwell, there are three types of persons that can be used for creating epidemics: “connectors”, “mavens” (information specialists) or “salesmen” (persuaders)…

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Tags: New Marketing Trends · Viral Marketing