>Reinvent the Space You Play In

>By Eric Brown

Guerrilla Marketing Series

Eric Brown is a founding partner of Urbane Apartments in Royal Oak, Michigan. Each month Eric contributes a guest article on guerrilla marketing ideas. Urbane Apartments website Eric Brown on LinkedIn

Is there really anything new under the sun? Probably not, but we continue to strive to find new ideas and ways to Break From the Pack. So, What to do? Where to find ideas? Are there any left? Well, of course there are, just keep looking around, new ideas break out everywhere.

Photo credit: Leonard Low

While this isn’t a new idea, or even a new company, a prime example is Cirque Du Soleil. Initially named Les Échassiers, they toured Quebec in 1980 as a performing troupe. In 1984, Cirque founder and CEO Guy Laliberté hired Guy Caron from the National Circus School to re-create the company as a “proper circus.” What they did made Cirque du Soleil the modern circus that it is today. They took away the rings and the animals.

No ring, no animals, isn’t that what a circus is, or was? Laliberté & Caron reinvented the space that they play in. How? By effectively identifying which factors in their industry are routinely taken for granted. Then they eliminated those factors. What an outstanding Guerilla Marketing angle.

What things in your industry are routinely taken for granted that should be eliminated? Identifying those things and taking action is an excellent way to employ Guerrilla Marketing. Eliminating the expected allows you to think about your industry from a different paradigm. When this new perspective is executed, you create your own market; one that is not so crowded. It’s a market where you can flourish.

At our small business, Urbane Apartments, we are starting to embrace and hang out at the various rating sites, such as Yelp and Get Satisfaction. It is where folks are talking about us, and you too. It’s a good place to learn what your market expects. It’s a good place to learn how to reinvent your space. What expectations can you change?

Related articles on guerrilla marketing:
Plan Your Give Away Carefully
May I have permission to touch you?
Extend Your Customer Reach With Text Messaging

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