A lot of people don’t actually know what ‘undercover marketing’ is, and it’s quite obvious when you think about it or are told about it.
It’s when a brand or a company pay an actor, celebrity or just someone who’s a success in a particular industry to casually talk up a product or service, and may even be seen in photographs with the product without bringing it to the forefront.
Sony Ericsson used undercover stealth marketing in 2002 when they hired 60 actors in 10 major cities, and had them accost strangers and ask them “Would you mind taking my picture?”
The actor then handed the stranger a brand new picture phone while talking about how cool the new device was. So an act of civility was converted into a branding event.
So that’s all well and good when it comes to branding, and companies the size of Sony Ericsson, but need to know how a one man band implement such a buzz building technique.
Once again it’s about working out what you have at your disposal already.
What merchandise do you have to sell at the events?
Do you have CDs, T-Shirts, Posters?
As a band, you play at many shows and usually not returning to that particular area again for a month or two.
At the show 1, this is where you plant the seed for the next show.
As an event promoter, you should get t-shirts made up with your company name on them.
The bands that you are playing with at shows one, should be given all items of your merchandise absolutely free.
This is great, especially if you have t-shirts as the likelihood is that they’ll be worn by the musicians, and actively promoting your product.
This would start to give your product and brand abit of identity, and all it takes is just a few “kind gestures” from yourself.
Before you know it, you’ll have created a buzz without doing anything except giving some stuff away for free.
In terms of life, and in terms of undercover marketing… It is always better to give than receive.