Hello, and welcome to guerilla marketing school, part three. Now let's take a look at the ingredients that go into making a successful guerilla marketing idea. The first, the most important ingredient is the brief. I like to think of the brief as a seed, you plant the seed, and from that emerges your creative process. And then finally, your harvestable idea. If the brief is bad, it's like planting a bad seed.

It takes just as much time and resources to bring it to fruition, but the result is terrible. Make sure you understand the brief that is clear and concise. are the objectives obtainable? Are they realistic? If they aren't, it's time to revisit with all the stakeholders getting around the table, thrash it out until it gets to a point where everyone agrees on the objectives and everyone's happy and clear and their understanding of what needs to be achieved. This may seem like an obvious point, but experience has taught me that over the years People don't always give a clear briefing, perhaps they want too much or the messaging is muddled, perhaps the strategy is misguided.

So make sure you get this right. And also bear in mind, you're trying to inspire creative minds. Even if you're giving a brief to yourself, make it exciting, fun and engaging. It's not meant to look like a tax return. My second ingredient is originality. Do something new, or wants to see the same things over and over.

If it's been done before, leave it or add a new twist. Also make sure that the client hasn't done something similar before. This can be quite easily overlooked in the rush to a big pitch when everyone's got their hands to the pumps and the deadlines looming. But believe me, you'll never feel stupid when a client says yes, we love this idea. We like it so much. In fact, we did it last year.

Ingredient number three is be human. Now this might sound simple, but anybody who's sat inside a marketing meeting will know that they're often full of marketing jargon and dehumanizing phrases like let's target this consumer with our marketing campaign. People don't think like that people shouldn't behave like that. So thank you. Talk human, be human, and you will connect with human beings more strongly. Of course, emotions are a natural part of being human.

And when it comes to marketing, I like to use the emotion of humor in my work. This is a personal preference. Of course, people use other emotions such as sexuality and even fear. But to my mind, humor is the best, it gives you permission to market and make people smile and make someone laugh. It means that you're putting at least something decent into the world, even though you're trying to sell something to someone. Don't piss people off, and that might include swearing.

So I use that for illustration purposes only apologize for any offence taken seriously. People don't want to be spammed in their everyday life. They get enough of that online. So if you're doing guerilla marketing tactics offline, then consider people's responses, respect their time, respect their intelligence, and don't do a cartoon network. Looking back at the last campaign, we were very careful to do some pre questioning and some research before we launched the full thing, asking people how they would feel it They found a lost sock in their in their laundry when they brought it home from the laundromat. Because we used humor in the right way.

And people understood that kind of universal law sock thing. It allowed us to get away with something that was quite intrusive. So there are exceptions to the rule. But just be very considerate in this regard. ingredient number five, juxtaposition. Now, you may not always use this and it may not always be necessary.

However, I think it's a very strong technique in order to create an image that people can't forget. Or an image that people want to write about, show on their blogs, or print in newspapers or show on TV. Perhaps the most important ingredient is experimentation. Don't be afraid to play and have fun. And particularly Don't be afraid to make mistakes. I was very inspired by this book called Blue Ocean Strategy.

I use it when I'm thinking about media. Where can I put my media where my audience are, but my competitors aren't. As we've seen, advertising media can be anything at all. forehead to our last sock. So important thing to do is to consider the idea of first, don't get lost in the vast jungle of media channels that are available to us all. Consider the idea first, and let the media channels come out of that idea.

I began my career developing PR stunts, the aim was to get them in the papers or on the news. So we had to always think about that one picture and that one headline. Today, that kind of thinking has never been more important. So next time you do some activity, just think about that single image, that single headline, what will blogs write about what will people pass around on their social networks? The last and most important ingredient is to have fun. I know this is easy to say, when you're sitting comfortably at a desk, and you don't have deadlines and client pressure on you.

But seriously, your creative mind is not going to work if you're being shouted out if you feel under pressure, that there's not enough time. So give yourself the time. Extend deadlines if you need to enjoy the process and we'll find your ideas are much stronger. Before it