Welcome to Part Six of the guerrilla marketing school. I hope you had fun creating your blank sheet product. Now it's time for the second briefing, launching the product. Now, let's have a look at the brief we have $500,000 to play with. This is enough money to do a decent guerilla marketing campaign, but not enough to do something traditional, like a TV campaign. So you really have to think creatively and figure out how you're going to spend that money.

Is it a street team? Is it an app or a digital thing? Is it a outdoor stunt? Is it an experience? I'll leave that up to you. But the $500,000 will give you some idea of the kind of money you have to play with here and gives you some limits.

I want you to think about what the single messages that your activity will convey. That message could be a promise or maybe it's just a call to action. Again, I will leave that up to you. But as to be a single message Try not to impart too many messages to your audience. And I've had briefs where a product's had seven, selling attributes, you know, seven things that are very cool about it. And this is too much to try and communicate in in one activity.

I think the best example for this, and it's a bit of a corny thing to talk about Apple in a marketing video. But the the iPod launch is a classic case study, they could have talked about many things about this wonderful product when it launched, but they didn't. They just said one simple thing is 1000 songs in your pocket, single message, very compelling. So bear that in mind, when you develop your messaging. I want you to think about how you substantiate that message, you know, why will people care? What what is it that will engage with people's emotions here, you might have a good sales message.

But why will people believe that message? What will make them really care about your product and get involved with it? Now, where will you launch this product, and by where I mean, it could be a physical space, or you're gonna launch it in New York, or it could be a media space, maybe that you, you develop an app and you think launching it online is is the best place to launch it. So where will this launch? Now? What do you want people to do at the end of the launch?

Do you want people to visit a website? Do you want people to buy the product outright? Do you want to encourage people to go into a store? Or or what? What is the point of your activity? What is it you want people to do?

What behavior would you like them to exhibit? That's the brief. It's very simple. All those components should go into making a interesting campaign and I look forward to hearing and seeing what you produce. Hope you enjoyed the second briefing. I look forward to seeing your submissions, please send them to ideas at Boyd hayes.com.

And I will provide a critique. You can also send any questions or comments to this address.