The street marketing is born precisely to allow small companies to afford to advertise cheaply. That’s what the American Advertising Jay Conrad Levinson called “guerrilla marketing” in an eponymous manual published in 1984. Sold to more than 20 million copies worldwide and translated into sixty languages, the book incited the “guerrillas” to use their imagination to fight against bigger than themselves and make themselves known. With blows street campaigns, leafleting, distribution of samples … Ironically, over time, large groups (Microsoft, Nike, McDonald’s…) are gradually appropriated these techniques, the United States, France but also in Germany and Spain. “Rather in urban environments,” said Géraldine Michel. efficiency and profitability Question: Who says big cities, said more people and therefore more visibility. “The message is more relevant in the big cities. It is hard to imagine a fashion brand proceed in this manner in the country, more fitting with the food. ”
A wild posting campaign also means more flexibility and responsiveness, can be set up in a week. This is also an aspect that has pushed the brand Eleven Paris put it, there are two years. This year, about 500 posters were installed in early March, for ten days, in the shopping and trendy districts of Paris (Etienne Marcel, the Marais …), at an estimated cost of between 10 000 and 15 000. “It allows us bludgeoning of benefits in store, but also in terms of image and visibility,” says Jessica Bouaziz, tied the mark Press. The launch of a collection, the arrival of a muse, the opening of a shop, are all opportunities for putting up visual everywhere, if possible not too far from a store.
Outside Paris, however, the plot thickens: the scarcity of practice makes it more visible and thus more easily spotted by potential malcontents. Agencies resent, by “taking the temperature” explains Julien Belliard, Anolis “Authorizations principle necessary for other types of campaigns, such as towing, give an indication of the reception in each city to alternative communication. “as far avoided immediately municipalities alleged” cautious “as Lille and Grenoble.
Not content to invade the city, the brands also intend to colonize Instagram and Twitter. An arty visual (as the cliche cross conducted in 2013 by Jean-Paul Goude for Kenzo, or collaboration between the magazine Toilet Paper and Kenzo always) or intriguing (as comely unknown American Apparel) will have every chance being relayed on social networks. Sylvain Decamps, Anolis, marketing Newspeak: “There are among advertisers, a real need to establish their identity with new targets.” To be sure, some accompany their posters a hashtag like Zadig et Voltaire with his #zadiglive during the last Fashion Week, a key event for the sector.
A risk carefully studied
The Swedish house Acne Studios, she started putting up the streets of Paris in 2013. This year, she also surfed the Fashion Weeks in London and New York, with street concerts sidelines parades. Objective: “To differentiate and target specialized buyers and journalists when they walk in the city,” says Adriano Rossi, in charge of press relations.
If the wild wallpapering is also visible, why he is not prevented? Surprisingly, Jean-Pierre Boudry, in charge of the Ile section of the association against the visual pollution Landscapes of France, said he did not echo any complaints. For brands, the risk is carefully studied. “We are all more or less present in the same locations,” says Jessica Bouaziz, Eleven Paris. At Urban Act, we insist on some “green logic” based especially on the use of recycled paper. And we do not hide already have had to pay fines to the town hall, “Supported by the marks, somehow.” Hear: included in the overall bill. “There is a certain tolerance of the Municipality of Paris” believes for his part Julien Belliard. This forced laughter Peninou Mao, a deputy in charge of cleanliness. The Parisian elected recalls that gluers caught incur 450 euro fine. “But the problem is not so much to go to their PV them, that are not there for much,” he said. In the viewfinder of the municipality: advertisers and agencies who surf a way he describes as “a perverse effect of reducing advertising space” required by the Grenelle Environment.
Offenders are liable to an office recovery procedure. The city has hired 77 in 2014, for a total of 90 000. In detail, 476 euros for travel expenses, and 36 euros per square meter poster unstuck are charged. The average does not exceed the slate thousand euros. Not very heavy in the budget advertisers. While Mao Peninou account rather (somewhat naively?) On an awareness crusade, reminding recalcitrant that “they are in illegality ‘. According to him, this tactic has already begun to deter some historical followers of the wild display, from the record industry and sportswear. “We will take this fight, even asking the government to legislate on the case of the specialized agencies,” insists Peninou. The Council of Paris is preparing also to deliberate on the advertising markings, to be subject to the same recovery fees as the display. But by then, the small taste of forbidden wild display has probably lost its flavor for advertising: already surpassed by newer, more “fresh”.