We can all learn from how guerilla marketing was used to disarm real guerillas

This month’s print edition of Wired UK has a great piece in the Ideas Bank section about how marketer Jose Miguel Sokoloff and his team at Lowe-SSP3 in Colombia helped the struggle against the FARC guerilla movement there by using clever marketing techniques.
Careful research involving demobbed guerillas revealed that while hiding in the jungles many felt as much a prisoner of the revolutionary movement as their hostages. Most followed football passionately, so TV and radio advertising during games was used to target them with messages from former guerillas about how they too had become disenchanted with the movement and how comrades had suffered badly in their personal lives while fighting for FARC. Most were told personally but had limited success.
Then, as Christmas neared, they found inspiration from the story of a foot soldier who missed his mother so much at Christmas that he deserted to be with her. So they installed Christmas trees near where they knew FARC moved soldiers and supplies and got locals to make gifts and messages for the homesick soldiers, which they floated down the river to where they knew they were.
The result was a bigger wave of desertions.
Listening, understanding and connecting with their covert emotions engaged with them powerfully.
We all need to do that with our target customers.

What’s killing the High Street and how to revive it.

I read with interest Rob Brown’s piece for the Huffington Post about how the social features of mobile phones have helped kill of the British High Street. Earlier the same week retail sales figures had shown how shops had been hit by the Olympics — with shoppers choosing to stay at home to watch the Games instead of going out to buy stuff. Even online sales had taken a hit.
While mobile and events may be the latest things to hit the High Street, they’re far from the only or decisive factors, though they do remind us of one which has emerged over the last 40 years — non-food shopping is increasingly competing with other activities in the attention economy: fighting for our time as we have so many other alternatives.
Other factors which contributed to the decline of the High Street include:

• The rise in working mums since the 1960s — reducing the daily, part-social shopping Rob refers to.
• Sunday trading, mainly by another factor — supermarkets, which have increased their non-food offerings massively partly through using their massive marketing power, partly gained from loyalty card data.
• The emergence of out-of-town retail parks and shopping centres.
• E-commerce and m-commerce.
• The disappearance of the RRP and NET book agreement, which opened up price competition.
• Rising town centre parking restrictions and costs.
• The ‘Clone Town’ factor created by High Streets dominated by chains.
• Complacency.

So how can the High Street fight back?
Using the power of social is part of the answer — like the music industry fight against piracy, the High Street needs to create sustainable competitive advantage by creating things that can’t be copied or pirated and which you can enjoy with your friends.
Music’s answer was to change its business model to making music sales the taster or loss leader for unpirateable live tours, for which fans will pay way more than for a CD.
The High Street’s answer will partly be about live exclusive events with an X-factor, like the launch of a new product with one-night-only discounts and incentives to bring friends.
Another fightback factor has to be customer service. As much as websites can get you stuff quickly and cheapest, there’s room for the High Street to outcompete on personal service. It’s one of the things John Lewis and Apple have used to keep their High Street stores.
That’s part of a final fightback factor — proper CRM. We all know the power of the shop owner who not only remembers you, but remembers your previous purchases and taste. And is prepared to go the extra mile when necessary.
Things like that will be core to reviving the High Street.