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.

Councils’ advertising deals make sense

http://www.guardian.co.uk/media/greenslade/2011/apr/06/council-run-newspapers-advertising
The resolution of the conflict between several councils and the publishers in their area over the publication of statutory notices and vacancies in council publications, rather than the publishers’ titles, seems to be a win-win.
While using their own titles to publish these essential pieces of information which council tax payers need to be aware of may have saved the councils money, a broader analysis might well have shown that using local established commercial titles might have led to them being read by more residents because the amount of time spent reading established papers was likely to be higher than that for council-produced ones. So it’s better for local democratic accountability.
It also won’t harm the relationship with the local press, to the benefit of both parties.
My one reservation is deals which give all the advertising to one group. It should be split among more than one, where possible, to ensure the messages reach as many residents as possible and ensure there’s no perception of favouritism and a cosy relationship with one title or group.
Helping to maintain local accountability through sustaining a free and independent local press isn’t a bad thing either.