Diesel Revs Its Engine for the Brand’s 2009 Guerilla Marketing Campaign(Picture-http://torontoist.com/attachments/toronto_christopherb/diesel-boat.jpg)
Many of us who enter the Public Relations field often have thoughts of becoming a professional in the entertainment industry. No matter what category of PR you select, the strategic planning and communication programs will involve the same techniques needed to reach a successful and effective conclusion.
PR in the fashion industry is more than just getting a famous celebrity to wear the designer’s piece that you represent on television. It involves building the designer’s or company’s brand, making it familiar to the public. Integrated marketing communications are often used for business-to-business transactions (to obtain materials or services needed to produce the company’s product), building brand equity, advertising strategies and so on.
Diesel is proud of its brand and is confident in changing its PR and advertising tactics for 2009. With the opening of its largest store in the world located on Fifth Avenue in Manhattan, Diesel has developed a guerilla marketing scheme.
(Picture- http://weburbanist.com/wp-content/uploads/2008/06/guerrilla-marketing-gorilla-in-disguise.jpg )
During an interview in the February 23, 2009 issue of PRWeek, Diesel US CEO Steve Birkhold said the company’s strategy is to focus on [driving] traffic into Diesel retail stores (where the majority of their business comes from). He calls this approach organic because they did not solicit a lot of media, and they want people walking by to discover it, themselves.
Some of Diesel’s guerilla marketing campaign tactics are to transform the store window into a dinning room where local New York figures (Giants players and their wives, Ford models, and NY Fashionistas) will eat dinners catered by
renowned New York resturants, and organize a street team in Mohawks and Diesel fashion to walk the avenue for the week. (Pictures http://guestofaguest.com/nyc-events/diesel)
-Armegan
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