Chapter # 11

Promotional Strategy 

These are two great examples of guerrilla marketing by the Swiss company Swatch. The first picture is of an elevator that is glass and inlaid with watches that takes the consumer up to the floor where they can find the Swatch store. The second picture is obviously just a massive promotional campaign of the watches.

I think that guerrilla marketing can be incredibly effective. More and more of the purchasing power is being shifted into the hands of up and coming consumers who have shorter and shorter attention spans. We need an advertisement to surprise us and catch us off guard. I do think that it can be dangerous though, if a high-end company that depends on prestige products as their main seller does a cheap gimmick then they could damage the value that they have worked to create.

For a company like Swatch, that does produce nice products that are high quality and durable but not luxury goods, it is effective to do campaign ads like this. They also have a large line of children's and teen's watches that a massive watch on a building might appeal to.