Monday, March 16, 2009

Takin it to the street! Hierbay.es guerilla marketing example




DISCLAIMER: I DO NOT SUPPORT THE USE OR SALE OF MARIJUANA. THIS POST COINCIDES WITH THE PURPOSE OF THIS BLOG "BUSINESS & OTHER COOL ISSUES".




Good morning!



For those of you who do not know, Valencia is in Fallas! Fallas is the largest and most popular festival of the Valencian Community next to the Tomatina in Buñol. Fallas is a month long festival with the most intensity in the last 5 days of festivities which include fireworks at 2pm and 1:30 am, large, elegant scupltures in each neighborhood plaza, and a swift burning of the same scupltures at the end of the festival. The Fallas are an important part of the Valencian economy and culture.



On Friday I went to the city hall square (Plaza del Ajuntamiento) to participate in the Mascletá (2pm fireworks). While waiting for the noise driven fireworks, a young guy about my age with an eye catching t-shirt hands me this little flyer.








Take a close look. The brand, the website, its function ("growshop", lower right hand corner), and did you notice that the flyer is made of perforated strips, or rolling tips? Its a good way to make the flyer not only relevant but useful! I immediately noticed the value that hierbay.es is giving to its audience. I thought it as a great example of guerrilla marketing so I followed the guy that handed me the flyer and eventually came to the hierbay.es street stand in the middle of the town hall square with an audience of over 3,000 valencians.



Meet hierbay.es. Its a growshop online formed by 3 guys and launched about a month ago according to the representative in the picture above. Like in one of my previous posts about Desigual's guerrilla marketing, hierbay.es has gone straight to its target market. This is no better place to find pot growers/smokers than at a free, open air event with plenty of sun and beer for 1 euro. Hierbay.es has come to its market and has made itself relevant and useful through a cheap guerrilla marketing effort and rolling tips. Brilliant! Hats off!


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