Guerrilla: Ambius elves hit rush hour to promote budget-friendly holiday packages
This article first appeared in Event Marketer, December 2009.
The interior landscaping and decorating company Ambius gave guerrilla tactics a shot this holiday season to drum up business for its holiday decorating packages. On Nov. 9 and 10, the company’s sales consultants dressed up as friendly elves to engage business people in Chicago, Houston, Los Angeles, New York City, San Diego, San Francisco and Seattle.
In each market Ambius planted two elves in business districts during the morning and afternoon rush hours to promote the company’s budget-friendly holiday decorating packages as well as its year-round services. One elf handed out a mini brochure with the company's website and 800-number. The second elf was armed with a branded remote control toy delivery van to get people's attention.
"Guerrilla is generally more for consumers than b-to-b, but we thought this was a great way to get out on the street and promote our company and our brand," Michelle Rodwell, divisional vp-marketing at Ambius, told Buzz.
Since the stunt, Ambius received 38 leads and 28 real opportunities, which have resulted in eight sold packages so far.