Guerilla Marketing Thru Instant Messaging

You’ve just come up with a standout sitelet-based marketing campaign. The creative is sparkling and spot-on, the messaging is laser-focused, and the troops are ready for deployment. There’s just one problem: There’s zero budget for an effective e-mail blast or OLA campaign to reel in some targeted traffic. So what to do?

There’s one alternative that might do the trick: Instant Messaging! That’s right. I’ve found that you can jump-start a promising campaign thru some of the chat channels most commonly used on the Web: MSN Messenger, Windows Messenger, Google Talk, AIM, or any other app you use to quick-relay digital dialogue.

And I’m not talking about IM spam either. Dialog windows that pop open with unwarranted commercial messages and interrupt you while at work will do your guerrilla campaign in. However, a simple URL in your IM status might be enough to pique your contacts’ curiosity.

This, in turn, can spark an engaging conversation, which can snowball into something unexpected. And if you have enough people doing this on your end, your brand can gain some edgy, underground awareness from a few much-coveted influencers and trendsetters, eventually pushing your campaign over the tipping point with some welcome viral force.

After all, it’s no secret that today, a well-intentioned e-mail campaign can disintegrate into garbage and unwanted spam in your recipients’ inbox if not executed with delicate precision and technological know-how. And no serious company wants that—even a start-up in desperate need of getting noticed.

So take a stab at a well-crafted guerilla strategy that leverages your IM contact lists. Can it yield the results you’re after?