Marketers go GUERRILLA --Unconventional advertising might seem wacky, but often gets results

If you’ve traveled through central Indiana much in recent years, you’re probably familiar with Liberty Tax Service. The 24 area Liberty Tax Service outlets are known for their human mascots dressed up as the Statue of Liberty or Uncle Sam, standing on street corners and waving in traffic.

With the tax season upon us, the red-white-and-blue-clad characters even go door-to-door to area businesses, delivering doughnuts, cookies, and of course, a pitch about how Liberty can handle your tax returns.

Liberty’s approach is just one incarnation of one of the fastest-growing trends in advertising. Using warfare strategy and wild promotional props, guerrilla marketing has leapt from urban streets to mainstream corporate America.

The tactic might seem a bit hokey, admitted longtime Indianapolis marketer Vic Ruthig, who owns four central Indiana Liberty Tax franchises, but there’s little doubt in his mind it works.

Read the entire articel here.