There are a thousand ways to get a message out When it comes to the media, everything is changing rapidly. Papers are switching their focus to digital productions, with internalised social media options and streams of live news being the key focus points. This is having a huge knock on effect on all the old cornerstones of the print industry, with advertising taking the biggest hit. In the old model, it was virtually impossible to conceal advertisements, so even if a consumer didn’t necessarily pay much attention, they would still see the message. However, when it comes to online advertising, adblock is changing all of the rules. This simple extension for the major web browsers not only prevents pop ups, but also removes almost all advertisements from pages, leaving companies with a massive problem: how do they promote their product? This is where a new wave of innovative advertising needs to occur, because there is little chance that adblock will fading out of the scene anytime soon. It would require a blanket ban from every browser in order to be effective, as the likes of Chrome, Firefox and IE are unlikely to remove their most popular extension and send many existing users rushing into the arms of their competitors. So what are the alternatives? Well, a surprising one is education. Many people don’t realise that by using adblocker, they are costing the site that hosts the adverts money. When people believe in an organisation and want to see it continue, they will often be willing to sit through a few seconds of advertisement. In fact, a lot of companies are finding that their endorsements of you tube channels, live streams and E-Sport teams are generating great exposure for them, as customers are more than willing to buy products from brands that give money to events they enjoy. This has long been the case, and it’s why endorsements as seemingly small as sponsoring a sports team’s jersey are worth millions of pounds. The other choice is to do something bold, something radical and different. This is where guerrilla marketing comes in. Normal marketing is all about the message but its sibling places as much emphasis on delivery as it does on catchphrases and slogans. It can range from giving out free samples of products in the street, to staging elaborate stunts that amaze the public. They don’t even need to actually do anything: to celebrate the release of Burnout 2, games manufacturer Acclaim offered to pay the speeding tickets for everyone caught going over the limit on its day of release. The police unsurprisingly blocked this move, but Acclaim generated massive publicity for the game, all for the tiny cost of a few press releases. There are a thousand ways to get a message out there: on interactive billboards, witty visual puns or even latched to the side of one of London’s distinctive rickshaw taxis. The key is to get the customers’ attention, to burn the company’s name and message into their minds in a way that makes them curious and amused by what they’ve just seen. It requires imagination, creativity and passion but the result is one that few other forms of marketing could to replicate. That’s the wonderful thing about guerrilla advertising, the only limits are your imagination and your daring. For more information Bicycle group tours.