By David Shoffner/Pavone
The cardinal rule of guerrilla promotions - smaller is better - is reinforced throughout the Gazebo Room effort. A tight budget, limited geographic focus, and a client
significantly smaller than its deep-pocketed competitors all combined to make this rogue promotional effort a better alternative than traditional marketplace communications. (As a
chronic rule-breaker, guerrilla PR would be remiss if it didn't bend its own rules. Large corporations can also use the tactic with varying degrees of success.)
But be prepared, guerrilla success will ultimately be measured by a publicist's ability to remain resourceful and react quickly to new publicity opportunities.
An example? Instead of spending money you don't have to create the publicity you need, take advantage of other people's deep pockets by making your campaign part of a larger
effort. But choose your host wisely. A less-than-perfect fit will make your crusade appear hopelessly out of place or desperate for attention.
The Gazebo Room chickens understand this. At the annual Pennsylvania Farm Show, the feisty fowl joined event organizers in an attempt to set a record for the world's largest
chicken dance. The joint effort paid off. Within hours, the hens and Gazebo Room found themselves on three of central Pennsylvania's four major network news segments.