I can remember the first Guerrilla Marketing idea I ever used, and this was in 1976 long before the term was first used. I was a university student promoting my first company, Canadian Wilderness Adventure Ltd. We were running canoe trips on the Churchill River in Northern Saskatchewan and cycling tours between Jasper and Banff. I had called the Edmonton Journal and asked them if they wanted to do an article about the new company, and they said they needed something special for a picture to go along with a short news article. I had to think on my feet and I said, "What if you could get a picture of me cycling down the street with a canoe on my back?" The reporter didn't even have to think - he replied, "You're on." I had no idea whether I could do it but later that day I portaged an aluminum canoe onto my shoulders and cycled a short block for the camera. That one picture made the company. It was carried all over North American and we had the publicity to start our first summer. Bob Phillips
The Guerrilla Marketing Guru, Jay Conrad Levinson, serves up 93 examples of unusual, quirky, and downright effective ways you can catch people's attention. Guerrilla Marketing
