Guerrilla Marketing Builds Million Dollar Brand

Tuesday 19 April 2011 - Filed under News

Two years ago, Brian Levin founded Perky Jerky, a new meat snack that is infused with a caffeine kick. To promote the new brand, he turned to guerrilla marketing tactics, including dressing up in a wacky get-up that he calls the "jerk suit" and roaming the grounds at a NASCAR race handing out samples.

Well, technically not handing them out, because over 900 sample bags are attached to his "jerk suit" and people can pull them off for themselves. Working with a startup budget, his plan was to win people over by getting them to taste the product and creating a fun experience. So far, this strategy has paid off as the Denver-based company has generated just under $1 million in revenue and is now close to breaking even. Levin is projecting that the company could take in as much as $10 million in sales in 2011.

2011-04-19  »  admin