Full access to Entrepreneur for $5
Subscribe

To Your Stealth

Send your PR operatives and undercover product lovers deep into customer territory.

By
This story appears in the November 2001 issue of Entrepreneur. Subscribe »

Big companies, typically slow to adopt cutting-edge marketing strategies, are flocking to low-cost and high-visibility street marketing. Also known as "stealth" or "undercover" marketing, what was the domain of entrepreneurs is now in the hands of giants. When IBM had its logo spray-painted on sidewalks for the "Peace, Love and Linux" campaign, it raised eyebrows (and the ire of public works departments) and got a lot of media hype for a little cash.

"Brands are finding [street marketing] programs are cost-effective and lend credibility," says Kelly Weinberg, senior vice president of sales and marketing for RPMC, a marketing and promotions agency in Calabasas, California, that has created street events for Levi Strauss and 7-Eleven.

Continue reading this article -- and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!