Friday, October 09, 2009

Bald Media…a new launch.

Around a year ago, I was busy putting together a new guerilla marketing company that I believe is fantastic for trade shows and on-the-street product giveaways. In today’s digital world, anything on the street and in the public’s face is great exposure and my company sure does draw attention.

Bald models heads are airbrushed with a company brand, product or service and are unleashed on the unsuspecting general public. Imagine 5 guys walking through a packed shopping mall during the holiday season or handing out product samples at a trade show. People can’t help but look. It only makes sense that my company’s slogan is “heads that turn heads.”

Unfortunately, while I was putting it all together, an advertising agency in New Zealand came up with basically the exact concept for a client, it made some news, and I had proof the idea had potential and I should launch the company. To top it off, a media journalist saw my ad online (searching for the models) and decided that it was an interesting story that simply couldn’t wait to be told. I had no choice but to work through the weekend and get everything ready for its Monday release.

The story broke and the phone started to ring. I had 3 gigs booked right out of the starting gate. I figured my company was going full steam ahead. That’s basically when the economy tanked and the projects quickly got pulled because the clients began to “trim the fat”. Bald Media was simply an extra touch. All the “extras” started getting cut out of the budgets from worried corporations.

I have several friends in the staffing and event planning industry and they saw the same thing with their businesses this year.
So I decided to stop focusing on promoting the company, and figured I would lay low only to launch again when the time was right.
Bald Media will get a company or message noticed. Especially to large captive audiences. It is not only a fact, it is guaranteed.

The procedure of application is also a crowd pleaser. Having the airbrush artist on-site at an event is an advantage as people will gather around to watch the logo/message being applied. In today’s world of limited attention spans, it is guerilla marketing at its finest. With over 25 models of different ethnicities in my roster, I’m always ready to go.

I teamed up recently with my airbrush artist and decided to do a test street run. We wanted to see what would happen and the timeframe involved in the application process. Since it’s my company and I shave my head, it only made sense that I would be the guinea pig.
We did two artistic versions. One, a company logo for a potential client for the upcoming Canadian Poker Expo ("The Maven" David Chicotsky...who has an online poker training institute), and the other, a generic application for Bald Media.

Upon walking out the door and into the street, the results were unbelievable. I literally stopped traffic as cars slowed down to look at me. I had the airbrush artist grab the video camera and run way down the street to capture the reactions and results for posterity.

If it could generate this kind of response within minutes of being outside on a moderately quiet street, I can only imagine the exposure possibilities for a corporate brand in the right setting.

To watch the application video and street test run, please visit the site…

or on YouTube

1 comment:

James said...

Great concept! I think it will do well. Marketing is changing (a lot) and is certainly ready for new ideas, this is definitely one. I enjoyed the video.

Good luck with your company re-launch!