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Guerrilla Marketing 101

Chances are you’ve seen examples of guerrilla marketing on the Internet, but you may not have known that this type of marketing had its own name. Guerrilla marketing is an unconventional form of marketing that ties together energy and imagination to grab the public’s attention in unexpected ways. It is typically cheaper than traditional forms of marketing and is great for generating word-of-mouth. The term was coined by Jay Conrad Levinson in his 1984 book “Guerrilla Advertising.” The name stems from guerrilla warfare, in which soldiers use unconventional tactics to meet objectives.

There are a lot of different types of guerrilla marketing and we have included a list of some of the most interesting.

Ambient Marketing

This is probably the most popular and most recognized type of guerrilla marketing. This is when companies advertise in unconventional places. Some examples include escalators, park benches, cross walks, door handles, etc. The possibilities really are endless. We have included some of our favorites in the slideshow below.

Undercover/Stealth Marketing

In this method, consumers are introduced to and informed about a product or service in a way that does not seem like advertising. Agents act as everyday people who show products to other people who have no idea they are being advertised to. Sony used this technique back in 2002 to help push one of their cellphones, which was among the first to have a camera. They placed actors in ten major cities who then acted as tourists and asked strangers to take pictures of them. The actors handed the strangers their cellphones rather than cameras, and talked all about the new features of the phones. While this may have been a little devious, this campaign helped this phone become one of the best-selling phones that year. We’ve included a short clip below of this campaign in action.


 Grassroots Marketing

The advertiser targets a small, specific group of people in hopes that they will then share the message to a larger group. A successful campaign relies on the personal connection rather than broadcasting a message hoping the target audience is paying attention. It helps to think of grassroots marketing as a ripple effect.

Guerrilla marketing can be a great way to increase brand recall because the techniques used are so different. If you want to check out some more examples, click here.

LinkedIn Showcase Pages for Dummies

LinkedIn has a feature called “Showcase Pages”, and they can be one of your company page’s best friends if used correctly. But before we talk about how to use them, let’s first talk about what they are.

Showcase pages are a way for companies to highlight a specific brand or product of their company. For example, Microsoft has their company page on LinkedIn, but Microsoft offers a wide range of products. So rather than sharing information for each one of their products on their company page, they have created showcase pages to reduce the clutter in their followers’ newsfeed. If you’re a big fan of Microsoft Office, but don’t care for their Surface tablets, you can follow their Office page and you won’t have to see posts relating to Surface. This is a great way for business to reach distinct audience segments.

Microsoft’s LinkedIn Page

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Microsoft’s Showcase Pages

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Microsoft Office’s Showcase Page

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As you can see, these showcase pages are essentially subpages within the company page, and each company can have up to ten different showcase pages active at one time.

They are most useful for:

  • Product announcements
  • Industry news
  • Links to blog posts
  • Targeted audiences who need specific messaging
  • Companies with many different products

Showcase pages aren’t great for smaller companies for a few different reasons:

  • Your showcase page will start out at 0 followers, meaning you have to rebuild your entire following.
  • Since the showcase pages are separate from the company page, you will have to update them all separately, ultimately doubling your time spent on managing your LinkedIn pages.

Showcase pages can benefit your business greatly because of the ability to deliver messages to specific targets, but aren’t the best idea for small-to-mid sized companies who don’t have the resources to update all the pages independently.

Creating the perfect LinkedIn company page

10 SEO Mistakes To Avoid During Your Next Website Redesign

Website redesign and improvement is a major part of any modern company’s strategy to reach a wider audience, generate more leads, and conduct more business. While many companies shift their attention to their website’s aesthetic aspects in order to become more user-friendly, there are less-glamorous facets of improving your website. A lot of emphasis has been placed on SEO (Search Engine Optimization) over the past few years. Although the way SEO is approached is constantly changing, it remains an integral part of attracting customers to your business. After all, your company’s website may blow your competitors out of the water, but if no one can find your website, it doesn’t matter.
Read more…

The New Faces of MCG!


Kellie Ward, Director of Client Service

After designing with MCG for four years, Kellie has a new role. As Director of Client Service, she will be the contact for all accounts. Originally from Chattanooga, Tennessee, Kellie is a graduate of the University of Tennessee at Knoxville. She completed a Bachelor’s of Art degree in graphic design with minors in business and studio art.

A summer internship led her to Morris Creative Group, where she also worked as a designer during school. After college, Kellie Ward gained graphic design and marketing experience in the East Tennessee healthcare industry and also worked as a freelance designer. Kellie’s artistic style is hands-on with close attention to detail on all projects. She strongly believes art and design can be used to improve many aspects of our clients’ businesses and our community through aesthetics, functionality, and the communication of information.

Traveling and exploring new places are Kellie’s passions. So far, she has traveled, worked, and studied abroad in Europe and Australia. In addition to traveling, she also enjoys cooking, painting, photography, and spending time on the water.


Liz Hoover, Senior Designer

Liz Hoover attended the University of Tennessee at Knoxville, where she graduated with her Bachelor’s in graphic design. Liz then began working for Morris Creative Group as a designer. She moved to San Francisco where she worked as a designer for the Leo Burnett advertising agency. She relocated to New York City where she worked as a freelance designer and obtained her master’s in figurative sculpture from the New York Academy of Art. Liz then began working as an assistant for renowned artist, Jeff Koons, until she returned to Knoxville where she worked as an interactive designer for Scripps network.

Liz is excited to be back at MCG, and she looks forward to applying her vast experience to create new and functional designs to meet client demands. Liz’s method of design includes collaboration with others, and she considers all aspects of what the design communicates to the viewer. This method has allowed her to target the specific audience she is trying to reach, and strategically incorporate a clear message in her designs.

When she is not working, Liz loves to travel and spend time outdoors. She recently traveled to Thailand, where she enjoyed hiking, and soaking up the local culture. Liz also enjoys reading, exploring the Great Smoky Mountains, and spending time with her dogs, Monte and Martin.


Matt Patteson, Graphic Designer

Matt Patteson was born and raised in Knoxville, Tennessee before attending the Ringling College of Art and Design. After graduating with his BFA in design and interactive communications, he gained experience as a design intern at Morris Creative Group. Subsequently, Matt worked independently as a freelance designer with physician groups at the University of Tennessee Medical Center, and with a privately owned sports enterprise.

Matthew chose graphic design because of his creative and outgoing personality, and because it allows him the opportunity to express his individuality through his work. After gaining experience through freelancing, he decided to return to MCG because he enjoyed the challenge and opportunity of using his design skills to satisfy the needs of demanding clients. Matthew enjoys the strategy behind creating new designs for branding and marketing purposes.

In his free time, Matthew enjoys exploring new technology, cooking, and spending time with his black lab, Virginia.


Brian Schroeder, Marketing and Communications Intern

Brian Schroeder is a native of Pittsburgh, PA and is a Senior at the University of Tennessee at Knoxville. He is pursuing a degree in Communication Studies with a minor in Business Administration, and has had experience working for Wyndham Vacation Ownership and the University of Tennessee Conference Center. Brian chose Communication Studies because of his interest in understanding more about interpersonal and organizational relationships within the business environment. In his time at MCG, Brian hopes to learn more about how a full-service marketing agency operates, and plans to work in the advertising or marketing industry upon graduation.
Brian is excited to contribute to projects through his creative ideas and attention to detail, as well as gain real-world experience in the industry. He was drawn to MCG by their broad and diverse client base, and the opportunity to work on many different types of projects in a fast-paced environment.

When Brian isn’t at MCG, he likes to spend his free time on the golf course or watching any kind of live sporting event. He is also an amateur movie critic who enjoys travel to new and exciting places.


Ben Maxey, Graphic Design Intern

A native of Knoxville his entire life, Ben Maxey is entering his Senior year at the University of Tennessee at Knoxville, where he is pursuing his BFA in Graphic Design. He enjoys graphic design because it offers him the chance to create design that helps people accomplish their goals no matter what they may be. Ben says his favorite part of design is that it allows him to use his originality and variation in design to help solve problems and create memorable experiences for others.

Ben is excited to bring his skills to Morris Creative, and to learn more about how design can contribute to the successful branding of a business. He describes his design style as clean, diverse, and interesting to a broad spectrum of people. Whenever possible, Ben likes to incorporate motion into his designs to make them more interactive.

In his free time, he enjoys video games, movies, and everything super-hero related. His favorite stories are Star Wars and A Song of Ice and Fire.


Jonathan Edwards, Marketing and Communications Intern

Jonathan Edwards has spent most of his life in Knoxville and is a senior-year advertising student at the University of Tennessee. He was attracted to advertising because of the creative aspect and hopes to work in alternative media and guerrilla marketing in the future. It is his love for creativity that drew him to Morris Creative Group, along with the wide range of clients and the ability to work on all types of projects.

Jonathan is looking forward to spending the summer at MCG to learn more about the advertising industry and gain experience working in a real agency. He hopes to use his creative ideas to help benefit MCG and its clients.

In his free time, Jonathan enjoys playing guitar, writing and producing music, and long-boarding.

We are excited to have everyone on our team at Morris Creative!

How to Better Convert Leads On Your Website Through Calls-To-Action

Converting leads on your website is important to acquire new clients. Call-to-action (CTA) buttons are vital in directing traffic to important content. A call-to-action is ultimately a button you want your visitor to click so that you can give them an offer that will keep them on your website and coming back for more valuable information. Below are tips for your best CTA.

1. Place the button where your visitor can see

When new visitors come to your website, you have to give them a reason to stay longer than the few seconds it takes to skim the headline. Having your call-to-action with an appealing offer above the fold will encourage your new visitor to stick around. You also want your buttons large and eye-catching so they can be easily spotted. A way to accomplish this is to use contrasting colors on your button in relation to your homepage.


You also need a short phrase on your button. If you get too wordy, you will lose leads very quickly. Phrases like “Download Now” or “Free Trial” are much more compelling than “If You Want A Free Book, Come To This Page”.

2. Link your CTA to a specific landing page

Now that you have your visitor’s attention, make sure that your call-to-action button doesn’t direct them right back to the homepage. You want to direct them to a page relevant to what you are advertising on your button.

A specific landing page for the CTA will grab of the visitor’s interest and result in a better chance for a conversion.

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3. Utilize your thank you pages

After someone fills out a form on your website, don’t just take that lead and run with it. Keep going. Offer another download for an e-book or something that is valuable to the lead. Remember that for the potential client to download more, you should ask for more information. This helps qualify that lead even more.


With this extra offer and the information visitors provided, you will be able to keep in touch with them, and they definitely won’t forget you!