We often link marketing to brands, and companies… But are they really the only users of marketing? What about politicians, ministry, NGOs, and culture? They use it as well!
To prove it, I will base my post on a singular exhibition which is taking
place in the streets of New York City, during the month of October.
The famous street artist Banksy (whose identity is still unknown) is using the streets of New York revealing a new painting every day, in a different place, for the whole month. He based this idea on a quotation of Paul Cezanne:
“All the pictures painted inside, in the studio, will never be as good as those done outside”
This principle is strongly related to his own story, because he started as an unknown street artist, to become one of the most famous of them, and whose paintings are now sold for several hundreds of thousands dollars on auctions (some reached more than $450,000). He wants to give back his work to the street, where it belongs originally.
And that’s when marketing enter the game.
By doing that, he’s creating a new interest to his work. People look for the paintings, spread word-of-mouth, then newspapers relate it, it goes on internet, and the rumor is set.
Banksy doesn’t earn money on his actual paintings, but thanks to his books, movies and exhibitions, that’s why this marketing operation is very subtle.
He doesn’t target anyone in particular, because it may appear anywhere in the city, but just anyone how is walking in the street, which means everyone.
This outdoor and free unique exhibition may continue to increase his popularity, by attracting new fans, and making the old ones even more interested in his work.
I really appreciate this idea, that even if he became world famous, he wants his work to stay where it belongs, in the street, right in front of everyone’s eyes. I also think that thanks to all the buzzing created by this October ephemeral exhibition, people will widely spread the news, and in the end, advertise Banksy’s work for free.
Isn’t it much better and much more efficient than spending several millions of dollars in a 45 seconds TV add?!
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