Unforgettable Guerrilla Marketing Success: How a Simple Pen Provoked a Major Radio Mention

In the competitive world of local marketing, creative strategies often make the most lasting impressions. Here’s a memorable example from my early days working with a cable internet provider in the Boston area—a tactic that turned a small promotional gesture into significant brand visibility.

The Backstory

While serving as the company’s marketing coordinator, I was responsible for managing our promotional inventory. One morning, I was listening to the popular Boston radio show Matty in the Morning on Kiss 108. During the broadcast, the hosts humorously lamented the lack of pens in their studio, describing it as a “crisis.” Little did they know, that moment would inspire a clever marketing stunt.

The Guerrilla Tactic

Seizing the opportunity, I reached into our warehouse—which housed a large supply of cable-branded pens—and assembled a package of 500 pens. I shipped this box directly to the radio station addressed to Matty in the Morning. The gesture was simple but perfectly timed: a tangible solution to their seemingly minor problem, designed to generate attention and goodwill.

The Impact

A few days later, my phone was flooded with notifications. The hosts dedicated a full four-hour broadcast thanking “L from the cable company” for “saving the day” with the pens. This spontaneous acknowledgment provided unprecedented exposure: during a high-listenership program, our brand garnered hours of free mentions, far exceeding what typical radio advertising could achieve for the same budget.

Key Takeaways

This experience demonstrated the power of guerrilla marketing—leveraging humor, timing, and a personal touch to create substantial brand awareness. It cost only the price of a box of pens and shipping but resulted in influential, ongoing conversations about our company.

Your Turn

Have you pulled off a creative marketing stunt that delivered unexpectedly great results? I’d love to hear your stories! Guerrilla marketing is all about thinking outside the box—and sometimes, a small, thoughtful gesture can make a big splash.

Remember, sometimes all it takes is a simple idea and the courage to execute it to turn your brand’s story into a memorable success.