Guerrilla Marketing

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Guerilla marketing 101.

Munichain is a fintech startup that's using innovative technology to disrupt the market for municipal bond sales.

Last week they brought some of that same enterprising spirit to their marketing by drafting off the attention created by a big industry conference in New York.

The event was put on by the Bond Buyer, a century-old newspaper that covers the muni market. The company also puts on the industry's biggest and best conferences.

Munichain was founded three years ago. It operates lean and doesn’t have much cash for advertising. (Full disclosure, I’m an investor in the company.)

It does, however, have hustle.

For a fraction of the price of being a sponsor, Munichain rented a mobile billboard truck and parked it in front of the conference.

The attendees couldn’t help noticing the company, which is a platform that muni advisors use to coordinate sales. The system gives stakeholders access to documents they need and lets them track the process.

It’s a reminder that even being outside, it’s possible to get in front of a client.

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BRIEF OBSERVATIONS

FOOTBALL: We all watched the Superbowl on Sunday. It’s amazing how much football dominates broadcast television.

WALKING: My friend Phil Pearlman says there is almost nothing that can’t be cured by walking more. Jeremy Maluf (see below) and Will Manidis agree.

BOOMERANG: Found this mystery. Surprised it didn’t peak during Covid.

MOVIES: We seem to be in a bear market for Westerns, Musicals Romance and War films.

POCKETS-ONLY TRAVEL: Stumbled across Jeremy Maluf. He is an extreme minimalist who owns almost no possessions and travels around the world “pockets-only,” which means he will get on a plane with no luggage - not even a backpack. When he arrives he’ll buy clothes. He says its liberating. It’s how Jack Reacher would do it.