American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
Scouting
Every campaign AGM runs starts with boots on the ground. We scout before we post, before we paint, before we activate. Our field operators document every surface, intersection, and venue before your budget touches a wall.
Location scouting is the difference between a campaign that works and one that wastes money. Before AGM installs anything, our field team physically walks the territory. They photograph surfaces, count foot traffic, test sightlines, assess surface conditions, identify property owners, and document the entire operating environment on the ground.
The purpose behind every scouting report AGM produces: field-verified intelligence specific enough to drive placement decisions — not generic market data, not desk research, actual field assessment.
The technical expertise behind every AGM scouting report covers surface assessment, pedestrian flow dynamics, sightline geometry, and property pathway documentation for every location we recommend. Our field specialists are trained through executed campaign work across all 50 states.
This is not desk research. It is not Google Maps. Our operators carry cameras, tape measures, and clipboards through the actual streets where your audience moves. They find the wall your competitor missed because they bought a media plan without leaving the office. They find the transit exit that pushes 4,200 people past the same corner every morning. They find the bar where your exact target demographic spends Thursday nights.
Every medium in guerrilla marketing requires a different type of scouting. Wheatpaste campaigns need walls with the right neighborhood posting culture and surface adhesion. Murals require structural evaluation, owner outreach, and permit pathway research. Mobile billboard routes need corridor analysis and time-of-day traffic data. Street teams need intersection-by-intersection foot traffic counts with demographic context. Each service in this hub has its own methodology and deliverable set.
American Guerrilla Marketing runs location scouting operations in every major US market, with field operators who cover all 50 states using a consistent boots-on-the-ground methodology. Every surface in our verified nationwide portfolio was assessed firsthand — walked, photographed, GPS-tagged, and confirmed before any client receives a location recommendation. Contact AGM to access the field documentation relevant to your brief.
American Guerrilla Marketing runs location scouting operations across all 50 states, with field operators who cover every major US media market using the same boots-on-the-ground methodology. Every surface in our verified portfolio was assessed firsthand — walked, photographed, GPS-tagged, and confirmed before any client receives a location recommendation. Contact AGM to access the field documentation relevant to your brief.
Tell us the market, the audience, and what kind of activation you are planning. We will deliver a shortlist of locations that actually match.
AGM operates a national network of field operators. We have scouted campaigns in every U.S. state and the District of Columbia. Whether your campaign targets a dense urban core or a suburban retail corridor, we have operators who know the territory.
Most out-of-home campaigns fail not because the creative was wrong, but because the placement was blind. A brand buys what sounds right on paper, the install crew shows up, and one of three things happens: the wall surface is wrong for the format, the foot traffic pattern runs opposite to the assumed direction, or the target audience does not actually live or move through that area.
One campaign we were brought in to rescue had purchased wheatpaste placements on a corridor that sounded good by neighborhood name alone. Nobody walked it. The block ran between two loading zones for a garment warehouse, and the only people who passed regularly were delivery drivers. An hour of ground-level scouting would have caught this before a single dollar was spent on printing.
Another brand had arranged for a street team deployment at what they believed was a high-traffic corner near a gym cluster in a Chicago neighborhood. Peak traffic at that corner was 7:15 to 8:30 a.m. The team was scheduled for 10 a.m. to 2 p.m. No scouting, no timing data, near-zero engagement as a result.
Scouting is an insurance policy with a positive return. The cost of a proper field report is a fraction of the cost of a wasted install run, wasted print materials, or a campaign that simply does not reach the people it was designed to reach.
Every scouting engagement starts with a written brief. We need to know the campaign format, the target audience profile, the metro or neighborhood in scope, the creative specs or dimensions if applicable, and any brand restrictions on environment type. The brief takes 15 minutes to complete and drives every decision the field operator makes on the ground.
Before the field operator walks a single block, the project lead runs desk research on the target area. This includes neighborhood demographic data, publicly available foot traffic aggregates, known permit requirements by city, business improvement district boundaries, historic preservation zone mapping, and identification of property owners for specific surfaces that are already pre-qualified candidates.
The field operator walks every block in scope with a camera. Every candidate surface, intersection, or venue gets photographed from multiple angles. Conditions are noted: surface material, orientation, adjacent obstructions, lighting conditions at relevant time windows, and foot traffic observed during the walk period.
For campaigns where audience volume matters, the field team conducts timed counts at priority locations. Counts run during the most relevant time windows for the campaign target, whether that is morning commute, lunch hours, post-work bars, or weekend shopping. Counts are recorded by direction of approach.
For surfaces that require owner permission, the field team identifies the property owner through county assessor records and makes initial contact. For formats that require municipal permits, we document the specific application pathway, required lead time, and any restrictions by zone or district.
The scouting report arrives as a structured document with geotagged photos, candidate rankings, site-specific recommendations, foot traffic data, permit research summaries, and format specifications for creative production. Reports are delivered within 7 to 10 business days of confirmed brief receipt.
Award Winning Personalized Service
You will get thoughtful, devoted, and individualized attention from our experienced, qualified, and professional personnel. Being one of the most illustrious agencies in Brooklyn, New York, American Guerrilla Marketing has been awarded the Best of Brooklyn title.
Nationwide
Industry City, Brooklyn, New York 11232
American Guerrilla Marketing
Hours
Mon - Fri: 9 AM - 5 PM
Sat & Sun: Closed
Automate your campaign with AGM’s Request for Proposal Builder. Simply answer a few quick questions about your campaign goals, markets, and timeline, and the system will generate a tailored presentation with recommended strategies, quantities, and pricing. Click the RFP Builder to instantly receive your customized proposal.
The right venue reaches your audience when they are relaxed, social, and receptive. Finding that venue requires field research, not a Yelp search. We identify and vet the bars, restaurants, and nightlife spots that match your brand and your target audience.
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Projection media is technically demanding before it is creatively demanding. The geometry has to work. The ambient light has to cooperate. The wall has to take the image. We scout all of it before you book the equipment.
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University campuses have their own geography, their own pedestrian logic, and their own advertising rules. Our field operators map it all before a single dollar goes into production.
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AGM scouts corporate campuses, office parks, and business districts to identify the pedestrian zones, commuter corridors, parking approaches, and surface inventory where guerrilla marketing campaigns reach employees, contractors, and visitors at their daily access points.
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The best opportunity to reach a defined audience in a concentrated geographic zone happens in the hours before and after a major event. We map the entire perimeter, document every approach route, and rank every activation zone before the crowd arrives.
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A brand stunt in the wrong plaza is a brand stunt nobody sees. We find the exact intersection, courtyard, or public space where your target audience concentrates, document the logistics, research the permits, and hand you a site that works.
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A billboard truck running the wrong corridor delivers impressions to an audience that was never the target. We map the routes that put your LED or static display in front of the specific people you need to reach, at the times they are actually there.
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A mural is a permanent statement. The wall you choose determines whether it gets seen by thousands daily or disappears behind a dumpster. We find the right wall before your production team touches a brush.
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Distribution campaigns fail when the neighborhood data is wrong. A door hanger campaign in the wrong building type, the wrong demographic zone, or a neighborhood with access barriers the crew was not briefed on burns print and labor on zero-return addresses. We fix that before the crew goes out.
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Actually, A mobile boutique parked in the wrong block is invisible to the audience you paid to reach. We find the locations where your pop-up will attract the people it needs, and document everything from loading access to permit requirements before you commit to a date.
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Snipe placements, sidewalk decals, and stencil campaigns all depend on knowing the specific poles, pavement, and intersections that your audience actually passes. We map that territory before your crew hits the street.
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Brand ambassadors are only as effective as the zone they are deployed in. We identify the intersections, transit stops, and venue approaches where your exact target demographic concentrates, count the traffic, and confirm the deployment makes sense before your team hits the street.
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Subway exits, bus stops, and train stations concentrate thousands of people at defined physical points on a predictable daily schedule. We map those points, document the surface inventory within reach, and profile the commuter audience by line, exit, and time window.
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A wheatpaste campaign lives or dies on wall selection. The wrong surface peels in 48 hours. The wrong neighborhood tears posters down before the paste dries. We find the walls that work, in the neighborhoods where posting belongs.
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Every scouting report is purpose-built for the campaign format in scope. There is no generic template we push out for every client. A wheatpaste report looks different from a mural report. A mobile billboard route plan looks different from a street team deployment map. What they share is the same level of field-sourced specificity.
Every candidate surface, venue, or site is photographed in full daylight and, where relevant, at night or during the target time window. Photos are geotagged and labeled with orientation, surface condition notes, and sightline context.
For campaigns where audience volume matters, the field team conducts manual counts at priority locations during the relevant time windows. Morning commute behavior is different from Saturday afternoon behavior is different from post-concert exit flow. We count when your audience is actually present.
For posting and painting formats, every candidate surface receives a material assessment: brick, stucco, concrete, painted wood, bare metal, glass. Surface condition, porosity, primer requirements, and height dimensions are all documented for the production team.
Permit requirements vary by city, format, and even by block. Our team researches the specific application process, required lead time, fee structure, and any restrictions by zoning district or historic preservation status for each candidate site.
When a candidate surface requires property owner permission, we identify the owner through county assessor records, make initial contact, and document the status: interested, declined, or pending follow-up. We do not leave property relationships unresolved in a report.
Reports do not just list options. We rank candidates against campaign criteria and give a recommended selection with rationale. The client receives a clear decision-ready document, not a pile of raw field notes.
Scouting is the first step. Execution is what follows. AGM operates the full stack of guerrilla marketing formats, so the same team that scouts your market can execute the campaign with no handoff gap.
Scouting clients range from brands running their first guerrilla campaign to large media agencies managing multi-city rollouts. The common thread is that they have learned from experience, or from watching others, that flying blind costs more than the scout fee.
Brand marketing teams who want the operational specificity of guerrilla without managing a field team commission our scouting service and then take the deliverable to their install crew or back to AGM for execution. The report gives their creative director a real-world canvas to design against, not a vague neighborhood name.
Agencies use our scouting reports to back their location recommendations to clients with real data. When you are presenting a wheatpaste campaign in three neighborhoods across two cities, a photo-documented field report with foot traffic counts is a very different sell than a pin on a map.
Event producers who need to understand a venue’s perimeter, approach routes, and surface inventory before an activation goes live use our pre-event scouting reports to plan the full campaign environment, not just the on-site experience.
Real estate brands targeting specific neighborhood demographics, or development teams launching properties with community-facing campaigns, use our neighborhood scouting to understand exactly who is on the ground in the target area before committing print and install budgets.
A standard report includes geotagged field photography, a ranked list of candidate sites or routes, surface or venue specifications relevant to the campaign format, foot traffic observations from the relevant time windows, property owner contact status for surfaces requiring permission, permit research for the applicable city and format, and a final recommendation with rationale. The exact contents vary by service type, but every report is actionable, not just descriptive.
Standard turnaround is 7 to 10 business days from confirmed brief receipt. Larger scopes covering multiple markets or cities are scoped individually and may carry a different timeline. Rush engagements are available on a case-by-case basis depending on field team availability in the target market.
Yes. In most cases the same team that scouts the market executes the install. This eliminates the handoff gap where field knowledge gets lost in translation between a scouting crew and a separate install crew. When AGM scouts and installs, the operator who walked the site is often the same person who runs the job.
AGM scouts across all market types. Urban cores, suburban commercial strips, college towns, resort communities, and rural corridors all have active campaigns running and all require location intelligence. The methodology adapts to the environment: rural scouting focuses on thoroughfare inventory and venue clustering rather than foot traffic density counts.
The brief we need covers: campaign format (wheatpaste, mural, street team, etc.), target audience profile, the market or specific neighborhood in scope, creative dimensions or format specs if finalized, any brand restrictions on environment type, and the campaign timeline. That information gets a field team moving with purpose rather than guessing at priorities.
Yes. Permit research is a standard component of most scouting engagements. Requirements vary by city, by format, and sometimes by specific block or zoning district. We document the applicable permit pathway, the required lead time, and any environmental restrictions that affect placement decisions. We do not guarantee permit approval, but we give you the full picture of what the process involves before you commit to a location.
Manual foot traffic counts are conducted at priority intersections or locations during the time windows most relevant to the campaign target. Counters record total pedestrian volume, direction of approach, and where possible, basic demographic observations. Counts are conducted during at least two distinct time windows: one peak period and one off-peak, so the report shows realistic range rather than just a best-case moment.
Yes, and this is one of our most time-sensitive services. Pre-event scouting covers the full perimeter of the event footprint, all primary approach routes from parking, transit, and rideshare drop zones, surface inventory on approach corridors, dwell zones where crowd concentration is highest before and after the event, and the activation timing windows. Reports for pre-event scouting are delivered on shorter timelines when the event date requires it.
Our scouting focus is on physical guerrilla marketing formats: posting surfaces, walls, pavement, poles, venues, and public spaces. We do not scout for programmatic digital out-of-home inventory. If your campaign includes both physical guerrilla formats and digital OOH, we handle the physical side and can recommend partners for the digital inventory component.
OOH media brokers sell inventory on structures they already own or represent. Their “scouting” is checking availability in their network. AGM scouts for the best possible location regardless of ownership or inventory structure. We approach every wall, every venue, every intersection as a blank canvas and evaluate it against your specific campaign and audience. We are not selling you what we have available. We are finding what your campaign actually needs.
