Alternative Marketing PDF

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Alternative Marketing...

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Alternative Marketing 10.1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? Alternative marketing: The use of buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events. -Requires creativity and imagination -Identify intersect paths (touch points) Alternative media programs: • Buzz marketing • Guerilla marketing • Lifestyle marketing • Experiential marketing • Product placement • Branded entertainment Buzz marketing: An emphasis on consumers passing along information about a product to others. (also known as ‘word-of-mouth’) o Buzz marketing difficult during inoculation stage o Must use brand ambassadors o True customer-generated buzz occurs after awareness o Awareness generated through traditional advertising Buzz marketing stages: (3) 1. Inoculation: The product is introduced 2. Incubation: The product is used by a few innovators or trendsetters 3. Infection: Widespread use of the product occurs Types of Buzz Marketing Approaches: o Individuals who truly like a brand o Individuals who are sponsored by a brand o Company or agency employees Preconditions of Buzz Marketing: o Product must be unique, new, or superior o Brand must stand out o Advertising should be; memorable/intriguing/different/unique o Consumer involvement with the brand

Stealth marketing: The use of surreptitious practices to introduce a product to individuals without disclosing or revealing the true relationship with the brand. o Unauthorized practices o Thrives in online world o Ethical debate Guerrilla marketing: Programs designed to obtain instant results through the use of limited resources by relying on creativity, high-quality relationships, and the willingness to try new approaches. o Developed by Jay Conrad Levinson o Instant results with unique, low-cost approaches o Focus on region or area o Involve interacting with consumers o Create excitement o Goal is to generate buzz o Alternative media Traditional Marketing Guerrilla Marketing • Requires money • Geared to large businesses with big budgets • Results measured by sales • Based on experience and guesswork • Increases production and diversity • Grows by adding customers • Obliterates the competition

• Aims messages at large groups • Uses marketing to generate sales • ‘Me Marketing’ that looks at ‘My’ company • Requires energy and imagination • Geared to small businesses and big dreams • Results measured by profits • Based on psychology and human behaviour • Grows through existing customers and referrals • Cooperates with other businesses • Aims messages at individuals and small groups • Uses marketing to gain customer consent • ‘You Marketing’ that looks at how can we help ‘You’

Reasons for using Guerrilla Marketing: o To find a new way to communicate with consumers o To interact with consumers o To make advertising accessible to consumers o To impact a spot market o To create buzz o To build relationships with consumers

Lifestyle marketing: Marketing methods associated with the hobbies and entertainment venues of the target audience. o Associated with hobbies and entertainment o Contacting consumers where they go for; relaxation/excitement/socialization/enjoyment o Example: Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows

Experiential marketing: A program that combines direct marketing, field marketing, and sales promotions into a single consumer experience. o Direct marketing through interactive connection o Engage consumers (rather than pass out free samples)

Direct marketing + Personal Selling+ Sales Promotions

10.2 What methods can be used to effectively employ product placements and branded entertainment? Product placement: The planned insertion of a brand or product into a movie, television show, or some other media program. o Planned insertion o Used since 1890s o Product placements -Increased awareness -More positive attitude toward brand -No immediate impact on sales o Low cost per viewer -Movies -DVD movie rental -Pay-per-view television -Television

Branded entertainment: The integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium. o Brand woven into the storyline o Use increased sharply with reality shows o Also found in novels, plays, songs, and movies Key factors influencing the effectiveness of product placement and branded entertainment: o Media o Supporting promotional activities o Consumer attitudes toward placements o Placement characteristics o Regulations

10.3 Why has the use of alternative media venues, especially video game advertising, grown in marketing communication programs? Examples of Alternative Media: • Video games • Cinemas • Subways

• Street and mall kiosks • Escalators • Parking lots • Airlines • Shopping bags • Clothes Video game advertising facts: -$7 billion per year spent on in-game ads -Thus very attractive market o In-game advertisements o Rotating in-game advertising o Interactive ads o Game-related websites o Advergames o Sponsored downloads o Mobile game apps Advergames: Branded video games

10.4 How have in-store marketing and point-of-purchase displays evolved into effective communication and sales tools? In-Store marketing: -69% of purchase decisions made in store -Funds represent small percent of budgets Point-of-purchase (POP) displays: Any form of special display that advertises merchandise Effective Point-of purchase (POP) displays: o Integrate the brand’s image into the display o Integrate the display with current advertising and promotions o Make the display dramatic to get attention o Keep the color of the display down so the product and signage stand out o Make the display versatile so it can be easily adapted by retailers o Make the display reusable and easy to assemble o Make the display easy to stock o Customize the display to fit the retailer’s store

10.5 How can brand communities enhance brand loyalty and devotion? Brand communities: A link that forms due to an association between the brand, a consumer, and others who own or purchase the brand. o Ultimate demonstration of -Brand loyalty -Brand devotion o Symbolic meaning o Interactions between brand and consumer o Shared values and experiences o Cannot be created by brands itself o Marketing can enhance community experience Reasons Brand Communities form: o Affirmation of the buying decision o Social identity and bonding o Swap stories o Swap advice and provide help to others o Feedback and new ideas Ways to enhance Brand Community Spirit: o Create member benefits to encourage new customer to join a group o Provide materials to the group that are not available anywhere else o Involve firm representatives in the groups o Sponsor special events and regular meetings o Promote communications among members of the group o Build a strong brand reputation...