ALTERNATIVE COMMUNICATION STRATEGIES Ambient, street e guerrilla marketing

1. ALTERNATIVE COMMUNICATION STRATEGIES Ambient, street e guerrilla marketing Editoria e comunicazione multimediale Relatore: Prof. Mario Dossoni Correlatore: Prof.ssa Federica Da Milano Tesi di laurea di Isabella Testori Anno accademico 2009/2010

2. Alternative communicationstrategies • Definition of alternative strategies • How are theyorganized? • Agenciesthatorganizethem: «Mirata s.r.l.» • Examples of activities of ambient, street e guerrilla marketing • Changes in the modern companies: post-modern marketing

3. Experience of stage at the communication agency “ …. Design Alternative communicationstrategiesaimed at catchingthe target in places and timeswhenitsadvertising awarenessis low, by choosing to achievehigh-qualitycontactswhichcan leave a lastingand positive brand memory …. ”

4. Alternative communicationstrategies • How are theyorganized? • Agenciesthatorganizethem: «Mirata s.r.l.» • Examples of activities of ambient, street e guerrilla marketing • Changes in the modern companies: post-modern marketing • Definition of alternative strategies

5. Advertising Strategies Above the line

6. Advertising Strategies Below the line Alternative communicationstrategies

7. Alternative communicationstrategies Ambient marketing Usetheenvironmentas media:shops, elevators, bathrooms, schools, fitness clubs Bothindoor and outdoor The target is«taken by surprise» in a placewhere he hasgone for differentreasonsthenthoseusuallyused for advertising Materials: corner with hostess, distributingleaflets, gadgets and samples

8. Alternative communicationstrategies Street marketing Use the streetand urbanfurnitureasmedia Drawroad maps Contact the target in the streetswithactivity of sampling,traffic line when advertising awarenessis low Curiosity, wonder, newsworthiness

9. Alternative communicationstrategies Guerrilla marketing Lowcost, usingaggressive and creative toolsthat play on the target’spsychologicalmechanismsand imagery The goal isto create greatvisibilityof both the brand and the specificproduct Conventional way of achievingobjectivesthroughunconventionalmethods

10. Alternative communicationstrategies • Definition of alternative strategies • Agenciesthatorganizethem: «Mirata s.r.l.» • Examples of activities of ambient, street e guerrilla marketing • Changes in the modern companies: post-modern marketing • How are theyorganized?

11. Alternative communicationstrategies 1. Design and definition 2.Selection of personal and resources 3. Organization and logistics 4. Briefing and staff training 5. Execution and supervision 6. Closing with report

12. Alternative communicationstrategies 1. Design and definition CommunicationAim Objectives Choice of placeand modality Times Choice of staff Supporttools

13. Alternative communicationstrategies 2.Selection of personal and resources On line or in personcastingof fitters, promoters, hostesses and trasporters Materials for the activities

14. Alternative communicationstrategies 3. Organization and logistics Rental location Shippingmaterials Municipalauthorization Control of weatherconditions

15. Alternative communicationstrategies 4. Briefing and staff training Train thestaff on: company philosophy, productfeatures, mechanicsof the activityandhow to behavein everyoccasion Professionalism, puntualicty, relevanceto the activities

16. Alternative communicationstrategies 5. Execution and supervision Problemsolving Telephone and on the spot control

17. Alternative communicationstrategies 6. Closuring with report Withdrawalof materials FinalReport: distributedmaterial Number and age of contacts Inconveniences Target Feedback

18. Alternative communicationstrategies • Definition of alternative strategies • How are theyorganized? • Examples of activities of ambient, street e guerrilla marketing • Changes in the modern companies: post-modern marketing • Agenciesthatorganizethem: «Mirata s.r.l.»

19. Alternative communicationstrategies 1.Structure 2. How itworks 3. Circuits 4.Study of the target and related circuits where to operate 5. Fitness club: “Mirata” privileged circuit

20. Alternative communicationstrategies 1. Structure Staff of 30 people with business contacts across Italy Account: dealingabout the commercial part Account executive: Dealing about the operational part

21. Alternative communicationstrategies 2. How itworks It designsand implements the entire process of communication: fromcreative conceptto Operationalexecutionto monitoring and analysis of results

22. Alternative communicationstrategies 3. Circuits Operations of ambient marketing The points of strenght are: maximization of contacts optimization of costs

23. Alternative communicationstrategy 4.Study of the target and related circuits where to operate Target Sports 58% w 42 % m 14/24: 30% 25/34: 30% 35/45: 15% Over 45: 25% High purchasingpower 12,000 contacts/ 2 weeks Target Business 50% w 50% m 20/60 years Decisionmakers Manager Business man/woman Target R.A. 60% w 40% m 25/60 years

24. Alternative communicationstrategies 4. Study of the target and related circuits where to operate Target Student 54% w 46% m 10/25 yearsold 230,000 contacts/4 weeks Target Urban 20/35 yearsold Trendy young people are aware of innovations Target Family 50% w 50% m 5000 contacts/week and

25. Alternative communicationstrategy 5.Fitness club: “Mirata” privileged circuit Dynamicpeople open to innovation, figure and health Medium- high income (ready to invest between 500€ and 1.2000€ for subscription)

26. Alternative communicationstrategy 5. Fitness club: “Mirata” privileged circuit

27. Alternative communicationstrategies • Definition of alternative strategies • How are theyorganized? • Agenciesthatorganizethem: «Mirata s.r.l.» • Changes in the modern companies: post-modern marketing • Examples of activities of ambient, street e guerrilla marketing

28. Alternative communicationstrategies 1. Proposal 2. Objectives 3. Structure of activity 4. Mechanich of activity 5. Communicationmaterials 6. Numbers 7. Guaranteedservices

29. Alternative communicationstrategies 1. Proposal AMBIENT f.c. / STREET Milano, Torino Bologna, Roma, Napoli Costs: personnel, equipment, materials, logistics Contacts: 45.000 x 2 w.e. x f.c. Materials: 50 t-shirts, 50 corners, 45.000 sampling, 300 dispensers

30. Alternative communicationstrategies 2. Objectives AMBIENT f.c./STREET Presentnew mouthwash Generate trial product Encouragepurchases Givea young and dynamic brand image

31. Alternative communicationstrategies 3. Structure of activity AMBIENT f.c./STREET Location: Milano, Torino, Bologna, Roma, Napoli Circuits: Fitness Club, offices, shopping streets, bars, metro Periods:12 oct./12 nov. street, 13/ 20 dec. ambient Workingdays: 20 daysstreet, 100 days (2x 50 fc) ambient Lunch break: offices Afternoon: shopping streets Evening: metro, happy hour Contact team: 1 h x fc ambient, team 6 h street Modality: Dressing room: dispenser Reception: activity of arguedsampling Street domination Materials: dispensers, corners, personalizedclothing , samples, promotrolleys, shoppers

32. Alternative communicationstrategies 4. Mecanichal of activity AMBIENT

33. Alternative communicationstrategies 4. Mecanichal of activity STREET

34. Alternative communicationstrategies 5. Materials of communication AMBIENT f.c./STREET

35. Alternative communicationstrategies 6. Numbers: 45.000 ambient contact 120.000 street 7. Guaranteedservices: Brief by «Mirata» Photos, videos Telephone and on the spot control Refill of dispensers

36. Alternative communicationstrategies 1. Objectives 2. Structure and mechanicsof activity 3. Communicationmaterials

37. Alternative communicationstrategies 1. Objectives GUERRILLA Create great visibility to the brand and product category Spring interest and amazement in the target

38. Alternative communicationstrategies 2. Structure and mechanics of activity GUERRILLA City: Milano, Torino, Bologna Location: 6 private car parks a city, for a total of 18 Period: 23/24 october Days: 2 Type: Guerrilla Parking Modality: sunshade on the windshield and stop rayon Contacts: 5000 for sunshade, 4.800 for stop rayon

39. Alternative communicationstrategies 3. Communicationmaterials GUERRILLA 5000 sunshades, 4.800 stop rayon «sta arrivando l’inverno sicuro di essere pronto?»

40. Alternative communicationstrategies • Definition of alternative strategies • How are theyorganized? • Agenciesthatorganizethem: «Mirata s.r.l.» • Examples of activities of ambient, street e guerrilla marketing • Changes in the modern companies: post-modern marketing

41. Alternative communicationstrategies Aware of their rights and their power of choice, alert, informed, critical, thanks to the wealth of information that can be accessed

42. Alternativecommunicationstrategies Partecipatingin the communication process of the company Consumptionas a representation of self-identity Need of new stimuli, the classic strategies above the line are no longer effective

43. Alternativecommunicationstrategies Purposes are not only economic Partnerinstead of target with reciprocal relationship Partners co-determine business communication by providing their feedback

44. Alternativecommunicationstrategies Post modern marketing: Powerin the hands of the target Feedback as foundation forcommunication Becommunication vsMakecommunication Share moments of life vsInculcate life styling

45. Alternative communicationstrategies Communication agency: Act as a bridge between companies and consumers, by choosing a type of instant communication, creating new strategies in order to be seen in the growing crowd of traditional media advertising

46. Alternative communicationstrategies CONCLUSIONS New strategiesaimedat the target of reference in placeswhere he usuallygoes Avoiding dispersion of the message Limitingcosts Main objectives: to create a brand awareness, playing on the wonder of the target, bored by the other forms of communication