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Alternative Marketing

Alternative Marketing. Chapter 10. Alternative Marketing Programs. Buzz Marketing Methods of creating a buzz Consumers who like a brand Sponsored consumers Tactics may include s tealth marketing Guerrilla Marketing Focus is usually on a specific region

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Alternative Marketing

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  1. Alternative Marketing Chapter 10

  2. Alternative Marketing Programs • Buzz Marketing • Methods of creating a buzz • Consumers who like a brand • Sponsored consumers • Tactics may include stealth marketing • Guerrilla Marketing • Focus is usually on a specific region • Goal is to create excitement about a product or service • Instant results with unique low-cost approaches

  3. Alternative Marketing Programs • Product Placement • Low cost per viewer in most mediums • Branded Entertainment – embedding brands as part of storylines in some sort of entertainment (Movies, TV programs, etc.). • Lifestyle Marketing • Associated with consumers hobbies and interests • Can be considered an off shoot of event marketing • Experiential Marketing Direct marketing+Field Marketing+Sales Promotions

  4. Experiential Marketing • Clear, concise target segment • Identify right time, right place • Engage emotionally • Engage logically • Clearly reveal brand’s promise Steps to create positive experience

  5. Discussion Questions Question 3, page 278 Question 4, page 278

  6. Alternative Media Venues • Cinema • In-tunnel, subway • Parking lot/street • Escalator • Airline in-flight • Leaflets and brochures • Carry home menus • Carry home bags • Clothing • Mall signs • Kiosks

  7. Traditional Media using a different approach

  8. What’s Happening? Assignments and class schedule

  9. What’s Happening?

  10. What’s Happening?

  11. Alternative Media Examples

  12. In-Store Marketing • 70% of purchase decisions made in store • In-store atmospherics • Sight, sound, and scent • Video screens and television monitors • Customize messages, e.g., Wal-Mart with 127 million shoppers per week

  13. Point-of-Purchase Displays • An extension of in-store displays • Location is key • Last chance to reach buyer • Facts • 70% of decisions are made in store • 50% of money spent at mass-merchandisers and supermarkets is unplanned • 50% of Coca-Cola products from displays • Average increase in sales is 9% • Half of POP displays not effective • Half that are effective – 20% increase in sales

  14. Video Game Advertising • $1 billion per year spent on in-game ads • Very attractive market • 75% of online households spend at least 1 hour per month playing online games • 27% average 30 hours or more • Primary market is 17-34 year old males • Have become difficult to reach • Play shooting games • Fastest growing market is females • Now 40% of market • Play puzzle and cerebral games

  15. F I G U R E 10 . 9 Types of Video Game Advertising • In-game advertisements • Rotating in-game advertising • Interactive ads • Game-related Web sites • Advergames • Sponsored downloads

  16. Brand Communities • Ultimate demonstration of brand loyalty and devotion • Usually some kind of symbolic meaning to the customer • Interactions between the brand and consumers, as well as shared values and experiences between consumers • Cannot be created by brands itself • Marketing enhances the “community experience” • Examples of brand communities include: • http://www.porsche.com/canada/en/eventsandracing/porscheclubs/ • Harley Davidson • Jeep

  17. F I G U R E 10 . 12 Reasons Brand Communities Form • Affirmation of the buying decision. • Social identity and bond. • Swap stories. • Swap advice and provide help to others. • Feedback and new ideas.

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