Innovative Marketing techniques

1. Name__Sarah Nick__________________ Assignment III Innovative Marketing techniques • Buzz Marketing: • Definition: (11) • A form of low cost or word of mouth marketing. The interaction of consumers and users of a product or service that serves to amplify the original marketing message. A form of getting the consumers involved so they are the ones that are helping market the product. • Pros and Cons: (1, 3) • Pro: Low cost, by using the consumers/target market as a source of marketing it is the act of word of mouth and getting your name out there so that you don’t have to spend large amounts of money other marketing campaigns. • Con: Word of mouth can work in a negative manner; People can misuse buzz marketing and get the wrong impression of your product or wrong message therefore resulting in a bad way to market your product. • Pro: Buzz marketing is not seen as an intrusion (unless poorly done) but rather a fun way for the consumers to spread a message instead of a chore. If done creatively, consumers will feel as they are part of the campaign and actually enjoy trending the specific product. • Best Practices (17,15, 6) • Free Samples – Sam’s club, food samples always gets people talking about the product. T-shirts Bob95 everyone wants one, also their radio contests – gets everyone talking about the station. • Planking – a trend that started by word of mouth and soon had its own website and everyone was making a hype about It once word got spread. (picture 1 appendix) • Viral Marketing: • Definition: (11) • Creating interesting and entertaining messages that spread vastly, usually through methods such as the web, email, social media, and etc. to large numbers of people which creates a buzz about the product. This causes people to purchase or start trending the product for the producers. • Pros and Cons: • Pro: Viral Marketing can be done in a variety of different ways; face-to-face communication, phone conversations, texts, online pages, blogs, message boards, instant messages, emails, and anywhere through the web. • Con: With so many forms it is easy to spread the news and easy for publics to see the news fast. • Con: If not controlled or taken seriously viral marketing can be taken over in the hands of the consumers more than it should be causing it to ruin a brands reputation and start false information. • Con: Negative comments, emails, postings, etc. can hurt the reputation of the company therefore having someone to manage these accounts closely is needed otherwise it will affect the whole campaign. • Best Practices • Dove – The dove youtube videos spread vastly amongst the web. Their campaign was to prove that women are beautiful and deserve natural, soft skin that is taken care of by their product. • “Elf yourself” – a trend that started by office max on the web. Once one person participated and posted everyone was trending it. (picture2 appendix) • Burger Kind – The whopper freak out commercials – aired over youtube causing it to spread vastly.

2. Internet Marketing Social Media: Definition: (11) Varying from site to site social media is a mix of websites that serve as a web-based service that allows individuals to construct a public profile within one system linked to others, create a cohesive list of other users with whom they share a connection, and view and share their list of connections to those made by others within the system. Pros and Cons: (8,9, 16) Pro: Social media has the power to drive people your website, blog, articles, etc. Con: One has to know exactly how social media works instead of using it latently to ensurethat Pro: easy way to create cost effective strategies and campaigns if done correctly. Con: social media can have a negative influence on worker productivity and may waste valuable time using tools such as Facebook and Twitter. It can also attack the company’s reputation. Pros: Social media can build loyalty and long – term relations with the targeted market.Pro: Using social media to place ads can save money as it does not cost a great amount of money to advertise through the sites. Best Practices: Facebook, youtube, Blogs, etc. Nike & Target do a great job and organizing their facebook pages and twitter accounts, they keep fans engaged and don’t let the fans run their site as they practice safe, smart tactics to manage it. (picture3 appendix) • Online Advertising : • Definition: (11) • A way of using the internet to advertise by having a goal of driving consumers to their websites, locations, or blogs in attempt to get them to purchase or inquire about a product. • Pros and Cons: (11,16, 9) • Pro: Allows an easy access link to click on that allows customers to get directed to learn more information about the company vs. newspaper ads and TV ads can not provide such things. • Con: Ads are everywhere online that they can become latent to the reader and repetitive in which one may not pay attention to them anymore or focus on the ads after awhile they may get ignored. • Pro: It is cost efficient, ads on the internet can be easy to create through search engines and websites and run on a pay per click basis which make them very cost efficient. • Best Practices: • there are plenty of search engines to advertise through – google, facebook, amazon, etc. in which you can pay to have your ad on the web. The more you pay the more people see, the more clicks you receive to your ad can result in a ‘pay per click’ which is where you are paying for the amount of clicks on that ad monitored by the search engine. • Another way is having games on your website, for example Nickelodeon and disney TV channels have great websites for kids to go on by also using the games to promote their shows.

3. Relationship Marketing and Personalization • Relationship Marketing: • Definition: (11) • The act of developing and maintaining a personal, trusting, long-term relationship with customers through personal, continual contact. Employees are assigned a few select consumers to focus on throughout the marketing process so that they can maintain and meet the needs of the consumer fully. • Customer Relationship Management (CRM) Best practices • Making that face-to-face connection • Building a personal, trusted, relationship • Best Buy – Geek Squad, take their time to get to know what it is that is needed to meet your needs • Sanford Health – strives on meeting face to face with clients to ensure they have a trusted relationship with them. • Applebee’s & other such restaurants – take pride in their prompt service and satisfied customers. • Customer Experience Management (CEM) Best practices: • Providing certain tools, accessories, and etc. to make sure that the customer is entertained during their experience within the company. • Sports bars – Buffalo Wild Wings, Dave’s, etc. All are equipped with televisions and big screen plasmas so that customers can view each and every game from all angels while socializing at the same time. (picture4 appendix) • Barnes & Nobles – provides a quiet, warm relaxed feeling with coffee available and plenty of chairs/nooks for readers to take their time to find various books and also be comfortable within the store. • Personalization(Service personalization and Mass-customization) • Definition: (11) • Production of personalized or custom – tailored goods or services to meet consumers’ changing needs. Using varies sources of technology such as computerization, internet, molding, etc. • Service Personalization, Best Practices • Travel websites including Expedia, Travelocity, etc. all do a great job at providing the client to customize their own trip. Each gives the option for them to select where they want to go, where they want to stay, flight times, airlines, seating, at etc. It includes customization for how many people are in a party and provides suggestions and reviews for different travel methods • Mass-Customization, Best Practices • Jewelry sites – allow personalization of certain types of jewelry including engraving personalized messages. • Shoe sites – Nike, toms, Reebok; Allow customers to personalize their own pairs of shoes including color, size, style, shape, etc. • Shutterfly – photography; allows customers to take their own pictures and personalize them onto various different products. • Apple – allows customers to pick which color they would like, product, style, and programs within.

4. Guerrilla Marketing Definition: Tactics used creatively to compete against any firm in the competing market. (14,11) • True Blood (a show about vampires) – Attempted Guerilla marketing with their clever ad by making it look like if a vampire were to come you could rip off a wooden stake to protect yourself. • The smoking campaign – Used trash cans to make them look like eyeballs in attempt to warn smokers that every time they put out a cigarette they are getting reminded that they are hurting their own bodies in some way • ESPN – overseas used this tactic for soccer (futbol) in the urinals for men. The signs are right by their eyes and then when they look down to urinate the soccer is there too. • This Rock radio station used humor and put out guitar stands that were empty advertising “free air guitars” in attempt to get the publics to listen to their station.

5. E-commerce • Best practices: Online stores • Apple • itunes • Ebay • Amazon • Travel sites • Expedia • Travelocity • Google • Bing • Flirt catalog • Zappos • Shutterfly • Best practices: Facebook pages • Nike • Target • McDonald's • Worldwide • Taco Bell • Under Armour • NPR • Local: Qulaity Bakery – Fargo • Erbert & Gerberts Innovations in Retailing • Brick and Mortar Retailing: • Best practices in atmospherics (10,11 12, 7) • Stores such as Hollister, Abercrombie, and American Eagle draw their customers in by the smell of their own fragrances. They specifically steer their lighting in certain directions at different shades and music is usually playing loudly as an attempt to attract the younger crowd. • Department and grocery stores all steer us in similar directions to walk towards the right in a circular motion with columnsin organized rows and the lighting bright. The music is suitable for all ages and the products are placed strategically to attract target markets. • Ex: Cereal in the grocery store is usually place at a lower level so that children can see them and parents will buy it for them. • Best practices in store organization • Apple stores have great organization. They pride themselves and making sure their product is easy to find the on that suits the customer best. This quality is taken outside of the store as well – online and through the phone. Their experts can answer any questions and carefully organize and layout your purchase so that the customer is completely satisfied. This makes it so that the process is easy on the customer when it comes to the purchasing process. • Best point of purchase displays • Coca – Cola/Pepsi always have great displays that catch the consumers eye. Specifically around the super bowl they usually put together displays using different flavors of their soda to advertise their product. Locally Sunmart grocery store had advertised ‘give thanks’ in their store for thanksgiving using soda cans. • Best promotional techniques (Flyers, loyalty cards etc.) • Promotional techniques can be a great way for every business to promote themselves. Anything from radio to subway to target; pass out coupons, complete mailings, have cards, etc. Clothing stores have rewards or certain percentages off if you have a credit card with them. • Buy one get one free coupons, fliers, t-shirts to promote business, accessories, key chains, stickers, and many more all are ways of promotional techniques.

6. References • http://buzzmarketing.com/2010/11/26/6-maxims-of-creating-buzz/ • http://wackymarketing.blogspot.com/ • http://www.promotionworld.com/marketing/article/080918viralmarketingpros.html • http://buzzoodle.blogspot.com/2005/11/advantages-of-buzz-marketing.html • http://www.slideshare.net/dsklenka/viral-and-buzz-marketing • http://www.buzzoodle.com/ • http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/full • http://blog.thoughtpick.com/2010/11/10-must-know-advantages-disadvantages-of-social-media.html • http://www.ehow.com/facts_4795808_disadvantages-advantages-online-advertising.html • http://www.entrepreneur.com/encyclopedia/term/82602.html • www.businessdictionary.com • http://faculty.bschool.washington.edu/ryalch/Research/atmosphe.htm • http://www.ignitesocialmedia.com/social-media-examples/viral-marketing-examples/ • http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/ • Www.google.com • www.youtube.com • www.facebook.com • www.klout.com • www.ebay.com • http://www.planking.me/ • www.disneyme.com

7. Appendix