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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.

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slide1

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

slide2

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
slide3

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 ….

slide4

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
slide6

Advertising Strategies

Below the line

Alternative communicationstrategies

slide7

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

slide8

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

slide9

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

slide10

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?
slide11

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

slide12

Alternative communicationstrategies

1. Design and definition

CommunicationAim

Objectives

Choice of placeand modality

Times

Choice of staff

Supporttools

slide13

Alternative communicationstrategies

2.Selection of personal and resources

On line or in personcastingof

fitters, promoters, hostesses and trasporters

Materials for the activities

slide14

Alternative communicationstrategies

3. Organization and logistics

Rental location

Shippingmaterials

Municipalauthorization

Control of weatherconditions

slide15

Alternative communicationstrategies

4. Briefing and staff training

Train thestaff on:

company philosophy, productfeatures, mechanicsof the activityandhow to behavein everyoccasion

Professionalism, puntualicty, relevanceto the activities

slide16

Alternative communicationstrategies

5. Execution and supervision

Problemsolving

Telephone and on the spot

control

slide17

Alternative communicationstrategies

6. Closuring with report

Withdrawalof materials

FinalReport:

distributedmaterial

Number and age of contacts

Inconveniences

Target Feedback

slide18

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.»
slide19

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

slide20

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

slide21

Alternative communicationstrategies

2. How itworks

It designsand implements the entire process of communication:

fromcreative conceptto

Operationalexecutionto monitoring and analysis of results

slide22

Alternative communicationstrategies

3. Circuits

Operations of ambient marketing

The points of strenght are:

maximization of contacts

optimization of costs

slide23

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

slide24

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

slide25

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)

slide26

Alternative communicationstrategy

5. Fitness club: “Mirata”

privileged circuit

slide27

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
slide28

Alternative communicationstrategies

1. Proposal

2. Objectives

3. Structure of activity

4. Mechanich of activity

5. Communicationmaterials

6. Numbers

7. Guaranteedservices

slide29

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

slide30

Alternative communicationstrategies

2. Objectives

AMBIENT f.c./STREET

Presentnew mouthwash

Generate trial product

Encouragepurchases

Givea young and dynamic brand image

slide31

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

slide32

Alternative communicationstrategies

4. Mecanichal of activity

AMBIENT

slide33

Alternative communicationstrategies

4. Mecanichal of activity

STREET

slide34

Alternative communicationstrategies

5. Materials of communication

AMBIENT f.c./STREET

slide35

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

slide36

Alternative communicationstrategies

1. Objectives

2. Structure and mechanicsof activity

3. Communicationmaterials

slide37

Alternative communicationstrategies

1. Objectives

GUERRILLA

Create great visibility to the brand and product category

Spring interest and amazement in the target

slide38

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

slide39

Alternative communicationstrategies

3. Communicationmaterials

GUERRILLA

5000 sunshades, 4.800 stop rayon

«sta arrivando l’inverno sicuro di essere pronto?»

slide40

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
slide41

Alternative communicationstrategies

Aware of their rights and their power of choice, alert,

informed, critical, thanks to the wealth of information that can be accessed

slide42

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

slide43

Alternativecommunicationstrategies

Purposes are not only economic

Partnerinstead of target with reciprocal relationship

Partners co-determine business communication by providing their feedback

slide44

Alternativecommunicationstrategies

Post modern marketing:

Powerin the hands of the target

Feedback as foundation forcommunication

Becommunication vsMakecommunication

Share moments of life vsInculcate life styling

slide45

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

slide46

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