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Chapter 10: Alternative Marketing

Chapter 10: Alternative Marketing. Teacher – Shahed Rahman. Important. You know that your marketing mix is important You will need to focus on alternative strategies that will communicate your message more effectively if you want to compete Try focusing little on traditional advertising

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Chapter 10: Alternative Marketing

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  1. Chapter 10: Alternative Marketing Teacher – ShahedRahman

  2. Important • You know that your marketing mix is important • You will need to focus on alternative strategies that will communicate your message more effectively if you want to compete • Try focusing little on traditional advertising • Always try to find some new way to communicate and differentiate your product

  3. Alternative Media Programs • Requires creativity and imagination • Alternative media programs • Buzz marketing • Guerilla marketing • Product placement • Lifestyle marketing

  4. Buzz Marketing • Word-of-mouth marketing • Higher credibility • Fast growth – now $1 billion annually • Methods of generating buzz • Consumers who like a brand • Sponsored consumers • Company or agency generated buzz

  5. Buzz Marketing Stages • Buzz marketing difficult during inoculation stage • Must use brand ambassadors or customer evangelists • True customer-generated buzz occurs after awareness • Awareness generated through traditional advertising Incubation Infection Inoculation

  6. Guerilla Marketing • Instant results • unique, low-cost approaches • Focus on region or area • Create excitement • Involve consumers • Generate buzz • Alternative media

  7. Reasons for using Guerrilla Marketing • To find a new way to communicate with consumers • To interact with consumers • To make advertising accessible to consumers • To impact a spot market • To create buzz • To build relationship with consumers

  8. Experiential Marketing • Create a set of customer experiences • Concise Segmentation • Direct marketing through interactive connection • Engage consumers Direct Marketing + Field Marketing + Sales Promotions

  9. Product Placement and Branded Entertainment Goal is to increase brand awareness and liking • Placements work best when logical fit • Negative/positive scene impacts reaction • Increase in placement budgets • Perception of what others think is important to consumers • Provides post purchase reassurance • Program can provide evidence of a brand’s advantage

  10. Product Placement • Used since 1890s • Increased awareness • More positive attitude toward brand • No immediate impact on sales • Low cost per viewer • Movies, DVD movie rental, • TV, Pay-per-view TV • Video Games

  11. Branded Entertainment • Brand woven into the storyline • Use increased sharply with reality shows • Also found in novels, plays, songs, and movies

  12. Alternative Media Venues Cinema In-tunnel, subway Parking lot Escalator Airline in-flight Leaflets and brochures Take-out menus Shopping bags Clothing Mall signs/Kiosks Mobile phones Video games Escalators Airlines Clothes

  13. Mobile Phone Advertising • Growing rapidly • Only 23% population – mobile advertising • 1/3 open to mobile advertising • Types of ads • Small banner ads • Click-to-call advertising • Search ads • Special apps for mobile phones

  14. U.S. Mobile Ad Spending

  15. Video Game Advertising • In-game advertisements • Rotating in-game advertising • Interactive ads • Game-related Web sites • Advergames • Sponsored downloads

  16. Cinema Advertising • Ads prior to movie • Captive audience • Product Introduction Example • Photosmart Premium Printer – HP • Cinema center of integrated campaign • 30-second spot in pre-feature program • 17,300 theaters • 2,600 plasma screens in lobbies • Delivered 50,000 demonstrations • Delivered 700,00 lobby impressions

  17. Alternative Media • Created by Pink Jacket Creative • Media used were • Billboards • Bus wraps • Street kiosks • Objective – • reach people during routine moments

  18. In-store Marketing • 70% of decisions made in store • In-store atmospherics • Sight, sound, and scent • Video screens and TV monitors • Customize messages • Specialized channels • Wal-Mart • 127 million shoppers per week

  19. Point – of- Purchase Displays • Last chance to reach buyer • 70% of decisions are in store • 50% of $$ 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

  20. Advertising Influence on Clothing Purchases

  21. Measuring POP Effectiveness • For retailers • Indicates time to withdraw or change display • Identify POP displays with largest impact • Test market different displays • For manufacturers • Data can improve quality of displays • Strengthen relationships with retailers

  22. Effective Point of Purchase Displays • Integrate brand image, current ads and promotions. • Dramatic to get attention. • Versatile so it can be easily adapted by retailers. • Re-usable and easy to assemble, stock. • Customize to fit the retailer’s store.

  23. Brand Communities • Demonstration of Brand loyalty, devotion • Symbolic meaning • Interactions between brand and consumer • Shared values and experiences • Cannot be created by brands itself • Marketing can enhance community experience

  24. Enhancing Brand Community • Benefits to encourage new customers • Provide materials not available anywhere else • Involve firm representatives in the groups • Sponsor meetings and special events • Promote communications among members • Build a strong brand reputation

  25. Sponsored Consumers • Agent or advocate for a new brand • Apple, Sony • Brand ambassadors or customer evangelists • Individuals who already like brand • Offer incentives in exchange for advocacy • Selection based on • Devotion to brand • Low-cost marketing events

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