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16 Cards in this Set
- Front
- Back
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Guerilla Marketing |
Unconventional promotions on a small budget - publicity - Small businesses, less costly, entrepreneurs - Time, energy, and imagination POSITIVE WORD OF MOUTH AND NEWS COVERAGE |
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Viral Marketing |
Internet version of word-of-mouth Use people with high social networking potential Wanting people to talk |
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Viral Campaigns |
Audience must feel something Getting consequences Allow sharing/download Generate conversations Never deny access |
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Buzz Marketing |
Use product champions Make industry people talk Try to make it as interpersonal and real as possible Making something irresistable |
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Grassroots Marketing |
Getting customers to care so much about your product that they become your cheerleaders Customer evangelists - believe so strongly the freely convince others Champions |
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Astroturf Marketing |
When you use blogs, message boards, podcasts to generate an ARTIFICIAL buzz Hire someone (meat puppet) to generate buzz |
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Experience Marketing |
Attempts to connect consumers with brands, tune into a deeply felt need of the customer Legoland Tim Horton's in peoples houses |
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Product Placement |
Branded entertainment - BMW mini movie |
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Ambush |
Co-tail on an event without sponsorship fees Abercrombie shirts being worn behind the presidents speech |
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Interactive Marketing |
Trading situation where the buyers specify the nature and application of products they wish to buy and sellers try to match these requests almost instantly or in a very short time. Social media, website, online, traditional, email, mobile and emerging media |
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Web Marketing |
Corporate websites for goodwill and information Marketing websites - induce to interact and move them closer to purchase Building brand awareness and new products Huggies - relationship with parents Customer profiles |
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How to Draw Consumers to Your Site |
1. Financial Incentives - cheaper and free shipping 2. Convenience Incentives - easier, 24 hours, payment options 3. Value-based Incentives - ideas for gifts, sizing charts, comparison |
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Brand Spiraling |
Use of traditional media to promote consumers to use website. Baby using e-trades |
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Consumer Concerns |
Sellers Opportunism - tracking less informed Security Privacy - fine print Purchasing Habits - still want tangibility |
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Web 2.0 |
Participatory space Creators and users - user empowerment, collaboration, file sharing, social network Creators - 1% Editors - 9% Passive - 90% |
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Media Type PEOS Model |
Paid - brands pay to leverage a channel Earned - customers become the channel Owned - own blog and control it, what you post is only good Social - brand interacts via 3rd party with its profile |
