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19 Cards in this Set

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Alternative Marketing

Alternative Marketing

Buzz, Guerrilla, Lifestyle, Experiential, Product Placement, Branded Entertainment, POP, brand communities, Sales tools and more.

Creativity, Imagination, New & Innovative Ways to reach your Target

Creativity, Imagination, New & Innovative Ways to reach your Target

Alternative marketing requires:


Creativity


Imagination


Engagement opportunities with consumers


New and innovative ways to reach the target



Word of Mouth 

Marketing

Word of Mouth


Marketing

Buzz Marketing:


Word of Mouth Marketing


as simple as a friend or family member

Types of Buzz:


--Individuals who already like the brand


--Individuals who are sponsored by the brand


--Company or Agency employees

Red Bull, Monster, 

Makers Mark all offer Brand Ambassador 

programs.

Red Bull, Monster,


Makers Mark all offer Brand Ambassador


programs.

Brand ambassadors:


consumer evangelists


or Individuals who already like the brand they sponsor; Company offers incentives in exchange for advocacy

Buzz Marketing 

Strategies

Buzz Marketing


Strategies

Buzz Strategies:


Inoculation - the product is introduced


Incubation - the product is used by a few trendsetters


Infection - widespread use of the product takes place



Preconditions for Buzz Marketing

Preconditions for Buzz Marketing

Preconditions for Buzz:


-Product must be new, unique, or superior


-brand must stand out


-advertising must be memorable


-consumer must be involved with the brand

Stealth Marketing

Stealth Marketing

Stealth Marketing: a form of buzz.


But - the individual is NOT disclosing or revealing their true relationships with the brand while


introducing the product to prospects

Guerrilla marketing

Guerrilla marketing

Guerrilla marketing:


Instant results, based on creativity, quality


relationships and the willingness to try unusual approaches; requires energy and imagination; geared to small business and big dreams.


Results are measured by profits.

Guerrilla marketing can help create buzz and build relationships with consumers.

Guerrilla marketing can help create buzz and build relationships with consumers.

Why use Guerrilla marketing?


to find a new way to communicate with


consumers; to interact with customers; to impact a spot market; to create buzz; to build relationships with consumers.

Lifestyle marketing: a 

relaxed atmosphere, like a car show.

Lifestyle marketing: a


relaxed atmosphere, like a car show.

Lifestyle marketing: connecting with your target in a more relaxed setting, a festival, a city wide sale, a craft show, art fair, etc.



The Apple Store is an 

example of Experiential marketing

The Apple Store is an


example of Experiential marketing

Experiential marketing: Direct marketing +


personal selling + Sales Promotion = a single


consumer experience.

Product Placement: Coke at American Idol judges' tables.

Product Placement: Coke at American Idol judges' tables.

Product placement: the planned insertion of a brand or product into a movie or TV show - to influence viewers.

E.T. Phone Home.

E.T. Phone Home.

Branded entertainment: the brand is embedded into the story line of a movie, TV show, or other entertainment medium or game.

All kinds of Alternative Marketing

All kinds of Alternative Marketing

Other types of Alternative Marketing:


Video games, Cinema Advertising, Subway


Advertising, Street and Mall kiosks, Stairs,


Escalators, Parking Lots, Airlines, Shopping bags, Clothing

In-store marketing

In-store marketing

In-store Marketing is super important - Why?


Consumers make 60% of all purchase decisions while in the retail store, itself.

POP Displays

POP Displays

POP Displays: integrate the brand's image into the display; integrate with current advertising; make the display dramatic to get attention; make display easy to stock.

Brand Communities

Brand Communities

Brand Communities: Where "like" consumers can swap stories, give advice, help others, share new ideas. Jeep, Harley, Volkswagon, Apple

Social Media coupons/Instore 

Marketing/QR codes

Social Media coupons/Instore


Marketing/QR codes

Social Media/Instore Marketing: QR Codes,


mobile coupons, coupons on packaging, instant


coupons