Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
19 Cards in this Set
- Front
- Back
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 |
Alternative marketing requires: Creativity Imagination Engagement opportunities with consumers New and innovative ways to reach the target |
|
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. |
Brand ambassadors: consumer evangelists or Individuals who already like the brand they sponsor; Company offers incentives in exchange for advocacy |
|
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: -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: 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: 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. |
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: 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 |
Experiential marketing: Direct marketing + personal selling + Sales Promotion = a single consumer experience. |
|
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. |
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 |
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 is super important - Why? Consumers make 60% of all purchase decisions while in the retail store, itself. |
|
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: 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/Instore Marketing: QR Codes, mobile coupons, coupons on packaging, instant coupons |