Alternative Marketing CHAPTER 10 Alternative Marketing Programs Buzz Marketing Methods of creating a buzz Consumers who like a brand Sponsored consumers Tactics may include stealth marketing Guerrilla Marketing Focus is usually on a specific region Goal is to create excitement about a product or service Instant results with unique low-cost approaches Alternative Marketing Programs Product Placement Low cost per viewer in most mediums Branded Entertainment – embedding brands as part of storylines in some sort of entertainment (Movies, TV programs, etc.). Lifestyle Marketing Associated with consumers hobbies and interests Can be considered an off shoot of event marketing Experiential Marketing Direct marketing + Field Marketing + Sales Promotions Experiential Marketing Steps to create positive experience Clear, concise target segment 2. Identify right time, right place 1. Engage emotionally Engage logically 3. Clearly reveal brand’s promise Discussion Questions Question 3, page 278 Question 4, page 278 Alternative Media Venues o Cinema o In-tunnel, subway o Parking lot/street o Escalator o Airline in-flight o Leaflets and brochures o Carry home menus o Carry home bags o Clothing o Mall signs o Kiosks Traditional Media using a different approach What’s Happening? Assignments and class schedule What’s Happening? What’s Happening? Alternative Media EXAMPLES In-Store Marketing 70% of purchase decisions made in store In-store atmospherics Sight, sound, and scent Video screens and television monitors Customize messages, e.g., Wal-Mart with 127 million shoppers per week Point-of-Purchase Displays • • • • An extension of in-store displays Location is key Last chance to reach buyer Facts • 70% of decisions are made in store • 50% of money 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 Video Game Advertising $1 billion per year spent on in-game ads Very attractive market 75% of online households spend at least 1 hour per month playing online games 27% average 30 hours or more Primary market is 17-34 year old males Have become difficult to reach Play shooting games Fastest growing market is females Now 40% of market Play puzzle and cerebral games F I G U R E 10 . 9 Types of Video Game Advertising o o o o o o In-game advertisements Rotating in-game advertising Interactive ads Game-related Web sites Advergames Sponsored downloads Brand Communities Ultimate demonstration of brand loyalty and devotion Usually some kind of symbolic meaning to the customer Interactions between the brand and consumers, as well as shared values and experiences between consumers Cannot be created by brands itself Marketing enhances the “community experience” Examples of brand communities include: http://www.porsche.com/canada/en/eventsandracing/porscheclubs/ Harley Davidson Jeep F I G U R E 10 . 12 Reasons Brand Communities Form o o o o o Affirmation of the buying decision. Social identity and bond. Swap stories. Swap advice and provide help to others. Feedback and new ideas.