* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download non traditional marketing
Tobacco Marketing Targeting African Americans wikipedia , lookup
Internal communications wikipedia , lookup
Brand ambassador wikipedia , lookup
Consumer behaviour wikipedia , lookup
Ad blocking wikipedia , lookup
Market segmentation wikipedia , lookup
Brand equity wikipedia , lookup
Sales process engineering wikipedia , lookup
Targeted advertising wikipedia , lookup
Advertising wikipedia , lookup
Product planning wikipedia , lookup
Advertising management wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Online advertising wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing channel wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing research wikipedia , lookup
Marketing communications wikipedia , lookup
Target audience wikipedia , lookup
Sports marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Target market wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Green marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Explore the Strategy of Non-Traditional Marketing Many traditional forms of advertising hail back to the 1960’s, and have been the standard for marketers ever since. However, today their effectiveness is on the decline. No Call Lists make telemarketing more challenging (See also Telemarketing), direct mail is expensive and offers a small return on investment, while cable TV, Tivo, and iPods have made it simple to skip radio and television ads. In this article... What is Non-Traditional Marketing? Types of Non-Traditional Marketing Who Employs Non-Traditional Marketing? Traditional vs. Non-Traditional Marketing How is a Non-Traditional Marketing Plan Developed and Implemented? Careers in Non-Traditional Marketing How Can a Degree in Marketing Help You Get a Job in Non-Traditional Marketing? On top of this, traditional advertising is becoming extremely expensive. Adweek reports that in 2011 the average cost of a single, 30 second advertisement during a prime-time television broadcast was almost $110,000 -- an increase of five percent from the previous year. As advertisers pay more to see smaller results, they look toward marketing strategies that use new venues, technologies, and theories that contradict traditional wisdom. Non-traditional marketing strategies rely on new and unorthodox marketing methods. Anything that falls outside the categories of traditional marketing can be considered non-traditional, but the term has typically referred to a more specific range of marketing tactics. The goal of non-traditional advertising is to create striking advertising experiences that capture interest through their creativity and unpredictably. Much of non-traditional marketing involves putting ads in unusual places, or displaying ads in unusual ways, hoping to command the attention of unassuming viewers. (See also Guerrilla Marketing) Consumers tend to view non-traditional ads as more organic, authentic, and relevant. Because they stand apart from the majority of advertising, they are largely immune to the cynicism and skepticism that is applied to print, radio, and TV ads. Non-traditional ads also tend to be targeted, speaking directly to specific demographics on their own territory. Beer makers might advertise on coasters, or shoe makers might place ads around basketball courts. This type of advertising tends to be cheaper as well. Print ad campaigns can cost thousands of dollars, but a clever street marketing strategy might cost less than a hundred. Managed well, nontraditional advertising can deliver huge returns on investment. While non-traditional marketing is unexpected and eye-catching, it is also unpredictable. It can be difficult to know whether a campaign is working because it relies on methods that fall so far outside the tradition of marketing. Marketers may struggle to quantify and measure the success or failure of a campaign. Even worse, a confusing or poorly executed campaign can confuse consumers and create a negative image around a company. Guerrilla Marketing – The makers of the Simpsons movie placed images of Homer Simpson at the base of escalators. The steps of the escalator were covered in pictures of donuts that seemed to disappear into Homer's gaping mouth. Street Marketing – Kinkos placed huge sculptures of Highlighters and White Out on city streets so that they looked like they were coloring in no parking zones and the lines in cross walks. Seminars - Arrow Electronics held seminars in 10 cities to educate engineers on the embedded systems they had begun selling. Stunt Marketing – Proshade, a sunglasses maker, offered the National Parks Service $4 million dollars if they could put sunglasses on the Presidents on Mount Rushmore. The Service declined, but the outlandish offer was picked up by the press and the company received significant publicity. Stealth Marketing – Blackberry paid attractive young women to flirt with men and have them enter their number into Blackberry phones. Public Jokes – in 1996, Taco Bell announced that they were going to buy the Liberty Bell and rename it the “Taco Liberty Bell.” The public outrage that followed raised awareness of the restaurant and increased sales. Events – Harley Davidson sponsors large group rides and meet-ups for motorcycle enthusiasts to connect with each other. Membership Organizations – Hallmark runs a club for fans of the company’s keepsake ornaments to meet and discuss. Museums and Factory Tours - Budweiser offers daily tours of its flagship brewery that include a tasting of all their products. Theme Parks - Disney maintains several major theme parks that help reinforce the history of the company and the image of the brand. Product Placement – BMW paid for their Z3 model to be featured prominently in the James Bond film GoldenEye. Non-traditional marketing is a strategy that is available to all businesses. Many of the most famous campaigns have been carried out by major companies, but smaller businesses have used nontraditional marketing with great results. Valley Screen Process, a small manufacturer of decals for children's rooms, saw a huge increase in sales after they developed partnerships with bloggers. They offered free samples to popular “Mommy” bloggers who then talked up the products on their blogs. The only requirement for using non-traditional marketing is vision, creativity, and commitment. Since it is often significantly cheaper than classic forms of advertising, non-traditional marketing is an effective tool for companies with modest marketing budgets. The only drawback is that the results are unpredictable and there is the risk of wasted effort. A recent report from Nielsen research reveals that many consumers do not trust traditional forms of advertising. Ads on TV, radio, billboards, and in newspapers all received less than a 50% rating as an indicator of consumer trust. By contrast, non-traditional advertising strategies like word of mouth marketing and official websites are trusted the majority of the time. This study reveals how savvy the modern consumer has become in regards to advertising. Traditional marketing may be in decline, but billions of dollars are still spent on it every year. Many marketers utilize a mix of both traditional and non-traditional marketing strategies. Both have advantages and disadvantages. The key is determining which strategy will be most effective for the product that is being pushed. The two methods are contrasted below. Traditional Marketing Very disciplined, structured, and controlled Focus on the four Cs – competition, consumers, company, collaborators Non-Traditional Marketing More flexible, uncertain, and subjective Focuses on execution above planning Traditional Marketing Uses empirical research to validate its methods Results can be forecasted Non-Traditional Marketing More credible and efficient Creates “Buzz” Traditional Marketing All costs are known and carefully controlled Non-Traditional Marketing Tends to be cheaper and relies on free advertising as much as possible Many costs are unknown and cannot be predicted Traditional Marketing Defined based on demographics Focused and segmented Non-Traditional Marketing Since non-traditional marketing relies on many unknown factors, it is important for any campaign to undergo careful planning. Developing a comprehensive marketing plan does not make this strategy any more predictable, but it can help focus efforts and maximize the chances for success. The first step of the plan is to define the target audience. This crucial step helps companies determine whether or not a non-traditional marketing approach makes sense. If a product has mass appeal, something like a soda or a movie release, marketers might plaster city streets with creative ads. But if the product has more limited appeal, software for accountants, for example, a widespread ad campaign would be a waste of resources. Identifying who will buy the product makes them easier to reach. The next step will be to pick the non-traditional marketing strategy that will be used. It is not enough to be different simply for the sake of being different. The particular strategy employed has to be chosen carefully for the way it will impact customers and the message that it will project. Companies will need to examine market research and consult with branding experts to find the best way to align their advertising messages with their intended customers. At this point, it may be necessary to negotiate deals for ad space in usual places. Non-traditional advertising often creates its own marketing channels. If the goal is to show ads in places where ads have never been before, this will require careful negotiation between the advertiser and the property owner (See also Street Marketing). It is important for both parties to fully understand the terms and conditions of the contract so that the ad space can be used to maximum effect. The final step of a non-traditional marketing plan will be to define metrics for success or failure. This can be the most difficult step because non-traditional marketing often has diffuse goals. Rather than simply increasing sales, non-traditional marketing can be used to redefine the image of a brand, or to introduce product lines to new demographics. Before any campaign is put into place, empirical indicators need to be established for judging the success of the campaign. 1. Branding Through a Blimp There are two brand names that come to mind when you think of a blimp, right? It’s either Goodyear or MetLife. Think about what that means from a non-traditional marketing standpoint. These two brands have dominated in this example because of how and where they place a blimp. 2. On the Street Street marketing teams are another unique way to get a message across. It combines traditional forms of marketing, such as brochures and posters, but it creates a 1-on-1 marketing component when the street team approaches a lead. The exchange might be brief, but the personal interchange can be that first small step toward establishing a brand relationship that will pay off down the road. 3. See the Light If you have a large building with a blank wall, then you have a canvas for a nontraditional marketing opportunity. Bring in a projector and display an image that covers your wall, kind of like how the advertising murals of pre-1960 used to promote goods. At night, the light automatically attracts eyes and creates brand exposure. 4. Wet and Wild Artist Peregrine Church has been making waves in the Seattle art scene because of his unique set of skills. He uses a waterproofing agent on sidewalks so that when it rains [and it rains A LOT in Seattle], a specific message is produced in vivid detail. Church uses his technique to create smiles, but a business could use this technique as a unique non-traditional advertising opportunity. If you don’t get a lot of rain in your community, then anything that draws attention to your location will be beneficial. Something as simple as sidewalk chalk could be the answer. Most cities will allow some sort of non-traditional marketing like this as long as it isn’t permanent or harms the environment in some way. 5. A Quiet Effort Bookstores and libraries might not be as popular as they once were, but real books are still read by real people. Make a contribution to the library fund or pay a bookstore owner a few bucks and then slip in some bookmarks with your branding and message into the books. You could sneak them into the books, but that really isn’t ethical, right? What goes around will come around. When the readers catch the bookmark, they look at it. It’s like a 99% guarantee that they will see and remember the brand the next time it is encountered. They may even keep the bookmark to use later. In this non-traditional marketing scenario, everybody has a positive experience. 6. Become an Artistic Sponsor Families go out to eat for about 40% of their meals and many of them have young children that get antsy while waiting for their food. This has caused many restaurants to offer coloring pages, placements, or activity books to help the kids stay quiet and the parents to keep a measure of their sanity. This is your chance to also create a winning non-traditional marketing campaign. It doesn’t cost much to print up these materials and donate a bunch of crayons. Your branding gets put onto the items in a noticeable spot. If there’s one guarantee in this life, it is that a child who has colored a picture will say, “Mommy! Daddy! Come look what I made!” The parent leans over, sees their child’s artwork, and sees your branding. 7. Under the Butt Speaking of families, there is a unique non-traditional marketing opportunity at your grocery store. Have you ever notice how many people push around carts while shopping? Whether the kids are sitting in the cart or walking alongside, there are two great places for branding that many businesses don’t consider: on the handle of the cart and on the seat flap in the cart. If your target demographics go somewhere that uses carts, then partner up with the business to have a remarkably affordable marketing campaign that could have a huge ROI. Non-traditional marketing will put your brand and ideas where people may not normally think to interact with them. Do it successfully and you’ll soon see higher revenues coming your way. THE EMERGENCE AND RISE OF NON-TRADITIONAL MARKETING broad reach and targeting potential. Advertising important element in marketing Rarely can a new product introduction take place without advertising at its core. Several models of advertising effectiveness have been developed (AIDA Hierarchy of Effects), and metrics to measure placement (ie. Target market reach, and the frequency, exposure, cost per 1000) and evaluation (waste, wearout, recall, recognition) of advertising activities. Why the emergence and shift away from the use of traditional ad tools? 1. rising cost of media ad 2. advertisers are losing control over traditional ad media – zapping, fragmentation of dilutes control over messages and audiences specialized networks and magazines messages are not being heard blurring, removing the control of 3. convergence of communication and entertainment marketers. Info power shift to consumers Three main categories of NT marketing tools: a. cross-promotions b. place-based promotions c. sponsorships Cross-promotion: examples 1. movie product placement supported by joint ad campaigns of film producers and ‘control through cooperation’manufacturers shopping bags, shared coupon events (buy one pound of Ronzoni and 2. multi-level ads get a jar of Ragu free) Place-based promotion: examples schools, theaters, airports, hospitals1. audience-captive environments featured on school buses, on popcorn bags, hospital meal tray liners, airplane 2. NT ads videos, Wal-Mart – ATT cards Sponsorship promotions: example associating the brand with a desirable celebrity, team, event,1. ‘control thru patronage or place NT will give marketers new and additional tools to reach their target markets. NT executions reflect new philosophy of marketing and ad 1. blurred distinction between ad and entertainment 2. masking the identity of corporate sponsors – stealth marketing 3. creating grassroots trends Differences between Traditional and Non-Traditional Marketing PHILOSOPHY: Traditional Marketing: • highly disciplined, structured • use the ‘4C’s’ (competition, consumers, company, collaborators) and other established frameworks • control – target market, media, message, content – pro-active, certain • FOCUS: strategic planning Non-Traditional Marketing: • trust own judgment, more flexible, serendipitous, chaotic, reactive, uncertain • FOCUS: on execution than planning PROESS OF COMMUNICATION EFFECTS: Traditional Marketing: • awareness • knowledge • liking • preference • desire or conviction • purchase • re-purchase Non-Traditional Marketing: • exposure/visibility • buzz, word-of-mouth (virtuous circle) • infatuation (missionary advocacy for the brand) • sales/purchase CAPABILITIES AND BENEFITS: Traditional Marketing: • validated through empirical research • results more easily forecasted due to pre-testing, past experience Non-Traditional Marketing: • more credible • can be more efficient • creates word-of-mouth or ”buzz” • sometimes unknown BUDGETING: Traditional Marketing: • highly controlled and disciplined • all costs are known NonTraditional Marketing: • more efficient budgets generally lower – opportunity for ‘free’ press • many costs are unknown due to uniqueness – must be flexible TARGET MARKET: Traditional Marketing: • defined segment based on demographics and/or psychographics • focused, segmented Non-Traditional Marketing: • non-discriminatory, broad reach • intended audience will self-select METRICS: Traditional Marketing: • known and measurable metrics • pre-testing, post-resting (reach, frequency, imagery, conversion) Non-Traditional Marketing: • no pre-testing • difficult to evaluate • might have to design own metrics • BMW: nothing blew up SKILLS REQUIRED: Traditional Marketing: • traditional marketing/advertising skills of strategic thinking, creativity, and project management Non-Traditional Marketing: • new emphasis on creativity, resourcefulness, ingenuity • flawless execution is key • strong negotiation skills a must