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10
Chapter Ten
Alternative Marketing
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-1
Buzz Marketing
• Word-of-mouth marketing
• Higher credibility
• Fast growth – now $1 billion annually
• Methods of generating buzz
• Consumers who like a brand
• Sponsored consumers
• Company or agency generated buzz
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-2
Consumers Who Like a Brand
• Ideal ambassador
• Buzz spread
• In person
• Internet
• Chat rooms
• Blogs
• E-mails
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-3
Sponsored Consumers
• Brand ambassadors
• Typically individuals who already like brand
• Offer incentives in exchange for advocacy
• Selection based on
• Devotion to brand
• Size of social circles
• Expected to deliver messages to:
• Social circles,
• Family, and
• Friends.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-4
Company Employees
• Employees posing as customers
• High risk approach (unethical and dishonest)
• Word of Mouth Marketing Association (WOMMA)
• Honesty of relationship
• Honesty of opinion both good and bad
• Honesty of identity (who you are)
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-5
Buzz Marketing Preconditions
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Brand must be unique, new, or perform better
Brand must stand out
Memorable advertising helps
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Intriguing, different, and unique
Customers must get involved
Buzz marketing works because
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People trust someone’s else’s opinion
People like to give their opinion
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-6
Guerilla Marketing
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Emphasizes a combination of media, advertising,
PR, and surprise tactics to reach customers in
unexpected places.
Requires energy and imagination
Instant results with unique, low-cost approaches
Focus on region or area
Create excitement
Involve interacting with consumers
Goal is to generate buzz
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-7
FIGURE
10 . 3
Reasons for Using Guerilla Marketing
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To find new ways to communicate with customers
To interact with customers
To create buzz
To build relationships with consumers
Source: Adapted from Lin Zuo and Shari Veil, “Guerilla Marketing and the Aqua Teen Hunger Force Fiasco,” Public
Relations Quarterly, Vol. 51, No. 4 (Winter 2006/.2007), pp. 8-11
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-8
Alternative Media Venues
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Cinema
In-tunnel, subway
Parking lot
Escalator
Airline in-flight
Clothing
Mall signs
Kiosks
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-9
FIGURE
10 . 7
Types of Advertising that Most Influenced Clothing
Purchases
• In-store advertising (52.6%)
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Print ads (23.9%)
Word-of-mouth communications (15.8%)
Television ads (14.1%)
Internet ads (10.4%)
Direct mail (7.4%)
Radio ads (1.8%)
Source: Adapted from Amy Johannes, “Snap Decisions,” Promo, Vol. 18, No. 11 (October 2005), p. 16.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-10
In-Store Marketing
• 70% of purchase decisions made in store
• In-store atmospherics
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Sight, sound, and scent
• Video screens and television monitors
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Customize messages
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-11
Point-of-Purchase Displays
• Location is key
• Last chance to reach buyer
• Facts
• 70% of decisions are in store
• 50% of money spent at mass-merchandisers and
supermarkets is unplanned
• Average increase in sales is 9%
• Half of POP displays not effective
• Half that are effective – 20% increase in sales
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-12
FIGURE
10 . 8
Effective Point of Purchase Displays
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Integrate the brand’s image into the display.
Integrate the display with current advertising and promotions.
Make the display dramatic to get attention.
Make the display re-usable and easy to assemble.
Make the display easy to stock.
Customize the display to fit the retailer’s store.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10-13