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Alternative Marketing Chapter 10 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-1 Chapter Objectives 1. 2. 3. 4. 5. How do buzz marketing, guerilla marketing, product placement and branded entertainment, and lifestyle marketing fit into an IMC program? What is the difference between a product placement and branded entertainment? What conditions must be present in order to develop a successful guerilla marketing program? How can alternative marketing methods be integrated with in-store programs? Why is it important to attempt to strengthen brand communities? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-2 Red Bull’s Buzz • Launched in Australia, 1984 • By 2001, held 70% of energy drink market in U.S. ($140 million in sales) • Entry in United States Buzz marketing Consumer educators -- parties Extreme sporting events • Competitive reaction slow • Recently – more traditional advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-3 Chapter Overview • • • • Traditional media declining Alternative media rising Ugg – fashion conscious consumers Alternative approaches Buzz marketing Guerilla marketing Product placement Branded entertainment Lifestyle marketing In-store marketing Brand communities Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-4 Alternative Media Programs • Requires creativity and imagination • Identify intersect paths • Alternative media programs Buzz marketing Guerilla marketing Product placement Lifestyle marketing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-5 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 10-6 Buzz Marketing Stages • Three stages 1. 2. 3. • Buzz marketing difficult during inoculation stage • Inoculation Incubation infection Must use brand ambassadors or customer evangelists True customer-generated buzz occurs after awareness Awareness generated through traditional advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-7 Buzz Marketing Preconditions • • • Brand must be unique, new, or perform better Brand must stand out Memorable advertising helps • • • Intriguing, different, and unique Customers must get involved Buzz marketing works because • • People trust someone’s else’s opinion People like to give their opinion Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-8 Guerilla Marketing • • • • • • • • • Developed by Jay Conrad Levinson Instant results with unique, low-cost approaches Focus on region or area Create excitement Involve interacting with consumers Goal is to generate buzz Harley Davidson “Cat shoot” Grassroots efforts Alternative media Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-9 Product Placement • Advertisers believe • • Increased brand awareness Positive attitude towards the brand • No immediate impact on sales • Nielsen Research shows positive impact • Low cost per viewer Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-10 Branded Entertainment • Brand woven into the storyline • Use increased sharply with reality shows • Also found in novels, plays, songs, and movies Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-11 Product Placement and Branded Entertainment • • • • • • Works because no call to action Goal is to increase brand awareness and liking Placements work best when logical fit Negative/positive scene impacts reaction Bypasses legislation Increase in placement budgets • • • • Brand’s appeal stronger in non-advertising context Perception of what others think is important to consumers Provides postpurchase reassurance Program can provide evidence of a brand’s advantage Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-12 Video-Game Advertising • • • • • • In-game advertisements Rotating in-game advertising Interactive ads Game-related Web sites Advergames Sponsored downloads Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-13 Video Game Advertising • Benefits • • Online games allow Web analytics Ads can be targeted to match audience • Disadvantage • Ads soon become static • New technologies • • • • Ad rotations within game New ads can be added to online games Time-sensitive ads can be used Ads can be made interactive Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-14 Alternative Media Venues • • • • • • • • • • • Cinema In-tunnel, subway Parking lot Escalator Airline in-flight Leaflets and brochures Carry home menus Carry home bags Clothing Mall signs Kiosks Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-15 In-Store Marketing • • 70% of purchase decisions made in store In-store atmospherics • • Video screens and television monitors • • • Customize messages The Salon Channel Wal-Mart • • Sight, sound, and scent 127 million shoppers per week Unilever Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-16 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 • 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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-17 Measuring POP Effectiveness • Both retailers and manufacturers want displays that are effective • Point-of-sales (POS) data • For retailers • Indicates time to withdraw or change display • Identify POP displays with largest impact • Test market different displays • For manufacturers • Data can improve quality of displays • Strengthen relationships with retailers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-18 Combination Approaches • • • • • Digital, LED displays Interactive displays Integration of advertising and marketing with POP Interface of digital technology with in-store networks Interface with retail computers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-19 Brand Communities • Ultimate demonstration of • Brand loyalty • Brand devotion • Symbolic meaning • Interactions between brand and consumer • Shared values and experiences • Cannot be created by brands itself • Marketing can enhance community experience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-20 Enhancing a Brand Community • Create benefits to encourage new customers to join. • Provide materials not available anywhere else. • Involve firm representatives in the groups. • Sponsor special events and regular meetings. • Promote communications among members. • Build a strong brand reputation. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-21 International Implications • Alternative marketing - U.S. minorities • Alternative media used in other countries • “A Sunny Day” – China (Pepsi and Starbucks) • Brand communities developing in other countries • Jeep - China • Ad clutter a global problem • Growing use of alternative media tactics • New alternative marketing programs Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-22