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 Identify right time, right place Engage emotionally Engage logically Clearly reveal brand’s promise Creating experiential marketing campaigns requires three steps. First, a clear, concise identification of the target segment. Second, identify the right time and right place to intersect with consumers to create a memorable experience. It needs to engage consumers emotionally and engage them logically. Third, the experience needs to clearly reveal the brand’s promise.

Discussion Questions Question 3, page 278 Question 4, page 278

Alternative Media Venues Cinema In-tunnel, subway Parking lot/street Escalator Airline in-flight Leaflets and brochures Carry home menus Carry home bags Clothing Mall signs 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 Product placement in video games has become common, generating about $1 billion a year in advertising revenue. Video games are a very attractive market. About 75% of online households spend at least 1 hour per month playing online games. About 27% of online households spend 30 or more hours a month playing online games. The primary market for video games is 17-34 year old males, which has been a market segment that has been difficult for marketers to reach. The fastest growing market for video games are females. It now makes up 40% of the market.

In-game advertisements Rotating in-game advertising Interactive ads F I G U R E 10 . 9 Types of Video Game Advertising In-game advertisements Rotating in-game advertising Interactive ads Game-related Web sites Advergames Sponsored downloads Advertising in video games can take several forms. A common approach is static, in-game advertisements. To make it more interesting, companies can insert rotating in-game ads that will change over time. Interactive ads can be placed in video games, especially in online games. The Internet offers other possibilities, such as websites dedicated to games. Advergames are branded video games. The last form is sponsored downloads, such as certain brands of cars for a racing game.

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

Affirmation of the buying decision. Social identity and bond. F I G U R E 10 . 12 Reasons Brand Communities Form Affirmation of the buying decision. Social identity and bond. Swap stories. Swap advice and provide help to others. Feedback and new ideas.