Alternative Media Chapter 10

Alternative Media Programs Buzz Marketing Guerrilla Marketing Product Placement – T.V programming and in Movies Branded Entertainment Lifestyle Marketing Off shoot of event marketing

What’s Happening? Grabs your attention right away!!!!! Here it is. Conor http://www.youtube.com/watch?v=LxOpPQaWexw Grabs your attention right away!!!!! http://www.youtube.com/watch?v=FVpF3LMaerQ Escalator Advertising: http://www.lolanewyork.com/articles/escalator-advertising--march-10

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

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

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 . 9 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.